1. Plan
Introduction.
I. The Development of Media.
- Forms of media
II. Media Influence
- Media influences young people
- Effects of violence in the Media
III. Media affecting culture
- How much are we really affected by the media?
IV. Connection between media and public opinion
Conclusion

2. Introduction.
Media is the most powerful tool for the formation of Public opinion in
contemporary times. It is the Television, the press, the radio and the Internet.
(Films, magazines, posters, studies, reports, theater, art, dance, public speeches,
hearings) Talking about the media is like talking about a mission. A source of
information and education that will shape the daily choices in people’s life. That
will shape the thinking, and the perception of things. But Media is a political
power and tool, occupied in a way by the big powers, international corporations,
big agencies using for their political and economic objectives that control and can
pay. Among the most powerful news agencies in the West are the BBC, CNN,
Euro-news, Monte Carlo, while, Al Jazira, Al Aarabia, LBC, Al Shark El Awsat
are the news agencies in the Middle East. The religious and political leaders of
these media agencies are always around to talk, freely and passing news, stands,
and positions to their communities, to the public using them to serve their political
and economic ends.
It is important that the media redefines its goals and mission, for the rule of the
jungle, “la raison du plus fort” is the world order today. The role and the mission
of the media is to commit itself to values that are imperative for today, and it is
possible to achieve this goal only if civil societies commit themselves into risks
and understand the need for it and encourage agencies that can play this role.

3. I.The Development of Mass Media.
The mass media are all those media technologies that are intended to reach a large
audience by mass communication. Broadcast media (also known as electronic
media) transmit their information electronically and comprise television, radio,
film, movies, CDs, DVDs, and other devices such as cameras and video
consoles[citation needed]. Alternatively, print media use a physical object as a
means of sending their information, such as a newspaper, magazines, comics,
books, brochures, newsletters, leaflets, and pamphlets. The organizations that
control these technologies, such as television stations or publishing companies, are
also known as the mass media. Internet media is able to achieve mass media status
in its own right, due to the many mass media services it provides, such as email,
websites, blogging, Internet and television. For this reason, many mass media
outlets have a presence on the web, by such things as having TV ads that link to a
website, or having games in their sites to entice gamers to visit their website. In
this way, they can utilise the easy accessibility that the Internet has, and the
outreach that Internet affords, as information can easily be broadcast to many
different regions of the world simultaneously and cost-efficiently. Outdoor media
is a form of mass media that comprises billboards, signs, placards placed inside
and outside of commercial buildings and objects like shops and buses, flying
billboards (signs in tow of airplanes), blimps, and skywriting. Public speaking and
event organising can also be considered as forms of mass media.
Forms of media
Broadcast
The sequencing of content in a broadcast is called a schedule. With all
technological endeavours a number of technical terms and slang are developed
please see the list of broadcasting terms for a glossary of terms used.
Television and radio programs are distributed through radio broadcasting over
frequency bands that are highly regulated by the Federal Communications

4. Commission. Such regulation includes determination of the width of the bands,
range, licencing, types of receivers and transmitters used, and acceptable content.
Cable programs are often broadcast simultaneously with radio and television
programs, but have a more limited audience. By coding signals and having a cable
converter box in homes, cable also enables subscription-based channels and pay-
per-view services.
A broadcasting organisation may broadcast several programs at the same time,
through several channels (frequencies), for example BBC One and Two. On the
other hand, two or more organisations may share a channel and each use it during a
fixed part of the day. Digital radio and digital television may also
transmit multiplexed programming, with several channels compressedinto
one ensemble.
When broadcasting is done via the Internet the term webcasting is often used. In
2004 a new phenomenon occurred when a number of technologies combined to
produce podcasting. Podcasting is an asynchronous broadcast/narrowcast medium,
with one of the main proponents being Adam Curry and his associates
the Podshow.
Film
'Film' encompasses motion pictures as individual projects, as well as the field in
general. The name comes from the photographic film (also called filmstock),
historically the primary medium for recording and displaying motion pictures.
Many other terms exist—motion pictures (or just pictures and "picture"), the silver
screen, photoplays, the cinema, picture shows, flicks—and commonlymovies.
Films are produced by recording people and objects with cameras, or by creating
them using animation techniques and/or special effects. They comprise a series of
individual frames, but when these images are shown rapidly in succession, the
illusion of motion is given to the viewer. Flickering between frames is not seen due
to an effect known as persistence of vision—whereby the eye retains a visual
image for a fraction of a second after the source has been removed. Also of

