We are part of a society that is filled with advancing technologies and we must be able to realize the effect that this technology has on us and how we view this technology. The way we live now is mostly based on the new technologies and we should understand why and try not to be as consumed with these technologies as we are today.
The four theories of media and culture are:
1) No Effect: media and culture are not related whatsoever
2) Mirror: media reflects culture, and culture shapes the media
3) Determinist: the media determines or shapes culture
4) Mutual Influence: media and culture shape each other equally
These four theories give us an idea of what media and culture could potentially mean and give us that opportunity to figure out how we see the media and what we think of it.
The media have a strong social and cultural impact on society. This is predicted upon their ability to reach a wide audience with a strong and influential message. Marshall McLuhan uses the phrase, "The medium is the message," as a means of explaining how the distribution of the message can often be more important than content of the message itself.
While media influence theories are often used to show the negative effects that the media has on society, it is also pointing out that media can influence in a good way. There are many commercials on tv that show negative signs of drinking and driving, smoking, pregnancy, etc and it tries to prevent society from encountering these situations.
I personally believe that media and culture shape each other. Mass media greatly influence how people make sense of even the most basic features of their societies. Without media, culture is nothing. And without culture, media is nothing.
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