During lecture this week, we were introduced to Different media theories.
For this week blog, i will be focusing on two of the media theories, which is the AGENDA SETTING FUNCTION and the MEDIA HEGEMONY .
Let me first explain what are those two media theories:
MEDIA SETTING AGENDA: The matter was repeated over and over again, that eventually it raise importance and awareness among the people. Mass media is successful in telling what to think about.
MEDIA HEGEMONY: Media represent the views of the powerful eilte. Which also means that the group who has control over the more important thing in the country will tend to have power and control over the media too.
Firstly, before i start. As usual, i would like you to view the video attached before further reading my post. I can't find any of the similar video that is ENGLISH translated so i got to use the chinese one. SORRY. However, this commercial is recently shown in the national TV. Be it channel 5 , 8 or U ; english, malay, tamil or chinese. Basically, the commerical is to encourage people to buy frozen meat than fresh meat. The reason being, frozen meat is cheaper than fresh meat(since the economy is not doing very good, this is another alternative to save more money and to spend less) and they taste the same. Well, to complement the commercial, Channel 8 came up with show that is along the same concept. To further emphaize the importance of using frozen meat will taste as good as the fresh one.
After realising that, the first thing that strike me was the media theory: agenda setting. The message is repeatedly convery, until it raise awareness among the people and people start taking notice of it.
However, think about it again. The repeated message, is it just for informative sake, or are there any hidden meaning?
Well, for me the next thing that comes to my mind is... is it a propaganda? The next media theory that i thought of was the MEDIA HEGEMONY.
As we know, the government have had a important role to play in our media industry.
Well, the question for today, IS this a message send by the authories to persuade the people to use the alternative or is this just a message to inform and tell people and eventually the side product is the awareness raise among people.
This is your thought. But do share with me.... I hope i am not standing alone in this view. HAHA.
Brought to you by: eileen
my lecture notes
youtube video.
Labels: cheap, good and nice to eat, Use frozen meat