It also mentions the importance of equality in democratic societies, though from the moment they are transmitted through mass media Communications it must be more specific with meaning so the message gets across, equality related to Communications and politics has to focus on society interest.

It is important to notice that Diversity is important since it turns the attention to progressive changes in society, which means that Diversity and freedom are closely linked. Diversity mass media offers are also known as the direct Benedit of the audiences, who reflect a wide range of access to publication channels.
Solidarity and social order create a normative criteria that belongs to people who are interested in the harmony and integration of society, as well as cultural order, which is created across time by men, each different from one another, but all with a culture, this is how we can see the criteria and moral principles apply to mass media Communications it is important for us realize that contents, freedom and equality depend will depend on us one day.

When we talk about principles concerning Communication, its important to mention that truth and quality of information are also of great importance, since mass media Communications are the power to change reality, the catholic church, governments through history are business companies do so .

This is very important because altering reality through mass media Could change matters in favor of those who control the media instead of living information the it should actually be given.

This is why it is important to search information not Orly from one source but at least 3 of them in order to get different sides od the history in order to make an objective opinion.

The impact contents have to potentialize the effects of massive Communications is one of the many rehaznos contents are studied, another reason is that recent studios hace shown concern for social problems mass media Communications are related to . on the other hand the use of media for propaganda which has been related to being the cause of themes like racismo and prejudice, has become the source of self estime issues, that is why lately there has been a lot of media content is important to analyze and to describe media and compare it to reality, media content as evaluating media, audience análisis, psycological effects, etc. There are so many reasnos why content is important to investigate that it would end less to name them all never, especially since a loto f themes have not been fully explored.

There is a study where advertising is exponed as a represntation of imaginary relationships between individuals and their real existente condition, which means the advertisment becomes a way of reaching the social ande cultural status to be the kind of person yoy want to become. But contents in advertising campaignes usually have hidden meanings, such as sexual subcontext.

Violence is another aspecto of great interest when it comes to media contents, many Studies have critizied media contents showing violence since ir may be the cause of anxiety, far, disturbance, hmong other emocional reactions. Especially on young people.

The feminista perpective on content starts on women injustice for feminists there are 2 matter of special importante. The first one is the extention of media text for women Entertainment like soap operas, and the secon one is the change of messagesrefering to general sterotypes. Finally the contento of media is also relates with its structure and semiothics.

Por otro lado, entre 1920 y 1930 nace en Viena el positivismo lógico que afirma que no sólo es importante, conocer con base en los resultados que determinadas acciones produzcan, sino que hay que verificar, o tener un sistema comprobable, que permita conocer de manera lógica, el porqué de que esas acciones hayan derivado en los correspondientes resultados.

De esta corriente derivó la existencia de un post positivismo, estableciendo ciertos lazos con otras ciencias, como lo son la axiología, la ontología y la epistemología principalmente. La ontología está referida al estudio del ser, obteniendo el progreso de bases realistas.

En cuanto a las ideas post positivistas que hacen referencia al campo de conocimiento social, así como a los valores en la producción están fundamentas en un objetivismo con ciertos postulados, como lo son la afirmación sobre que el conocimiento sólo puede ser asimilado, empleando regularidades de dicho campo, o bien, del mundo social. Otro postulado afirma que puede alcanzarse un progreso llevando a cabo, de manera muy cuidadosa sus investigaciones y justificaciones empíricas, así como la aplicación de sus teorías.

Los post positivistas establecen ciertos puntos que deben de ser esenciales para poder evaluar una teoría, como los son la certeza, la consistencia, la amplitud en el margen, la simpleza y la productividad que es vista como el elemento fructífero.

De la misma forma, y en apoyo de la teoría en cuestión, el método científico debe de ser utilizado más bien como un recurso de comprobación que permita un orden y un control, que disminuye las posibilidades de caer en un error.

Se habla de la importancia de la jerarquización y cumplimiento de órdenes para el logro de objetivos. En estas lecturas se relacionan teorías marxistas con los medios de comunicación, ya que el medio siendo controlado por intereses políticos y económicos tiene como objetivo un cierto control sobre la sociedad.
Estas teorías hablan acerca de la importancia de una división, la manipulación y el capitalismo; todo lo anterior ligado a los medios de comunicación, que ayudarán al alcance del objetivo.

