Mass Media Analysis

Abstract

Introduction An ingenious combination of the latest video, computer, and satellite technologies has brought about an unprecedented telecommunication revolution. This phenomenal progress, and the resultant power it gives one person over millions of others (and one nation over many others), has apparently generated myriad opportunities for humanity. Williams (1982, 195-9) states: “Just as the international political order up to the 19th century was highly influenced by control of sea lanes, and in the 20th century by airplane and missile capabilities, so too may we expect international politics to be tied to control of the powerful new worldwide communication networks (already in place). Those who control the networks could control the world.” Whether or not humanity utilizes these tools for its betterment depends upon the beliefs, values, attitudes, and behaviors of those who control the media. Humanity’s record so far in this respect is decidedly mixed. The content of communication is the communicator’s ideas, which influence the cognitive (conceptual/perceptual) , affective (attitudinal), and conative (behavioral) aspects of an audience’s life. It is therefore necessary to formulate valid methods and techniques of looking into various uses and the impact of mass communication media on society. Ideological Background of the Modern Use of Mass Media Media analysis has existed since the first nonverbal communication between humans, as has mass communication (i.e., public spealung and public announcements). Interpersonal contact has always called for interpretation and analysis, but it was only due to Muslim scholars’ study of the Prophet’s ...