Media is important to study because it is massive, they exist every little corner in day-to-day life. Massive Media can be defined in this way, “Mass media are inherently corrupting, a small number of owner and editors exercise great power over what is communicated to large numbers of people. Mass media should be replaced by participatory media organized as networks, such as telephone and computer networks,” (Martin, 1998:7). Media is massive because it is always young and thriving everyday. A very sensible example, personal computer comes to home users in 80’s century; however it is not affordable for every family. Nowadays, computer with internet connection has already seen as an essential item for every family. For the future, 2 or more computers may be seen as compulsory for everyone. This massive media always influence people’s mind.
Media is important to study because it is influential. People’s mind is always easy to influence with day-to-day impact on different types of media. Advertises are very good example, they promote a benchmark for the quality of life to customers. Customers will then affected and consume on their products. Behind the advertise, how many of those customers will consider the cost or the problems will be created after buying the product? “Advertising is another powerful influence on commercial media. Advertisers influence what types of stories are presented. But more deeply, advertisements themselves shape people’s views of the world. They are a pervasive source of unreality, fostering insecurity and consumerism.” (Martin, 1998:8). Media can be influencing tool because it is powerful.
Media is important to study because it is powerful. When citizens reading the newspaper, watching the news or enjoying the TV program like ‘Big Brothers’, audience seldom discuss weather the context is sensible or not. Although some of the substance in the TV program or some of the report in the news are not satisfy with their way of thinking, but it will be totally disappeared in people’s mind immediately.
“This context is all the more powerful because it is neither stated nor discussed. Even the “facts” that are presented are often wrong or misleading. Powerful groups, especially governments and large corporations, shape the news in a range of ways, such as by providing selected information, offering access to stories in exchange for favorable coverage, spreading disinformation, and threatening reprisals.” ““News” often is more like entertainment than information or education. News reports, especially on television, are typically given without much overt context. The latest events are described, but there is no explanation of what led up to them or caused them. Consumers of the media consequently hear a lot of facts but frequently don’t understand how they fit together. “Context” is the result of the assumptions behind the facts, and this context is all the more powerful because it is neither stated nor discussed.” (Martin, 1998:8). The reason why people will forget the issue instantly because most of the media are in entertainment purpose.
Media is important to study because it is entertainingly. Other then work or study, mankind’s life need entertainment to balance their disposition in daily life. Media entertainment can be various, movies, TV shows, internet, online communication, computer games. Do not forget that everything has a cost in the living world, time, courage and money will be spent. Media entertainment is common, world wide, no age boundary, no time frame, affordable. It can also balance people’s psychology disposition
Media is important to study because it can be a tool of psychology. Media can be acted as a connection between people, breaking the dissepiments, increase man to man relationship. For example, a new couple went to cinema for a movie can let them to know more about each other. Parents playing computers game with children can be a very good way to explore what are kids thinking, it can also decrease the generation gap between each other and bring the parenthood to a better stage. “Because game players appear to be getting older, there is also some evidence that a great deal of game playing is between spouses and partners” (Turner, and Cunninigbam, 2002: 265)
Media study is important to study because it is not only including the good side, Media could be problems too. It is because the Media around the world is too massive and powerful, audience may mislead by the advertiser in result in money and time lost. “The alleged power or influence of mass media has lead to extensive studies of media effect in areas ranging from political campaigns to portrayals of violence, pornography, racism and women. Governments and political parties have focused on the mass media as sources of powerful influence.” (Macnamara, 2003:2) Those internet suffer and game lovers may be addicted to the media entertainment in result affected the academic, work, even the relationship with family and friends. “Video and computer games have commonly been thought to be addictive where the player cannot stop the repetitive play” (Turner, and Cunninigbam, 2002:267)
In conclusion, Media is an important and essential element that can not be omitted in the world. Media is always young, it adapts the everyday changing world and it leads the trend. Media provide a benchmark for the quality of life. Media brings information, a space for entrainment. Media helps to enlarge the relationship between people. Unfortunately, Media also cause problems, misleading, addicted, and miss-educated. Government should control those Media source and Media companies should have self discipline.
Reference List
Brian Martin, Information Liberation, London: Freedom Press, 1998
Cunningbam, Stuart, and Turner, Graeme, 2002, The Media and Communication in Australia, Allen & Unwin, Australia: S.A.
Macnamara, 2003, Mass Media Effects , CARMA International(Asia Pacific) Pty Ltd Australia, NSW
O’Sullivan, Dutton, Rayner, 1994, Studying the Media (2nd Edition), United States of America by Oxford University Press, Inc.
