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Word Count: 770
Mass media is a distinctive element of todays society Together the different elements are a product of societal change forced regulations rising living standards and technological modernization Mass media includes mediums such as magazines television internet radio cinema video games and cellular telephones The ability to mass communicate with these devices has had such a massive impact that Denis McQuail describes that the mass media has primary and crucial importance for the integration of the diverse secular worlds of modern men into coherence and unity 32 There is no doubt among theorists that media is influencing society but there are different theories that suggest that it may be society influencing media not media influencing society This essay shall look at newspapers past and present and how they will continue to affect the world we live in In the early 1950s after WWII American communication made deep inroads into Europe and words like mass effects and functions organized research on both sides of the Atlantic Curran 407 Almost a decade later some of the biggest research took place in 1959 when Elihu Katz argued that people need to concentrate less on what the media do to people and more on what people do with media McQuail 71 Dennis McQuail sides with Katz in believing that peoples contact with media is of utmost importance stating media is helping in enabling people to bring about a more satisfying relationship between themselves and the people around them 71 The views are across the board pointing in both directions but research continues even today as to what extent life is changing because of emerging technologies Not only the substance of what is being communicated is important but just as vital is the process Technological innovations have assisted in supplying content for our media forms and also the circuits and motherboards of how they are made are affecting the ways which society operates Both aspects have a hand in the creation
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