Evaluating the Effects of Mass Media and Media Communications
In Chapter 12 of "A Cognitive Psychology of Mass Communication" Richard Harris discusses handling the media related to various new technologies and communicating about the media. Harris acknowledges that the reality people create from the media often differs from their perceptions of the real world. Further Harris asserts that people often perceive reality based on their interpretations of images presented by the media. Not only does the media affect behavior, but also individual's attitudes when people "implicitly assume the world of the media faithfully reflects the real world" (Harris, 2004:353). Further, Harris asserts that media is much changed in contemporary society, as such blurring the traditional lines between mass communication and personal communication (Harris, 2004). Thanks to technological innovations the media is now ever present in the lives of most individuals, and hence influences people's attitudes and perceptions even more. "Computer mediated" communication is according to Harris one of the strongest ways media communication has changed the lives or ordinary citizens (Harris, 2004:353). Mass communication is capable of reaching people through multiple means in contemporary society, including through t
More and more people are also afforded access to non-traditional media sources thanks to modern technology, which influences the way people think, communicate, behave and perceive reality (Bryant & Zillmann, 20002). The effects of new technology vary, but include more immediate gratification and less face-to-face communication (Bryant & Zillmann, 2002). Bryant & Zillmann (2002) go as far as to suggest that life satisfaction is negatively influenced by some technological affinity including use of the Internet. People who experience these psychological effects are more drawn to the Internet and other forms of mass communication for "interpersonal utility" (Bryant & Zillmann, 2002: 590). Others may use the Internet as a scapegoat for addressing real life problems, or for substituting reality. This is somewhat akin to Harris' conclusions suggest that the media alters the way people interpret their reality based on the messages they receive through mass communication. Of all forms of media Bryant & Zillmann (2002) assert that the Internet has the most influence, on individuals and on organizational environments, providing more global connectivity and leading to increased productivity. However use of such technology may also result in less separation of work vs. private life and more information overload (Bryant & Zillmann, 2002). Bryant & Zillmann point out that researchers have long examined the effects of media and mass communication. They provide a comprehensive overview of the history of mass media communication, suggesting multiple paradigms for the effects of media exist. Further the researchers assert that the current paradi
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Approximate Word count = 1112
Approximate Pages = 4 (250 words per page double spaced)
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