disadvantages of mass media essay

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Disadvantages of Mass Media: IELTS Essay Samples

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Updated on 13 April, 2023

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The International English Language Testing System or IELTS is an English language proficiency test taken for study, migration, or work. The essay has to be relevant to the topic and present the candidate’s ideas in a logical sequence. Candidates can elaborate on the omnipresence and usage of mass media in everyday life to write the essay.

Do you think the cons of mass media outweigh its pros, download e-books for ielts preparation, does the presence of mass media hurt more than it helps, frequently asked questions, important ielts exam resources, disadvantages of mass media: sample 1.

Initially hailed as an effective form to spread information, mass media has come a long way. Now with the advent of technology, there are multiple sources through which information can reach an individual. However, all these sources have a different way of reporting an incident, and when the news spreads, it takes a whole new meaning.

Drawing on the famous quote, “Too many cooks spoil the broth,” I believe that the advent of mass media has brought more harm than good. Now with social media, information spreads immediately, and there is no need to rely on next-day newspapers. Many individuals do not fact-check the news and often consider it true.

My belief that the cons of mass media outweighed its pros was strengthened when there were religious riots in some cities across the country. All these groups were incited by multiple fake news that spread through various mass media platforms. The situation worsened to the point that internet services were suspended in the areas where violence erupted.

After witnessing such violent incidents, I can conclude that mass media is primarily used as a tool to manipulate people into choosing a side. Unbiased information is a luxury that an ordinary person cannot afford in the present day. But since there are no alternatives to mass media, it continues to thrive and create havoc.

Even with its way of providing an easy way of sharing information, mass media will not be a positive tool until serious checks are put in place to ensure unbiased news reaches the masses. But with companies operating independently and often having more powers than a country’s government, it might seem like a distant dream.

Tentative band score: 6.5, Total word count: 279

Disadvantages of Mass Media: Sample 2

It is a fact that no tool can work on its own, it needs human intervention. Mass media is one such tool that, in theory, seems to be the peak of our technological innovation. But using powerful mediums like these depends on the humans who wield them.

Mass media arrived in the 21st century, making its indistinguishable mark on the technological landscape. But years later, one cannot say that it has been all smooth sailing with this tool. I believe it has affected a considerable part of our lives, and not just in a good way.

The internet is a highly relevant example in this case. I recall being a young adult when my parents installed an internet connection in my home. It seemed like a magic gateway, letting me play games, helping me keep track of everything happening around the world, and more.

However, the reality of this tool was understood later. Various crimes, including shootings and hate crimes against communities, have been streamed over the internet without checking. This is a testament that without proper rules and regulations to check content online, mass media will continue to be a place of great violent propaganda, inciting crimes along with the other positive benefits it carries.

Even though this situation could improve in the future, it is vital to acknowledge the present issues and devise solutions. Unbiased information is a luxury that an ordinary person cannot afford in the present day. But since there are no alternatives to mass media, it continues to thrive and create havoc.

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Which mass media can be considered the most questionable one?

Social media websites are often considered questionable due to the spread of misinformation. Not only do they reach hordes of users at once, but they might also influence people and promote mob mentality.

Is mass media a reliable source of information?

The trickiest part about mass media is that it can be used freely and easily. The information can be factually inaccurate or false. Therefore, it can be said that mass media is not necessarily a reliable source of information.

Is it possible not to use mass media at all?

Unfortunately, the present landscape requires you to keep track of everything happening around the world. In these circumstances, forgoing mass media isn’t an option. Instead, it is advisable to fact-check the information you receive.

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Home Essay Samples Sociology Mass Communication

Advantages and Disadvantages of Mass Media: Navigating the Information Age

Table of contents, advantages of mass media, disadvantages of mass media, navigating the impact of mass media, 1. wide dissemination of information, 2. education and knowledge sharing, 3. cultural exchange and diversity, 4. political awareness and advocacy, 1. sensationalism and misinformation, 2. influence on behavior and values, 3. privacy concerns, 4. echo chambers and polarization.

Baran, S. J., & Davis, D. K. (2015). Mass communication theory: Foundations, ferment, and future (7th ed.). Cengage Learning.
DeFleur, M. L., & Dennis, E. E. (2019). Understanding mass communication: A liberal arts perspective. Routledge.
Giddens, A., & Sutton, P. W. (2017). Sociology (8th ed.). Polity Press.
McQuail, D., & Windahl, S. (2015). Communication models for the study of mass communications. Routledge.
Stroud, N. J. (2010). Polarization and partisan selective exposure. Journal of Communication, 60(3), 556-576.

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Essay on Mass Media Advantages and Disadvantages

The present age is considered as an age of information. Therefore, mass media plays an important role in people’s lives, society and the country. It is the information which aims to meet the needs of a society in a direct or indirect way.

Mass media has now become a permanent social institution as it has reach a large audience. It keeps everyone updated about what is happening around the world. It helps people spread important message, news and information very fast.

The information and message are generally based on education, entertainment, politics, advertisements, news, audio, dramas and movie etc. Hence, mass media improves people’s knowledge of history, science, literature etc.

Mass media is broadly divided into two types. One is Electronic media and the other is Print media. Electonic media like radio, recorded music, film and T.V., the internet, mobile phones provide information electronically. Print media such as newspapers, books, and pamphlets, signboards, and display boards are also informative for everyone.

Overuse and misuse of anything could harm everyone. Sometimes, it can spread false information about people and any incident which can be very harmful. Cyberbullying is one of the disadvantages of mass media. People may also spread rumours about people who can really hurt others.

Media may also distract someone from studying. It can also distract someone from working and spending time with their family and friends. It can sometimes hurt the sentiment of people.

Therefore, mass media should be used carefully. People should not believe everything they see or hear. Many time news are fake which common people belive is correct.

With the rise in social media where everyone is a communicator, they share the news with the world which has not passed through proper checks and balance of ethics of journalism. This news they share are fake it has led to the killing of people in various cities in India in recent time.

Now various agencies come up with fact check which expose the news. Thus, using it in a wise manner can really be beneficial for the whole society.

Table of Contents

Question on Mass Media

What is mass media in easy words.

Mass media means the technology to reach a mass audience. It include broadcasting and narrowcasting which reaches people through T.V. News Paper, Radio etc.

What is local media?

Media which broadcast local news, entertainment etc.

What are the 3 types of media?

The print, broadcast and Internet media.

What are the disadvantages of media?

Advantages and Disadvantages of Mass Media

Looking for advantages and disadvantages of Mass Media?

We have collected some solid points that will help you understand the pros and cons of Mass Media in detail.

But first, let’s understand the topic:

What is Mass Media?

Mass media are ways of sharing information and entertainment with a lot of people at once, like TV, radio, newspapers, magazines, and the internet. These help us learn about what’s happening in the world and can include shows, articles, and online posts.

What are the advantages and disadvantages of Mass Media

The following are the advantages and disadvantages of Mass Media:

Advantages of Mass Media

Spreads information quickly – Mass media can share news and updates at an incredible speed, reaching millions of people all over the world in a matter of seconds.
Connects people globally – It brings individuals from various corners of the planet closer, allowing them to communicate and share ideas as if they were neighbors.
Raises public awareness – It plays a vital role in educating the public about important issues and events, helping people make informed decisions and take action when needed.
Provides entertainment – It offers a wide range of fun and relaxation options, from movies and music to games and shows, catering to all tastes and interests.
Encourages cultural exchange – It opens doors to different cultures, promoting understanding and appreciation of the world’s rich diversity through the sharing of traditions, languages, and arts.

