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The nature of media dependence on societal systems varies across political, economic, and cultural system. The relationship between the media and the audience: This relationship is the key variable in this theory because it affects how people might use a mass medium. This relationship also varies across media systems.
In media studies, mass communication, media psychology, communication theory, and sociology, media influence and the media effect are topics relating to mass media and media culture's effects on individuals' or audiences' thoughts, attitudes, and behaviors. Through written, televised, or spoken channels, mass media reach large audiences.
Global media studies is a field of media study in a global scope. Media study deals with the content, history and effects of media. Media study often draws on theories and methods from the disciplines of cultural studies, rhetoric, philosophy, communication studies, feminist theory, political economy and sociology. [23]
Intercultural communication is a discipline that studies communication across different cultures and social groups, or how culture affects communication.It describes the wide range of communication processes and problems that naturally appear within an organization or social context made up of individuals from different religious, social, ethnic, and educational backgrounds.
Media imperialism (sometimes referred to as cultural imperialism) is an area in the international political economy of communications research tradition that focuses on how "all Empires, in territorial or nonterritorial forms, rely upon communications technologies and mass media industries to expand and shore up their economic, geopolitical, and cultural influence."
A study done in 2016, examined the relationship between media violence and aggression across different cultures. This was the first cross-cultural study that looked at both the effects of media violence and culture generality regarding aggression across all cultures.
Communication technology's impact on Western culture. Print culture generates the most socially revolutionary and eversive forces, while electric media makes people more reactionary. McLuhan's theories about "the medium is the message" link culture and society. A recurrent topic is the contrast between oral cultures and print culture. [8]
Neil Postman states, "if in biology a 'medium' is something in which a bacterial culture grows (as in a Petri dish), in media ecology, the medium is 'a technology within which a [human] culture grows.'" [5] [6] [7] In other words, "Media ecology looks into the matter of how media of communication affect human perception, understanding, feeling ...