Hi, need to submit a 500 words paper on the topic Media and Advertising. Some of the activities covered by the media such as sports have most of the sponsors. hence, leading to increased advertisements. The author has also revealed that most of the sponsors are part of the shareholder in most companies leading to the motive of profits and capital investment.
Shah, Anup. “Media and Advertising.” – Global Issues. 4 Mar. 2012. Web. 4 Mar. 2015. <.http://www.globalissues.org/article/160/media-and-advertising>..
The article has presented significant knowledge on some of the global issues associated with the mass media. As a result, sponsorship and donor-ship claims have been external forces that have been used to control the entertainment sector. In some cases, competition has led to some of the media houses seeking sponsorship to increase their capital bases and awareness. The audience is seen as a product in the advertisement industry where editors and news presenters have to focus on the influence of the adverts.
Wimmer, Roger D., and Joseph R. Dominick. Mass Media Research: An Introduction. 10th ed. Boston, Mass.: Wadsworth, Cengage Learning, 2014. Print.
The book has presented substantial knowledge on some of the major issues affecting the mass media industry. The authors have gathered their information through research from individual companies and society. One of the major problems highlighted in the book is the presence of sponsorship in various mass media companies. The issue has evolved from the need for companies to maximize profits and enhancing competitiveness. However, the sponsors provide their assistance with a price to pay for the mass media. Most media companies have partnerships with sponsors that lead to mutual relationships where both parties win. Internet surveys and other interviews by the authors on various populations show that media houses tend to cover more exposure of the sponsors than other developing news. Additionally, they also cover only the positive information on the sponsors. hence, making the mass media biased.
The book further provides information on ways that the sponsor-driven mass media has affected public relations. Sponsors provide all types of support ranging from technological to monetary to legal subjects among others. The nature of the support affects ways that the media covers its information. For example, if the sponsor has got enemies, the media may be biased by covering more of the negative information.
Holiday, Ryan. “How Mass Media Manipulates Public Opinion – Disinformation.” Disinformation. 12 Feb. 2013. Web. 4 Mar. 2015. <.http://disinfo.com/2013/02/how-mass-media-manipulates-public-opinion/>..
The editorial provides knowledge on ways that the mass media uses to manipulate its audience. It is used as a link between sponsors and other powerful forces to manipulate the society in doing and believing things that are not really in the broader society. Sponsors can appear in various forms such as governments, legal bodies, wealth, and politicians among others. They pull the puppet strings while the media is involved in the distortion, exaggeration, simplification, and fabrication.