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Instructions In this assignment students are asked to offer a critique one of her/his fellow classmate’s papers.  The instructor will assign the paper you are to review.  The assignment is meant to allow students to learn about another topic, to appreciate her/his peer’s methods of formulating their essay, and to critically assess where it may be lacking.  You can use the grading rubric from Research Paper – Part 5: Final Draft and Submission, specifically the “activity / competencies demonstrated” column, as a partial guide to categories of evaluation. You are not being asked to grade the paper, but only to give a formal written evaluation of it. You are to write your Peer Paper Evaluation knowing that your instructor has already read the paper. Systematically critique the essay based on this rubric. Outline both the strengths and weaknesses of the paper. Suggest changes that would, in your opinion, make the paper better. Conclude with a statement of your overall impression of the paper. There is no need to re-state the paper’s argument, but rather, your evaluation is to be primarily about describing the strengths and/or problems you see in the paper as it treats its topic. You are to evaluate the argument, how the paper’s thesis is developed, and the way the paper is put together. Your evaluation is to be submitted to your instructor only, and is not to be shared with your classmate or anyone else. By ensuring that the evaluation remains private between you and your instructor, candour should be ensured. Your classmate’s paper will have been graded prior to you submitting your evaluation, and what you write has no bearing on your classmate’s grade. Keep in mind that it is the paper that you are to objectively evaluate, and not the author, whose name may or may not be removed (it is their choice when they submit their paper) before you get the paper in any case. All of the insights and opinions that you offer in your Peer’s Paper Evaluation are to exhibit the same high standards for objectivity as was required for essays Finally, when scholars use the term ‘critique’ or “critical evaluation” – what your Peer’s Paper Evaluation is to be – this does not mean that your evaluation is meant to be ‘critical’ in the common pejorative sense of the word. What it means is that you need to use what you write to explore the findings and arguments of your fellow-student’s paper. As in the writing of your own essay, you will be asking the questions, “is this true”, “is this proven”, and “what other things should be considered?” Your peer review should be 1,000 words (+/- 100 words) formally written following APA format. Do not count any reference citations you may use in your word count. Grade the assignment according to the following Rubrics RUBRICS   Activity/Competencies Demonstrated % of Final Grade 1.  Critical Analysis and Research (55%)     a. Depth of background research /10   b. Appropriateness of research (academic) /15   c. Depth of analysis and insight shown  /30 2. Communication (25%)     a. Uses language clearly and effectively /10   b. Information organized with appropriate structure and linked ideas  /10   c. Proper introduction and conclusion to paper /5 3. Attention to Detail (20%)     a. APA Referencing and formatting (title, headings & references) /10   b. Spelling and grammar /10   Total /100   Assignment Value (35%) /35
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19 What Is the Power of Big Media and How Has It Changed Given Technological Changes in The Last Twenty Years? Name Institution Course Number and Title Professor Date Abstract Big media represents the conglomerate of mainstream media sources that significantly influence society. As such, this research aimed to identify the power of big media. Furthermore, it probes into how, in the past 20 years, technology has altered or influenced this power. The research findings illustrate that big media’s power comes from its capacity for information dissemination, audience manipulation and control, and cultural sway. However, technological advancements have impacted these abilities during the past 20 years. The power of big media is now felt worldwide due to its expanding global reach. It has, however, demonstrated a decline in its capacity to shape culture, command and manage audiences, and pick and choose whatever information is disseminated to the general public. Introduction The term “Big Media” refers to the mainstream media. These are the major news outlets that can also be entertainment organizations. These organizations’ primary mediums are cable stations, television, magazines, and newspapers. In essence, big media represents the media organizations capable of dominating the public discourse. However, big media is also transforming to mean the conglomeration of media companies into single entities; this ultimately decreases the number of separate media organizations. Some of these companies that represent big media in the US are FOX, AT&T, CBS, NBC, and Warner Bros. The companies that represent “big media” have significant sway and influence over public discourse. They are usually the first reference point for anyone who wants to receive authenticated and genuine information. However, these companies’ power can be a cause of concern for some, with the suspicion that they may conspire to use their power for personal gain. Individuals can’t operate without the media’s influence in the modern world. Therefore, one way or another, big media will influence a significant percentage of the population. Big media has a unique influence that might be difficult to identify and comprehend. Its effects on society, nevertheless, continue to be significant. As a result, academics and researchers have mainly concentrated on how mass media has developed through time. The turn of the 21st century has resulted in significant technological changes that have forever changed and forced big media to respond and adapt appropriately. Technology has increased society’s freedom and access to information as people are not entirely dependent on big media compared with the previous century. The world was very different and had very little technology two decades ago. But twenty years later, with technological advances, access to information has become dynamic. Technology has revolutionized how we interact and receive news. Even traditional mediums such as TVs are sophisticated and enable users to access a wide range of information