Positive Impact of Mass Media on Society

Positive Impact of Mass Media on Society

March 26, 2019 0 By Pichaya Teekatrakul

Mass media has many huge roles in human life nowadays, it creates a broad range of information and communication. Mass Media has both side impact to our society not only negative impact as many people think media would influence individuals too much until they ignore real life and they start being constantly immersed in media but also positive impact of mass media happened and grow as fast as mass media and social media world developed such as in terms of economic, democracy or even awareness campaign to people. This blog will represent these 3 terms of the positive impact of mass media in society.

Economic

1. Know what consumer want

The first one is the key role of the demand for entertainment. We can reach the demand of consumer by seeing the media content that consumer choose. For instance, kids choose to watch cartoon because it was fun and parents inject education content on media to their kids as well as Adults choose to watch a violent movie or to follow a soap opera for entertainment value, disregarding possible effects on their own aggression or on family values.

The overarching role of the demand for entertainment is reflected in the fact that people spend a large share of their time on media entertainment. Therefore, in the role of business, we could reach our target audience easily via these statistics which show each group of people tend to interest in. The demand for entertainment differentiates the applications surveyed from the analysis of political or financial impacts of the media. We assume that consumers choose the appropriate use of time between several activities, some of which are media activities and some of which are not.

As a topic of lead generation which means the generation of consumer interest or services of a business. Leads can be created for a purpose. In term of media can boost economic power by reach the target audience before start the business and gathering information of what we need to know on our target audience by knowing the demographics of the audience by finding their interest via big data, survey or internet on media also we can see psychographic (personality and taste preference) from their social used as well. We see many benefits from media stereotype because it serves what people want to see the cause of each gender, race, culture, and religion need different things so if we know the type of audience we can well reach an active audience to choose our product. As an example of advertising on social media will show what product or service that user interest by the data that the user had been searched this increase the possibility of gathering consumer.

2. Promote business campaign

Several ways of mass media could help business to promote their product or service. Media become the big role in present-day society as how the number of people using smartphone continue to increase and almost every business have to create a page on Facebook or Instagram for increase opportunity that consumer could reach them through.

We can deny that promoting business campaign on social is the most effective way to reach an audience not only because we can choose group of consumer who tends to interest in our kind of product or service but also we could create pop culture which is the result of media and technology business partnership that pop culture could be produced anywhere and anytime. Another popular strategy to promote business campaign is promoting via celebrity on the internet by giving them the product or service and posted on their social media account to create more opportunity of consumer reached.

Moreover, this strategy could become a society of spectacle that people want to be like celebrities in the media and they tend to follow the activities or product that celebrities used. Clearly see an example on Instagram that many kinds of business choose to promote on sponsored stories such as fitness class, food, snacks, clothing, games, songs, events or even hi-end brand as Chanel or YSL pay for promoting on Instagram stories

And we also see many celebrities on Instagram post a picture of themselves holding or wearing stuff and tag shop account on those stuff with advertising caption as they really use it, these show how mass media has a huge impact on economic nowadays.       

Governance, public opinion and media

Media has been considered one of the most powerful agents of democratic accountability and also has become a space of public discourse and the public sphere for citizens. A free and open media is very essential in a democracy. Media can inform people of significant news, events, and issues that are happening or already happened in the world and society. Media does not only include TV, newspaper, radio but also include the internet such as social media like Facebook and Twitter.

There are four identical main uses of media and one of it says that we have to be surveillance. Media can be surveillance and use as a tool for news and update. In a democracy, citizens use media as a tool to keep an eye on and see the news and updates from the government. The media is an important factor in promoting democracy and also allows politicians to address a large audience. The media act as a medium of conversation between people and government. The media not only act as a medium of conversation but the media also helps the citizens like us to keep an eye on the government, for example, government’s activities or government’s mistakes and give us a free space for discussion about the government to make greater good governance.

What is good governance?

Good governance means that processes and institutions produce results that meet the needs of society while making the best use of resources at their disposal. All aspects of good governance are facilitated by a strong and independent mediascape within a society.

In this case, the media create greater participation to the citizens in the decision-making process to ensure that political decisions are adapted to the needs of the people. As you know that corruption is one of the biggest and hardest issues states have to face in the governance process, the media helps us to keep an eye and make sure of government’s transparency and responsibility.

Democracy and good governance cannot exist without a free press because democracy depends on public opinion. Public opinion is viewed prevalent among the general public. Public opinion plays a special role in a democratic society because it expands perspective and shares a different opinion of people and that makes the government should respond to the popular. Role of media in a democracy is very big especially during the election process in the country. Because media can reach the audience and people within a short period of time, people can be able to share and express their opinion anywhere and anytime during the election. At this time, media becomes an arena for public debate and usually, people are using social media as a tool to express their thoughts.

http://www.socialsongbird.com/2015/01/social-media-democracy-then-and-now.html

According to Thailand, this year is a year of Thailand’s first election since a military coup in 2014. At this moment, the media play a huge role and act as a medium conversation between political parties and citizens. Media acts as a crucial watchdog to democratic elections and remember that a democratic election with no media freedom would be a contradiction. In this era, the most popular media would be social media networks like Facebook and Twitter. The media play a role as a forum for public debate where the public can interact with all the political parties directly. In the past, it is not easy to interact with the political parties directly because people can only listen to them on TV, radio or only read a newspaper and have less chance to create a public debate. Social media give space and voice for voiceless people to have a chance to use freedom of expression and exercise their human rights to speak. The media can also be a valuable space for reconciliation and dialogue between competing for political perspective and when perspectives are engaged effectively this can help to reduce polarization.

