Mass Media refers to all forms of media that are open to and accessible by the public.

This includes newspapers, television, internet, magazines, radio etc. Following are the
advantages and disadvantages of mass media to the society:
Advantages:
- Information
- News
- Entertainment
- Communication ( specifically for internet)
- Product reviews

Disadvantages
- Can lead to wrong perceptions
- unrest
- Panic

Advantages of mass media

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* Attractive. Moving images attract attention. Few people can walk past a television
without stopping to look. Images are often remembered longer than verbal messages (30).

* Agenda-setting. The mass media bring certain issues to public attention while ignoring
others. This agenda-setting can influence both public and private decisions by making
certain issues seem more important than others (84, 95).

* Influential. Television, video, and film are often seen by important audiences such as
decision-makers. Usually the wealthy, who include those with political and economic
power, are the first to own televisions and VCRs. They are accustomed to receiving
information through these media and may pay more attention to messages from them than
to messages from other sources. Political leaders consider these messages important
partly because they know that many people are seeing them (106).

* Acceptable. Most viewers find family planning messages in the mass media acceptable.
When women of reproductive age in 19 countries were asked, "Is it acceptable or not
acceptable to you for family planning information to be provided on radio or television?"
an average of 84% answered "yes." Over half of these women watched television at least
once a week (45) (see Table 3, p. 8).

Pros and Cons of Mass Media

A life without the presence of mass media would seem improbable for many! Let’s read
about the pros and cons of mass media and its effect on a larger scale.
Mass media enjoys a very prominent role in our lives. There are various effects of mass
media on the society at large. Media tends to influence and it’s obvious, there are positive
as well as negative influences of mass media. However, it also depends upon the way
audiences perceive things. The power of the mass media is by far recognized by
everybody in terms of advertising, marketing and as a medium to broadcast information
to people at large. Since mass media is used to communicate and interact with people
from various walks of life, it can often result in a conflict of options. Print media
(magazines, newspapers, brochures, press releases, newsletters etc), electronic media
(television, radio etc) and the Internet are all part of mass media. Today, mass media can
give a person phenomenal exposure and this can result in various effects of the mass
media on the society. However, have you paused to think about the pros and cons of mass
media? Well, one cannot blame a particular medium because of outside influences. Here,
we shall take a look at such advantages and disadvantages of mass media.

Pros of Mass Media: http://www.buzzle.com/articles/pros-and-cons-of-mass-media.html

• The wide reach offered by mass media is phenomenal. It can target a global
audience.
• In terms of newspapers and magazines, it can reach a specified target group.
Besides, it is easily accessible. For example, the newspaper lands on the doorstep
and we have the latest news in our drawing rooms due to the television set.
• Certain types of media have a loyal fan following. This would mean that an
advertiser, publication or news channel would have a ready audience.
• We have the latest news and information at the click of the mouse! The Internet is
such a medium that it can give many options for the kind of information required.
• Television, movies, Internet and the radio are some of the best forms of
entertainment.
• Mass media can be used for educational purposes in an effective manner.

Cons of Mass Media:

• At times, the information reported may not be authentic from every angle. Hence,
there may be a misinterpretation of a situation.
 • News can be manipulated to influence the minds of the audiences. For example –
a particular political party may manipulate reports in their favor, which would
indicate the political control in the media.
• Media bias can occur due to various issues. A journalist or an editor may give
personal preference to an issue. Read more about the types and reasons of media
bias.
• A particular event or a celebrity may receive undue importance and set wrong
ideals before the youth. It may present an ostentatious lifestyle, which may
inculcate wrong ideals amongst youngsters.
• Unnecessary sensationalism of an issue may project wrong information to the
public.
• Misleading messages may again divert young minds towards a wrong path.
• Wrong interpretation of news may even blow things out of proportion. This would
create further unrest in any place or even violence in case of extreme situations.
• At times, a particular event or news item may receive too much attention simply
because of the lack of important news or snippets. This would again present a
wrong idea before the public.
• Certain types of mass media such as newspapers or leaflets have a very short shelf
life. In terms of advertising, it would not serve to be useful for every kind of
product or message.

These were some of the pros and cons of mass media. Ultimately, it always depends upon
the individual and the way a particular message is perceived for a positive influence of
the mass media!

By Kashmira Lad

There is a grain of truth in the words “TV is a root of all evil”. Have you ever thought of
mass media (including television and the press) as “the fourth power”? It’s really so! To
whom does the press serve? How to make out the truth and the false seen on a boob tube?
No matter to answer most of these questions. Everything is relative. Listen to the radio,
watch TV and try to get to know where the relative truth is or trust only yourself.
Remember, everybody lies (according to House M.D.).
If we take as an example dictatorial and authoritarian governments (China, Venezuela,
Cuba, etc.), I can scarcely believe that the mass media do reflect an opinion of the
majority. In such countries the press usually reflects the opinion of the Ruling elite.
By the way, since TV came into existence, it used to be a source of information. Creators
just had an intention to show everything that matters. Ten years back some used antennas
to pick up TV, and got only one station, could see it barely.
Later, owing to technological breakthroughs, TV stations increased in number. Satellite
TV has become the peak of perfection. But now television differs, and reminds of a
reality circus.
I singled out pros and cons of watching TV. Unfortunately, I can’t say which of them are
advantages and disadvantages (for ones some reasons are really good, for others not quite
well):

• Brainwashing machine. A controlling tool. A useful method for the government to send
subliminal messages and propaganda to the masses, and for businesspeople to brainwash
said masses into butting their low-quality products, waste of time, a form of mind control.
• Lifestyle. You don’t have to go out to find out latest news. At the same time, watching
TV without rest as well as playing online-enabled games will make you a couch potato or
crazy about it.
• Side effects. Many people watch horrifying images on the news and watching TV all
day long.

