(Mr. Peerzada Aarif, 22, was born in Kalantara, Baramulla. He passed his 8th grade from the J & K Sainik School, Manasbal, and passed the 10+2 examination from the Government Higher Secondary School, Kachwamuqam, Baramulla. He completed my Bachelor's degree in Mass Communication & Video Production from the Degree College, Baramulla in 2010. In the same year he was ppointed as a teacher in the J&K School Education Department. Presently he is enrolled in the my B.Ed program of the University of Kashmir.)
Media and the Contemporary Society
In the last 50 years the media influence has grown exponentially with
the advance of technology,first there was the telegraph, then the
radio, the newspaper, magazines, television and now the internet.
We live in a society that depends on information and communication to
keep moving in the right direction and do our daily activities like
work, entertainment, health care, education, personal relationships,
traveling and anything else that we have to do.
A common person in the city usually wakes up checks the tv news or
newspaper, goes to work, makes a few phone calls, eats with their
family when possible and makes his decisions basedon the information
that he has either from their co workers, news, tv, friends, family,
financial reports, etc.
What we need to be aware is that most of our decisions, beliefs and
values are based on what we know for a fact, our assumptions and our
own experience. In our work we usually know whatwe have to do based
on our experience and studies, however on our daily lives we rely on
the media to get the current news and facts about what is important
and what we should be aware of.
We have put our trust on the media as an authority to give us news,
entertainment and education. However, the influence of mass media on
our kids, teenagers and society is so big that we should know how it
Focusing on a particular media of your choice (eg. film, radio etc OR
a particular series or program etc) critically consider how this unit
of study has contributed to your sociological understanding of media
in contemporary society.
Media in our contemporary society affects the way we view the world.
No matter which way you look at it, everybody has been exposed and
influenced by media in some shape or form. Media's influence on
society is so great that it clearly has the ability to mould our world
through its distribution of information. In particular the print media
which completely changed the way society operated when it came into
existence with the invention of the printing press,and still to
today, it has such a great influence on the way the western world in
particular forms views on society. Through delving into many areas
regarding media in contemporary society and exposing different views
on the way it influences our social world, one can obtain a much
larger sociological understanding of the way the print media has
contributed to the construction of the world that we know today.
As technology increasingly becomes more and more involved through
media in the way society operates one tends to forget about many of
the established forms of the media. Yet the print media is still the
most influential type around and through an analysis of it many
different ideas are raised. When looking at the media through a
structurlists view, the whole notion of power becomes quite apparent.
Structalists believe that the print media has becomemore and more
controlled by a few powerful media tycoons.This in turn sees power
being placed in the hands of a few and allows them tocontrol what we
read and see. For example, In Australia, in 1923, there were 26
metropolitan daily newspapers, owned by 21 companies. By 1993, there
were 8 metropolitan daily newspapers owned by 3 companies. With this,
Rupret Murdoch's, News Corp controls 67% of all metropolitan newspaper
sales in Australia and combine that with Fairfax, then those two
companies alone own 98% of Australia's newspaper sales.The power given
to a select few in the print media in turn creates this notion which
Chomsky exposes, that media in contemporary society has a set function
in order to serve the interests of big business and this comes at the
expense of the general interest of society.The waythe print media
discourses its information is in a way that misinforms the majority of
the consumers so as it can privilege the select few media.