Los medios al controlar el pensamiento social, modifican las conductas sociales, es por ello que recae una responsabilidad de difundir contenidos de valor, sin embargo los medios hoy en día dan a la audiencia mensajes sin valor o con un valor meramente comercial que por lo general desmerita los valores y principios más esenciales, esto es porque se ve al medio no como un educador social sino como un instrumento que crea lo que las masas quieren ver.

En conclusión los medios de comunicación masiva juegan un papel determinante en cuanto a la globalización, especificamente en la cultura, que a diferencia de antes, ésta se encontraba especificamente arraigada en un lugar determinado mientras que ahora, haciendo uso de la tecnología, todas las distintas culturas estan en un nivel de interacción, que deriva en una cultura de interdependencia.

The term media organization is based on independent periodic model, including every managing activity, finance control, news content, editing processes, besides printing and distribution. However this particular model was never quite accepted, since it does not apply to film, books, publicity, music, radio or television. Making obsolete since it does not include most mass media communications, and obsolete because press is the one that is constantly loosing audience.

There are nine levels of media production described by Dimmik and Coit in which influence and power take the higher levels. Whiles society, industry, supra-organizational, community, intra-organizational, and individual belong to the lower levels. I completely agree with this, he who has the power, controls the media, whether it is with money or through political interests, which is quite sad because what the writer originally created is altered and the message ends up getting completely distorted once it is shown to the audience.

Most organizations mix their goals, and media organizations are not the exception, they are even particularly ambiguous in this aspect. In the organization theory, the difference is easy to tell between profit and normative goal. Profit goals refer to equipment for production, and providing goods or services for lucrative ends. Whilst normative are used to gain value reach a certain condition. Besides their differences, this theory is not clear since there is a mixture of both lucrative and normative goal and the difference is hard to find.

I found this text really interesting and sad beacuse it is difficult to realize and know that communication does not only depend on the cammunicators creativity but on power and lucrative demands as well. Taking away a lot of creaivity and oportunities from the communicator.

El segundo, el llamado como el modelo de los medios pluralistas. Éste, a diferencia del anterior, afirma que el control y la estabilidad, pueden llevarse a cabo, sin ser utilizada la manipulación ni el engaño, y alcanzar, en cambio, una estabilidad democrática.Siendo todo esto, cierto o no, los medios de comunicación tienen como meta, transmitir un mensaje a su auditorio; por lo general, la sociedad. Este mensaje puede sobre cualquier tema, o bien, provenir de cualquier rama de la comunicación.

La idea central es que esa comunicación, convenza y haga a la gente, vislumbrar las características de la situación actual, tal y como son, y con base en esto, emitir el juicio correcto sobre el tema.

Sin embargo, en su mayoría mandan mensajes innecesarios o irrelevantes, muchas veces existentes con la finalidad de distraer o de desviar la atención de la sociedad, para que no pueda percatarse del momento real que se vive, o también, engaños o manipulación de la información, para que las personas no conozcan realmente lo que sucede.

Al respecto, el filósofo, sociólogo y pensador Karl Marx, afirma que los medios de comunicación como tal, son propios de un sistema capitalista; y centra su teoría de la comunicación en el mundo de las ideas, más que en una estructura material.

Esto quiere decir, que el sistema de la comunicación debe funcionar como una puerta o un fomento al mundo de las ideas y de la expresión, que enriquezcan la vida en sociedad, mas no debe ser entendido como un ente estructural y mucho menos espinal de una sociedad; o lo que quiere decir, no debe de ser sujeto de ningún tipo de poder, para no caer en manipulaciones.

Es importante considerar que mientras la tecnología facilita la comunicación, ésta, a la vez, la vuelve más impersonal, o aún mejor, llena de vicios el proceso.

