What effects does media content have on audiences? How do you think we can best explain such effects? Dirk Kunze

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Published: May 21st 2006

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10 pages


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What effects does media content have on audiences? How do you think we can best explain such effects?  by  Dirk Kunze

What effects does media content have on audiences? How do you think we can best explain such effects? by Dirk Kunze
May 21st 2006 | Kindle Edition | PDF, EPUB, FB2, DjVu, AUDIO, mp3, ZIP | 10 pages | ISBN: | 10.60 Mb

Essay from the year 2006 in the subject Communications - Media and Politics, Politic Communications, grade: H1 (80-100%), University of Melbourne, course: Media, Politics and Society, 7 entries in the bibliography, language: English, abstract: In hisMoreEssay from the year 2006 in the subject Communications - Media and Politics, Politic Communications, grade: H1 (80-100%), University of Melbourne, course: Media, Politics and Society, 7 entries in the bibliography, language: English, abstract: In his paper from 1962, Juergen Habermas steers the attention of political theory towards a factor, which was up until this point in a separated existence, not quite taken seriously by sociologists: the public opinion“.

He characterized it among other things as the only recognized basis of political authority. Furthermore Habermas sees a connection between public announcements from political institutions and non organized public masses with accordingly constituted effects transmitted by the ‚mass media’. The specific characteristic of these ‘media effects’ is that they are commonly connected with both: hopes and fears. The fear is, for example, a ‘sedition and stupefying’ of the masses by propaganda and shallow entertainment, converging of taste, breeding of violence, support of individual isolation or systematic influence of voters.

Hopes on the other hand refer to information and enlightenment, the integration of complex societies, mediation between cultures, which leads to transparency, solidarity and tolerance towards politics, economics and culture. In addition the audience can relax and distract itself with the help of media if necessary. However, the most important hope is a function, without which a democratic society could not exist: information, involvement in the development of opinions, control and criticism.

Whether hopes or fears apply more, can not be answered but only touched in this work. On the example of a certain reality demand effect, which can be derived from Habermas’ argument, the ambivalent relationship between audience and media will be analysed after a systematic understanding of that relationship has been established.



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