The role of mass media essay

Theorists emphasize that audiences choose what to watch among a wide range of options, choose how much to watch, and may choose the mute button or the VCR remote over the programming selected by the network or cable station. Studies of mass media done by sociologists parallel text‐reading and interpretation research completed by linguists (people who study language). Both groups of researchers find that when people approach material, whether written text or media images and messages, they interpret that material based on their own knowledge and experience. Thus, when researchers ask different groups to explain the meaning of a particular song or video, the groups produce widely divergent interpretations based on age, gender, race, ethnicity, and religious background. Therefore, culturalist theorists claim that, while a few elite in large corporations may exert significant control over what information media produces and distributes, personal perspective plays a more powerful role in how the audience members interpret those messages.

Teacher Resource s
• Journalism Education Association Curriculum
• Media Channel's Teaching Toolkit
• Media Matters (PBS)
• New York Times Learning Network
• Society for Professional Journalists: Resources for Educators

Link Lists
• American Press Institute - Journalist's Toolbox
• Columbia Journalism Review - Resources
• Foreign Press Center - Useful Links (State Department)
• Jim Romenesko's Media News
• News Directory
• NewsLink
• Yahoo! Full Coverage

The role of mass media essay

the role of mass media essay

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