"The mass media today is part of everyday life" Using relevant theories and studies evaluate the role of the media influence on us as consumers. Almost all of us are affected by the media in one form or another, whether it is television

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“The mass media today is part of everyday life” Using relevant theories and studies evaluate the role of the media influence on us as consumers.

Almost all of us are affected by the media in one form or another, whether it is television, radio, films, music, magazines or even the internet. People try to convince themselves that they are not influenced by the media. Good models of mass media such as television, music and newspapers can be evaluated to see if the media can have an effect on us as consumers without us even realising it. Media has a connection all over the world, it is a mass communication technique that entertains, informs and influences people. In this essay I will be exploring some sociological theories that are in place on how the media affects our day to day life.

There is probably no greater influence on consumers than the television. Some may say: the greatest invention of the past century? Britons watch television in the morning when they wake up, whilst eating meals and before they go to bed. It is a leisure activity for many people; possibly even escapism; some use the TV to fill in time or as background noise if you are home alone! It is easy to see then why TV is the prime model of mass media. Television has modelled viewer’s moral issues and ideals of life, it has the ability to make our subconscious soak up what advertisers want us to believe of their product. This is why millions of pounds are spent on advertising. Frequently, we are aware of more and more entertainment in the form of mini-films which are cleverly disguising an advertisement in a subtle way, whilst promoting their product they are also creating entertainment. Another similar method of subtle social control is in our favourite TV programme, when a family watch a soap opera they are saturated by the lifestyle trends within the fiction show. They begin to want to wear the clothes of their favourite character, assuming that their new image will bring with it the exciting and glamorous events that it does with their soap idol. Jonathan Duffy (Well Placed, BBC news magazine, March 2005) explains the clever but all too common technique of product placement in his quote “Cinema goers will be familiar with product placement in films: those countless examples where the camera lingers just a little to long over a logo before shifting back to the main action.”

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Where and when an advertisement is shown is believed to be significant when trying to promote a product. Documentaries on TV and features in magazines of a harrowing nature (e.g. poverty/war images) have declined and less controversial issues have been put in their place. This is due to pressure from advertisers not to place their adverts near to the disturbing pictures as it would affect the buying mood of possible consumers. Advertisers are actively stereotyping women into pigeon holes- when you watch day time TV the advertisements are mainly aimed towards women for example feminine hygiene products and cosmetics ...

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With reference to the question, this student has looked at a range of both media and social theories and has been able to offer an explanation of them. I would have liked perhaps some more concrete examples rather than hypothesizing and for all of the quotes to have been sourced. However, an excellent attempt with thorough use of media language and theory. ****