5. relevance is what causes the perception of motion; a psychological effect identified
as beta movement.
Film is considered by many to be an important art form; films entertain, educate,
enlighten and inspire audiences. Any film can become a worldwide attraction,
especially with the addition ofdubbing or subtitles that translate the film message.
Films are also artifacts created by specific cultures, which reflect those cultures,
and, in turn, affect them.
Internet
The Internet (also known simply as "the Net" or less precisely as "the Web") is a
more interactive medium of mass media, and can be briefly described as "a
network of networks". Specifically, it is the worldwide, publicly accessible
network of interconnected computer networks that transmit data by packet
switching using the standard Internet Protocol (IP). It consists of millions of
smaller domestic, academic, business, and governmental networks, which together
carry various information and services, such as email, online chat, file transfer, and
the interlinked web pages and other documents of the World Wide Web.
Contrary to some common usage, the Internet and the World Wide Web are not
synonymous: the Internet is the system of interconnected computer networks,
linked by copper wires, fiber-opticcables, wireless connections etc.; the Web is the
contents, or the interconnected documents, linked by hyperlinks and URLs. The
World Wide Web is accessible through the Internet, along with many other
services including e-mail, file sharing and others described below.
Toward the end of the 20th century, the advent of the World Wide Web marked the
first era in which most individuals could have a means of exposure on a scale
comparable to that of mass media. Anyone with a web site has the potential to
address a global audience, although serving to high levels of web traffic is still
relatively expensive. It is possible that the rise of peer-to-peertechnologies may
have begun the process of making the cost of bandwidth manageable. Although a
vast amount of information, imagery, and commentary (i.e. "content") has been

6. made available, it is often difficult to determine the authenticity and reliability of
information contained in web pages (in many cases, self-published). The invention
of the Internet has also allowed breaking news stories to reach around the globe
within minutes. This rapid growth of instantaneous, decentralized communication
is often deemed likely to change mass media and its relationship to society.
"Cross-media" means the idea of distributing the same message through different
media channels. A similar idea is expressed in the news industry as "convergence".
Many authors understand cross-media publishing to be the ability to publish in
both print and on the web without manual conversion effort. An increasing number
of wireless devices with mutually incompatible data and screen formats make it
even more difficult to achieve the objective “create once, publish many”.
The Internet is quickly becoming the center of mass media. Everything is
becoming accessible via the internet. Instead of picking up a newspaper, or
watching the 10 o'clock news, people can log onto the internet to get the news they
want, when they want it. For example, many workers listen to the radio through the
Internet while sitting at their desk.
Even the education system relies on the Internet. Teachers can contact the entire
class by sending one e-mail. They may have web pages where students can get
another copy of the class outline or assignments. Some classes have class blogs in
which students are required to post weekly, with students graded on their
contributions.
Mobile
Mobile phones were introduced in Japan in 1979 but became a mass media only in
1998 when the first downloadable ringing tones were introduced in Finland. Soon
most forms of media content were introduced on mobile phones, and today the
total value of media consumed on mobile towers over that of internet content, and
was worth over 31 billion dollars in 2007 (source Informa). The mobile media
content includes over 8 billion dollars worth of mobile music (ringing tones,
ringback tones, truetones, MP3 files, karaoke, music videos, music streaming