Also check:

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Disadvantages of Mass Media

Spreads misinformation quickly – Mass media can spread false information fast, leading to widespread confusion and panic. People might struggle to tell what’s true or not.
Reduces face-to-face interactions – It can make people spend less time talking to each other in person, weakening relationships and social skills.
Creates unrealistic expectations – Shows and ads often show a perfect life that’s hard to achieve, making people feel unhappy with their own lives.
Encourages consumerism – It pushes people to buy more things they don’t need, making them focus too much on material goods.
Limits privacy. – Mass media can expose personal details to a lot of people, making it hard to keep things private and secure.
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Essay on Mass Media [ Importance, Advantages & Disadvantages ]

Essay on Mass Media | Concept, Importance, Advantages of Mass Media in Life

Mass media is defined as a means of communication that reaches a large audience. This can include television, radio, newspapers, magazines, and the internet. Mass media has become an important part of our society, and it plays a significant role in our lives.

There are many different types of mass media, and each one has its own unique benefits and drawbacks. Television is a great way to stay informed about current events, but it can also be a time waster. Radio is a great way to stay entertained while you are driving, but it can also be a distraction. Newspapers are a great way to keep up with the news, but they can also be full of ads. Magazines are a great way to stay informed about current events, but they can be expensive. The internet is a great way to access information, but it can also be a source of misinformation.

>>> Related Post: ” Essay on Role of Youth in Nation Building ”

Importance of Mass Media in Life

Each type of mass media has its own unique benefits and drawbacks. However, overall, mass media is an important part of our lives. It helps us stay informed about current events, it entertains us, and it provides us with access to information. It’s important to be aware of the benefits and drawbacks of each type of mass media so that you can choose the ones that work best for you.

Students can take maximum benefits from mass media by using it wisely. They can watch informative shows on television, listen to news and talk shows on the radio, read newspapers and magazines, and use the internet to find reliable information. It’s important for students to be aware of the benefits and drawbacks of each type of mass media so that they can make informed decisions about how to use it.

>>>> Read Also : “Paragraph On Daily Newspaper”

Therefore, mass media is an important aspect of our life. It has both benefits and drawbacks, which we should be aware of. We should use it wisely to get the most out of it.

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Mass Media, Advantages And Disadvantages (Essay Sample)

Mass media advantages and disadvantages.

During the early centuries, human beings communicated through abstract methods. Messengers, smoke, songs and folk tales were the most common ones. Gradually, there was increased sophistication and technological advancement, which resulted in the advent of the information age. Information age was heralded by print media first, before later on, social media came to the fore. Media can be referred to as any mode through which information can be passed from one entity to the other. Mass media is considered the fastest mode of information exchange and captures a huge audience through for instance radio and televisions. The primary benefit of mass media is that it can be used as a tool for preaching reconciliation through reconciliation programs which reach a huge number of people and thus effective. In addition to this, it has various other benefits. However, mass media also has numerous disadvantages.

Mass media is a great tool for education. Through the various forms such as TVs, radios and social media, information can be disseminated to very many people at once. In this manner, people acquire knowledge in various contemporary issues, such as health, environment and energy. For children, this can be a great source of knowledge, as they learn about animals and society. Mass media promotes cultural awareness due to its ability to employ different local languages within its programs. Mass media is also a weapon of togetherness as it spreads information and gives entertainment programs which boost unity and connection. Mass media also allows live coverage of day to day news and thus keeps individuals updated on the global events.

Mass media boost economic growth by allowing companies advertise their products to the target audience. Mass media acts as an educational tool and promote interconnection between people which make the communication processes more efficient. People can also advertise their businesses and reach a greater number of clients via mass media. This results in greater sales for business people than before. Above all, mass media plays a crucial role in cultural diversity by creating a cosmopolitan environment. People tend to learn about other cultures and in this manner, are able to be more tolerant to new practices, hence more interpersonal understanding. However, mass media has its downfalls too.

One of the disadvantage is the fact that images and messages spread through the mass media are limited to a given viewpoint. It is also expensive to access some mediums, and thus only the individual with vast amounts of money can access such services. Mass media is at times involved in misinformation which confuses the public and often results to misunderstandings. Increased extremism and terrorism has been subject to mass media, as much of it is believed to be disseminated online. Radicalization of youths is rampant, due to mass media. So, while radios and TVs are being praised for being important instruments of peace, they also contribute a great deal towards lack of it thereof.

Mass media at times distort complex data to create sensational news to the audience, and this could trigger conflicts. Mass media is both useful and distorting and it’s the responsibility of the public to take news and synthesize them in the right manner and thus encourage positive change. Mass media cannot operate without people’s support, and thus it is our duty to use it wisely. The other disadvantage is that mass media is often addictive. People gradually become hooked to TV screen, radios and even the internet, which result in lesser productivity. Reputations also get ruined by such occurrences ,since there is little to no realization of the basics needed from such partaking too.

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PTE Daily Essay Topic: Today, mass media is full of information revolution.

Updated on
Apr 17, 2024

PTE Daily Essay Topic: Today, mass media is full of information revolution.

Today, mass media is full of information revolution. Discuss the advantages and disadvantages of this phenomenon.

Ans . The information revolution, characterised by the explosion of accessible knowledge and the hyper-connectedness of global communication, has fundamentally altered the landscape of our world. Mass media is now a constant stream of information, both empowering and overwhelming. While this revolution offers undeniable advantages in education, connection, and innovation, it also presents significant challenges regarding information overload, privacy concerns, and the spread of misinformation.

One of the most persuasive advantages of the information revolution is the democratisation or easy access to knowledge. Previously guarded by institutions and limited by physical access, information is now readily available at our fingertips. Educational resources, once confined to expensive textbooks and classrooms, can be found online for free. This empowers individuals to become self-directed learners, fostering intellectual curiosity and critical thinking skills. Furthermore, the ease of communication fosters global collaboration, accelerating scientific discovery and technological advancement.

However, this abundance of information comes at a cost. We are bombarded with a constant stream of data, making it difficult to distinguish between credible sources and misinformation. Fake news spreads like wildfire, fueled by confirmation bias and the echo chambers created by social media algorithms. This can have a detrimental impact on public discourse, leading to social polarization and hindering our ability to make informed decisions. The information overload can also be mentally taxing, causing stress, anxiety, and a diminished attention span.

Another critical disadvantage is the erosion of privacy. Our digital footprint follows us everywhere, leaving a trail of personal data vulnerable to exploitation by corporations and governments. Targeted advertising can feel intrusive, and data breaches can have serious consequences for our financial security and even physical safety. The information revolution has undoubtedly blurred the lines between public and private spheres, demanding a cautious approach to how we interact with the digital world.

The key to navigating this double-edged sword lies in developing critical thinking skills. We must learn to evaluate information sources, questioning their credibility and potential biases. Media literacy programs are essential to equip individuals with the tools to discern truth from fiction. Furthermore, responsible journalism and ethical data practices are crucial to ensuring the integrity of information flow.

