COMMERCIAL MEDIA

Can commercial media be ethical?



Can commercial media be ethical?

Introduction

The commercial media had a large significant change during the last decade. A number of new ways of communication have rise into the mainstream of media like the mobile media consumption and the internet, which has drawn the attention away from the traditional media like the television and the news paper, and this certainly have created consequences for the businesses working in the media industry, for they have to understand these new ways of communication, and also for the society, that in order to function requires a high quality content (Currah, 2009).

Cultural, social and technological changes are the fundamental causes behind the changing nature of media. An accelerated growth of media can be seen in the shape of convergence and manifestation of media along with the content it received from different platforms which are not always intended for media but are media like content. Services of ne communication and new media are not mature yet and passing through a transitional phase of development. Their attributes and uses along with the opportunities and dangers are linked with them are not completely discovered yet. Few definitions for new media only focus upon the technologies used by computers while few others emphasize upon the context, content, presentation and cultural forms in which these technologies are used.

Media forums are one of the most important institutions of modern society. In today's society the media are increasingly present in our lives. For almost a century, the radio, newspaper, television and now the Internet have been added to the press. They perform multiple functions: to inform, educate, advertise, entertain. Obviously, they play an important role in the formation, function, and evolution of social consciousness in general. Perception and interpretation of the most important events and developments in the country and the world in general, are made through and through the media. These circumstances are of particular relevance and importance against the background of ever-increasing penetration of the media in the political sphere, transforming them into one of the most important instruments for the realization of the political process.

The continued advancement in the information technology has brought several changes in the ways of student interaction and socialization. The major change in this regard is the so called social networking media on the internet, which have develop to become virtual communities where people communicate with each other, share information and the most important thing is to maintain and build relationships. For majority of the college students, online social media communities such as MySpace and Facebook have become part of their life.

Today, the means of communication are persuasive tools that allow us to keep in constant communication with the various social events, political and economic systems to scale nationally and internationally. The importance of media in the process of socialization of boys and girls and all members of society are related to the quality of the content of the educational, informational and entertainment programs also transmitting the advertisements that influence ...