Role Archives

Advertising’s Role in Contemporary Society

December 26, 2012 No Comments

What role does advertising play in the contemporary society? Also explain its advantages and disadvantages. Advertising’s Role in Contemporary Society: Advertising is paid publicity. It is a commercial message that offers a product or a service for sale. It is controlled and paid for, by the initiator, at the rates set by the medium used. Advertising may appear in any of the standard medium, such as newspaper, magazine, radio, TV, bill board, or handbill. Usually the name of the product, its description and price is highlighted in the advertisement. In the last few years, the influence of advertisements has grown to this noticeable extent that any medium of communication nowadays is replete with advertising. We people belong to a global village where everyone known about others and the news of latest happenings spread throughout the world within short span of time. So the innate desire of the man to get […]

Theories of Mass Communication

The Role of the Community in Decision Making

September 29, 2012 No Comments

Highlight the role of community in decision making. The Role of the Community in Decision Making: It also became clear that although the earlier research had allowed for the study of individual decisions, it did not permit study of decision making on a community level. The next study introduced the notion of diffusion, or widening communication of a new idea, over time through the social structure of a community (Katz, 1957). The diffusion study examined how medical doctors make decisions to adopt new drugs. All doctors in several specialties in four Midwestern cities were interviewed. Besides the usual demographic data (age, medical school attended, etc.) and data about attitudes, prescription of drugs, exposure to information sources and influence, and other details, the doctors were asked to name the three colleagues they were most apt to talk with about cases, the three they were most apt to seek information and […]

Theories of Mass Communication

Role of Groups in Mass Communication

September 27, 2012 No Comments

Do you think a person’s group influence his / her attitudes and behaviours? Discuss the role of groups in mass communication. Groups as Instruments of Change: Because of the power of social influence, groups can sometimes be used as agents or instruments of change. Group structure and group dynamics are very much a part of the process at work in organizations such as Alcoholics Anonymous, Weight Watchers, and some groups that help people to stop smoking. Thr principles of group norms and group pressure can often be seen at work in these kinds of efforts. Alcoholics Anonymous, for instance, has a group norm that permits and encourages people to talk about their problems with alcohol. This is a reversal of the norm in the culture at large, which discourages talking about an individual’s alcohol problem and almost makes such discussion a taboo. AA members also share other norms, such […]