5 media - INTRODUCTION Media A means of communication for...

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INTRODUCTION Media: A means of communication for instance Radio, TV, Print magazine etc. According to (Marshal McLuhan, 1964) A medium is anything that mediates our interaction with the world or other human .For example it is through the media that we receive information about Elnino in Kenya and how best to prepare for it and we are also able to view stories on the plight of Syria Immigrants as they flee their war torn country to European Nations and the perception of the said nations to their plights. Media choice can be defined as the selection of preferred medium of interaction to satisfy an individual’s need. (Katz, 1959) evaluation of media choice is that people have different values, interests social roles etc. thus they have different needs that derive satisfaction through selection of a prefer medium. Our media choice may be affected by different value and interests like i. Religion/ Religion affiliation: A Muslim may find it difficult to watch a Christian show and vice versa thus their choices influenced by their perception of the Deity and religious believes they conform to. ii. Culture: Sexual Health discussion in some cultures or society is a taboo and thus discussions or adverts on Family Planning methods may offend individuals that hold such social value which in turn influences their media selection in terms of avoiding those that don’t hold the same values ads them and embracing those that do. Secondly, due to neo- culturalism/ post-modernism, individuals decide on what medium to interact with so as to be able to keep up with current trends especially fashion oriented trends. In this selection individuals are perceived to be goal directed because they seek to satisfy a specified goal or need. iii. Politics: A viewer may interact with a medium that gives positive coverage of their political parties or candidates due to their political affiliations. This makes individual purposive and goal directed on their interaction with the medium because they seek a specific satisfaction iv. Associations: individuals may choose on what sports to watch from football, rugby, golf etc. due to their association to different sports or sporting clubs around the world.
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Media discovering the audience is heterogeneous tends to have content that is diverse and attends to the individual needs of its targeted audience. This gives allowance to audiences to decide on which medium to interact with when sorting satisfaction of specific needs, interests and values. BACKGROUND Media Effects theory such as Hypodermic Needle theory and the Bullet Theory as advanced by (Katz & Lazarsfeld, 1940 ) holds that the mass media are so powerful that they can ‘shoot’ or ‘inject’ their messages straight into the viewer’s head. The passive viewers (referred to collectively as the ‘masses’) are immediately influenced by the message . This gave the perception that the mass audience had no effect on the Media through their interaction with it.
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