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THE MEDIA AS AN INSTITUTION ‘. ... ’
Plato’s Phaedrus
The media has become the institution that it is today because of the associated commercial concerns. Mass media is financed due to the massive influence both the print and electronic media has on Australia’s society. Whilst Socrates quote from Plato’s Phaedrus, referred to the invention of writing, many hold the same opinion in relation to the mass media today.
Major Changes
Several major changes have occurred in the media industry in the last two decades that have fundamentally altered the way in which the media institution operates. ... the growth of the media industry, b. ... women’s increased role as consumers of mass media, and d. ...
The media has seen spectacular growth since the first daily newspaper for the ‘common man’ was produced on 4 May 1896. ...
In Australia the daily newspaper continues to be a major part of the media industry. ... As the Australian population continues to grow the sales of mass print media undergoes the same growth.
Satellite communications have also had a profound affect on the mass media. ...
The most significant change in the mass media has been the increased role of women as consumers of mass media. ... The circulation of magazines such as Cleo, Cosmopolitan and Elle has not only brought to fore women’s issues but also made them targets for the mass media. Magazines such as Dolly and more recently ‘B’ accommodate to the reading and lifestyle wishes of younger girls and also create a younger target audience for the media.
The internet is a more recent phenomenon which, whilst it has not had a major effect on the media institution, shows the potential to become a large sector of the media.
Approximate Word count = 1358
Approximate Pages = 5.4
(250 words per page double spaced)
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