Refers to a diverse array of
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Mass media
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- Influence and sociology
- Limited-effects theory
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Mergers and Acquisitions
Between 1985 and 2018 about 76,720 deals have been announced in the Media industry. This sums up to an overall value of around 5,634 bil USD.[25] There have been three major waves of M&A in the Mass Media Sector (2000, 2007 and 2015), while the most active year in terms of numbers was 2007 with around 3,808 deals. The U.S. is the most prominent country in Media M&A with 41 of the top 50 deals having an acquiror from the United States. The largest deal in history was the acquisition of Time Warner by America Online Inc for 164,746.86 mil USD. Influence and sociology Main article: influence of mass media
Limited-effects theory, originally tested in the 1940s and 1950s, considers that because people usually choose what media to interact with based on what they already believe, media exerts a negligible influence. Class-dominant theory argues that the media reflects and projects the view of a minority elite, which controls it. Culturalist theory, which was developed in the 1980s and 1990s, combines the other two theories and claims that people interact with media to create their own meanings out of the images and messages they receive. This theory states that audience members play an active, rather than passive role in relation to mass media.
In an article entitled Mass Media Influence on Society, rayuso[citation needed] argues that the media in the US is dominated by five major companies (Time Warner, VIACOM, Vivendi Universal, Walt Disney and News Corp) which own 95% of all mass media including theme parks, movie studios, television and radio broadcast networks and programing, video news, sports entertainment, telecommunications, wireless phones, video games software, electronic media and music companies. Whilst historically, there was more diversity in companies, they have recently merged to form an elite which have the power to shape the opinion and beliefs of people. People buy after seeing thousands of advertisements by various companies in TV, newspapers or magazines, which are able to affect their purchasing decisions. The definition of what is acceptable by society is dictated by the media. This power can be used for good, for example encouraging children to play sport. However, it can also be used for bad, for example children being influenced by cigars smoked by film stars, their exposure to sex images, their exposure to images of violence and their exposure to junk food ads. The documentary Super Size Me describes how companies like McDonald's have been sued in the past, the plaintiffs claiming that it was the fault of their liminal and subliminal advertising that "forced" them to purchase the product. The Barbie and Ken dolls of the 1950s are sometimes cited as the main cause for the obsession in modern-day society for women to be skinny and men to be buff. After the attacks of 9/11, the media gave extensive coverage of the event and exposed Osama Bin Laden's guilt for the attack, information they were told by the authorities. This shaped the public opinion to support the war on terrorism, and later, the war on Iraq. A main concern is that due to this immense power of the mass media (being able to drive the public opinion), media receiving inaccurate information could cause the public opinion to support the wrong cause. In his book The Commercialization of American Culture, Matthew P. McAllister says that "a well-developed media system, informing and teaching its citizens, helps democracy move toward its ideal state."[1] In 1997, J. R. Finnegan Jr. and K. Viswanath identified 3 main effects or functions of mass media: Download 250.28 Kb. Do'stlaringiz bilan baham: 
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