Socio Assignment 2 - Essay Example

Youths on viewing the images and concepts of celebrity which are presented through various media services perceive that these ideas and concepts are an extension of theirs individual life. From the clip it has been identified the media technologies play two major objectives. At the same time, it has been ascertained that celebrity plays paramount role towards influencing the youth culture. It has been further identified that the first objective of media power is related with social, moral and political aspects to measure power of media technologies to how individual feel and act.

The second objectives of media power relate with commercial aspects which involves measure of power of media as a vehicles as an attempt towards advertisement and publicity campaigns. There are four key communication model identified from the clip which include Harold Lasswell’s ‘Chain of Communication Model’, Marshall McLuhan’s ‘the Medium is the Message’, Jurgen Habermas’s, ‘Public Sphere as a Platform for Advertising’ and Erving Goffman’s ‘Ideologies of Self-Presentation and the Celebrity Image’. . The communication model of Harold Lasswell depicts that it is a process on the basis of which message can be communicated effectively and its impact on the individual can be measured.

Accordingly, the messages conveyed are for multicultural society as well as for multiple audiences. Similarly, the statement ‘the medium is the message’ as described by Marshall McLuhan reveals that the medium used for communicating the message is interrelated which implies that the medium and message are equally important for communicating information with greater influence. Jurgen Habermas’s point of view on power of media asserted that public sphere is an important segment from communicating messages as well as promoting products and/or services with the intention of developing a better public relation.

It is also identified that media acts as a predominant influence factor among the youth which lead to repetitive message retention into an individual’s brain. At the same time, it has been ascertained that media messages negatively influences the emotional brain section of an individual which lead towards the change in the behavior of that individual. It further results in youths to compromise or ignore the social operations to a great extent. It can be comprehended that media is an important development towards creating a better awareness about certain products and/or services in a successful manner.

In this regard, the media technologies are important for contorting, reforming, informing and influencing youth generation. Celebrities and media technologies with a combined effort have greater influence on the life of youths in relation to fashion, drugs and music among others. There are various