Mass Communication is the Answer to our Problems

The mass communication industry is facing a handful of challenges today. One of the biggest challenges the industry is facing the public perception of the media. As 5W Public Relations says, "media reporting, especially news-worthy material, can be spun, embellished and even exaggerated to captivate viewers, gain ratings, and psychologically intrigue anyone exposed to the storyline." The challenge is that viewers are skeptical when absorbing the news, predominantly when it is determined the truth has been modified in any way. Thus communications professionals lose significant credibility that cannot be reestablished. This leads public perception for the entire industry to be poor.

This challenge needs to be addressed as soon as possible. One way the communication industry can tackle this challenge is by using mass communication theories.

Media outlets need to understand that they are gatekeepers and can affect all audience members' perceptions of the information they receive. There are four functions of gatekeeping: relaying, limiting, expanding, and reinterpreting. Media outlets need to reevaluate how they are gatekeeping the news. Since public perception is tending to below for the communication industry, media outlets need to make sure they portray the information the most truthfully as possible.

One specific mass communication theory that could significantly change when facing this challenge is the magic bullet theory, also known as the hypodermic needle theory. The media spreads the message to the audience, which causes changes in audience behavior and awareness towards the message. Media outlets can use this theory and dissect how their messages are influencing the public interest and perception.

Media outlets could set up a study with multiple versions of the same message to analyze how their target audience perceives the message and the media. A study like this will show the communication industry how they should project the information to their audience to be perceived in a positive light.

The way the public perceives the media is only one of the many challenges the mass communication industry is facing today. Still, through research and implementation of mass communication theories, the industry can meet and tackle these many challenges.