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Through written, televised, or spoken channels, mass media reach large audiences. Mass media's role in shaping modern culture is a central issue for the study of culture. [1] Media influence is the actual force exerted by a media message, resulting in either a change or reinforcement in audience or individual beliefs.
In most cases, a company described as "bigger" has a larger sphere of influence. For example, the software company Microsoft has a large sphere of influence in the market of operating systems; any entity wishing to sell a software product may weigh up compatibility with Microsoft's products as part of a marketing plan.
The concept of mediatization still requires development, and there is no commonly agreed definition of the term. [4] For example, a sociologist, Ernst Manheim, used mediatization as a way to describe social shifts that are controlled by the mass media, while a media researcher, Kent Asp, viewed mediatization as the relationship between politics, mass media, and the ever-growing divide between ...
The public sphere, simultaneously restructured and dominated by the mass media, developed into an arena infiltrated by power in which, by means of topic selection and topical contributions, a battle is fought not only over influence but over the control of communication flows that affect behavior while their strategic intentions are kept hidden ...
The "mass" in which people independently make decisions about, for example, which brand of toothpaste to buy, is a form of collective behavior different from the public. Public opinion plays an important role in the political sphere.
These "opinion leaders" gain their influence through more elite media as opposed to mainstream mass media. [2] In this process, social influence is created and adjusted by the ideals and opinions of each specific "elite media" group, and by these media group's opposing ideals and opinions and in combination with popular mass media sources ...
Mass media and propaganda are inseparable. Mass media, as a system for spreading and relaying information and messages to the public, plays a role in amusing, entertaining and informing individuals with rules and values that situate them in social structure. [4] Therefore, propaganda creates conflicts among society's differing classes. Nowadays ...
The list of objections could be and has been lengthened indefinitely: confusing technology itself with its use of the media makes of the media an abstract, undifferentiated force and produces its image in an imaginary "public" for mass consumption; the magical naivete of supposed causalities turns the media into a catch-all and contagious "mana ...