Research Paper
on The Role Media Institutions Play in Shaping Policy
“The media plays a very important role in shaping public opinion. Traditionally,
the media has portrayed the institution of science as authoritative, objective,
unbiased, and so forth. But with increasing public concern over the risks
associated with advanced technology, and increased attention directed toward the
shortcomings of technology, the media has taken a more critical look and use at
both the content and practice of science. In turn, the public has become more
skeptical of science and technology.” (soc.iastate.edu)
Sometimes public pressure can have significant effects on the direction and
outputs of Media. Media can play a very vital role in shaping policy, either it
is towards government or has to make some new trends and views. Very good
example of this, CNN and other U.S. media Network are currently trying to get
their support over the expected attack over Iraq – Saddam Hussein. United States
media are continuously trying to convince and motivate their people or in other
want trying to shape their public view. Though they are still not very much
successful yet, protests against expected war with Iraq are still going on
through out the United States and many other countries.
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Mass Media
“The mass media are the major agencies of socialization and sources of identity
in the public sphere. They play an important role in mediating the relationship
between the individual, groups and society.” (llanishenhighschool.co.uk)
Media Role in Democracy
Today when many societies around the world, in Asia, Africa, Latin America and
Eastern Europe, are in the transition process from an authoritarian one-party
system to something more democratic, there is a need to know more about the role
of media during this transition. There are on one side a striving of continuity
of the political regimes to preserve the authoritarian model of control over
media and public opinion. There is a strong tendency of reproducing the same in
a new guise. At the same time there are opposite tendencies towards liberation
of the media and the public sphere. There are independent media and a new type
of journalistic involvement.
Media’s Role - Communism towards Democracy (Germany)
Media can play a very influential and important role during the transition of a
country from communism to democracy. In some cases like in East Germany foreign
media has played this role. People in the German Democratic Republic received
information and entertainment from the western media that created problems for
the GDR rulers. They did not have any power over West German TV, which had a
trustful image in East Germany for the quality and credibility of its news and
current affairs programs. East Germans shaped their picture of the world under
continues influence of western TV, and that was one important factor for the
collapse of the Honecker regime. (Hesse, 1990).
Online Advertising Media Firms - Review
There's still considerable growth ahead for the online advertising market, but
at 3 percent of the total advertising market it's not enough to support
companies that don't diversify, GartnerG2 found. By 2005, online advertising
will be an $18.8 billion market in the United States, GartnerG2 predicts, up
from $7.9 billion in 2001. These numbers are in the neighborhood of the
Interactive Advertising Bureau's stats, which put 2000 online ad spending at
$8.2 billion and at $5.55 billion through three quarters of 2001.
The dilemma facing media companies is that the online advertising growth
expected in coming years will occur in the relatively small online ad market,
while advertising growth remains flat or receding in TV, radio and print.
GartnerG2 estimates that out of the 2,800 sites selling advertising in the
United States, the top 20 sites receive 80 percent of the revenue. GartnerG2
also forecasts that year-over-year growth in online advertising will be just 15
percent by 2005, compared with 100 percent in 1998. (cyberatlas.internet.com)
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Diversification – Needed
The solution for companies that want to stay alive and grow revenue is clear,
according to GartnerG2 -- diversify.
“Due to decreased growth and market domination by the top players, online media
firms must diversify their products and services to supplement the income they
expected to receive from online advertising," said Denise Garcia, research
director for GartnerG2. "Diversification is the future for this industry, so
those who do not branch out will see their online advertising revenues decrease
and their user bases deteriorate."
Role of Advertising in Media
Advertisers are increasingly demanding unique, creative, integrated advertising
programs that require online media properties to expand into other forms of
interactive media such as interactive TV, wireless and kiosks. Expanding
distribution channels for advertisers not only provides opportunities for
increased advertising revenue, but creates additional revenue opportunities
overall.
Negative ad campaigning impacts
Almost everything has positive and negative effects, similarly negative ad
campaigns can also work very much, but some time it is very difficult to decide
that particular ad campaigns has negative or positive impacts. The main reason
of success, of negative ad campaigning is that often human attracts towards
negative side first; another reason is that it will not create cluster among
other ads. The difference between negative and positive ads ratio is
significant, the ad having negative impact are not very common, so it seems to
be unique and usually they are so much catchy as compared to positive ads. When
some thing become catchy, not common, attractive/close to our desires then
perhaps there is no need to discuss more about it, though it will not usually
ethical, if we move towards its ethical side then it will open another issue,
which is very vast and quite debatable.
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