CONTENT

CHAPTER ONE : What is Mass-media?

CHAPTER TWO: Forms of mass-media
CHAPTER THREE: The Role of Mass-Media in Personality Development
CHAPTER FOUR: The Role of Mass-Media in Romania
CHAPTER FIVE: Bilio!raphy
C"#PTER ONE $ What is Mass-Media?
The mass media are all those media technologies that are intended to reach a large
audience ! mass communication" #roadcast media $also %no&n as electronic media'
transmit their in(ormation electronicall! and com)rise tele*ision+ radio+ (ilm+ mo*ies+
C,s+ ,V,s+ and other de*ices such as cameras and *ideo consoles" Alternati*el!+ )rint
media use a )h!sical o-ect as a means o( sending their in(ormation+ such as a ne&s)a)er+
maga.ines+ comics+ oo%s+ rochures+ ne&sletters+ lea(lets+ and )am)hlets" The
organi.ations that control these technologies+ such as tele*ision stations or )ulishing
com)anies+ are also %no&n as the mass media"
Internet media is ale to achie*e mass media status in its o&n right+ due to the
man! mass media ser*ices it )ro*ides+ such as email+ &esites+ logging+ Internet and
tele*ision" For this reason+ man! mass media outlets ha*e a )resence on the &e+ ! such
things as ha*ing TV ads that lin% to a &esite+ or ha*ing games in their sites to entice
gamers to *isit their &esite" In this &a!+ the! can utili.e the eas! accessiilit! that the
Internet has+ and the outreach that Internet a((ords+ as in(ormation can easil! e roadcast
to man! di((erent regions o( the &orld simultaneousl! and cost/e((icientl!" Outdoor
media is a (orm o( mass media that com)rises illoards+ signs+ )lacards )laced inside
and outside o( commercial uildings and o-ects li%e sho)s and uses+ (l!ing illoards
$signs in to& o( air)lanes'+ lim)s+ and s%!&riting" Pulic s)ea%ing and e*ent organising
can also e considered as (orms o( mass media"
C"#PTER TWO$ Forms of Mass-Media
Internet
The Internet $also %no&n sim)l! as 0the Net0' is a more interacti*e medium o(
mass media+ and can e rie(l! descried as 0a net&or% o( net&or%s0" The Internet is
1uic%l! ecoming the center o( mass media" E*er!thing is ecoming accessile *ia the
internet"
2oile
2oile )hones &ere introduced in 3a)an in 4565 ut ecame a mass media onl!
in 4557" 8imilar to the internet+ moile is also an interacti*e media+ ut has (ar &ider
reach+ &ith 9"9 illion moile )hone users at the end o( :;;6 to 4"9 illion internet users"
Video games
A *ideo game is a com)uter/controlled game &here a *ideo dis)la! such as a
monitor or tele*ision is the )rimar! (eedac% de*ice" In common usage+ a 0com)uter
game0 or a 0PC game0 re(ers to a game that is )la!ed on a )ersonal com)uter"
Film
<Film< encom)asses motion )ictures as indi*idual )ro-ects+ as &ell as the (ield in
general"
#logs $&e logs'
#logging+ too+ has ecome a )er*asi*e (orm o( media" A log is a &esite+ usuall!
maintained ! an indi*idual+ &ith regular entries o( commentar!+ descri)tions o( e*ents+
or interacti*e media such as images or *ideo"
C"#PTER T"REE$ The Role of Mass-Media in Personality Development
All the e((orts o( mass media are (ocused on the e((ects that it tries to )roduce in
the communication )rocess" O*iousl!+ is aout =&ill(ul conse1uences> (or recei*ing
message+ aout the communication e((ects" 8ome e((ects are mainl! related to the
)h!sical ca)ailities o( a mass media consumer" In other situations is aout the time that
some e((ects )ersist" We can sa! that the t!)es o( messages+ mass/media e((ect re)resent
all the indi*iduall! or sociall! changes &hich )roduces" The im)act o( mass/media has
o*er indi*iduals de)ends on the (ollo&ings:
/ The nature o( the e((ect
/ ,uration o( the e((ect
/ Intentionalit! o( the e((ect
With the de*elo)ment o( mass/media+ the researchers ha*e studied its e((ects on
the )o)ulation" Researches on mass/media e((ects can (ollo& )eo)le &hich su))ort e((ect
$statistical studies'" The e((ects can e (ollo&ed to an indi*idual+ grou) or &hole societ!"
Other studies on the im)act o( mass/media on )o)ulation re(er to their nature:
/ i( the message &as recei*ed or not
/ i( the e((ect &as cogniti*e or eha*ioral nature
/ &hat &as the length o( time that has )assed et&een releasing message
and the moment &hen there ma! e a certain e((ect"
?ast researches sho&s the di((erent t!)es o( e((ects:
a' 8hort/term e((ects $u) to @ da!s'
' 2edium/term e((ects $6/9; da!s'
c' ?ong/term e((ects $o*er a month'
PO8ITIVE EFFECT8
2ass/media are tools that can o)en to indi*idual the )ossiilit! o( &ider
%no&ledge o( realit!+ (orming o)inions and attitudes o*er some )ast+ )resent and e*en
(uture e*ents+ im)licating all the mental )rocesses" #! using them+ the indi*idual
ecomes the su-ect o( his o&n training+ ut in the same time+ the! re)resent a &a! o(
leisure+ &hich are comined under the rational use o( mass/media"
The )ositi*e e((ects o( in(ormation sumitted ! mass/media o*er the indi*idual
are:
In(ormation (or an indi*idual
RelaAation (or an indi*idual through entertainment )rograms
Incites human thirst (or %no&ledge through documentation o( the nature+
ad*enture+ the un%no&n $to stimulate intellectual curiosit!'"
NEBATIVE EFFECT8
The indi*idual in(orms (rom the in(ormation (rom TV+ radio or Internet" These
media su))orts are *aluale %no&ledge ase+ ut &e must %ee) in mind that man! times
are )resented aggressi*e ne&s+ characteri.ed ! *iolence+ or dealing &ith some *er!
sensiti*e issues"
2aterials that address issues such as natural disasters+ %idna))ings+ %illings+
attac%s ! terrorist grou)s+ *iolence in schools and lo*e a((airs o( a )olitician ma! result
in creating a con(usion in the minds o( !oung )eo)le &ho come graduall! to ha*e a
distorted )erce)tion on societ!+ considering it con(used and hostile en*ironments"
C"#PTER FO%R$ The Role of Mass-Media in Romania
Freedom o( the )ress and (reedom o( eA)ression are the most im)ortant (eatures
o( a democratic societ!" These (undamental rights are )rotected+ (ormall! ! all states" It
is %no&n+ ho&e*er+ that in the )eriod o( totalitarian regimes all institutions &ere
centrali.ed+ and there(ore the media su((ered"
It is &ell %no&n that the mass/media in Romania has de*elo)ed (ast a(ter the (all
o( communism" Numer o( )ulications has increased consideral! since 4575 until no&+
all (orms o( mass/media / radio+ )ress and tele*ision / ecame accessile to all+ enaling
dissemination o( in(ormation"
C"#PTER F&'E$ Bilio!raphy
4" htt):CC&&&"comuni1ue"roC
:" htt):CCro"&i%i)edia"orgC
9" htt):CCen"&i%i)edia"orgC
D" htt):CC&&&"scrid"comC
E" 2ihai+ Coman $:;;6' &ntrod()ere in sistem(l mass-media+ Editura Polirom