Writing For Mass Media Notes

They contend that those less powerful and not in control of media have often received full media coverage and subsequent support.As examples they name numerous environmental causes, the anti‐nuclear movement, the anti‐Vietnam movement, and the pro‐Gulf War movement.

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Media watchers identify the same problem at the local level where city newspapers will not give new cars poor reviews or run stories on selling a home without an agent because the majority of their funding comes from auto and real estate advertising. In the 1990s a network cancelled a short‐run drama with clear religious sentiments, because, although highly popular and beloved in rural America, the program did not rate well among young city dwellers that advertisers were targeting in ads.

Critics of this theory counter these arguments by saying that local control of news media largely lies beyond the reach of large corporate offices elsewhere, and that the quality of news depends upon good journalists.

Mass media is communication—whether written, broadcast, or spoken—that reaches a large audience.

This includes television, radio, advertising, movies, the Internet, newspapers, magazines, and so forth.

Only in recent times have actors, singers, and other social elites become celebrities or “stars.” The current level of media saturation has not always existed.

As recently as the 1960s and 1970s, television, for example, consisted of primarily three networks, public broadcasting, and a few local independent stations.

Communities and individuals are bombarded constantly with messages from a multitude of sources including TV, billboards, and magazines, to name a few.

These messages promote not only products, but moods, attitudes, and a sense of what is and is not important.

Mass media is a significant force in modern culture, particularly in America.

Sociologists refer to this as a mediated culture where media reflects and creates the culture.

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