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Modern Society Mass Media Is Everywhere Marketing Essay

Mass media has three major results on our society. First, it shows us the signifiers of the culture; second of all, it sets issues in to the agenda; thirdly, it offers answers to binary oppositions and instructs us what behaviors [behaviours] are preferred or at least accepted within the dominating ideology.

Thus values and behavior of youths are strongly inspired by the media like newspapers, tv set, radio, video tutorial, and the Internet. Media is categorised into three communities, the print multimedia (newspaper, publications, etc. ), electric media (television, radio) and the new-age marketing (the web, cell phones, and pcs). (Uttara, 2000) [5] In this article, I will target particularly on free-to-air tv set programme and the net, how they are not the main factors behind moral decay in youths today.

First, exposure to violence images through tv set programme does not cause assault in youths but reduce the probability of being hostile. However, we often see public pushing blames into the television programs. "Contact with aggressive stimuli will increase physiological and emotional arousal, that may increase the probability of assault. " (Dr. Mark, n. d. ) [3] Thus it is said that television set is a good candidate for the cause of the upsurge in assault in the modern culture. But, on the other hands, an online document, disagrees that contact with violence images cause assault in youths and described two theories; Reinforcement theory and Aggressive Cues theory. The Encouragement theory talks about that whether youths switch towards ambitious will depend on the backdrop of the youngsters. If a children is brought up in a nasty environment, then the youth will read assault images as real assault. The Aggressive Cues theory further explain that whether the youths get adversely influenced, all will depend on how the press presents these images; if the violence is presented in a justifiable way, then youths can be lead to combative behaviour and vice versa. ("MEDIA and Population, " n. d. ) [7] However, the tv programmes shown on television set portray violence in an appropriate way. Take Point of Accessibility for example; it portrays violence as a poor form for problem resolving. William Triplett (2007). [9] agreed that contact with violence will not cause moral decay in youths, [All newborns are born with violent tendencies, which most kids learn to control as they grow older. ]" Thus contact with violence views is not in charge of the moral decay in youths but is determined by what sort of youth has been brought up, where parents and guardians enter into place.

Secondly, regarding how both television set and the web not cause moral decay in youths. Easy accessibility to sexual images will not always cause youths to be sexually arouse. However, through the internet, we often see sources proclaiming "society is degenerating as a result of ready availability in pornography. " (Dr. Draw, n. d. ) [3] It is stated that early exposure to pornography through the web causes youth early maturity, thus an increase in range of erotic activities at a youthful age. Why both web and tv set will not cause decay in youths moral is basically because firstly, the support theory, a theory that implicates that whether a junior gets negatively or positively influenced depends on the youth's record. "Children who are sexually abused will read sexual signifiers in another way than children whose parents demonstrate a loving, caring relationship and clarify sexual behaviors [behaviours] to their children. " (Dr. Symbol, n. d. ) [3] Thus the meaning that had been brought over to youths depends totally about how the junior interpret it. Besides, having early on exposure to sexual images not only put together the youths with the essential knowledge of sex but also avoid impropriate action done on youths without them understanding that it is wrong. Therefore I conclude that both web and television set will not cause moral decay in youths but actually educates them and prepare them for the future.

Thirdly, how tv program and web not cause moral decay in youths, like materialism. Materialism in youths is not brought on by the adverts from both the free-to-air programmes and the net. Through the net, often see people pointing fingers on the television programmes and the Internet example, Richins & Dawson (1992). [6] pointed out that "[P]eople view material possessions as symbolic of success and the foundation of happiness in life". [1] Thus it is said that advertisements inspire consumers to invest unnecessarily; creating youths to be materialistic. However, it is neither the tv set nor the web that causes materialism in youths. It is due to both peer pressure and self-esteem. Many youths feel insecure using their look and position because they feel that they aren't classy or look sufficient as compared to their friends and therefore need to be based upon accessories to get acknowledged by peers and to feel secure. Deborah Roedder John, and co-author Lan Nguyen Chaplin, ("Materialism in Kids and Children linked to Self Esteem, " n. d. ) [8] have done two experiments with children and discovered that the amount of materialism is directly proportional to their self-esteem which proper pride originates from one of the peers. Within the first experiment, they discovered that materialism rate raises from age 12 onwards but after which declines by age 16 to18 years of age which mirrors a patterns in the youth's sense of pride. They continued using their second experiment to aid materialism is not brought on by the television set and web. In the next experiment, positive feedbacks were given to the targeted youths of their peers; positive remarks about them, and and, result shows that the level of materialism decreases together. Thus it's the peers around who are accountable for the upsurge in level of materialism rather than the television programme or the web.

Fourth, with respect to the misunderstanding, that both television and the Internet cause moral decay in youths. Parents and guardians are responsible for the moral decay in youths. A research had been done from the United States: "43 % of teens in america have used drugs and alcohol at least once. Around 1 million teens have left their homes and 1 / 2 of them live as delinquent (naughty) children and the spouse are medicine users. About 2, 000 teens from the age of 10 to 19 years old commit to suicide each year. Many of them come from rich families that are not harmonious. " (Maxi, 2007) [4] Out of this result, it demonstrates family without parents or guardians' love, care and concern may cause them to be ignorant. Without parents or guardians' watch over, teenagers can access any kind of mass media content, and cause youths to get negatively inspired by the limited sites or ambitious programmes. Thus parents should be dependable as they have got the right and really should watch over the programs picked by the youths; prevent them from seeing unacceptable videos and visiting restricted sites. Besides watching over the programmes selected, parents also needs to talk more with their child and knows their need and enlighten them to avoid misinterpretation over this content from the programmes viewed. Thus, I conclude that parents and guardians are in charge of the cause moral decay in youths. With the appropriate advice from young, youths won't misapprehend the note brought over to them from the images viewed.

Lastly why tv set and the Internet not cause moral decay is basically because both online reference and the television set programmes provide youths with educational knowledge. In the past, most teachers execute their lessons using either verbal communication or at most with additional records. Although teachers are still like this to instruct in the class today, students are learning facts and prices from the media especially through the web and television programs. (Bukhari, 2006, p. 111) [1] In school, the time slot machine given to moral education is bound, foremost two time every week, thus youths cannot learn much morals in college. In fact, with more time given for moral lessons do no help enhance the morals in youths. Matching to Cheung (n. d. ). [2] [[T]eachers find it difficult to teach principles and attitudes while pupils find moral lessons boring. ] and declare that [Television set [Television set] has become child's third father or mother and an initial tutor] [Uncovered to media text messages, pupils may be imperceptibly but highly affected by the principles behind such advertising subject matter. ] (p. 62) Between moral education in school and through virtual images, the net resources enhance youth's interest in learning more. [This scientific escalation has bestowed after education proliferation of equipment and materials which can help in the reorganization and redefinition of educational experience. ] (Bukhari, 2006, p. 111) [1] Therefore I conclude that both the television programme and the web will not cause moral decay in youths but on the other side educate them morals.

In conclusion, both Internet and free-to-air programs takes on an important role in shaping youth's culture but not the main reason behind moral decay in youths. The mass media can be an amoral system; the life of inappropriate media content is as a result of supporting members that sustains its survival. The media's responsibility is to bring happiness and satisfaction to the receivers. With the precise preference, youths will not get negatively influenced by both net and television. Additionally, if youths received in contact with these improper shows, parents should explain the correct note behind the scene to avoid misapprehend of content. Both Internet and television set programs provide educational visuals. Therefore I conclude that both the Internet and tv set are not the key reason behind moral decay in youths.

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