IndexThe role of the mass mediaDominant theory of the class: Bodybuilder theory: Magic bullet theory/hypodermic needle theory: Cultivation theory: Setting theory agenda:Framing theory:Authoritarian theoryLibertarian theorySoviet Media theoryConclusionThe role of the mass mediaThe word "media" comes from the word "medium". The word medium means channel of communication. There are various types of modern media. Types of media include print media (books, magazines, newspapers and novels, etc.) and also broadcast media (television and radio). Anything that is written, broadcast or spoken and is easily accessible to a large number of people is known as mass media or mass communication. . Any source of information used by a large number of people is known as mass media. Mass media is the technology that helps reach the greatest number of people. Most of the people around the world use different mass media channels to know what is happening in the world, to know about social and political issues and also use them for entertainment purposes and so on. Television, radio, internet, newspapers and magazines are some of the most common examples of mass media or mass communication. Say no to plagiarism. Get a tailor-made essay on "Why Violent Video Games Shouldn't Be Banned"? Get an Original Essay As we know that mass media caters to a large audience, so many people can reach mass media without any problem. Everything has its influence on people. First, mass media has a significant effect on culture. Mass media influences people's mood and attitude by conveying messages with the help of mass media, known as mediated culture. We can say that the media tries to create culture. Individuals and communities around the world are continually affected by messages through television, magazines, billboards, etc. It not only helps promote products but also promotes changed attitudes and moods. On the other hand, it also develops an awareness in people's minds of what is important and what is not. Secondly, the concept of celebrity is only possible thanks to the mass media. Imagine if there was no mass media, do you think a celebrity could be famous without the help of mass media? If there were no mass media, for example, the concept of films or any other type of mass media would not exist, no one could have become so famous. If we talk about the past, people like legendary politicians, famous business leaders or other people like them were important in the past. It is all thanks to mass media that actors, singers and other social elites have become famous celebrities and stars. Going back to the time when television was a new thing to people. Was there only with counted people and there was limited time for programs and there were only one or two channels. Even television was not common to many middle class people. Returning to the current period, now there is a television even in the poorest families, while in middle class families there is more than one. This change is not due to the fact that television is now easily available, but to the fact that television programs now have so much diversification that entertains or meets the needs of people of different ages, people belonging to different income groups, people belonging to different backgrounds and so on. . This is a technological age, people have everything just a click away, but television is still one of the most important means of mass communication. Nowadays, the Internet is also a popular channel of mass media. What is the role of the media? This is a controversial issue and so many people have argued about thisquestion. And the answer to this question varies depending on the difference in the use of mass media, it depends on the purpose for which an individual uses mass media. The way an individual uses mass media varies from person to person. Due to this the influence of mass media also varies from one person to another. It is commonly believed that mass media are part of modern culture. Different theories about mass media are as follows: First comes the limited effect theory. This theory arrived between the 1940s and 1950s. The limited effect theory is based on the idea that the media has a negligible influence on people. This theory states that people choose to watch or read things they believe. This theory states that there is no such strong influence of mass media on the individual. He says that it depends on the individual how he perceives the message of the mass media. Ruling class theory: Secondly, there is the ruling class theory. Ruling class theory states that the media only reflects the views of minority elites and they can control them. For example, when there is a restriction in the ownership of media organizations, these people have control over what people can watch and listen to through the mass media. Bodybuilder Theory: Thirdly, there is the bodybuilder theory. Culturist theory states that people see images and hear messages from the media but derive meaning from them based on their perceptions. For example, if we show the same video to different people, they will explain the video differently depending on their age, mentality, religion and other factors. Magic Bullet Theory/Hypodermic Needle Theory: The hypodermic needle theory is also known as the magic bullet theory. The hypodermic needle theory/hypodermic needle theory states that mass media messages are like bullets, acting on the minds of viewers in the same way that bullets rapidly act on the human body. According to the magic bullet theory/hypodermic needle theory, mass media messages are effective on the minds of viewers to a large extent. Cultivation Theory: In cultivation theory it is stated that mass media cultivates the minds of viewers. Those people who have intense exposure to television begin to notice that this world is similar to the television world. For example, if someone watches more violent programs they will begin to see this world as a violent place. This is cultivation theory. Agenda Setting Theory: Agenda setting theory is a theory in which powerful media effects are present. There are three agendas: media agenda, public agenda and political agenda. It is also recommended that the media agenda becomes public agenda with the passage of time due to the fact that they are interconnected with each other. Framing theory: Framing theory and agenda setting theory are interconnected with each other. Framing theory states that whenever a problem occurs, the media focuses attention on that problem and subsequently positions it in a certain field of meaning. In this way, mass media portray images of the world in our minds. Framing theory is also known as second-level agenda setting. Authoritarian Theory Authoritarian theory states that it is mandatory to control the media to protect and prevent national threats from any mass media channel. The press is a tool that increases the power of the ruler of the country. Media licenses are granted by the authorities. These authorities have all the rights. Libertarian Theory Libertarian theory states that people try to find good and positive things out of bad. People are rational, that's why they find out what it is..