7. services etc.); over 5 billion dollars worth of mobile gaming; and various news,
entertainment and advertising services. In Japan mobile phone books are so
popular that five of the ten best-selling printed books were originally released as
mobile phone books.
Similar to the internet, mobile is also an interactive media, but has far wider reach,
with 3.3 billion mobile phone users at the end of 2007 to 1.3 billion internet users
(source ITU). Like email on the internet, the top application on mobile is also a
personal messaging service, but SMS text messaging is used by over 2.4 billion
people. Practically all internet services and applications exist or have similar
cousins on mobile, from search to multiplayer games to virtual worlds to blogs.
Mobile has several unique benefits which many mobile media pundits claim make
mobile a more powerful media than either TV or the internet, starting with mobile
being permanently carried and always connected. Mobile has the best audience
accuracy and is the only mass media with a built-in payment channel available to
every user without any credit cards or PayPal accounts or even an age limit.
Mobile is often called the 7th Mass Medium and either the fourth screen (if
counting cinema, TV and PC screens) or the third screen (counting only TV and
PC).
Print media:
Magazine
A magazine is a periodical publication containing a variety of articles, generally
financed by advertising and/or purchase by readers.
Magazines are typically
published weekly, biweekly, monthly, bimonthly or quarterly, with a date on the
cover that is in advance of the date it is actually published. They are often printed
in color on coated paper, and are bound with a soft cover.
Magazines fall into two broad categories: consumer magazines and business
magazines. In practice, magazines are a subset of periodicals, distinct from those
periodicals produced by scientific, artistic, academic or special interest publishers

8. which are subscription-only, more expensive, narrowly limited in circulation, and
often have little or no advertising.
Magazines can be classified as:
 General interest magazines (e.g. Frontline, India Today, The Week, The
Sunday Times etc.)
 Special interest magazines (women's, sports, business, scuba diving, etc.)
Newspaper
A newspaper is a publication containing news and information and advertising,
usually printed on low-cost paper called newsprint. It may be general or special
interest, most often published daily or weekly. The first printed newspaper was
published in 1605, and the form has thrived even in the face of competition from
technologies such as radio and television. Recent developments on the Internet are
posing major threats to its business model, however. Paid circulation is declining
in most countries, and advertising revenue, which makes up the bulk of a
newspaper's income, is shifting from print to online; some commentators,
nevertheless, point out that historically new media such as radio and television did
not entirely supplant existing.
Outdoor media
Outdoor media is a form of mass media which comprises billboards, signs,
placards placed inside and outside of commercial buildings/objects like
shops/buses, flying billboards (signs in tow of airplanes), blimps, and skywriting.
Many commercial advertisers use this form of mass media when advertising in
sports stadiums. Tobacco and alcohol manufacturers used billboards and other
outdoor media extensively. However, in 1998, the Master Settlement Agreement
between the US and the tobacco industries prohibited the billboard advertising of
cigarettes. In a 1994 Chicago-based study, Diana Hackbarth and her colleagues
revealed how tobacco- and alcohol-based billboards were concentrated in poor
neighbourhoods. In other urban centers, alcohol and tobacco billboards were much

9. more concentrated in African-American neighborhoods than in white
neighborhoods.
II. Media Influence
In the last 50 years the media influence has grown exponentially with the advance
of technology, first there was the telegraph, then the radio, the newspaper,
magazines, television and now the internet.
We live in a society that depends on information and communication to keep
moving in the right direction and do our daily activities like work, entertainment,
health care, education, personal relationships, traveling and anything else that we
have to do.
A common person in the city usually wakes up checks the TV news or newspaper,
goes to work, makes a few phone calls, eats with their family when possible and
makes his decisions based on the information that he has either from their co
workers, news, tv, friends, family, financial reports, etc.
What we need to be aware is that most of our decisions, beliefs and values are
based on what we know for a fact, our assumptions and our own experience. In our
work we usually know what we have to do based on our experience and studies,
however on our daily lives we rely on the media to get the current news and facts
about what is important and what we should be aware of.
We have put our trust on the media as an authority to give us news, entertainment
and education. However, the influence of mass media on our kids, teenagers and
society is so big that we should know how it really works.

