EFFECTS OF MEDIA ON SOCEITY

There are two kinds of approaches regarding the effects of mass media on society. 1. MECHANISTIC APPROACH2. PSYCHOLOGICAL APPROACH

MECHANISTIC APPROACHi) This approach is based on the principle of what media do to people.ii) This approach is the outcome of the theory Hypodermic needle theory or Magic bullet theory.iii) The central idea of this approach / theory is that media have direct immediate and potential effects on the individuals by injecting information with the consciousness of the masses.

iv) The audiences members are assumed as Silent Duck and open to any sort of manipulation.

v) It is basically a one way of communication. There is no feedback system. The receivers get information without question and interaction.

vi) The theory argues that social organization failed to integrate individual with the state control social system.

vii) The theory assumed that clearly designed messages would reach every individual and every one would perceive the message in a same way.

viii) The theory is no more effective in this post modern / digital era because it advocates one way flow of information.

PSYCHOLOGICAL APPROACHi) This approach is based on the principle of what people do to media.

ii) This approach advocates media effects in term of purpose and function as controlled by the choice pattern of individual.

iii) The psychological approach is the outcome of the theory of Uses and Gratification.

iv) According to this theory media are required to fulfill individual social and psychological needs.

v) This approach is more audience-centred rather than source dominated.

vi) In other words it is the audiences who are on the driving seat rather than the journalist in the media operation.

vii) Dennis McQuail has identified four categories they gratify social and psychological needs of individual.

I. SurveillanceII. Personal relationsIII. Personal identityIV. Diversion

SURRVEILANCEThe individual needs to find out what is going on around the world. McQuail said that more an individual is informed about his environment the more he is secured.

PERSONAL RELATIONSHIP It means sense of belonging. To find out what other people are doing in the society. To get knowledge from the media so as to discuss it with other people friend, relatives etc.PERSONAL IDENTITY Personal identity refers to find out who we are, what we like and how we compare with others. To find out reinforcement for personal identification Gaining insight is to ones self DIVERSION It means escapism from boredom, tension, anxiety etc It is entertainment, relaxation, emotions release and sexual arousals etc.

CRITICISM Highly individualistic It ignores the society context such as social development.