In conclusion, the information revolution has undeniably revolutionised the way we access knowledge, connect with others, and drive innovation. However, the challenges of information overload, privacy concerns, and misinformation cannot be ignored. By fostering critical thinking skills and promoting responsible practices, we can harness the power of information to create a more informed, connected, and equitable future.

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Communication

The Advantages and Disadvantages of Mass Media

Updated 13 November 2023

Subject Communication , News media

Downloads 33

Category Sociology

Topic Media

The advent of the mass media and its exponential increase in popularity has had significant implications for scientific research, social dynamics, and politics. The popularity of mass media has for instance provided social scientists with the previously unprecedented access to large quantities of information from which they could conduct extensive quantitative and qualitative research on human behavior. Mass media that takes the form of social media platforms has equally enhanced the ability of individuals to discover, connect, and interact with multiple others in a virtual world. The mass media’s ability to reach broad audiences has similarly revolutionized the nature of politics by availing a more effective means for leaders to influence the masses. The above observations are but a small representative of the unlimited potential of mass media to effect positive change. Mass media, however, could also have less than consequences that would be less than ideal.

Foremost, the mass media mass media could and is being used by corporate business to influence the behavior of consumers for the ultimate goal of maximizing profits in the long-term. Advertisements in typical business practice are structured to in such a manner that they use enticing rhetoric to solicit the interest of the potential buyer. While such methods are ethical, mass media has given corporations the ability to engage in immoral marketing practices. The case study on Cambridge Analytica’s data harvesting practices perhaps best exemplifies the significance of the issue. The article by Rogers et al. demonstrates the businesses corporates are capable of using human behavioral science “to sell ads and products without oversight.” The case of Cambridge Analytica indeed shows the intensified risk of breaches of data privacy and the wrong use of personal information in the age of big data.

Secondly, the mass media has heralded an era in which the political class has realized more effective mechanisms of manipulating the citizenry to for political purposes. The article by Chenoweth, for instance, observes the reality that social media platforms have granted politicians the power to target specific groups in specific places, at the convenient time, and with tailor-made political messages. The problem, however, is that politician may abuse such power to manipulate the opinions of users of social media or even use such platforms to suppress the freedom of expression that forms the foundation of today’s globalized world. Rodgers et al. indeed recognize the emerging practice of “micro-targeting” in which the manipulators of political opinion create multiple social media accounts to convey the false perception that an entire community upholds specific views.

Finally, mass media has enormous potential to dehumanize in as much as it facilitates human social interactions. The content of mass media is controlled by a relatively small group of comprising the media house owners and third parties who use media such as television, radio, and the internet to push specific messages to the unsuspecting consumer. In such circumstances, audiences of mass are rendered vulnerable to consuming content whose purpose only the controlling parties determine. The film titled “Miss Representation” captures this reality. It documents how the mass media has altered women’s perceptions of themselves to such extents that they have subscribed to its idealization of the perfect woman. The mass media has made women more so conscious of their outward experience that it becomes the foundation of their self-esteem (Siebel Newsom, and Acquaro).

Ultimately, mass media is experiencing a significant shift in its applications with its users discovering its potential to implement ideas that are universally unethical. The mass media poses a serious threat to the confidentiality of data due to the commercialization of information stored by social media platforms. It further threatens the freedom of expression by giving the political class the power to manipulate public opinion. More significantly, the mass media has proven its potential to dehumanize. Indeed, users of mass media are bound to remain at a relative disadvantage if they do not commence an honest reflection on the harmful effects it has at the personal and societal levels.

Works cited

Chenoweth, Erica. "Why Social Media Isn’t the Revolutionary Tool It Appears to Be". The Independent, 2016, https://www.independent.co.uk/news/world/politics/social-media-revolution-tech-activists-arab-spring-dictators-a7433476.html. Accessed 18 Apr 2018.

Rogers, Adam et al. "The Cambridge Analytica Data Apocalypse Was Predicted in 2007". WIRED, 2018, https://www.wired.com/story/the-cambridge-analytica-data-apocalypse-was-predicted-in-2007/. Accessed 18 Apr 2018.

Siebel Newsom, Jennifer, and Kimberlee Acquaro. Miss Representation. Girls' Club Entertainment, 2011.

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Media: 10 Advantages and 10 Disadvantages of Media

Category: Blog On July 8, 2016 By Various Contributors

Introduction: Long ago, people used to perform folk songs and drama in various cultures. It was then that media was first used to communicate messages to a wider group of people. Print media followed and then mass media and social media.

Media refers to various means of communication. It also refers to communication devices. Communication devices are used to interact and communicate among people.

The most common forms of media today are radio, internet, newspaper and television. Media is an important part of our lives. It is also two-sided meaning that it has a positive side and a negative one.

1. It educates people. Through television and radio programs, people get to learn about health matters, environmental conservation, and much more.

2. People get the latest news in a very short time. Distance is not a barrier. People get news daily through the media and this keeps them updated on the happenings around the world.

3. People get to bring out their hidden talents. Through media showcase their talents such as comedy, acting and singing.

4. Children’s knowledge increases. Children can learn from quiz programs, animal programs and so on.

5. Radio is convenient as people do get short news and with a mobile phone one can access it.

6. Great in promoting mass consumer products. This can in turn increase sales of the product.

7. Serves as a good source of entertainment. People get entertained through music and television programs.

8. Television allows electronic duplication of information. This reduces the production cost making mass education possible.

9. Media leads to diffusion of different cultures. Media showcases different cultural practices.

10. It helps people around the world to understand each other and embrace their differences.

Disadvantages

1. It leads to individualism. People spend too much time on the internet and watching television. As a result, socialization with friends, family and neighbors is affected.

2. Some media contents are not suitable for children. Limiting children’s access to such content can be difficult.

3. Newspaper is geographically selective.

4. Increase in advertisements in television and radio is making them less attractive.

5. Internet as a form of media opens up possibilities of imposters, fraud and hacking.

6. Media can be addictive, e.g. some television programs and internet. This can lead to decrease in people’s productivity.

7. Health problems. Prolonged watching of television can lead to eyesight problems and radio listening using earphones exposes one to possible hearing defects.

8. It glamorize drugs and alcohol. Some programs make the use of these things appear cool’.

9. It can lead to personal injury. Some people decide to follow the stunts that are showcased in the media. This can lead to injuries.

10. It can lead to ruin of reputation. It is possible for one to create an anonymous account. Such accounts can be used to for malicious reasons such as spreading rumors. This can lead to ruin of reputation of an individual or a company.

Conclusion:

Although media has many advantages it also has its limits. It is up to us, the users, to decide to use it wisely for the best impact.

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Disadvantages of Mass Media: IELTS Essay Samples

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Disadvantages of Mass Media: Sample 2

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Advantages and Disadvantages of Mass Media

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It is so hard to image our lives without Mass media. Mass media plays a very important role in our lives. There are various effects of mass media on the society at large. Media tends to influence and there are positive as well as negative influences of mass media. However, it also depends on the way audiences perceive things. Since mass media is used to communicate and interact with people from various walks of life, it can often result in a conflict of options. Print media (magazines, newspapers, brochures, press releases, newsletters etc), electronic media (television, radio etc) and the Internet are all part of mass media. Today, mass media can give a person phenomenal exposure and this can result in various effects of the mass media on the society. I can give some information about the pros and cons of mass media and its effect on a larger scale.

