Traditionally, research into the effects of television has assumed that children are passive recipients on whom television has a powerful influence. Since the mid-1970s, however, media effects research has increasingly recognized the child viewer as an active and motivated explorer, rather than a passive receiver. Recent research suggests that children are critical evaluators of what
Media play an important role in the lives of adolescents and children. Especially as they age, today’s children and adolescents are very frequently connected to each other by means of some medium such as email, instant messenger, mobile phones, and beepers. However, when other media such as television, the Internet, video games, and music are
A common finding in media research is that age groups differ in the amount and functions of their media use. Communication scholars have pointed out two possible explanations for such differences. First, there are life-cycle or maturational explanations: media use is supposed to change across the life-span in response to an individual’s development. Second, there
Media are a crucial part of any advertising campaign. Selecting the most effective media gets the advertising message across to the intended target group. Media are also the most expensive part of advertising campaigns. In a typical media campaign, the media costs account for 80 – 85 percent of the advertising budget (Kelley & Juggenheimer
News media are the dominant way in which organizations of society disseminate information and persuasion to the general public. Networking, relationship building, and producing works to be published in the media are daily work for most public relations (PR) practitioners. The relation between the PR industry and the news media is therefore of interest for
Children, adolescents, and adults use many types of media. These include varieties that do not require input from the user, such as print media, movies, video tapes, DVDs, music, and television, as well as those with more extensive interactive possibilities, such as video games, computer applications, and Internet resources. As the media landscape has become
In democratic societies, the fundamental, core principle of freedom of speech must often be balanced with the need to protect children from harm. This issue has dominated the public debate over children and the media throughout the twentieth century, often moving to the forefront during the entry of a new medium, when parental anxieties are
Media relations specialists are experienced public relations specialists who have a broad working knowledge of television, radio, and print journalism and skills in establishing a controlled, positive image in the media for a company, person, or organization. They are also referred to as communications consultants. Media relations specialists serve as the liaison between the company
For a political system to be democratic – for ordinary people to have a meaningful role in the formation of public policy – an active citizenry must have the means to communicate their views about ideas and issues, among themselves and to political leaders. In a period of unprecedented advances in communication technology – more
Activist media are radio, television, and other media practices that aim to effect social change and that generally engage in some sort of structural analysis concerned with power and the reconstitution of society into more egalitarian arrangements. Many activist media practices are also committed to principles of communication democracy, which place at their core notions