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Discuss the influence of the media and indicate what this says about us as individuals and society collectively.

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Introduction

Discuss the influence of the media and indicate what this says about us as individuals and society collectively. Bessant and Watts noted Marxist and feminist writers claiming the mass media conceals inequality and exploitation (2002, p.392). Media broadcasters are private companies after all and they often share similar views with other businesses. Consequently the related reports may be distorted or lack the opposite view which lowers the credibility of the articles. Furthermore advertisements and other media messages have been intentionally shaped to send a very specific message. As Bessant and Watts (2002) postulated, "The interests of owners and managers (of media companies) seems to have some influence in the reporting of those elements of the 'news' that directly involve business interests" (p.393). ...read more.

Middle

In the modern society individuals interact with media on a multiple basis per day and the quality of these messages has a huge impact on their attitudes and behaviours. Hence there is a necessity for authorities of the society to regulate all forms of media to ensure the recipients are not polluted by the prejudice of these media. As well individuals should become critical viewers of the media messages and differentiate media messages that provide benefits from those that consist of detrimental intentions. How does the media influence our leisure, sport or tourism? For an industry to be successful it is imperative that the industry utilises the media appropriately. ...read more.

Conclusion

Sirakaya and Sonmez (2000) observed that the advertisements exposed to audiences tend to stereotype women in an attempt to please male audiences, but fail to recognise the growing importance of females in the tourism market. This is "a direct contradiction of effective marketing strategy" (p.354) and will result in a loss of business opportunity. As Sirakaya and Sonmez (2000) postulated, subtle cues in any media advertising may disseminate gender stereotypes and in turn cause cutback in destination development (p.361). Reference Bessant and Watts, 2002, Sociology Australia, Allen & Unwin, Sydney Sirakaya and Sonmez, 2000, "Gender Images in State Tourism Brouchures: An overlooked area in socially responsible tourism marketing", Journal of Travel Research BBC report, 2000, "Games mean gold for Australia", http://news.bbc.co.uk/sport1/hi/olympics2000/fans_guide/945901.stm (accessed 17 May 2003) ...read more.

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