Advantages of Mass Media:

The wide reach offered by mass media is phenomenal. It can target a global audience.
In terms of newspapers and magazines, it can reach a specified target group. Besides, it is easily accessible. For example, the newspaper lands on the doorstep and we have the latest news in our drawing rooms due to the television set.
Certain types of media have a loyal fan following. This would mean that an advertiser, publication or news channel would have a ready audience.
We have the latest news and information at the click of the mouse! The Internet is such a medium that it can give many options for the kind of information required.
Television, movies, Internet and the radio are some of the best forms of entertainment.
Mass media can be used for educational purposes in an effective manner.

Disadvantages of Mass Media:

At times, the information reported may not be authentic from every angle.
News can be manipulated to influence the minds of the audiences. For example – a particular political.

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Advantages and Disadvantages of Mass Media in Education Essay

Back to: Educational Technology in Education B.ed Notes, M.A Notes, IGNOU Notes

Mass Media provides information to the mass within less time. Mass Media in education is The Press, Television, Radio, The Motion Pictures etc. In modern times mass media contributes so much to educational development but as we know with ten good things a bad thing also comes, like that mass media with so many advantages comes also with disadvantages.

Advantages of Mass Media in Education

As we know mass media provides information within less time, television, and radio are the important parts of mass media, radio mainly broadcasts events too far and wide places of the world. It is also a source of entertainment, Mass Media provide information to a large population in less time, It is information regarding anything that is happening in any corner of the world. Children spend hours in front of the television and visualize, hear and acquire knowledge. It acts as an agency of social change. It makes ideas clear to children and helps them to acquire correct knowledge. It can make information interesting and concrete. It helps in the modification of attitudes. It sends information to remote places and helps in distant learning.

Education has far greater responsibilities than before, it has to meet the demands of a dynamic world which change its character every day. The importance of home and society education has increased drastically, and so has the role of mass media like T.V, radio, press etc.

The role of some important mass media is discussed below:

Radio: is mainly used to broadcast events so far and wide places of the world. Radio is also a source of entertainment like debates, match commentary, news, music, events etc. For teaching, many debates and news are broadcasted on the radio.
Television: Television is becoming more and more popular today with new features, unlike radio television broadcasts various events, news, and music but with video content too. Over time it has become a more powerful tool for educational purposes also, Television plays a vital role as a means of mass media in educating the masses.
The Press: The entire printed matter covers The Press, like books, magazines, journals or newspapers. Reading material has vast potential it exerts a good impression on the active readers. Press not only gathers events, but they also present their views on issues. So, the readers have the opportunity to analyze the issue from many perspectives. Press also contributes to education enhancement through the topics of history, science, literature etc.

Disadvantages of Mass Media in Education

As we read, heard and know that mass media contributed so much to education throughout the time by different items and gadgets but we also know that with advantages of it there are so many disadvantages also like, children spend more and more time on televisions for entertainment purpose, they spend even their study and sleeping time on computers for movies or games. This gives birth to many problems like insomnia, mental disorder, weak eyesight etc.

Motion Pictures is also a part of mass media and in modern times children used to look those adult movies and visits that kind of sites with fake id and fake information this can ruin their career and focus on their studies and encourage them to indulge in activities like that.

Mass media is a kind of technology which puts mankind in a place that they never thought of, it is a blessing for those who use it right and a curse for those who miss uses it. It can make an individual picture and load him with unlimited knowledge or can ruin their life, and character and can play with their mind.

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Use of mass media campaigns to change health behaviour

Mass media campaigns are widely used to expose high proportions of large populations to messages through routine uses of existing media, such as television, radio, and newspapers. Exposure to such messages is, therefore, generally passive. Such campaigns are frequently competing with factors, such as pervasive product marketing, powerful social norms, and behaviours driven by addiction or habit. In this Review we discuss the outcomes of mass media campaigns in the context of various health-risk behaviours (eg, use of tobacco, alcohol, and other drugs, heart disease risk factors, sex-related behaviours, road safety, cancer screening and prevention, child survival, and organ or blood donation). We conclude that mass media campaigns can produce positive changes or prevent negative changes in health-related behaviours across large populations. We assess what contributes to these outcomes, such as concurrent availability of required services and products, availability of community-based programmes, and policies that support behaviour change. Finally, we propose areas for improvement, such as investment in longer better-funded campaigns to achieve adequate population exposure to media messages.

Introduction

Over the past few decades, media campaigns have been used in an attempt to affect various health behaviours in mass populations. Such campaigns have most notably been aimed at tobacco use and heart-disease prevention, but have also addressed alcohol and illicit drug use, cancer screening and prevention, sex-related behaviours, child survival, and many other health-related issues. Typical campaigns have placed messages in media that reach large audiences, most frequently via television or radio, but also outdoor media, such as billboards and posters, and print media, such as magazines and newspapers. Exposure to such messages is generally passive, resulting from an incidental effect of routine use of media. Some campaigns incorporate new technologies (eg, the internet, mobile phones and personal digital assistants), but recipients have so far generally been required to actively choose to seek information, for example by clicking on a web link, and discussion of these methods is not included in this Review.

Media campaigns can be of short duration or may extend over long periods. They may stand alone or be linked to other organised programme components, such as clinical or institutional outreach and easy access to newly available or existing products or services, or may complement policy changes. Multiple methods of dissemination might be used if health campaigns are part of broader social marketing programmes. 1

The great promise of mass media campaigns lies in their ability to disseminate well defined behaviourally focused messages to large audiences repeatedly, over time, in an incidental manner, and at a low cost per head. As we discuss in this Review, however, that promise has been inconsistently realised: campaign messages can fall short and even backfire; exposure of audiences to the message might not meet expectations, hindered by inadequate funding, the increasingly fractured and cluttered media environment, use of inappropriate or poorly researched format (eg, boring factual messages or age-inappropriate content), or a combination of these features; homogeneous messages might not be persuasive to heterogeneous audiences; and campaigns might address behaviours that audiences lack the resources to change.

Search strategy and selection criteria

We searched Medline, PsychInfo, Embase, Soclit, Eric, and Communication and Mass Media Complete electronic databases to identify full-text review articles and non-reviewed notable studies published from 1998 onwards, in English, that we judged to represent advances in assessment methods or substantial increments in knowledge. We integrated review findings with evidence from robust and influential empirical studies that were published after the last review article identified.

Search terms included “review” and either “health promotion”, “health education”, “social marketing”, “marketing of health services”, “campaign*”, “mass media*”, “mass communication campaign*”, “publicity campaign*”, “information campaign*”, or “community intervention*”, along with and the individual health behaviours of interest, which we termed “tobacco or smoking”, “alcohol”, “marijuana”, “street drugs”, “crack cocaine”, “heart health or heart disease prevention or physical activity or obesity or nutrition or high fat* or high sodium* or diet”, “family planning or contraception or child spacing”, “sex or sexual behaviour”, “HIV or AIDS or HIV/AIDS or sexually transmitted disease or STD”, “skin neoplasms or sunburn or sunscreening agents”, “uterine cervical neoplasms”, “breast neoplasms”, “colorectal neoplasms”, “immunization or vaccination”, “diarrhea or diarrhoea or oral rehydration therapy or ORT or oral rehydration”, “breastfeed*”, “SIDS or sudden infant death syndrome or cot death”, “Reye’s syndrome”, “organ donation”, “blood donation”, “domestic abuse or violence prevention or child abuse prevention”, “mental health or youth suicide prevention or depression”, or “seat belt use or road safety”.