How do parents increase their influence over the negative effects of

mass media, the internet and the rest of the outside world?
by Lisa Dunning, MA, MFT

The increasingly competitive economy is creating an environment where parents are forced to
spend longer hours at work and fewer hours with their children. As a result, outside influences
have greater access and influence over our children then ever before. The internet and the media
are bringing the outside world into your home; your child's peers; the influences on children from
movies and the music they listen to are growing in importance and influence everyday, the
negative effects of television violence to children, negative effects marijuana, cigarettes, alcohol
and some of the heavier drugs are all having negative influences on child brain development. If
you are like most parents, you cannot afford to decrease the amount of time at work to monitor
their exposure. Therefore, the quality of time you spend with your child is critical to maximize your
influence over the negative effects of the outside world.

What are the steps you can take to learn how to increase your
influence over the negative effects of mass media, the
internet and the rest of the outside world?
Some of the same outside influences that can serve to harm your child can be used to help your
child. Get on the internet or stop by the book store to educate yourself about parenting. Learn
the tools necessary to raise a happy, responsible and productive child in a loving, safe and
nurturing environment. Other parents are a terrific source of support and ideas to help increase
your influence over the negative effects of the outside world. Contact a psychotherapist in your
area who offers support groups, parenting classes and seminars. Be sure they are teaching
useful parenting information. Some topics to look for are Discipline vs. Punishment, Active
Communication, Reflective Listening and “I” Statements.

If you or your children are in crisis, contact a psychotherapist who can provide individual and
family therapy to begin the healing process. See my article: How to choose a therapist that's right
for you.

Any of these articles by Lisa Dunning, Family Therapist may be re-published in hardcopy
(magazines, newsletters or newspapers) or electronic format in websites, ezines or electronic
newsletters provided the following resource box is included at the end of the article with a link to
the URL
 Lisa Dunning is a Licensed Marriage and Family Therapist Specializing in Parent/Child
Relationship issues, the author of "Good Parents Bad Parenting: How To Parent
Together When Your Parenting Styles Are Worlds Apart" and the host of her own radio
show, "Life Support". She provides marriage, divorce and parenting phone sessions to
clientele across the United States and Canada and provides expert parenting advice to
newspaper & magazine columnists. To learn more about Lisa Dunning visit her website
at http://www.LisaDunningMFT.com.
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How The Media Influences Children

by Teresa, The CuteKid™ Staff

At an early age books, movies, television, and the Internet influence how our children think and act in a varie
these media influences become even more powerful. The media influences on children is not always a good i
counteract this influence by discussing and monitoring what their children are exposed to.

The media often stereotypes people and races. Most children's programming deals in absolutes reinforcing th
bad, stupid or smart and because of their inexperience children will latch onto stereotypes that they see.

Parents can counteract this stereotyping by commenting when a group is portrayed inaccurately. Let your chi
every blond isn't stupid, and wearing black doesn't make you a bad guy. Point out that everyone has good and
So, often in the media a character is either good or bad, but in real life this is not the case.
The media uses its influence on children to market items and influence your child's desires making them thin
be popular or cool. My children often comment on things that they saw in commercials. The other day my so
kitchen chopper, because it can cut things up so much faster than I can using a knife. I replied that I don't nee
knife works just fine.

Every year children influence their parents spending by convincing them to buy things that the media has por
recognize name-brand products at an early age because they see them in the media. My children recognized t
even though we never eat there, because they saw commercials on television.

Counteract the marketing by pointing out the faulty logic in commercials. Ask your child if they really think
them more popular or happy. Children often don't realize that a Barbie won't move around like it does on the
elaborate set doesn't come with the toy. Parents can teach their children that things do not equal happiness. T
time instead of objects. My children know that they don't get what they see on television and they rarely ask.

Life on many television shows and movies is far from normal. They often glamorize potentially destructive b
affairs, and intimate teen relationships.

As a parent you can counteract the media's influence by pointing out how the actions of the people on screen
Alcohol commercials never show the hangovers the next day. Rarely does a teenage girl get pregnant or some
transmitted disease in the media.

Research done by both RAND and the University of North Carolina also shows that teenagers who are expos
the media are more likely to engage in those same behaviors themselves. Dr. Brown, one of the researchers s
entertainment media for sexual information because they aren't getting this information in other places. Unfo
best sex educators. The media tend to leave out the crucial three C's: commitment, contraception and consequ
influence on children also pointed out that parents could have a greater impact on their teen's sexual behavior
about it.

Taking the time to discuss the things that our children view in the media will ensure that they are learning the
not the lessons that the media might be teaching thus avoiding negative influence of media.
http://www.thecutekid.com/parenting/children-media-influence.php