Media ownership of and funding by certain groups and corporations allows said corporations to manipulate and influence the views of audiences. This is widely viewed as problematic due to the amount of power it gives said corporations over people. This ownership of certain media outlets by seemingly unrelated companies raises some intriguing questions.
Media ownerships strategically portray their messages as well promote them to what they hope is the correct audience. These media outlets can also form partnerships to self endorse their own brands. For example in cross promotion strategies, media outlets will promote their own stations through other outlets. Disney owns ESPN, Lifetime, ABC, and ABC family which explains why all of those channels have commercial ads of each other. In cross advertising on the other hand they promote through conglomerates. Media has also begun to use technology as it advances to better present their messages. The dangers of it now are how realistic Computer Generated Images can be and how they can almost manipulate reality in the minds of their viewers. In recent years mass media has used their political leanings to try and influence the audiences in very dramatic forms. Sociologist Stuart Hall makes a claim that the media's goal is to maintain social supremacy and keep the agenda of those who produce it. He argues that media outlets encode their texts and programs with underlying tones and meanings to generate specific emotions in people, and that these people will all perceive and interpret these tones and meanings very differently from one another.
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April 2021
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