Direct and indirect methods to affect behaviour change

Mass media campaigns can work through direct and indirect pathways to change the behaviour of whole populations. 2 Many campaigns aim to directly affect individual recipients by invoking cognitive or emotional responses. Such programmes are intended to affect decision-making processes at the individual level. Anticipated outcomes include the removal or lowering of obstacles to change, helping people to adopt healthy or recognise unhealthy social norms, and to associate valued emotions with achieving change. These changes strengthen intentions to alter and increase the likelihood of achieving new behaviours. 3 For instance, an antismoking campaign might emphasise risks of smoking and benefits of quitting, provide a telephone number for a support line, remind smokers of positive social norms in relation to quitting, associate quitting with positive self-regard, or a combination of these features.

Behaviour change might also be achieved through indirect routes. First, mass media messages can set an agenda for and increase the frequency, depth, or both, of interpersonal discussion about a particular health issue within an individual’s social network, which, in combination with individual exposure to messages, might reinforce (or undermine) specific changes in behaviour. Second, since mass media messages reach large audiences, changes in behaviour that become norms within an individual’s social network might influence that person’s decisions without them having been directly exposed to or initially persuaded by the campaign. For example, after viewing televised antismoking campaign messages, several members of a social group might be prompted to form a support group to help them stop smoking. Another individual who has not seen the television campaign could decide to join the support group and change his or her own behaviour. Finally, mass media campaigns can prompt public discussion of health issues and lead to changes in public policy, resulting in constraints on individuals’ behaviour and thereby change. For example, a campaign discouraging smoking because of its second-hand effects on non-smokers might not persuade smokers to quit, but it might increase public support for a new policy that restricts smoking in specific places, which might have the secondary effect of persuading smokers to quit.

Evidence for health behaviour change

We discuss a range of media campaigns, from constrained experimental programmes with complex research apparatus funded specifically to test the promise of public communication, such as the Stanford Heart Disease Prevention Program, 4 , 5 to campaigns mounted as large-scale interventions on a regional or national scale, not operationally constrained by the need for outcome assessment, but to which analysis was later applied, such as the US National Youth Antidrug Media Campaign. 6 These distinctions matter because the strength of the claims of causality is affected by the campaign design. For example, campaigns designed to maximise scale and operational success but that do not carefully assess outcomes might be expected to make weak claims compared with those that include carefully planned experimental assessments. Large-scale media campaigns do, however, have higher population exposure and can exploit the indirect pathways that can increase overall population response to campaigns. Careful experimental designs are more often used to assess only the direct effects of small-scale campaigns, which might not provide the potential for maximum effectiveness. 7

Tobacco, alcohol, and illicit drugs

One in three long-term tobacco users die prematurely, largely from cardiovascular and respiratory diseases and cancer. Without intervention, 1 billion premature deaths globally are predicted to be related to tobacco by the end of this century. 8 Tobacco use is also a major contributor to social inequalities in mortality in many populations worldwide. 9 Far more studies have been done to assess the effects of media campaigns on tobacco use than on any other health-related issue and, consequently, the evidence for benefit is strong ( table ). Between the 1970s and mid-1990s, the studies were controlled field experiments forming part of research demonstration projects, whereas from the mid-1990s onwards, large-scale media campaigns have been assessed as key components of state and national tobacco control programmes.

Summary of reviews of mass media campaign features and effects on behaviour, by health topic *

CVD=cardiovascular disease.

Comprehensive reviews of controlled field experiments and population studies show that mass media campaigns were associated with a decline in young people starting smoking 10 and with an increase in the number of adults stopping. 10 , 11 Smoking prevention in young people seems to have been more likely when mass media efforts were combined with programmes in schools, the community, or both. 10 Many population studies have documented reductions in adult smoking prevalence when mass media campaigns have been combined with other tobacco control strategies, such as increases in tobacco taxation or smoke-free policies. 10 , 11 In the absence of formal control groups not exposed to mass media campaigns, however, it is difficult to separate the effects of the different strategies. Some studies have used time series analyses 12 or natural experiment designs that exploit variation in degree of exposure to the media campaign and adjust for exposure to other tobacco control policies, and have found beneficial independent effects of campaigns. 13 , 14

The achievement of adequate exposure to media campaigns seems important for reducing population tobacco use; withdrawal of media campaigns has been associated with a decline in beneficial effects. 10 , 12 , 15 , 16 This outcome is unsurprising while influences that promote tobacco use remain (eg, marketing and the addictive nature of tobacco).

Most evidence has been generated from studies in high-income countries because the highest number of campaigns have been done there and research capacity is substantial there. Evidence is mixed on the ability of mass media campaigns to redress the disparities in smoking prevalence between subgroups with high and low socioeconomic status. 17 One cohort study has suggested that high exposure to antitobacco campaigns that elicit negative emotions, such as fear, disgust, and sadness, promotes increased cessation rates in lower socioeconomic populations. 14 This finding is consistent with evidence in many population subgroups of the positive effects of antitobacco campaigns that use negatively emotive advertising messages. 10 For example, media campaigns that graphically link smoking to serious health damage to motivate adult smoking cessation ( figure ) have also been associated with prevention of smoking uptake among young people. 10 This outcome might be an indirect consequence of reductions in adult (eg, parental) smoking attributable to campaigns, which exerts a protective effect on youth uptake. 18 Direct effects of such campaigns on young people have, however, also been suggested. 10 , 19 A future challenge for media campaigns related to tobacco control is to ensure their evidence-based application in low-income and middle-income countries, which have infrequently received such programmes, and in groups with low socioeconomic status in high-income countries.

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Smoking is linked graphically to arterial damage and the caption “Every Cigarette Is Doing You Damage” was used. The campaign was associated with a decline in adult smoking rates. 12 Reproduced courtesy of the Department of Health and Ageing, National Tobacco Campaign.

During the late 1990s, several tobacco companies began to broadcast mass media campaigns internationally to advocate that young people should not smoke. Studies of forced (non-incidental) exposure, in which young people had to watch then recall and appraise advertisements, have concluded that these messages were appraised poorly by the target audience. 10 The Philip Morris tobacco company in the USA also broadcast campaigns encouraging parents to talk with their children about tobacco use. Population-based studies found high exposure to the industry’s youth-directed campaign was associated with strengthening intention to smoke in the future, 20 , 21 whereas high exposure to the parent-directed campaigns strengthened intentions to smoke in the future, lowered perception of harm from smoking, and increased the risk of current smoking behaviour. 21 A theory for these outcomes is that few reasons beyond simply being a teenager were offered as to why young people should not smoke. By giving a subtle message that smoking is an adult activity, tobacco can seem like a forbidden fruit and attractiveness can increase.

