Page 14 - booklet Mass Media

Mass media messages have a common link of deliberately
affecting their audiences. Whether it be print, that uses
writing, or television that utilizes speaking and images, media
impacts individuals and society in multiple positive and
negative ways. We rely on media to be aware of the current
news and facts about what is important. However, that ends
up being the reason we buy certain items, because of the
advertising we are exposed to. In addition, the negative
influences brought about by media messages seems out of
control. The use of sexual images, violence, drugs, and fast
food is a negative influence. We are bombarded with the
"ideal image" of beautiful people, a not so subliminal way to
let us know that if we aren't like them, we need to be.

For example, the news provides us with information on what
is happening, but at the same time tells us what to think
about it. Moreover, the news also decides what is moral or
offensive. For example, ABC news wouldn't put out a story
that reflects one of its advertisers in a bad way. Advertising
media attempts to create a desire in people to have
something, for many different reasons. It's popular, some
movie star has it, etc. And the advertising for fast food and
junk food is out of control, contributing to issues of obesity.

Finally, the impact of media messages focused on an
intended audience, appear to be quite successful. For
instance, in Nike's "likeagirl" campaign, the message has
gone beyond the intended audience, and has worldwide
recognition. Likewise, the KFC print ad garnered an
audience, due to it's humour, that it was not targeting. From
the ads I reviewed, it seems that the better ads go beyond
the intended audience, onto a secondary audience, and
repeating itself. And it doesn't matter whether the message
is good or bad.