10. How does mass media influence young people?
The media makes billions of dollars with the advertising they sell and that we are
exposed to. We buy what we are told to be good, after seeing thousands of
advertisings we make our buying decisions based on what we saw on Tv,
newspapers or magazines to be a product we can trust and also based on what
everyone else that we know is buying and their decision are also base don the
media.
These are the effects of mass media in teenagers, they buy what they see on TV,
what their favorite celebrity advertise and what is acceptable by society based on
the fashion that the media has imposed them.
There are some positive and negative influences in young people.
Here is a positive influence example, if there is a sport that is getting a lot of
attention by the media and gains popularity among your friends and society, you
will more likely want to practice the sport and be cool with all your friends. The
result is that you will have fun with your friends and be more healthy because of
the exercise your are doing.
However a negative influence in teenagers is the use of cigars by celebrity movie
stars, the constant exposure of sex images, the excessive images of violence and
exposure to thousands of junk food ads.
Young people are in a stage of life where they want to be accepted by their peers,
they want to be loved and be successful. The media creates the ideal image of a
beautiful men and women and tells you what are the characteristics of a successful
person, you can see it in movies and tv. Its a subliminal way to tell you that if you
are not like them you are not cool yet so its time to buy the stuff they buy and look
like they look.

11. Another negative influence in teenagers that has grown over the last years are
anorexia and obesity. There are millions of adolescents fighting obesity, but at the
same time they are exposed to thousands of advertisements of junk food, while the
ideas image of a successful person is told to be thin and wealthy.
Also more women are obsessive with losing weight even when they are not obese,
there are many thin women that want to look like the super models and thin
celebrities so they engage in eating disorders which leads to severe health issues
and even death.
Effects of violence in the Media
When we watch TV or a movie we usually see many images of violence and
people hurting others. The problem with this is that it can become traumatic
especially in our children as we see it more and more. Our kids that are starting to
grow and are shaping their personality values and beliefs can become aggressive or
they can lose a sense of reality and fiction of what they are seeing.
In the past years there have been some cases of kids carrying a gun at school and
even hurting others with it. Those kids have been linked to excessive use of violent
video games and war images.
Another problem is that real war is used as a form of entertainment by the media,
we should make our kids and teen aware that war is not a form of entertainment
and that there is no win or lose like in video games, in real war everyone lose.
III. Media Affecting Culture
How is culture affected by media? We can analyze how media impacts culture, but
since forms of media are abundant everywhere we turn, and media in some form or
another has been around for thousands of years, it’s impossible to analyze how the
absence of media impacts culture. For a mature and healthy culture, however, can
media play a role in its development? For the purposes of this question it should

12. be understood that a mature and healthy culture is media literate. With that
understanding, the question of whether or not this kind of culture exists is derived.
The News
The news gives us information of everything that’s happening from local to
international scales. Some news is good and some is bad. The news lets us people
that live in colder climates no how long a snow emergency is going to last so we
know if we have to park on a certain side of the street or not (Dec. 5, 2010,
Wisconsin State Journal Online). We also are provided with horrible news like 23
fur seals being clubbed to death in New Zealand (Dec. 5, 2010, Yahoo! News). No
matter what the news is, it’s there so that we know what is happening everywhere
in the world.
Other Forms of Media
The news isn’t the only form of media that informs us. Documentaries, news radio,
and even blockbuster movies are educating. Documentaries, obviously, are
nonfiction and they provide informative accounts of a situation. News radio keeps
us up to date on local, national, and world-wide events. A lot of movies do provide
us with useable information, as well; “The Day After Tomorrow” lays out a very
real possibility of what might happen in our future (2004).
In the textbook, Media & Culture, Scott Lehigh of the Boston Globe is quoted, “If
we’re a nation possessed of murderous imagination, we didn’t start the
bloodletting. Look at Shakespeare… His plays are written in blood.” This brings
about the point that horror, blood, and violence aren’t a product of media in the
free world; they’re a product of humanity. Blame for the things that are wrong with
our culture always seems to shift to television, music, and books, but the things
that are wrong have always been there. Media is just an easy scapegoat to point a