Misuse of alcohol contributes to around 4% of the global burden of ill health and premature death, principally from alcohol-use disorders, cancer, cardiovascular disease, liver cirrhosis, and injury. 22 With the exception of mass media campaigns to reduce drink driving, campaigns to lessen alcohol intake have had little success. 23 , 24 Most have been targeted towards young people, 23 , 25 , 26 but the potential effects have generally been overshadowed by widespread unrestricted alcohol marketing strategies and the view of drinking as a social norm. Safe drinking campaigns sponsored by alcohol companies have been ineffective in changing drinking behaviour, because the messages are viewed as ambiguous by recipients. 27 , 28 No assessments have been conducted of whether the publicising of alcohol drinking guidelines affects alcohol-related harm. 25

Little peer-reviewed research is available on the effects of mass media campaigns to change behaviours related to illicit drug use; nearly all work has been undertaken in the USA. One study found positive effects of a campaign that ran from 1987 to 1990 and addressed use of marijuana and crack cocaine by young people. 29 By contrast, another study found the effects to be overstated for a campaign that ran in Montana, USA, against methamphetamine use. 30 Between 1998 and 2004, the US Congress spent nearly US$1 billion on a national antidrug media campaign aimed at young people aged 9–18 years, their parents, and other influential adults. The campaign used television and radio advertising, accompanied by other media and community programmes, to provide education, with the goals of preventing initiation of marijuana use and persuading occasional users to stop. Messages directed at parents encouraged them to talk with their children about drugs and to closely supervise and monitor their behaviour. Although some localised time-limited studies showed positive effects among young people who require substantial novelty and stimulation (termed high-sensation young) 31 and those who also received school-based drug prevention information, 32 a comprehensive national assessment showed that the campaign did not positively affect attitudes towards or behaviour related to marijuana use among young people. 5 Indeed, some evidence suggested that greater exposure would have increased intention to use marijuana, possibly because the underlying message of the campaign was that marijuana use was common place and thus normal. 5 Among parents, the campaign had favourable effects in terms of their attitudes towards and behaviour in relation to talking with children about drugs. No improvement was reported, however, in attitudes towards or monitoring of their children’s behaviour. 33 The evidence for the success of campaigns focusing on illicit drug use is inconsistent.

Nutrition, activity, and prevention of heart disease

Cardiovascular disease is a leading cause of death worldwide and is a major contributor to health-care costs in developed countries. In addition to tobacco use, risk factors include high blood pressure, high blood cholesterol concentrations, poor nutrition, physical inactivity, and obesity. 34 , 35 Whereas rates of heart disease and stroke have lessened since the 1950s, those of obesity have increased strikingly among adults and particularly among children in high-income countries. 35 – 38

In the 1970s and 1980s, large-scale community-based public communication interventions aimed at preventing cardiovascular disease, including the North Karelia Project in Finland, and the Stanford Heart Disease Prevention Program and the Minnesota Heart Health Program in the USA, were among the first to be formally assessed for effectiveness. 39 Smaller-scale cardiovascular disease prevention programmes followed in the mid-1980s and 1990s. In aggregate, these programmes yielded high awareness and improvements in risk-reducing behaviours, such as changes to diet and increases in physical activity. Cross-sectional independent sample outcome effects, particularly on overall risk for cardiovascular disease, however, were short-term, small in size, and similar in magnitude to secular declines in communities not exposed to mass media campaigns. 40 Researchers have argued convincingly, though, that large-scale, uncontrolled, national campaigns with large mass media components, such as the National High Blood Pressure Education Program and the National Cholesterol Education Program in the USA, contributed to these substantial secular declines in blood pressure, blood cholesterol concentrations, or both. 41

Since the mid-1980s, the scale of mass media campaigns related to heart health has decreased, whereas the size of those directed towards improving nutrition, increasing physical activity, or both, has increased. Before 1990, campaigns related to diet frequently focused on reducing fat intake, but the results in terms of improving food choices seem to have been mixed. 35 Later media campaigns focused on increasing consumption of fruit, vegetables and low-fat milk, and were deemed more successful, especially when people were provided with access to healthy foods or had health disorders for which changes in diet would be beneficial. 34 , 35 , 42 , 43 Campaigns aimed at increasing low-fat-milk consumption have also motivated governmental policy changes. 44 The introduction of signs and labels providing nutritional information at the point of purchase in restaurants, grocery stores, and vending machines, have also increased the likelihood of people selecting healthy food. 35

Campaigns with mass media components aimed at changing physical activity behaviours have yielded short-term increases in physical activity, mainly in highly motivated individuals. 45 – 47 Success has been seen with community-wide walking campaigns targeting adults, especially older adults (eg, >50 years), 48 , 49 and the US Center for Disease Control and Prevention’s VERB campaign, which targeted children aged 9–13 years. 36 , 46 The latter campaign used commercial marketing techniques and had achieved population-level changes at year 2, with evidence being reported for an exposure-response relation. 36 , 46 Small-scale interventions that have used motivational posters to encourage use of stairs instead of elevators have also changed behavior. 35 , 47 Mass media programmes for prevention of childhood obesity have shown encouraging results, with improvements in body-mass index Z scores being associated with the exposure to the campaigns. 37 , 38

Assessment of campaigns to promote nutrition and physical activity, like those promoting tobacco control, shows that while short-term changes can be achieved, sustained effects are difficult to maintain after campaigns end. 34 , 38 , 45 , 46 , 49 , 50 Competing environmental factors, such as easy access to and marketing of energy-dense food, 51 the complexity of recommendations for nutritional and physical activity behaviour in different population subgroups, 50 and changes over time in recommendations made by health educators are notable obstacles to achieving longer-term population-level changes. 46 Sufficient exposure to campaign messages, 52 including in high-risk and underserved populations, 41 , 46 , 47 is also a concern. Finally, almost all assessed mass media campaigns have included multiple programme components (eg, other community, school, and worksite interventions) and, therefore, the effects of mass media campaigns are difficult to isolate. 41 , 45 , 47

Birth-rate reduction and prevention of HIV infection

Reductions in birth rates and prevention of HIV infection require changes in human behaviour on a large scale. Unsurprisingly, therefore, both these issues have been continuing focuses for mass media campaigns. Those intended to encourage family planning have been particularly important in low-income countries, 53 whereas those aimed at preventing HIV infection have been relevant in low-income and high-income countries. 54 , 55

The transition from high to low birth rates has been argued to require a climate of opinion “supportive of modern contraceptive use and the idea of smaller family sizes”. 56 This opinion is supported by substantial evidence that the spread of information through mass media, along with efforts to promote family planning, is associated with adoption of contraception. 57 , 58 Positive outcomes can be shown whether comparisons are made across geographic areas, over time within geographic areas, or between individuals. 57 For example, Cleland and Ali 58 have noted a sharp growth in the use of condoms for protection against pregnancy among young women across Africa (from 5% to 18% between 1993 and 2001), which they attribute to HIV-related condom promotion campaigns. Although these temporal or cross-sectional associations are noteworthy and, in some cases, are independent of potential confounders, separation of the effects of exposure to modern values through ordinary media content from effects of exposure to specific procontraceptive campaign content is not always clear-cut.

