Media Consumption and Its Effects

1631 Words7 Pages
Viewing a television, listening to the radio reading a newspaper or magazine or viewing or using the internet, all the aspects are part of our daily lives and within that we are the media audience and its influence on us is the reception we receive from it. Media changes, as much as the surrounding for which we use the media changes, and when our surrounding change, does that mean our influence changes as well? As there a particular way to know the one common way media affects our lives, or is it too broad and intertwined to fully grasp its concept of influence? My essay below will look into detail at the affect of media in terms of media effects and reception analysis. Alan Warde once said about media consumptions as “it is inevitably underdeveloped and remains in a condition where each discipline in social sciences tend to operate with different premises and in the light of limited and restrictions set of examples, remains a shortage of systematic and focused analyses of consumption practises”(Desia 2008:2). The notion of consumption is “eminently social, relational and active rather than private, atomic and passive”(Desia 2008:2). With modern technology moving at the pace it is moving at, and varies with media consumption, with various modern ways and influences, media audiences are no longer “passive receivers or viewers-spectators but are active readers-interpreters-negotiations of meanings”(Desia 2008:4). With the basic modern technology of the television set, the television set creates a debate as to whether, “what it does to its viewers and what viewers do with it”(Desai 2008:4). Media consumption being as complex as it is has different views in different spheres such as, cultural studies, social sciences and social theory. Nations that are extremely culturally, linguistically and economically diverse, have an even more complexity to it. Countries
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