Media Studies - Stuart Hall

Mass media represents one of the most powerful and influential institutions in society . It is able to mold and shape the beliefs and opinions of the public . Consequently , mass media also have a direct impact and effect on the viewer 's behavior and perception of their respective scope of reality . The images and texts that are presented by media outfits are far from being too simplistic and less complicated . As a matter of fact , a critical examination and deconstruction of media contents show us that the ones we often see in the television

, read in the news and hear in the radio have subliminal symbolisms and messages that are often taken for granted and ignored . The manner in which media content is consumed and used by different individuals also creates an impact on how an individual react and respond to the various societal dilemmas and issues that he or she confronts . But what is exactly mass media ? Why is it influential and how does it affect its patrons or consumers

Generally speaking , mass media is comprised of a wide and diverse array of communication channels that enable the transmission of data and information (Syed 2006 ,

. 43 . Another characteristic of mass media is that it has a wide scope and coverage . Otherwise , if its range is way too limited , the term mass ' would not be coined with the term media Mass suggests size . Therefore , for such institution to survive , it must ensure that it has a steady (supply ) of patrons and consumers . Once and for all , media institutions are also business establishments . The channels of communication that we now enjoy , even the internet is not offered for free . There is a corresponding price for it to be able to continue with their operations . As both information transmitters and business endeavors , media content is often affected by the politics of business and social interest . Ideally speaking , mass media exist primarily because each and every individual aims for awareness and knowledge accumulation . On the other hand , mass media 's business side cannot be readily ignored since these establishments are also governed by corporeal concerns and demands . As a result , there are instances wherein the stories and information handed down to the public are sometimes designed to awaken certain sentiments or propagate advocacies Indeed , it cannot be denied that the media 's influence is too irresistible that even government officials have used such establishments to pursue their individualistic concerns and endeavors As the renowned poet and band singer , Jim Morrison once stated , the ones who have direct control to media are also the ones who control the mind . Mass media 's influences are highly felt on the ideological level . This brings us to the Althusserian concept of Repressive State Apparatuses (RSA ) and Ideological State Apparatuses (ISA (Anselmi Gouliamos 1998 br

. 115 . RSAs pertain to governmental institutions that capitalize on force to pursue the motives and interests of the state (Anselmi Gouliamos 1998 ,

. 115 . These include the police and the military . On the...