The media has become the institution that it is today because of the associated commercial concerns. Mass media is financed due to the massive influence both the print and electronic media has on Australia's society. Whilst Socrates quote from Plato's Phaedrus, referred to the invention of writing, many hold the same opinion in relation to the mass media today.

Several major changes have occurred in the media industry in the last two decades that have fundamentally altered the way in which the media institution operates. The most major changes of note have been:

a. the growth of the media industry,

b. the advancement of satellite communications,

c. women's increased role as consumers of mass media, and

The media has seen spectacular growth since the firs

Whilst the survey carried out in the 1970's that followed voters preferences revealed that it was unlikely that a media campaign would change a persons political persuasion, the media can be used to bring to the fore issues which a political institution finds important. The poor polling of the "One Nation Party" in some areas can be directly attributed to the mass media's influence on the public, likewise its success in the more rural areas can be attributed to support from the media in those regions.

In conclusion, the media has gone through numerous and important changes in the last two decades. Advances in technology and the various changes to the Australian culture have led to changes in the way in which the media operates and thrives. The mass media can be seen to have had varying impacts upon the other social institutions, but also mirrors the trends occurring in these other institutions. As Australian society and culture continues to change so will the media evolve to accommodate for its needs.

An increase in information such as this has enabled the mass media to become more efficient. Advertising is now arranged to coincide with programs or articles which will be read or watched by certain groups, e.g. toys and sweets are advertised in conjunction with children's television programs whilst advertisements for cars or power tools are often telecast with major sporting events.

Some common words found in the essay are:
American Presidential, Institutions Numerous, Nation Party, Mardi Gras, Magazines Dolly, Major Changes, Australia's Wanted', Mirror Age, Plato's Phaedrus, Daily Mail, mass media, media institution, consumers mass media, major changes, consumers mass, media industry, satellite communications, daily mail, social institutions, media seen, tended vote, change mass media,
Approximate Word count = 1495
Approximate Pages = 6 (250 words per page double spaced)