MEDIA MOULDING OR HOLDING THE PERCEPTIONS OF AUDIENCE

Authors

  • RANJNA THAKUR .. Doctoral Fellow Department of Journalism and Mass Communication PIT, PTU Main Campus ,Jalandhar, Punjab

Keywords:

Construction of reality, moulding or holding the perceptions, inculcation, frame of reference, dependency, cultivation, social learning, set agenda.

Abstract

The audience or the readers are obviously not malleable enough to be moulded with the agenda of the media gatekeepers or the opinion leaders or the invisible hands holding the media houses or organizations. People have to be media literate and witty enough to have a perspective of their own or with a rigid frame of reference, in order to not get influenced with the set agenda of the media. But the fact is far more diverse and it is also well understood that media has a direct or indirect relationship with the construction of reality and or the social learning. The audience may be well versed with the wit about the agenda being set; still there is an unavoidable dependency and inculcation or cultivation of the invisible yet active agenda. Nonetheless there are positive as well as negative facets of this construction of reality. Be it the social, political, economic, cultural or any scenario; if the construction of reality is associated, it definitely has a direct or indirect relationship with the perceptions of the audience. Media has all the inherent power to make, break or fake anything or everything associated or dissociated from any scenario. This focus groups‟ study will find out the inculcations and the opinions of the audience and the mass communication researchers regarding the media and construction of reality. Three focus groups consisting of seven members each were selected for the study

References

References:

Stefan Weber: Was heißt "Medien konstruieren Wirklichkeit"? Von einem ontologischen zu einem empirischen Verständnis von Konstruktion. (Medienimpulse,Heft Nr. 40, Juni 2002). Publisher: www.mediamanual.at, BMBWK, Abt. Z/11 Medienpädagogik, Bildungsmedien, Medienservice, Minoritenplatz 5, A-1010 Wien (Media and the Construction of Reality).

William A. Gamson, David Croteau, William Hoynes and Theodore Sasson, Media Images and the Social Construction of Reality. Source: Annual Review of Sociology, Vol. 18 (1992), pp. 373-393, Published by: Annual Reviews Stable, URL: http://www.jstor.org/stable/2083459 .Accessed: 02/05/2013 11:50

http://stephen.pollock.name/writings/res/socialconstruction.html#theory

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Published

2014-11-30

Issue

Vol. 3 No. 12 (2014): NOVEMBER 2014

Section

Articles

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