13. finger at because people that would otherwise not be exposed to these things that
are wrong see them on the news, and relate them to scenes that they saw on T.V. or
lyrics they heard in a song. What the media is actually doing by exposing the
public to things that are considered wrong and bad, is informing us on the way
things are or could be, giving us knowledge that we can use to protect ourselves
and even change the way that things are. A fictional movie that portrays the
assassination of a foreign dignitary on U.S. soil plotted by corrupt government
officials doesn’t mean that someone who saw that movie is going to play it out
(2007, Hunter, S., & Lemkin, L.). What it does mean is that someone out there
thought of this as a movie plot, the idea didn’t originate from the movie. It’s easier
to think of a movie as a page in history that has never been written. It’s something
that we can be educated from even if it is fictional.
How Much Are We Really Affected by the Media?
All of the forms of media would be useless if we didn’t understand them. If we
believed the first thing we heard from the news all the time, we wouldn’t be able to
form an educated opinion or response. If we reenacted what we saw in movies or
T.V. shows because we thought that by watching someone else do something it’s
okay for to do it too, then we wouldn’t be allowing ourselves to make our own
decisions; it goes along with that excuse you made when you were a kid: “But my
friends do that.” Your mother would then respond, “And if all of your friends
jumped off a cliff would you do that too?”
Media in all forms is there to help us better understand the world, form educated
opinions, and learn from others. According to Pew Research in June of 2010 the
average American spent 70 minutes a day listening, watching, or reading up on the
news (Sep. 12, 2010). That’s over 17 solid days of learning every year! Yes, there
is some entertainment in the news, but mainly it’s there for reporting what’s
happening, and even presenting some forms of research. There’s always going to

14. be some form of media out there that may be harmful to certain groups or even to
the vast majority of recipients, but in a mature and healthy culture we should be
smart enough to understand what is for entertainment and what is important to
know. With proper understanding, laws, and ethics media serves a large role in a
flourishing society.
IV. Connection between media and public opinion
The public responsibility and controlling power of the mass media are organized
for the benefit of the citizens and by protecting universal rights both through the
Constitution and the regulations. The right of the individual to obtain information
is under constitutional guarantee. The related articles of the Constitution envisage
the freedom and the privacy of the communication. The expression and
dissemination of thoughts, to be able to learn and disseminate science and art
freely is also a constitutional right for the citizens of Turkey. The publication and
distribution of foreign publications in Turkey are organized under the control of
the law. In addition to all of these, Article 28 of the Constitution has the decree,
"the press is free and cannot be censored." Again Article 29 of the Constitution is
related to the right of periodical or non-periodical publications, and Article 30 is
related to the protection of printing facilities, and Article 32 is related to the right
of reply and rectification.

15. Conclusion
The media is actually very powerful because it can influence and shape the
perception of the public. This is the main reason why there are a lot of
responsibilities involved with the press because of the big impact that they have on
the minds of different individuals. But a lot of people ask, does the press or the
online media truly have a great effect on millions of people? How do they
influence the opinions and perception of the public? If you watch the news, you
will definitely get a lot of information and updates on various fields of interests.
The media has the power to present all of the reports regarding a specific event,
which is the main source of information for millions of people from around the
world. If you want to understand what happened during a particular event, then you
can simply watch some news and media updates regarding that event.
If you take a very close look at television shows and news reports, you will
probably notice that some of these outlets have a narrow message that can be
etched within the minds of people. In previous years, news reports were highly
limited to presenting the different facts and information surrounding a specific
event. It was considered to be irresponsible for reports and news anchors to
incorporate their own thoughts and ideas regarding a certain situation. But things
are quite different these days. More and more anchors and news presenters already
give in their own opinions and interjections, which can also strongly influence how
one perceives a specific news item. Some of news reports are also based according
to how the press TV wants the public to perceive a specific person. For example, a
show may present all of the possibilities of a suspected murdered to be guilty, but
fails to present the other side of the story. This is truly one of the most important
topics that most experts discuss about media bias, press release and other media
matters.

16. On the other hand, there is another side to the story because mass media can also
have a very positive effect on people. It can evoke feelings of love, national pride
and patriotism, especially in situations involving national difficulties or
catastrophes. Mass media definitely has a great impact on how people get the
message regarding a specific news item.
Based on the above points, media definitely has a great responsibility in shaping
the perception and opinions of different people.