Esto puede dar lugar a muchas malas interpretaciones. Muchas veces, esta disyuntiva es usada como un recurso para no manifestar claramente la idea central y dejar abierto al entendimiento personal. Hoy en día, los medios de comunicación se han convertido no sólo en una herramienta para que los particulares accedan a la información, sino que también representa una fuerza política, representa a una gran empresa, más allá de representar la opinión pública.

Un persuasor tiene como objetivo el control de sus comportamientos de tal forma que otros hechos no reduzcan la influencia sobre la sociedad, y que se minimicen los hechos que afecten a otras personas. Se debe recordar que todas las conductas afectan e influyen a otras personas. Los oradores utilizan el resultado como medio para influenciar al espectador y atraerlo hacia su ideología. Además de la influencia existe otra manera de persuadir que es el engaño, este tiene sus ventajas y desventajas como cualquier medio de persuasión.

Los valores son un factor importante para la creación de una realidad al igual que factores como los gustos las creencias entre otros. La notoria diferencia es que los valores son difíciles de modificar ya que es con algo que la persona crece y es educado por el contrario de las creencias y gustos, que son más fáciles de modificar.

El mensaje persuasivo buscara un efecto en el receptor, la intensidad del efecto que se produzca estará directamente relacionado con su eficacia. Existen 4 elementos clave para analizar la eficacia estos son: la fuente, el contenido, el canal y el contexto, y los efectos producidos en el receptor son: la atención, aceptación, comprensión y retención, estos dependiendo la susceptibilidad ante el mensaje persuasivo.

Con esta lectura se ve claramente el impacto que puede tener la comunicación sobre una sociedad a medida que llega a cambiar gustos, creencias, ideologías etc. Se deben usar estos elementos de persuasión por los comunicadores, pero de una manera responsable y siempre encaminada hacia el bien y la verdad. Actualmente muchos medios manejan la verdad a su conveniencia mostrando un contenido erróneo y que lleva al espectador a pensar de la forma que el medio piensa, y así la sociedad se va deformando. Por lo mismo el espectador no debe de creer todo lo que el medio dice y debe investigar y formar un criterio propio.

One of the most controversial topics on this matter is the question of weather or not, television contents have the potential to increase violent, aggressive, criminal or antisocial conducts. One of the reasons it could happen is that either media do not get the message across correctly or audiences get a different and wrong perception of the content. Most recently Internet and music have been strongly linked to acts of violence, particularly on young people. The simple belief that contents on T.V. shows may be a cause of violence has arisen many questions, and therefore plenty of studies, investigations and field research have been made on this particular subject. The U.S. National Television and Violence Study claimed that to day’s commercial contents show more violence than any other, which makes us wonder why does violence sell so much, when clearly is the last thing we want for our world. I find videogames more violent than any television show, kids love playing games where they have to kill people and punch stuff. I think specialists and investigators need to pay more attention to violence on video games than they have so far.

Violence and horror contents on media cause a very significant impact on us, and it is very important to study de emotional turmoil they may cause. Now a day’s teenagers and kids watch horror movies as a way of entertainment, but it may de the cause of grave consequences. Fear induced by media can create traumas and, it can be very intense and last a long time. Especially since content becomes more and more explicit everyday. Hitchcock was a master on creating suspense but the movies we find today are not about the suspense anymore, but the blood and violence, like Saw, the movie, in which people have to torture themselves in order to come out of the game alive.

However, media has been potentially related to real crimes. Some theories claim that media glorify criminal lifestyles, teaching tactics and giving young people ideas to commit crime, they might also get the idea that if so many television contents show violence then it must be because it is not all that bad or because “cool” people do it they should as well, which, brings us to the importance of media influence. It is because of this that media has forbidden, by law, inciting violence openly. It is important to see the collective reactions society has to media influence; this kind of response is linked to the stimulus – reaction model, since the reaction to the stimulus can be anxiety, fear or even panic.

It is our responsibility as students to this area, to change the content there is on media, even though that might be close to, if not impossible. Contents become more explicit every day, movies that today are rated pg 13 used to be rated R (restricted) a few years ago.

It is also important to notice that media shows a lot of delicate issues that are not treated as they should be, or the audience is not ready for the content shown. That is why parents should explain to their kids and teenagers some of the stuff shown on media. A misunderstood content can cause a lot of confusion and even distortion in the concept shown.

