Learning the Culture and Language of the Media: A Critique

This article emphasized the necessity of acquisition the subtlety, norms and delivery that media uses in order to establish a usually ripe relationship between the media publisher (i.e. tidingspaper organizations) and a nonher institution requiring publicity specifically pedantician institutions.Mass media plays a essential role in academic institutions in terms of promoting its programs, conveying a reputed image and establishing accountability and transp arncy. faculty member institutions on the other hand not plainly serve as sources of important discussion information (i.e. scientific breakthroughs) tho of expert prospect which are necessary to reinforce the truth of the reports, which is the moral duty of journalists as public servants.The rest of the article elaborates on the different comp unmatchednts of culture and language in media that needs to be understood by academic institutions which include honesty, accuracy and reliability, importance of timeliness, s ense of respect and ethics, restrictions of news holes, consideration of readership, and significant differences in language or jargon, among others.Following Bredemeir and Stephenson (1962), sociology is an effort to illuminate as a great deal as human behavior within the limits imposed by a scientific frame of reference and focusing attention on culture and groupness. This article features the unique framework in which journalist approach media issue in contrast to the framework of academicians or people in academic institutions.For instance, the concept of timeliness, readership and newsholes are crucial elements in mass publication that stringently impose restrictions on editorial priorities, which may run in negate with an academicians concept of newsworthiness and appropriateness of publication. Thus, there are times when journalists are unable to immediately accommodate the news suggestions or features contributed by academic institutions.One of the most important things that this article emphasized is the personal credit line nature of mass media. As business entities, news organizations try to agreement newsworthiness and public service with the need to create a news product that retains readers and attracts new subscriptions on which depend their advertisements and sponsors, which often repulsively occupies the largest berth in the paper to the disgust of readers. One should understand that these advertisements constitute the cole and butter of news organizations.It is important to understand the demographics of the news organizations readership to see if it corresponds with the demographics of the auditory modality youre trying to reach (Yee). Editorial priorities and contents should match the orientation and demographics of the readership. This is important in deciding which newspaper organization to use for an article or news you wish to publish.For instance, if ones contributed article concerns a local anaesthetic initiative or statute (e.g. California Health and Safety tag on animal welfare), past it would be advisable to choose a local newspaper. If its a highly technical breakthrough that concerns only a group of people (e.g. discovering a bug of the Windows Operating System), then it should published in an IT Newspaper. But if the issue you tackle is a field of study or global concern (e.g. discovery for the treatment of N1H1 virus), then a national newspaper should selected.While the article was profoundly educational and informative, there is one issue averred by the author that needs further analysis and evaluation. Describing mutual relationships with mass media using C.T. Daniel, the author asserted that relationships (with mass media) are governed by strict ethical standards and do not involve expectations for returned favors.Daniel only adheres to the importance of honesty in media relations but the author incorrectly or inadvertently stated this as a matter of fact. Everybody may throw been familia r that the media had been used to condition peoples thinking and catch their behavior through propaganda. Harold Lasswell pioneered in recognizing the use of mass media for propaganda to control sagaciousness and manipulate people which entailed a discrepancy between the information and the pith conveyed among people. (Heath and Bryant).Moreover, journalists are also humans who are subjected to commit errors. Thus, contrary to the article, readers should not accept or absorb the information provided by newspapers plainly but should still remain evaluative and analytical in the news and articles that news organizations provide.Works CitedBredemeir, HC, & Stephenson, RM The analysis of social systems. New York Holt, Rinehart & Winston, 1962Heath, R. and Bryant, J. Human Communication Theory and explore Concepts, Contexts, and Challenges. Lawrence Erlbaum Associates, 2000Jennifer A. Yee Learning the Culture and Language of the Media ERIC Educational Reports. FindArticles.com. 01 Ju n, 2009. http//findarticles.com/p/articles/mi_pric/is_200009/ai_3530272867/