Understanding the Media

Since the media has now become the centre of todays brio controlling every aspect of it, it is therefore very eventful to apprehend and to critically observe how the media operates . It is however questionable to understand how the media balances between face-off its goals and targets as a line of business and fulfilling its reference of acting as the peoples percentage as expected by the society it serves without compromising on for each maven of the two. BODY It is unaccompanied through the brain of the media that the people get to issue that the media animates an beta role in educating the society.Francois Nell notes that the media contribute to social knowledge. (Writing For The Media In Southern Africa3rd Edition). with the media, education has moved from indirect commandment to direct teaching whereby the minors and students get to learn through contrasting T. V programs like the Tekalani Sesami(SABC 3) and Matrics Uploaded(SABC 2). Though this development in Media production culture has become so convenient thereof contributing to the educational yield of the community. It is in any case decisive to understand the media production so as to sleep together when and when not to blame the media when s nookiedals go place .Stony Brooke notes that, the effects of media seem essential to depend on the patterns of audience use. It is however unfair to blame the media on the abuse of the media forms by the public it hunt to benefit. It is therefore important to take note of the fact that the audience has a major role to play as far as media field of study is pertained. Understanding media production is vital too so as to be the truth behind or so nasty news said of the media by the public. a good understanding of the media changes us to know how to relate and deal with some of these accusations.Gilto a greater extent p37 notes that news is more of a conversation and the lines have blurred between producers and consumers. The once pa ssive audience has become an active participant in the creation and airing of news, and the flow of tuition is no longer controlled by journalists Haddow & Kim S. Haddow) . It is therefore important to note that the media is not solely to blame for some s corporationdals in media content but also the audience has a role to play for media abuse. It is precisely through media literacy that he audience know how to utilise different forms of media and to know when to draw the line as far as their engagement with the media is concerned. Although the media development encourages individual change and mobility(Francois Nel ),it is however important for one to know how for exercising the internet operates so as to cling to oneself from cannibals that has flooded this media form, many peoples lives. Through this awareness one is able to know when to draw the line as far as his/her engagement with different characters on this blog is concerned.However it is also important to critically o bserve how the media conveys its messages to the people so that one exit not fall a victim to some of the media content that tend to induce political apathy, alienation, cynicism and a loss of social capital( Kenneth Newton) thus brainwashing the public into making wrong political choices. Peter Phillips argues that commonwealth does not work at bottom last minute expert bites, pickings the place of important public debate and compromising the bulk schooling that could be available to the people(Censored 2007).This however shows that in their bid to get a line targets, the media tend to compromise on their expectations from the society and also on their role of informing the public. Through a critical engagement with the media, one is do to observe that the media has a jackpot effect on societal demeanour( Jatto et tal). During the Family Planning Campaign in Tanzania, the media had an incremental effect on preventive use. The more media sources a woman was exposed to, the more she was to adopt a contraception (Jatto et tal, 199965-67). The media campaign in the Philippines had clearly positive effects .Nancy Morris notes that the mass media information campaign was largely responsible for the improvement in inoculation coverage(McDivitt, Zimicki and Hornik, 1997111). This clearly shows that the media has the power to control peoples behaviour so a critic understanding of it is vital to prevent possible brainwash. Since the media has become the spine of the marketing , advertising and public relations industries(Peter J Jourie) notes that a sound knowledge of how the media work, think and disseminate meaning is fundamental to these industries.It is however important to critically engage with the media so as to know how to relate with the information given by the media so as to know how to act on their education as far as their information about these industries is pertained since they will be advertising. It is very important to note that the media is only after yellow(prenominal) stories so that the people will know that behind the information cater out by the media, lies more helpful and important information.This will enable the audience to be on the lookout of more helpful stories that do not make it into the newspapers that might be of great importance to their livelihood. It can be concluded that although the media is there to serve the people and to meet their expectations, the media itself ends up on a very compromising position with only one way out, that is to do anything possible to meet its goals as a business even though it means compromising on their role within the society .This means that the public should be well informed as on how to utilise useful media content and at the same magazine on how to screen some of the media content in order to protect themselves from the harm that comes with it. The complication only now lies on how the public can get informed when the only means to inform the public is only t hrough the media.