Now a days things move a lot faster, and so theories and models are proven wrong daily as much as new ones come up. This same statement applies to theories on media text. Communication, as well as, human psychology and technology make to day’s advances seem old tomorrow. And so theories improve over time and complement each other.

Technology has made it easy for us to keep constantly informed, and so we have become addicts to information, wherever we go there either a television or a radio, Internet or the press. And since we are living globalization it is not only important to know what is happening in our country, but what happens in the whole world. We are constantly being bombarded with information and so it has become an obligation know what is happening around us, everybody expects us to be up to date, from teachers at school, to politicians, the government, at work, even our friends. But media not only informs, they are constantly leaving impressions on us, we might no even see it, we might not want to accept it, but media does shape the way we think.

But as with everything, things change. Media effects have not and will not always have the same effect on society. It all depends on the context, the time you are living, the interest you have in them, and how laws apply to them, historical events, the place you are in, who is giving the information and how is the information given. It is through these that we can differentiate four steps on media history: media as all powerful, theories of powerful media put to a test, the rediscovery of the power of media, influence of media negotiated. It is easy to see on the first step that media signified power, on the second one comes rebellion to media as power, and on the third power through media is rediscovered and the last one means we accept and acknowledge the influence, but would like it to change.

There are hundreds of models, theories and processes on media effects. And if we want to understand them it is important to know about, the time they were made in and the background to it. Communication moves so fast it seems impossible that we will ever catch up or even come close to understand how media really affects us, how it has affected our history and the way things have evolved, but this is not an excuse to stop trying. It is important that specialist consider and study every theme there is to media effects, otherwise we will just let ourselves de influenced and moved by media.

Script is similar to plot ion the way that positions for characters are given, as are a number of elements in the overall story. A good cultural studies scholar has obligations not only to her head but to her heart as well, to theory and methodology, but also to the pleasures of the popular or the struggle on behalf of women´s formula fiction. Cultural citizenship allows the researcher to take a certain distance and unfold the relations between larger social structures and practices and particular media texts and identity construction. It is important to understand how agency, identity, and politics are related to questions of pleasure and meaning production. There has always been a defining interest in hoe different social power structures work together to produce located meanings and identities, there is a sense of the importance of recognizing how power relations shape meaning and identity, but the meaning of power relation is not given but constructed historically and ritually. Although class difference shapes the local production of meaning and culture, this can only be understood through language.

Advocacy refers to cultural studies’ concern for the working classes, women and non-white people, there is a shared identity between the researched and the researcher, which can be grounded in class, gender or ethnicity, they take the rhetorical position that denies otherness and speaks from shared experience. “We all live and experience reality in practices and histories that are not of our own making. The Marxist speaking position offers the author a magical solution for bridging the different worlds of the oppressed research subject and the more powerful academic. The linguistic turn questions the position of the speaker. It wonders what her o his right to speak is on behalf of others. How far is the author aware of the power difference between herself or himself and the research subjects, and how is it accounted for? It would be very interesting to know how we construct our own identities while according meaning to the television programs we like or to the magazines or to the romances we love to read. Clearly then advocacy is an effective script when combines with a strong and direct political agenda and an ambition to understand cultural studies as a sociology of mass communication.

Autobiography has especially been used to address issues of gender and ethnicity in relation to identity construction, it has extended into newer forms of ethnographic research, in which the researcher if of then present as a fan or gendered or colored person.

The Chronicle’s main advantage is that it allows for a more distanced position for the researcher, plus it has the obvious advantage that the author is allowed much more room to be critical of what she or he writes about, the chronicler wishes more dispassionately for stronger evidence of both cultural competence and cultural change.

Cultural studies has many histories, and most of these include important work on media. These studies have been developed in particular places and refer to particular local circumstances. Even though hundreds of studies have been made they do not even come close to describing the complexity of readings invented by the televisual text. There is a lot of information missing on whether audiences actually comprehend the text as encoded, which makes its usage problematical to say the least, since communication and culture have to do with getting the message across. Ultimately the goal is simply to do a better job of our own global marketing and franchising.