Evidence from discrete projects complements that from population-level and aggregated studies. Effective family planning communication strategies have included the embedding of pro-family-planning messages in entertainment programmes, particularly in a soap opera format, social marketing with expanded distribution of family planning devices, and focused promotional advertising. The greatest short-term increases in demand have been reported for people who were exposed to campaign messages and were already considering use; the effects in people who were not previously committed to use are less convincing. 57

Programmes for prevention of HIV infection have received substantial funding worldwide, and mass media campaigns have been major components of those programmes. Behavioural targets have included uptake of HIV testing, use of condoms, and lowering the number of sex partners. Bertrand and colleagues 54 noted mixed results for mass media interventions in low-income countries: a few studies yielded small to moderate effects, but others achieved no change. Wellings 55 summarised a series of European AIDS campaigns with major mass media components run in the early 1990s. She found that campaign activity and trends in the proportions of people with casual sexual partners who used condoms increased linearly, especially in countries with more vigorous campaigns, but there was no effect on the number of sex partners. Noar and co-workers 59 built on an earlier review 60 and judged that only ten of 34 identified campaigns had robust quality assessment components, but of these eight showed significant effects on behaviour.

Of the campaigns aimed at reducing birth and HIV infection rates, reviews have shown consistently that discrete mass media programmes can affect behaviour.

Cancer screening and prevention

Screening of asymptomatic individuals for cervical, breast, and colorectal cancers is recommended for early detection. 61 Mass media campaigns to encourage women to have Papanicolaou (Pap) smears and undergo screening mammography have been run in many high-income nations since the early 1990s. Initial experience, predominantly from Australia and the USA, suggested that mass media campaigns supported by tailored reminder letters prompted short-term increases in Pap-smear uptake, especially when there was good availability of screening services. 62 , 63 Later research indicated that short-duration screening programmes that offered easy access to screening services, used reminder letters, and specifically included television broadcast components were associated with short-term population-wide increases in attendance for Pap smears, 64 including in ethnic minority populations 65 and those of low socioeconomic status. 66 Likewise in the case of mammography, use of mass media campaigns and reminder letters in areas where screening was already organised and available led to increases in uptake. 65 Snyder and colleagues 42 did a meta-analysis of US-based campaigns and the findings suggested a small but significant effect. Mass media campaigns without organised screening services, however, have produced little or no detectable increases in use of cervical cancer screening; 61 , 62 no such studies have been done for breast or colorectal cancer screening. 61

Skin cancer is caused mainly by overexposure to ultraviolet radiation in sunlight. 67 , 68 Mass media campaigns aimed at prevention of skin cancer have concentrated on reducing patterns of sun exposure, mainly in fair-skinned populations. The types of behaviours most frequently recommended have been avoidance of direct exposure in high ultraviolet periods and the wearing of protective clothing and sunscreen products. A systematic review showed insufficient evidence of an association between mass media campaigns—alone or accompanied by comprehensive community programmes—and changes in sun-exposure behaviours. 67 A study from Australia that assessed sun protection attitudes and behaviours for 15 years in the presence of variable amounts of media campaign exposure (SunSmart), however, has provided convincing evidence of improvements in attitudes and behaviour in the presence of skin cancer prevention media campaigns. 69 Furthermore, reductions in the incidence of melanoma have been observed, especially among young people, over the decades of this media campaign. 70 The researchers of this Australian study advocate as crucial the need for sustained community-wide organised efforts that include mass media to maintain the positive preventive effects and counter competing forces that promote sunbathing and tanning, such as fashion trends and solarium marketing. 70

Child survival

In many low-income countries, a substantial portion of premature mortality and associated morbidity occurs between birth and age 5 years. Major causes of poor child survival include inadequate treatment of dehydration resulting from diarrhoea, non-vaccination for preventable diseases, and failure to breastfeed exclusively and for sufficient time. 71 , 72 Each of these causes has been the target of mass media campaigns, with mixed evidence for success.

One review found four of six childhood vaccination programmes that used mass media achieved substantial improvements in vaccine use, and the effects were incremental with increasing exposure to the campaign. 73 , 74 One cost-effectiveness analysis in Bangladesh attributed increasing use of immunisation services to national campaign exposure. 75 A later review of vaccination interventions found no additional examples of mass media campaigns alone. 76 Rather, mass media was a strategy widely used in multicomponent vaccination campaigns worldwide, and substantial improvements in childhood vaccination were repeatedly recorded. As with other campaigns, effects cannot be specifically attributed to the mass media campaign component. 77

In a review of five diarrhoea treatment programmes that used mass media to promote home-mixed or premixed rehydration solutions, three were associated with increased adoption of rehydration solution. 73

Although mass media programmes to promote breastfeeding have been mounted, reviews from the 1990s onwards seem scarce or non-existent. Two studies—one from Jordan in the late 1980s 78 and one from Armenia 79 , 80 —show positive effects.

In countries where mortality from sudden infant death syndrome has been monitored, death rates have sharply declined, attributed mainly to a change in the position in which infants are put down to sleep (on their backs). National campaigns with strong mass media components have been part of distribution of this message and have been aimed at members of the public and medical practitioners. Sharp reductions in prone sleeping have accompanied reductions in deaths from sudden infant death syndrome of well over 50%. 81

A reduction in the use of children’s aspirin, owing to this drug’s association with Reye’s syndrome, might partly indicate an indirect, non-campaign-led mass media effect. In the USA the media coverage of the public debate over risks of children’s aspirin consumption was associated with an abrupt decline in use of and in incidence of the disease. The introduction of warnings on aspirin bottle labels was associated with a further smaller but still notable drop in the disease until it almost disappeared. 82

Other health behaviours

Road safety mass media campaigns have promoted reductions in the frequency of road accidents and deaths through increases in uses of seat belts, booster seats for children, and helmets for bicyclists, skateboarders, and motorcyclists, and reductions in speeding, driver fatigue, and drink driving. The average associated decline in vehicle crashes has been estimated to be at least 7%, 83 and of alcohol-impaired driving to be 13%. 84 Results of designated driver programmes have been less conclusive. 85 The most notable road safety campaigns have promoted seat belt use. 86 The Click It or Ticket programme in North Carolina, USA, was associated with an increase in seat belt use from 63% to 80% and lowered rates of highway deaths, and became a model for other state and national programmes. 87 A version in Washington state, USA, reported gains from 83% up to 95% of seat belt use. 88 Law enforcement and repeated cycles of short-term mass media exposure seem, therefore, to have been important components of road safety campaign effectiveness. 83 , 84 , 87 , 88

The need for organ donation and transplantation is increasing worldwide. 89 , 90 Organ donation campaigns have been infrequent, and the few assessed have had mixed results. Public misconceptions and mistrust of physician’s end-of-life decisions have been cited as key barriers to change. 90 News media surrounding the World Transplant Games Federation international events seems to be associated with increased organ donations in the cities where events were held, but increases were not sustained after media exposure dropped. 89

Although few data for blood donation campaigns have been published, a few studies report sizeable increases in blood donors in association with mass media campaigns. For example, during China’s national campaign to promote safe donation, which used celebrities and a patriotic message, the number of voluntary blood donors rose from 55 to 96 320 in one city between 1993 and 2001. 91 In Ghana, analysis of a low-cost radio campaign that promoted voluntary blood donation from 2003 to 2006 showed an associated high response from young male donors attending for repeat donation who had not previously done so. 92

Panel: Policy recommendations for national governments, practitioners and professional bodies

Mass media campaigns should be included as key components of comprehensive approaches to improving population health behaviours

Sufficient funding must be secured to enable frequent and widespread exposure to campaign messages continuously over time, especially for ongoing behaviours

Adequate access to promoted services and products must be ensured

Changes in health behaviour might be maximised by complementary policy decisions that support opportunities to change, provide disincentives for not changing, and challenge or restrict competing marketing

