Introduction
Social character exhibited by society members is significantly influence by a number of dominating external elements which are found in that given society. These elements usually constitute the practiced religious beliefs, cultural background, media influence and political administration found in any given country. Media is one of the factors which is known to extensively influence the behavior and character which is held by society members. This is through vigorous campaigns and advertisements which are designed to lure in any accessible audience. Media is a general term which is used to refer to any communication channel targeting a significant fraction of the community members. Such channels include television channels, radio stations, print media such as newspaper, Internet and influential bill boards to mention but a few (Sayre and Cynthia 2004. P. 54).
British Media
British Media is classified as one of the oldest sector within the United Kingdom to contribute to the enormous evolution and integration of British societies. British media is comprised of a number of communication channels or elements such as television channels, radio stations, print media or newspapers as well as designated campaigning channels which are designed to convey message or information to a large number of audiences. Over the last six decades, the British media has undergone various tremendous changes and modification objected to fit to the modern social and political environment. This paper will majorly analyze these changes which have been witnessed in the British media since the termination of Second World War. These changes range from service provision to issue of diversification facing the British media sector.
Media has been identified as one of the key element which has led to integration of social and cultural elements in any given society as well as among societies. According to studies which have been done in the United Kingdom, media has led to creation of a common society which shares common social values as well as views. Different social and cultural aspects are exhibited by different people from different communities. These social and cultural elements vividly distinguish each person basing on his or her originality. The demarcation based on these cultural practices as well as social aspects is based on how information is shared between communities. Since the integration of media service in the United Kingdom, the level of social and cultural integration has been accelerated accruing with it a lesser defined social demarcation. There has been a creation of a community where free flow of information has been witnessed (Wingfield & Nesbitt-Larking, 2007.p.56).
British media sector has witnessed a diverse range of changes which are usually designed to fit the modern society as well as the emerging forms of technology. One of the technological advancement which has led to witness of tremendous changes in British media include the integration of computer based service into the British media. In the mid twentieth century, the British media was mainly composed of communication elements such as radio stations as well as television channels. Print media which was composed of newspapers and other printed elements dominated the British societies. Nevertheless, the efficiency levels of these devices and channels were less with a considerable small number of client or British citizen accessing to them. Majority of people who accessed these services were people who lived in the urban centers.
Newspapers, magazines and other written materials classified under print media were largely limited to those residing in the urban regions. Consequently, British citizens who lived in rural region or upcountry largely relied on transmitted radio and television channels. The challenges which hindered high utilization of print media as a channel of information dissemination channels were use of antiquated printing devices as well as poor delivery mechanisms which acted as major hindrances. The innovation of modern highly efficient printing devices led to tremendous changes in the British media where print media has been developed to form one of the main dominating forms of information delivery in Britain (Wilson, Clint & Félix, 2003. p. 87).
Integration of computer based services in the media has led to expansion of the British media. Internet is one of computer supported element which has been extensively exploited by the British media to meet a large customer base. Use of internet has necessitated the creation of virtual world where customers, clients or intended audiences have been accessed easily. Changes in the British media have been mainly contributed by creativity and innovation levels witnessed since the occurrence of Second World War. The issue of pre existing individuals and British media organizations has created a whole new playfield governed by new rules has been introduced in the past five decades in the British media. The latest innovation came in to compete with old reputable one using its own rules that the incumbent were integrated in the British media. Currently, a number of British organizations have integrated their services to support the media services (Preiss, 2007.p.72).
The British media has been integrated into a single entity which is usually regulated by a single supervisory body. This regulatory has been powered by the statutory authority applicable in the United Kingdom to oversee the running of the media houses which are subject to its regulation. According to these regulatory statutes, every media house or dealer is supposed to have registered by the appropriate board and issued with a valid document to ensure that it operating within the boundaries of law. Media organizations which are found to operate contrary to the required boundaries are subject to closer. In addition, these regulatory bodies have been formulated to ensure a free and fair process of media house (Nabi & Oliver, Mary B. 2009.p.74).
British media has obtained a defensive stance on their influence on individual’s behavior. Though media has the responsibility of delivering information selectively to different age groups, it has no substantial control on who can access the availed content. For example, majority of the television programs have a rating based on years as a prior warning to the audience. Subsequently, the role of the medial seems to end at this point. According to media representatives, parents and society as a whole have a role to play in the selection of media audience. For instance, parents should restrict their children from screened or presented media contents which might affect them psychologically capacity. Such contents may include violence scenes, sexual contents or abusive dialogues. In addition, parents have abandoned their parenting role as guides in the growth of their children. As a consequence, young people have turned to media to acquire extra information and guidance in their social life. According to surveys which were conducted in the United States of America, approximately forty percent of American teenagers have an easy access to media centers such as television channels and radio stations as compared to their parents. These teenagers frequently contact these media channels through telephones and mails through which they get their queries solved (Sayre & Cynthia 54.p.56).
Conclusion
British Media is classified as one of the oldest sector within the United Kingdom to contribute to the enormous evolution and integration of British societies. According to surveys which have been conducted in the United Kingdom, many people would prefer to have their issues addressed through mass media since it conforms to the society models. The nature or the originality of the design had minimal contribution in the process of decision making concerning the dress code. As a consequence, their social behaviors and culture have found themselves in almost every society. This has affected the moral and social ethics which initially dominated majority of societies.
Bibliography
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Sayre, Shay and Cynthia King. 2009. Entertainment and society: influences, impacts, and innovations, Taylor & Francis Publisher, New York, NY.
Preiss, Raymond W. 2007. Mass media effects research: advances through meta-analysis, Routledge Publishers, London, UK.
Wingfield, Paul and Nesbitt-Larking. 2007. Politics, society, and the media, University of Toronto Press, Toronto.
Wilson, Clint C. and Félix, Gutiérrez, 2003. Racism, sexism, and the media: the rise of class communication in ...SAGE Publisher, London, UK.
