The Good and Bad Side of the Media - Research Paper Example

?The good and bad side of the media Jenkins claims that “when people take media into their own hands, the results can be either creative or they can also be bad news for all involved” (Jenkins para. 39). In either of these two possible outcomes, it seems clear enough that Jenkins tries to present them as equally as possible. In other words, each of them could be remarkable justifications when people would try to take media into their own hands. In this paper, Jenkins’ the same assumption is supported due to the following reasons. Media today are very influential and they could be even used for the benefits of the people and at the other point it can even harm some other concerned. For example, media nowadays are eventually used for product promotion, company endorsement, popularizing a personality, and many more (Hardy, 100). In other words, there can be many things to be done by simply taking media into one’s hand. Most of them are creative in nature. To cite an instance, it is important to substantially consider the case of product promotion or other relevant endorsement just to gain sympathy or attention from the target audience. Most often, it is viewed in television and other relevant media how creative these strings of endorsements could turn out. For example, using the concept of viral marketing, there is a need or consideration of speed. Just to be able to hit this objective, creative means are substantially employed along the process. At some point, creative methodological approaches are substantially included just to be able to hit specific objectives. In the case of Burger King for instance, its idea about viral marketing was substantially applied in order to gain remarkable attention about its product or service offerings. In this way, media have become productive tools in order to help a specific party to reach its competitive edge over the other or obtain specific objectives. To further cite an instance, media have become vital parts of someone’s political career. In this case, the media would try to establish personality, for the entire mass to correspondingly follow. Many personalities or politicians in an instant have become public figures through the media. Some of them unfortunately were disgraced due to personal information or matters published against them that at some point have become very creative or unique in their forms. Others on the other hand were applauded due to remarkable showcase of something what they got. For instance, the creation of Youtube and other social networking sites allow an individual to create something that would make a difference in the world. In fact, many personalities have paved their way through the ladder of success because of the media. In whatever point it may serve, the bottom line was to intentionally inform the public so as the same would create impression, response or opinion on the subject matter. This is a remarkable proof that the media could not only bring forward creative strategies only at the other side of the coin. They could potentially establish any relevant issues, situations, concerns or any possibilities of everything because they all have the power to inform the public and connect to people’s lives, in almost every walk, provided they would be allocated at some point in a highly creative way. In fact, media have become elemental components on how the elected officials in the US were able to successfully gain popular votes in the election. It is therefore clear that taking the media into the people’s hands could become susceptible to manipulation, exploitation in either good or bad intentions, which could provide either good or bad results. Some good results of the media however would include keeping the public informed with the right information. The people deserve to know the truth, and in many years the media have proven effective tools in doing so. For example, the fight against terroristic acts was dominated by the media when it comes to information dissemination. In fact, there were various terroristic attempts that were creatively suppressed by them and this resulted to saving many lives. In doing this, there were various ways or methods in presenting information effectively and successfully. These diverse manners could significantly prove the existence of creativity with the media. In the same way, there were actually creative means how significant things were established. The media have also become substantial tools in presenting the record of modern history. The bombing of the twin tower in the September 11 attack was successfully documented by the media which in return was able to bring forward the exact information across the various parts of the world. Today, in the presence of fast-paced life, people still need to be informed but this can be elaborately showcased through the advancement of technology. Having a cutting-edge-technology gadget is becoming a hit in today’s advanced association between information technology and the media. For instance, people can always have accessed to various forms of media today because of highly advanced technology and this could be considered as creative means of ensuring communication to be constant and possible anywhere. However, this does not only pose advantages but also potential disadvantages. In fact, there are various cultural, social or political issues that are also associated with the creative means of associating the media with communication. For example, under the social issue, many young people are increasingly associated with activities in the internet that are supposed to be acted upon by adults. They have become adept in combining the use of old and new media (Livingstone and Bovill 3). Furthermore, in the advent of social networking activities, various crimes have become imminent. This is just one of those potential issues that could be considered in trying to analyze some disadvantages of creatively associating the media with modern communication. Based on the potential impacts of the media on the humanity today, what it means about taking them into the people’s hands would mean taking control over them. In a way, it is shown that to take control of them should be in any way a form of making them potential tools for the achievement of varying objectives. After all, the media have become significant components for both ups and downs of people’s lives. References Hardy, Jonathan. Cross-Media Promotion. New York, NY: Peter Lang, 2010. Print. Livingstone, Sonia M., and Moira Bovill. Children and Their Changing Media Environment: A European Comparative Study. Mahwah, NJ: Routledge, 2001. Print. Read More