Campaign messages should be based on sound research of the target group and should be tested during campaign development

Outcomes should undergo rigorous independent assessment and peer-reviewed publication should be sought

According to reports from the Centers for Disease Control and Prevention and WHO, youth violence, intimate partner violence, child maltreatment (sexual and physical abuse), and mental disorders are preventable behaviours that have negative effects on national rates of injuries and deaths, and on physical health conditions. 93 – 95 Researchers have begun to call for the abandonment of victim-perpetrator models and instead advocating mass media interventions to redress risk factors, such as skill deficits and parental dysfunctions. 94 , 95 As yet, campaign effectiveness is unclear. 95 Examples of promising programmes with mass media components include a campaign for professional training that lowered rates of child maltreatment outcomes, 96 an intimate partner violence programme for which increased reported bystander responses were reported, 97 and a campaign that was associated with reduced rates of bullying in schools among children aged 12–14 years. 94 A review of suicide prevention campaigns undertaken in several countries found improvements in attitudes about causes and treatment of depression, but outcomes, such as the rate of suicide acts, did not change. 98

Mass media campaigns to reduce delays in prehospital response for heart attacks and other emergency health disorders have been related to increased understanding of symptoms but no sustained lowering of response times or mortality rates. 99 Researchers have called for extension of campaign duration to increase exposure, and strengthening of the messages by concurrently offering community programmes, targeting of high-risk and rural populations, and investigation of patients’ barriers to action. 99

Conclusions

Mass media campaigns can directly and indirectly produce positive changes or prevent negative changes in health-related behaviours across large populations. Our careful reading of topic-specific individual studies and more-general mass media reviews, 42 , 100 , 101 and our collective experience in campaign research and evaluation across health behaviours has led us to the following conclusions about the conditions under which media campaigns work.

The likelihood of success is substantially increased by the application of multiple interventions 102 and when the target behaviour is one-off or episodic (eg, screening, vaccination, children’s aspirin use) rather than habitual or ongoing (eg, food choices, sun exposure, physical activity). Concurrent availability of and access to key services and products are crucial to persuade individuals motivated by media messages to act on them. The creation of policies that support opportunities to change provides additional motivation for change, whereas policy enforcement can discourage unhealthy or unsafe behaviours. Public relations or media advocacy campaigns that shape the treatment of a public health issue by news and entertainment media also represent a promising complementary strategy to conventional media campaigns. 103

Various hindrances to the success of mass media campaigns exist. Pervasive marketing for competing products or with opposing messages, the power of social norms, and the drive of addiction frequently mean that positive campaign outcomes are not sustained. Greater and longer-term investment will be required to extend effects. The increasingly fractured and cluttered media environment poses challenges to achieving adequate exposure to planned media messages, rather than making wide exposure easier. Careful planning and testing of campaign content and format with target audiences are, therefore, crucial (panel). 98 , 102

For all the reasons described above, isolation of the independent effects of mass media campaigns is difficult. Substantial evidence has, however, been garnered from study designs that, in isolation, are less than classically excellent, but in aggregate yield a substantial body of support for the conclusion that mass media campaigns can change population health behaviours.

Acknowledgments

MAW is supported by an Australian National Health and Medical Research Council Principal Research Fellowship. RCH is supported by a grant from the US National Cancer Institute P20-CA095856-06. We thank Susan Mello and Judith Stanke for assistance in literature searches.

Contributors

Conflicts of interest

We declare that we have no conflicts of interest.

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What are the Advantages and Disadvantages of Mass Media?
Disadvantages of Mass Media. Spreads awareness. Sometimes spreads fake news and creates rumors. Real-time updates are available. People fail to enjoy the moment. Gives voice to the voiceless. Also lends more power to the already powerful and rich. Educates people and children. It can also distract children.
Advantages And Disadvantages Of Mass Media
Advantages And Disadvantages Of Mass Media. The mass media is a tool delivery of messages and symbols. it serves to attract attention, entertain, inform, the media serves to add value and confidence to individuals so integrated in the institutional structures and society. The media is divided to two types namely print and electronic media.
The Advantages and Disadvantages of Mass Media
The Advantages and Disadvantages of Mass Media; The Advantages and Disadvantages of Mass Media. Updated 13 November 2023. ... Mass media that takes the form of social media platforms has equally enhanced the ability of individuals to discover, connect, and interact with multiple others in a virtual world. ... free essay samples, fresh topic ...
Media: 10 Advantages and 10 Disadvantages of Media
8. Television allows electronic duplication of information. This reduces the production cost making mass education possible. 9. Media leads to diffusion of different cultures. Media showcases different cultural practices. 10. It helps people around the world to understand each other and embrace their differences.
Disadvantages of Mass Media: IELTS Essay Samples
Disadvantages of Mass Media: Sample 2 Does the presence of mass media hurt more than it helps? It is a fact that no tool can work on its own, it needs human intervention. Mass media is one such tool that, in theory, seems to be the peak of our technological innovation. But using powerful mediums like these depends on the humans who wield them.
⇉Advantages and Disadvantages of Mass Media Essay Example
Advantages of Mass Media: The wide reach offered by mass media is phenomenal. It can target a global audience. In terms of newspapers and magazines, it can reach a specified target group. Besides, it is easily accessible. For example, the newspaper lands on the doorstep and we have the latest news in our drawing rooms due to the television set.
Causes and consequences of mainstream media dissemination of fake news
1. Introduction. While disinformation has circulated through media since the early days of mass communication, scholars and pundits have argued that recent years mark 'the rise of the misinformation society' (Pickard, Citation 2016, p. 119) and the era of 'alternative facts' and 'post truth' (Benkler et al., Citation 2018; Madrigal, Citation 2017).
Disadvantages Of Mass Media
Disadvantages Of Mass Media. "A person's way of life, his or her need, wishes, and aspiration are expressed not only in the things that he or she selects to eat and wear and live but in the things he or she chooses to listen to and look at" ( Alderson, 354). The mass media that meet the demand to human's entertainments such as movies ...
The Advantages and Disadvantages of Mass Media
Therefore, this essay will discuss the advantages and disadvantages of Mass Media. The first advantage of mass media is peace and reconciliation. In the Northern Uganda there has been a civil war and FM radios contributed towards bringing peace after 20 years of crisis which was emphasized by both the respondent interviewees and focus groups.
Advantages and Disadvantages of Mass Media in Education Essay
Mass Media in education is The Press, Television, Radio, The Motion Pictures etc. In modern times mass media contributes so much to educational development but as we know with ten good things a bad thing also comes, like that mass media with so many advantages comes also with disadvantages. Advantages of Mass Media in Education
Use of mass media campaigns to change health behaviour
Mass media campaigns can work through direct and indirect pathways to change the behaviour of whole populations. 2 Many campaigns aim to directly affect individual recipients by invoking cognitive or emotional responses. Such programmes are intended to affect decision-making processes at the individual level.

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Disadvantages of Mass Media: IELTS Essay Samples

Updated on 13 April, 2023

Mrinal Mandal

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Disadvantages of Mass Media: Sample 2

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Which mass media can be considered the most questionable one?

Is mass media a reliable source of information?

Is it possible not to use mass media at all?

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Advantages and Disadvantages of Mass Media: Navigating the Information Age

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Essay on Mass Media [ Importance, Advantages & Disadvantages ]