ZMS Marketing and Associates Answers: What is Media Influence?

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(Free-Press-Release.com) March 4, 2010 -- ZMS Marketing and Associates Answers: What is Media Influence?

Imagine this, you are watching TV and another Jeep commercial comes on, the driver going full speed through a desert landscape, hair flowing in the wind, a wide smile across their face. Now, let’s not forget the catchy theme music. Commercials such as this can make you think that if you had a Jeep you would have power and be happier than you could ever be in any other ordinary vehicle. This is known as media influence. ZMS Marketing and Associates believe that the media influences many aspects of people’s lives, young and old. Let’s say you see your favorite artist wearing a black t-shirt with holes. Chances are, you will want a shirt just like that one, another good example of media influence. In this article, ZMS Marketing and Associates explains exactly what media influence is and how it usually affects people expose to it.

In many field of education and research, such as psychology, communication theory and sociology, media influence or media effects refers to the theories about the ways the mass media affect how their audiences think and behave.

ZMS Marketing and Associates, as well as others, realize that mass media plays a crucial role in forming and reflecting public opinion, connecting the world to individuals and reproducing the self-image of society. Critiques in the early-to-mid twentieth century suggested that media weaken or delimit the individual's capacity to act autonomously — sometimes being ascribed an influence reminiscent of the telescreens of the dystopian novel 1984.

By the mid 20th-century empirical studies suggested more moderate effects of the media. Current scholarship presents a more complex interaction between the media and society, with the media on generating information from a network of relations and influences and with the individual interpretations and evaluations of the information provided, as well as generating information outside of media contexts. Day after day people are constantly influenced by what they see or hear on television, the computer, or by what they read in novels or magazines. For instance, young girls wanting to be like models in beauty magazines. They see this as being perfect, when in all truth it isn’t realistic.

The media has a strong social and cultural impact upon society, before in the past, now in the present, and soon in the future. This is predicated upon their ability to reach a wide audience with a strong and influential message. As ZMS Marketing and Associates recall, Marshall McLuhan uses the phrase “the medium is the message” as a means of explaining how the distribution of a message can often be more important than content of the message itself. It is through the persuasiveness of media such as television, radio and print media that messages reach their target audiences.

These have been influential media as they have been largely responsible for structuring people's daily lives and routines. Television broadcasting has a large amount of control over the content society watches and the times in which it is viewed. This is a distinguishing feature of traditional media which new media have challenged by altering the participation habits of the public. ZMS Marketing and Associates relate the internet as a space for more diverse political opinions, social and cultural viewpoints and a heightened level of consumer participation.

There have been suggestions that allowing consumers to produce information through the internet will lead to an overload of information. Mass media, ZMS Marketing and Associates know, will further influence the way peolle act and think for the rest of man kind. As long as there are influential leader, and celebrities, as well as popular businesses, then media influence will be continue to flourish.

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