Consideration of the mass media as an instrument of influence on human consciousness. The study of the positive and negative aspects of the radio, television, press, magazines, Internet. Advantages and disadvantages of the media in the Great Britain.
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Introduction

internet media influence britain

The link between media culture and its real world effect has been a hot topic for many years. Many people believe that media have an obviously bad effect on people. In today's world people cannot live without Mass Media and with the help of technological improvements sending messages to the masses is becoming easier and easier. As we are been showered with tons of advertising, information and other sort of materials by the different types of Mass Media has influence on our everyday life styles.

More than 1000 studies conducted in the past 40 years show that excessive exposure to media violence causes the violent behaviour in real life. Some other researches prove that media contain heavy messages that promote unhealthy habits or antisocial behaviours. This might be true. A few centuries ago people knew only a few kinds of communication. They could speak to each other, they could send their message from one place to another by smoke signals, and they used mail. Later on, they also had some newspapers. The newspapers are an incredible influence tool in society. They can easily turn on people emotions in favor or against an issue or something.

This is because we as readers tend to believe everything that is written in the newspaper even do it might be the wrong information. Newspapers, radio, television, the Internet and other media are very important for us. We can get the newest information from the whole world. Media give us a big amount of information.

Although the press in this or that country is legally free, the danger lies in the fact that the majority of people are not aware of the ownership. The press in fact is controlled by a comparatively small number of persons. Consequently, when the readers see different newspapers providing the same news and expressing similar opinions they are not sure that the news, and the evaluation of the news, are determined by a single group of people, perhaps even by one person. In democratic countries it has long been assumed that government ought, in general, to do what their people want them to do.

The object is the process of the media's influence on the average Briton.

The subject is the mass media as an instrument of influence on human consciousness.

The aim of my qualification work is researching aspects of the influence of modern media on the British.

This aim is achieved by solving tasks: The methods used in the qualification work are studying and analysis of scientific literature, periodicals, and also Internet resources which contain relevant information required for the research and their following use for creating the teaching materials section.

The present qualification work consists of four parts: introduction, the main part, conclusion and bibliography. The main part of our qualification paper includes several items.

Glossary

1. Mass media - A means of public communication reaching a large audience.

2. Newspapers - a publication regularly printed and distributed, usually daily or weekly, containing news, opinions, advertisements, and other items of general interest

3. Magazines - Publication issued periodically, containing miscellaneous editorial pieces, such as articles, short stories, interviews, photographic essays, or poems, of either a specifies or general nature.

4. Yellow Pages - section of a telephone directory that lists businesses, services, or products alphabetically according to field. 5. Radio - the wireless transmission through space of electromagnetic waves in the approximate frequency range from 10 kilohertz to 300,000 megahertz.

6. Television - A television system that has twice the standard number of scanning lines per frame and therefore produces pictures with greater detail. 7. Direct Mail - Advertising circulars or other printed matter sent directly through the mail to prospective customers or contributors.

8. Telemarketing - the business or practice of marketing goods or services by telephone.

9. Internet - A means of connecting a computer to any other computer anywhere in the world via dedicated routers and servers. When two computers are connected over the Internet, they can send and receive all kinds of information such as text, graphics, voice, video, and computer programs.

10. Specialty Advertising - Form of advertising that uses advertising novelties as medium for the message. Examples include buttons, bumper stickers, and balloons with writing. 11. Input - The language that the child is exposed to through listening to the teacher, to peers, to tapes, to video or TV, or through written text. This provides the raw material for the child to work on and develop his/her internal language system.

12. Interaction - communication with other people. Classroom interaction refers to the communication which takes place between teacher and pupils, and pupils and their peers.

13. Motivation - something that inspires action

14. Classroom management - it means developing, creating classroom for maximize use.

14. Violence - exertion of physical force so as to injure or abuse.

1. What is mass media?

1.1 The structure of mass media

Communication is a process of transmitting information to the public. It is manipulation of symbols-words, pictures and expressions. What people think about politics arise out of their understanding of symbols. But these are just symbols, not realities. Unless we ourselves are in the White House Oval Office, we can not really know what is happening. We can only know the political world through the symbols communicated to us by media.

Murray Edelman, political scientist explains: "For most people most of the time politics is a series of pictures in the mind, placed there by television news, newspapers, magazines and discussion. The pictures create a moving panorama taking place in a world the mass public never quite touches, yet one its member come to fear and cheer, often with passion and sometimes with action. Politics for most of people is a passing parade of abstract symbols." [18]

The mass media are all the channels of communication that carry messages to the general public. There are eight principal mass media-televisions, books, newspapers, motion pictures, magazines, radio, internet and recordings. The following paragraphs will deal with the three most important media and their possible influence on public opinion.

The most popular medium of communication is television. It became usable in the late 1930's but then the World War II has delayed its development. The commercial TV broadcasting started in the late 1940's. The years between 1950 and 1958 meant a big explosion of TV sets. While in 1950 there were about 4 millions televisions, in 1958 there were forty-one million families having a TV set.

Nowadays, most homes in Britain have a television set, and the average home set is turned on seven hours a day. According to Nielsen Media Research from the year 2006, an average British watches television four hours thirty five minutes a day. The number of homes connected to cable television systems is rapidly growing. This medium is the most common source of news for the most British and it is the most believable source of news. Between 1958 and 1960, television passed newspapers as the most believable medium and three years later as a source of most news. The graph below from the year 1987 reveals that most people trust television news than that of any other medium. Even more, in 2004 more than ninety percent of the British used TV as the primary source of new information. [13]

Television is unique in more ways. It is immediate because it can show news from different parts of the world life. It is also special for its visual content because it increases emotional appeal and brings a sense of legitimacy to the viewers. The arrival of television meant a revolution in personalizing communication.

Another highly influencing media are newspapers. They were the first medium with the purpose to communicate new information to a large public. The first published newspapers in England were published in April 1704. They were published weekly and were one page long. In the past they were also used to promote public support to different issues as for example ratifying the Constitution. At the beginning of the nineteenth century the number of newspapers and magazines grew dramatically from around 200 in 1800 to around 1200 in 1830's. In 1833 came an important change the invention of penny press, which was cheap newspaper containing sensationalized stories and was sold to the working class. [20]

Nowadays about 70 percent of the population reads newspapers. The average British spends twenty minutes a day reading them. About eighteen hundred daily newspapers are published. Though the numbers of newspapers readers still reach millions, the sale of newspaper is sinking. In the age of the rise of the Internet more and more people look for new information online and do not bother themselves with the printed papers. The average age...