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Instead of trying to find out what media do to people, we should think in terms of what people do with the media. Do you agree?

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Introduction

The University of Hong Kong Introduction to Sociology First Semester 2003-2004 Term Paper Essay Name: Tam Yu Ka, Carey University No.: 2003094351 Lecturer: Benjamin Leung Tutor: Amy Tutorial Time: Thur 4:00pm-5:00pm Instead of trying to find out what media do to people, we should think in terms of what people do with the media. Do you agree? Media, which is the institution concerned with large-scale production and diffusion of communication (Haralambos, 2002), is an essential element in society. It acts as an educator to promote civil education; and a kind of entertainment; an information centre which provides varieties of updated information. Since technology develops in an unprecedented rate, people are now being engulfed into the information world. There are various means to receive information. They can now receive news not only through printed materials like newspaper, magazine, and also some audio-visual materials such as teleivision programs , radios and internet. It is so convenient to get information, some people believed that people will change their life style, social values and views under the influence of media, so they are trying to find out the evidences. The first people who provided evidence is Neo-Marxists. They suggested the concept of Cultural Hegemony of media, which affects views of audience much. ...read more.

Middle

That's why so many professors and secondary teachers recommend their students to read this newspaper as reference. Not only being a good educator and information provider, it is also a good monitor. It will give some comments on government policies, do some researches on current issues such as survey on giving mark to Mr.Tung performance. All these comments and evaluation act as a mirror to the government so that they can introspect their political performance. For example, the previous financial secretary, Mr. Anthony Leung did not feel what is wrong on buying the car before increasing the tax, he did not realize that this action will affect his affiance until the media reported it out. With media to monitor their performance, the politicians would be more careful on handling problems. Since media in Hong Kong are less cowed by the government authorities and more free to report everything and express both positive and negative opinions. Today, more than 90 percent of the callers of the two-hour call-in shows were expressed their personal views on current affairs and politics. For instance, on 1stjuly 2003, most medias in Hong Kong was talking about the demonstration, they invited some famous politicians to be the guests of their programs. ...read more.

Conclusion

For people, they are suggested to follow the uses and gratification model, which mentioned that how the news affect us is depending on how people interpret the messages once they received. Using your own experience and received information to analyze whether the information published is right or wrong. For example: if media shows a hero in the film smoke, they would not follow as they have received messages from different sources that suggested not to smoke. The presence of wrong ideas enables people to re-consider their values. People should not fully believe in what media said, they have to filter all information themselves, otherwise, they will become the servants of media. To conclude, media is an element that fastens the development of the society. Without media, the information cannot spread out so efficiently. However, when we are using the media as the main information source, we should analyze and filter the accuracy. Otherwise, our social value, norms and life style would be adversely affected. Reference list: Bilton, Tony and associates 2002 (4th edition) Introductory Sociology, chapter 12 'Mass Media', pp. 328-348 Haralambos, Michael 2000 (5th edition) Sociology: Theme and Perspectives, chapter 13 'Communication and the Media', pp. 935-950 Leo Bogart 2001 (1st edition) Commercial Culture, Ch. I 'Fundamentals', pp33-60 Jon Vanden Heuvel and Everette E.Dennis, Hong Kong, pp54-70 Television and Entertainment Authority www.info.gov.hk/tela Yahoo News Group www.yahoo.com.hk/news 1 ...read more.

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