- Working definition of lens
Mass media communication is the use of various media technologies with an objective to communicate to a large population. The media technologies include Television, radio, film and recorded music amongst others.
The communication phenomena that we understand is the role, impact and the significance of mass media and the best ways to utilize the sense of cultural phenomena in our lives.
Mass media heightens our awareness by informing us the things that happen in the society. It ensures that it validates particular social and cultural norms practiced in the society.
- Communication phenomenon for analysis
I will examine the super bowl advertisements that are increasingly becoming popular in America every year. MyNetworkTV popularly airs the ads and targets various consumer groups the world over.
- Theory 1: Uses and gratifications theory
(a). Uses and gratifications theory argues that people actively pursue a definite media to satisfy their particular needs. It focuses on what people do with the media implying that the public can considerably change the contents of a certain media (Griffin, 2012). It indicates that the audience has a perfect knowledge of the contents of the media and can efficiently choose which media will best suit their particular needs.
(b). I will discuss how MyNetworkTV strategically creates the super bowl adverts to ensure that it meets the needs of its clients and offer them what they want. The attention of the masses and consequently attract more customers to its customer base since the public finds that MyNetworkTV offers them what they want. It meets their various needs, tastes, and preferences by designing the ads in an appealing manner that wins the public’s attention and confidence. The super bowl ads will be analyzed to determine how the company strategically woes customers by degrading the products of its close competitors. Moreover, I will examine how MyNetworkTV has utilized the super bowl ads to successfully create different groups of loyal customers; both poor and rich, royal and ordinary. It will also examine how MyNetworkTV regularly reviews its policies, ads, and contents to ensure that it keeps abreast with the social changes in the contemporary society.
- Theory 2: Media Ecology Theory
(a). Media might have a positive or negative effect on its environment. Postulated by a "media guru" Marshall McLuhan, the theory studies how personal and social environments are developed as a result of divergent communication technologies (Dobrin, 2012).
(b). I will scrutinize how MyNetworkTV air the super bowl ads products and services. The effect of super bowl ads on E-commerce shall also be analyzed to identify how MyNetworkTV has boosted the development of a global village. In additional, I will discuss the dominant ways in which MyNetworkTV creates a large market by changing the perceptions of those who fails to agree with their content. Moreover, I will examine how MyNetworkTV has utilized the super bowl ads to successfully create different groups of loyal customers; both poor and rich, royal and ordinary.
- Scholarly sources
(1). Griffin, E. A. (2012). A first look at communication theory. New York: McGraw-Hill.
Quote and idea (i). Picture-perfect advertisements created with the customers’ psychology in mind straightforwardly wins the customers’ consideration (Griffin, 2012).(ii). Media advertisements are best in informing, and convincing consumers” (Griffin, 2012).
(2). Dobrin, S. I. (2012). Ecology, writing theory, and new media: Writing ecology.
Idea or/and quote
(i). The media has a considerable effect on the society hence its contents must be closely monitored to ensured that it does not spur the violation of social norms (Dobrin, 2012).
(ii). “Graphing the human use of an artifact could predict what society might do with a new invention" (Dobrin, 2012).
