Mass Media Shapes Public Opinion - Essay Example

Mass Media Shapes Public Opinion Given the prevalence of information communication technologies in societies all over the world in the 21st century, the mass media has become the centre of social interactions, consequently influencing the public opinion of the masses (Bader 35). The media plays several fundamental roles in every society across the world, which makes it a significant aspect of the daily social life. The influence of the mass media on the public opinion of the masses has been confirmed in the past, as one of the main examples of the massive influence of the mass media on societies in the information age. This paper will explore the manner in which the mass media influences the public opinion of the masses in the course of serving its primary core functions in society, namely informing, entertaining and educating the public. The primary role of the mass media in every society is to provide news and information to the public, in the true sense of the so-called ‘information age’ in the 21st century, which greatly shapes public opinion (Mujtaba). Since human beings are social beings, people all over the world are presently ruled by information communication technologies. Consequently, it is not unusual for the masses to turn to the various media outlets, particularly the TV, in search of news and information at the break of every dawn (Colistra 85). Inevitably, the numerous media outlets play a very vital role in the information communication chain by informing the masses about what is taking place in their environments. The news and information received through these media outlets shapes people’s thinking and perceptions concerning certain issues in society. Public opinion is very crucial in the implementation of public policy, especially regarding controversial issues affecting the masses. Biased media reporting can totally shift the scales in terms of whether a proposed policy will be accepted or refuted by the masses. Policy makers often seek to establish positive public opinions to favour certain pieces of legislation through mass media. in politics, media reporting can potentially turn the public opinion either in favour of or against a certain proposed public policy (McQuail 8). In the wake of the Iraqi assault by the US troops back in the year 2003, the media played a great role in shaping the public opinion of the masses regarding the war. The then Bush administration and Congress decried the perceived biased media representation of facts that was consequently shifting public opinion against the war (Baum & Potter 40). The reporters were accused of falsely painting a bleak picture of the situation of the war in Iraq thereby weakening the national resolve of the Bush’s administration. The mass media also serves as a great source of entertainment to most people in societies all over the world, through which it greatly influences public opinions of the masses (Mujtaba). As a source of entertainment, the mass media reaches millions of people every day as they interact with the various forms of media outlets for their entertainment value. The hectic nature of daily life in society often compels people to seek ways of unwinding, and what a better way of amusing themselves than through mass media. Both print and non-print media, and lately, the social media such as Facebook and Twitter, provide great amusements to the masses in most societies. Mass media promotes certain ideals of social interactions in an attempt to establish particular cultural standards among the masses, thereby shaping public opinion. Every society has acceptable norms and standards of behaviour that its members are expected to uphold. For instance, different genders are expected to conduct themselves in a particular manner as determined by social conventions in society. The media reinforces individual’s perceptions of what is regarded to be the gender appropriate behaviour for both males and females. The mass media shapes public opinion through its programming and content that is broadcast to the masses. Besides getting entertained, the masses acquire fundamental lessons regarding various aspects of social life and co-existence in social groupings as in society. By interacting with the numerous mass media sources, human beings are socialized to embrace certain cultural ideals that are appropriate in society. For instance, by depicting thieves negatively, TV programs honesty as a virtue while condemning thieves as villains of society. The mass media educates the masses about their numerous rights as well as their moral, social, and religious obligations as social beings in any social order, thereby greatly influencing public opinion (Mujtaba). Social marginalization of certain minority groups in the society has been a common practice in most societies across the world in the history of humanity. Discrimination of certain categories of people based on their demographic details has also been witnessed in many societies even in the developed world over the years. Consequently, issues such as immigration and same sex marriages have often been hotly debated and contended in public forums and policy formation. Social activism and sensitization of the masses has been a core function of the mass media since time immemorial. The media has often been vocal, espousing ideas, beliefs and standpoints on key debatable issues affecting the masses in society. In that case, the media greatly influences what individuals in society think regarding critical topics such as same sex marriages and immigration. Presently, it is clear that same sex marriages have been accepted in mainstream societies due to the shifting public opinion of the masses due to the massive influence of the media. Ultimately, given the pervasiveness of information communication technologies in societies across the world today, the mass media has become the center of social interactions, consequently influencing the public opinion of the masses. Media reporting of news and information could potentially make or break the public’s opinion regarding the issues at hand; precisely, biased media reporting is more likely to shift the public opinion of the masses against a given piece of legislation or any public policy. The mass media also influences public opinion regarding social behaviours thereby promoting certain ideals of social interactions while establishing and reinforcing particular cultural standards among the masses. The media greatly influences public opinion regarding serious issues such as same sex marriages and immigration thereby influencing social policy while promoting the recognition of the rights and privileges of the marginalized groups in society. Works Cited Baum, Matthew & Potter Philip. “The Relationships Between Mass Media, Public Opinion, and Foreign Policy: Toward a Theoretical Synthesis.” The Annual Review of Political Science, 11 (2008): 39–65. Bader, Simona. The impact of new media on the public: The protests in Romania, January 2012. Revista Româna De Jurnalism Si Comunicare, 7.3, (2012): 35-44.  Colistra, Rita. Shaping and cutting the media agenda: Television reporters perceptions of agenda- and frame-building and agenda-cutting influences. Journalism and Communication Monographs, 14.2, (2012): 85-146.  McQuail, Denis. “The influence and effects of mass media.” In Mass Communication and Society by Curram J., Gurevitch M., and Woolacott J. (editors). 1979. Print. Mujtaba, Raja. “Mass media and its influence on society.” Opinion-maker.org. 2011. Web. 5th Aug, 2014. Read More