The roots of this form of advertising are in the United States, where this is still most commonly practiced. However, there are still exceptions to this, as marketers across the world have tried to place different brands into a variety of media outlets to reach the consumers (Lee, Sung, & Gregorio, 2011). The research findings of this study suggest, “…decisions regarding product placement should be based on an understanding of cultural characteristics influencing consumers’ beliefs, values, norms, and attitudes” (Lee, Sung, & Gregorio, 2011, p. 377). What this shows is that cultural characteristics must be taken into consideration when using product placement. This can have an impact on society because America is a melting pot of different cultures.
Media has a major influence on politics; it influences the president all the way from his campaign till the elections. The media is vital to helping the president communicate to the public and share his agenda. There are many kinds of media, advertising media; this is where companies use different mediums like television and radio to persuade the consumers to buy their products, mass media; this type of media is used to reach a large number of audience, multimedia; refers to text, still images, audio, videos, animation etc., news media; use of media to communicate news and the social media; it is when people interact i.e. create and share different ideas on different networks. Businesses spend thousands of dollars on creating commercials that appeal to the consumers; it can create different images on the consumers’ minds which can be negative or positive.
We have so many different resources when it comes to visual entertainment. We get our information from the news, radio, internet and smart phones now-a-days. How one person sees a story might not be the same way when you hear it from another source. American culture and its values can send out the wrong message if it is portrayed wrong. For instance, when people think of Las Vegas normally the first thing everyone thinks of is the casinos on the strip.
This can end up with a person have racial profiling used against them and making a negative impact on their life. Most of the ideas of racial profiling come from the media (Mass Media). The Mass Media includes forms of communication that becomes exaggerated form the truth for ratings. Reporters would use the most extreme and dramatic story that they could find, to have on the news, for that day. Mass Media author, Jennifer Akins, states “…because the media are so prevalent in industrialized countries, they have a powerful impact on how those populations view the world.” This shows that people rely on the media for views on the world.
The Tampering of Freedom of Speech In the Media Gilbert Anthony Martinez Charlotte Samuels Political Science 100 November 12, 2011 In this day and age of modern society dealing with an information based civilization, some people and agencies have a hard time with handling new and expressive forms of art and technological materials and due to this, our first amendment rights of freedom of speech are being violated unknowingly to many. We as a people are heavily influenced by the media and multimedia entities such as television, music, film/cinema, video games, the press, and of course the internet which is the fastest tool used in spreading information worldwide. With the extreme advances in technology and complexity, the world is now being exposed to new and astonishing mediums of art, expression, popular culture, and informative material that seem to anger the government, which in turn, policies supporting censorship are enforced or trying to become enforced. With the ever expanding process of technology innovation, these multimedia sources have gained more and more attention and are becoming increasingly more common. In terms of the general public, the media is most commonly understood or perceived as merely a means of entertainment.
Globalisation is the interconnectedness and interaction of people, companies and governments from all around the world. People from different cultural backgrounds are interacting with each other on a daily basis through the use of new technologies and social and mass media. (Globalisation 101. 2013) Globalisation has effects on the environment, in politics, on the economy and on all other aspects in life, but this essay is going to explore the effects that globalisation has on South Africa and whether South Africans are adopting and being influenced by the main ideologies promoted in the media and whether they are starting to abandon their own traditional cultural values and beliefs. Television is a major part of globalisation because it is an easy way to see what is happening all around the world.
The media is therefore able to fill audiences with the dominant ideology, such as views on violence, sexism and racism, which then gets the audience to act on this immediately. Similar suggestions are made in the manipulative and instrumental approach, where it is suggested that the media owners have direct control over the content of the media and can interfere with the views put across to the audience. Therefore the views the media send out to audiences are the views the audience will take up and accept as being correct. There is some evidence to support this too, as on some occasions we can clearly see people reacting to what they see, such as the 2011 London riots. With the help of Facebook and texting, copycat riots took place in many major towns and cities across the country.
These incorporate games, internet use and communication forms such as texting and phone calls. One way this has changed the mass media is that it has become more reliant on advertising than paper sales, potentially meaning it could be more biased towards companies which advertise with them. Another way the mass media has changed is that its interactivity has increased. Media is now much more determined by the audience, for example shows such as this morning have whole sections in the “hub” which is explaining the public’s views on topics, they control where the chat on the show will go. Interactivity has increased a lot with the evolution of sites such as twitter which can let the audience join in global chats through hashtags.