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IN THE WORLD OF TODAY, MEDIA HAS BECOME AS NECESSARY AS FOOD AND CLOTHING. IT HAS PLAYED SIGNIFICANT ROLE IN STRENGTHENING THE SOCIETY. MEDIA IS CONSIDERED AS "MIRROR" OF THE MODERN SOCIETY, INFECT, IT IS THE MEDIA WHICH SHAPES OUR LIVES.
Muzna Shakeel, Karachi The Role of Media in Todays World
media is the most popular tool of communication the word global village has been given to the world just because of media Importance of media in nation building cannot be neglected
MEDIA CLASSIFICATIONS
Types of Media Print Medium News paper and Magazines
Broadcast
Ou-of-home
Interactive
Cultivation Theory Social Action Theory Agenda-Setting Theory Media Dependency Theory
Claims and Key Concept Persistent long term exposure to TV content has small but measurable effects on the perceptual worlds of audience members. Media audiences participate actively in mediated communication; they construct meanings from the content they perceive.
George Gerbner
Social action theory sees communication interaction in terms of actors intent, receivers' interpretations, and message content. Meaning is not delivered in the communication process, rather it is constructed within it. Each communication act generates at least three separate and potentially different sites of this construction.
Agenda-Setting Theory
It contrasts with the selective exposure hypothesis of cognitive dissonance, reaffirming the power of the press while maintaining individual freedom. It aligns well with social judgment theory.
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REFERENCES
Muzna Shakeel, Karachi The role of media in today's world. HamariWeb. Retrieved last February 18, 2014 from http://www.hamariweb.com/ articles/article.aspx?id=10166. Anonymous (2011)Role of Media. Posted January 18, 2011. Retrieved last February 18, 2014 from http://www.slideshare.net /thevagowry/roleofmedia insocietyppt http://www.caad.au.edu/attachments/article/43/Class%209Media%20Characteristics%20and%20Plann
http://oregonstate.edu/instruct/comm321/gwalker/effectsmedia.htm
PICTURE REFERENCES
http://www.britishcouncil.org/education/ihe/knowledge-centre/role-englishhigher-education http://altair.ca/pc/ http://www.pcadvisor.co.uk/reviews/digital-home/3276372/kogan-32in-fullhd-led-tv-review/ http://www.diamondmags.com/ http://nwnc.bbb.org/article/bbb-study-shows-radical-change-in-advertisingin-cyber-age-38748 http://wilson.house.gov//images/user_images/Education%281%29.jpg http://b6fa.com/important-information/ http://www.menon.org/about-menon/