Level of Awareness

Media plays a very important role in today’s society in molding a good society to develop our lifestyle and move it on the right path.  Moreover It is the best tool to spread awareness in the society either it be political, social or economic and giving us latest sight about what is happening in our world, making us aware about our rights, creating awareness against wrong belief in our society, changing Out dated norms. There are many ways to raising awareness by using a media platform like Facebook, Instagram, twitter, etc.


What’s a social media campaign?

For business route, According to BigCommerce Social media campaign is a coordinated marketing effort to reinforce or assist with a business goal using one or more social media platforms. Campaigns differ from everyday social media efforts because of their increased focus, targeting, and measurability.

But for society, a social media campaign is an effective tool for change. In the world there are many problem and wrong bias in many society and culture, campaign that raise awareness can help and change the world for the better. There are many platforms to create social media campaign

Twitter Hashtag #

 Twitter is one of famous platform that use now a day for tweeting massage and receiving fastest news. The origin of hashtag, it was first brought to twitter on August 23, 2007 by Chris messina after that it had been use in viral from then. The hashtag is use for relevant word or series of characters preceded by # symbol

 They are a lot of propagandas and fake news in twitter due to it’s easy to create account on twitter so twitter user should beware and analyze this kind of news. However twitter have many advantage its make people up to trend and create many incredible phenomenon hashtag that change, improve, and help the world.

#metoo is the great example of social media campaign that raise awareness

#metoo is a movement against sexual harassment and sexual assault

It become famous in October 2017 after American film producer Harvey Weinstein gets sexual abuse allegation.

15 October, 2017 The American actress Alyssa Milano encoraged victims of sexual harassment by using phrase metoo attempt to gains attention to sexual harassment and sexual assault, campaign the problem ,and raise awareness. “If all the women who have been sexually harassed or assaulted wrote ‘metoo’. As a status, we might give people a sense of the magnitude of the problem” (tweeted by Alyssa Milano) after that it become viral according to The newyork times there had been use this word more than 200,000 times by the end of a day and tweet more than 500,000 times by october 16. On Facebook, more than 4.7 million people in 12 million posts used the hashtag during the first 24 hours. The platform reported that 45% of users in the United States had a friend who had posted using the term. Tens of thousands of people, including hundreds of celebrities, replied with #MeToo stories such as Emma Thompson, terry crew, James vender Beek, etc. Moreover #metoo become widespread people strating to acknowledge and change their bias in many varied Education, US congress, Music, Military, Social justice – journalism, pornograpgy, etc.

Another one is social coordinatiob during a natural disaster in Texas called “J.J. Watt’s Hurricane Harvey Relief campaign” The herrican Harvey damange Texas almost $200 billion dollars, more than millions of Americans lost their homes

An American football player for the Houston Texan’s, J.J watt create a campaign by launched a fund to help Texas on Youcaring.com to raise money and raised awareness from other people in Us that Texas hurricane Harvey victims are in trouble and need help. His goal was to reach $200,000. Soon, his campaign went viral on social media. His campaign effective Watt’s efforts raised more than $37 million for Hurricane Harvey Relief; it’s one of the most successful campaigns for charity in the United States to date.

Moreover, mass media can help people to understand many illusions on gender, race, and religion. For instance in the past there are many conflict and violence in gender, people insult and racist people who are not heteronormative (Heteronormative is suggesting or believing that only female and male relationships are normal or right) But now a day those believe change many new generation people try to understand and convince those people to open mind and create a social campaign to explain and give knowledge that all gender, race, and religions are equal and acceptance.

here is the #proudtobe campaign from Youtube company

# Proudtobe campaign aims to celebrate the LGBTQA community all across the globe


“When identity is questioned, answer with pride,” the campaign’s slogan.

The begin of this #proundtobe create following deadliest mass shooting in Orlando gay nightclub On June 12, the content of video is persuade people to being proud of your identity. The campaign starting on website platform called Youtube.com, there are many YouTube Spotlight channel joined this campaign starting from creators Gigi Gorgeous, Tyler Oakley, Kat Blaque, Tre Melvin, and etc. “declaring who they are and why they are proud to be themselves.”

“Now is the time to say ‘No’ to the hate, to the violence,” says Chris Oflyng in the video

Furthermore, YouTube is also inviting all users to upload their own #ProudToBe videos or to post on social media using the hashtag.