Impact Of Media In Society & On The Audience | Discussion

  1. Assess the role and impact of media in American society.

Media play an important role in American society because media are the major sources of information for Americans. This is why the impact of media on Americans may be overwhelming, taking into consideration the current progress of technology, which makes them exposed to the impact of media almost all the time. For example, the progress of information technology, the wider use of mobile devices and other changes allow users to access media all the time. More important, they grow up being accustomed to the impact of media, but the problem is that they are accustomed to obtain the information from mass media without critical evaluation of the information, which they receive from mass media. As a result, they are often deceived or misled by mass media, as was the case of the US involvement in the war on Iraq, when mass media reports on the threat of the use of the weapon of mass destruction by Iraq shaped the public opinion in favor of the war.

  1. Compare and contrast the effects vs. active response models that media scholars use to study audiences

The effects model of media on the audience involves the study of the overall impact of media on the audience. Scholars studies changes in the target audience under the impact of audience, how their behavior, views and beliefs change. In contrast, the active response model implies that scholars study the possible response of the audience on the media impact. In other words, they study immediate effect and the response of the audience, while the effects model studies effects and overall impact of media only. The active response involves the audience as an integral part of the media-audience interaction, whereas the effects model views the audience as the subject to the impact of media.

  1. Describe media studies to a friend, parent, and future employer.

Friend. Media studies involve the study of what you are watching, listening or reading on TV, internet or print media. Media studies focus on the study what we are actually learning from media and how we respond to that as well as how we change under the impact of media, including changes in our views, attitudes and behavior.

Parent. Media studies are a new field of science which involve the study of mass media and their impact on individuals. They help to understand how we change our life, views and beliefs under the impact of media.

Future employer. Media studies comprise a new field of science, which focus on the study of the impact of media on the audience and how human behavior, views, beliefs and attitudes change under the impact of media. Media studies help to reveal the impact of media on individual and organizational behavior.

  1. Compare and contrast the production of culture, media economics, and the political economy of media.

The production of culture, media economics and the political economy of media are, to a significant extent, interrelated because they involve the economic development of media and their impact on the audience and mainstream culture along with the attempt of media to shape the culture in such a way that stimulates the consumption of media products. On the other hand, production of culture does not always involve media, since individuals, like M.L. King, can influence the cultural development. Media economics is different from the political economy of media because it defines the financial and marketing, whereas the political economy of media involves the broader social, economic and political development of media.

The terms offer and acceptance. (2016, May 17). Retrieved from

[Accessed: March 29, 2024]

"The terms offer and acceptance." freeessays.club, 17 May 2016.

[Accessed: March 29, 2024]

freeessays.club (2016) The terms offer and acceptance [Online].
Available at:

[Accessed: March 29, 2024]

"The terms offer and acceptance." freeessays.club, 17 May 2016

[Accessed: March 29, 2024]

"The terms offer and acceptance." freeessays.club, 17 May 2016

[Accessed: March 29, 2024]

"The terms offer and acceptance." freeessays.club, 17 May 2016

[Accessed: March 29, 2024]

"The terms offer and acceptance." freeessays.club, 17 May 2016

[Accessed: March 29, 2024]
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