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Media And The Media

Decent Essays

The term media refers to a collection of communication outlets that distribute messages and information to society. Media has revolutionized the world because it allows individuals to connect with others at the push of a button, creates marketing platforms, and is a large source of entertainment. There are many types of communication technologies, such as television, the internet, movies and the radio. I understand that media is an essential component of society but I am also aware of its influences. All media is dangerous because media has the power to shape societies’ opinions. I feel that the most powerful forms of media are the internet and television. The internet and the television are influential because they utilizes techniques such as broadcasting advertisements, celebrity endorsements and product placements in order to sell merchandise to consumers. In 2015, Canada spent approximately $49,968,758 on advertising expenditures (Government Of Canada, 2015). These strategies are successful due to the mere exposure effect (Grimes & Kitchen, 2007). The more often that an advertisement is seen, the easier it becomes to mentally identify it (Grimes & Kitchen, 2007). Celebrity endorsement can also influence individuals because people trust and follow celebrities. For example, if Taylor Swift was featured in a Revlon lipstick advertisment, Revlon lipstick sales would increase. However, society does not realize that celebrities are paid to advertise certain products (Spry &

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