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To What Extent Digital Media Has Changed Public’s Values

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Media is a huge part of people’s lives in today’s society. Through different forms of media people can now obtain vast amounts of information at the slightest touch of a finger. While it is convenient and comforting to have access to so much data, the question arises

How much of this information we receive shapes our lives? Mass media as an agent of socialization can prime and/or skew people’s belief system through mere exposure without the slightest clue of it affects. Mass media as an agent of socialization can structure people’s perception on society as a whole by simply using influence, control, and trust.

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The Internet has turned our existence upside down. It has revolutionized communications, to the extent that it is now our preferred medium of everyday communication. In almost everything we do, we use the Internet. Ordering a pizza, buying a television, sharing a moment with a friend, sending a picture over instant messaging. Before the Internet, if you wanted to keep up with the news, you had to walk down to the newsstand when it opened in the morning and buy a local edition reporting what had happened the previous day

But today a click or two is enough to read your local paper and any news source from anywhere in the world, updated up to the minute. The Internet itself has been transformed. In its early days—which from a historical perspective are still relatively recent—it was a static network designed to shuttle a small freight of bytes or a short message between two terminals; it was a repository of information where content was published and maintained only by expert coders.

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Several internal and external forces influence reporters’ decisions on coverage of news events. These challenges result into unethical reporting among journalists

However, in the rapid growing media industry, every journalist should aim at attaining relevance and writing news stories that the audience find interesting. Audience’s interests is determined by the change value it contains and the significance of the change to the individual’s or group’s security (Bercovitch, Aleksandrovich, Kremen, Kremenyuk & Zartman, 2009, p. 603). This is the power that the media has in setting people’s agenda (Seib , 2003, p. 151). Hand in hand with these is the power that other news sources have on setting media agenda. According to a research conducted by McCombs and Shaw, crime, international news and terrorism also have the power to set the agenda for the media world.

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Given these points, communication has improved greatly by emerges and continual growth of social media. Everyone from churches to schools use it to communicate with users. Social media has evolved communication to new heights. The ease of access and growth makes it very beneficial to everyone from pastors to politicians. As social media evolves, communication will improve and continue to soar to new heights. The positive impact on communication definitely overcomes the negative and makes it very beneficial.

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Allen, T., & Seaton, J (1999). The media of conflict: war reporting and representations of ethnic violence. Zed Books.

Bercovitch, J., Aleksandrovich, V., Kremen, K., Kremenyuk, V., & Zartman, W. (2009). The SAGE handbook of conflict resolution. London: Sage.

BBC news 18 December 1998.Rwanda:How the Genocide Happened, Carrutherers, S. (2000). The media at war. Communication and conflict in the 21 century. London: Macmillan.

Galtung, J. & Ruge, M. 1965. The structure of foreign news. Journal of peace research, 2: 64-91.

Hess, S. (1996). International news and foreign correspondent. Brookings Institute.

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