channels after connecting to the internet. This essay will analyze the influence of big media and how it has undergone a radical transformation over the past two decades due to technological advancements. Big Media Channels Print Media Since ancient times, print media has covered a wide range of news and information. It enables readers of newspapers and magazines to check on the most recent news to be informed about the town’s surroundings and reality. Additionally, print media has been adapting to the changing times and technological advancements over the past 20 years. Through technology, it is currently interacting with digital media forms to adopt a stable and up-to-date model. Print media has demonstrated resilience and survived despite multiple technology revolutions. It has outlived the radio and television and is still relevant in the internet age. Big media gains certain advantages when using print media such as newspapers. The first advantage is that they gain credibility; research indicates that consumers view print media as more believable and trustworthy than other mediums such as TV or radio. Another advantage of print media is that the messages they contain can be saved for long periods by consumers. However, there are also disadvantages to print media. These include increased competition from different information sources and require long read times. Electronic Media Radio and television are examples of electronic media. They represent mature platforms that are periodically advanced, adapting to suit the most recent developments. One of the most important media platforms for influencing societal thought is television. Information and communication about human interaction, thought, and reaction to various situations and behavior are sent through television. In addition to well-known television stations, satellites are used by TV media producers to distribute information and improve broadcast network quality. Numerous TV programs, news stories, and shows provide information to the public in a variety of methods so that people may watch and generate opinions. Radio is another category of electronic media that is widely used and available through which information is sent to society via radio waves. Since radio depends on speech and voice instead of moving pictures, it differs significantly from television. Only the needs and interests of society are promoted by radio. In addition, establishing interaction between radio hosts and listeners requires relatively little effort. Radio is therefore seen as an “evolutionary animal,” able to survive under all circumstances. The radio can cover a diverse range of topics, is based locally, and requires no form of payment. Digital Media Digital media is a new area that big media is attempting to influence. There will be a greater struggle for attention as we transition to a more digital, mobile, and social media-based society. In addition to relying on social media and other intermediaries for their news access, more and more individuals are getting their news from digital media, accessing it more frequently on mobile devices. While they continue to be crucial sources for news production, legacy media like broadcasters and newspapers, in particular, are becoming substantially less significant as news distributors. The need to create new digital business models is increasing since their current income streams are declining or remaining unchanged (Rasmus Kleis et al., 2016). Therefore, some big media companies have invested in online platforms allowing users or subscribers to access the latest news and information worldwide. Hybrid Platforms Technology and digitalization have advanced in recent years to the point that procedures are now being hybridized, and news material may be sent to nearly everyone. Given this, the availability of information has increased broadcasting options while also boosting consumer expectations. Consequently, various platforms depend on one another and take many different shapes when it comes to news. It is now pretty clear that society does not rely, as it did in previous years, on just one information source because there are now many information sources available, which has changed consumers’ choices. The caliber and integrity of the information delivered and how quickly it reaches the audience determine how effective the various news outlets are. As a result, the news must be of the highest caliber and delivered to the public swiftly. Another reality is that broadcasters increasingly use many media simultaneously to communicate breaking news. Major media firms are increasingly concentrating on the same technique to optimize their social impacts. The best illustration of this combination is social media platforms that stream TV news online. As a result, digital platforms have influenced developments in this industry and are present in the most important media categories. Theoretical Foundations on the Influence of Big Media Theorists indicate that big media acts to influence mass society. From this perspective, mass society considers society a homogeneous entity and a disaggregate group of individuals. Therefore, big media utilizes the means of mass media for the mass transmission of information to individuals. Multiple theories attempt to explain the relationship between society and the media. The first theory is derived from the Marxist understanding of society. From this perspective, big media influences society by displaying the ruling class’s ideas and persisting with this representation so that they appear as ruling ideas. This theory contends that the capitalist system has the means to convince society that its beliefs are “normal” (Koceva & Mirascieva, 2018). The process of monopolization appears to have become more prominent in the mass media sector; this is especially important as the term “big media” also refers to the conglomeration of various media houses so that there is a limited number of independent and single media sources. Profit and interests are frequently correlated with the creation and dissemination levels of knowledge. According to most studies, a tiny number of firms have a significant amount of control over public communications (Koceva & Mirascieva, 2018). Those same persons frequently serve on the boards of directors of many corporations in the media and the major industries. For example, as mentioned earlier, only a small number of organizations own media companies. Another theoretical perspective is that we exist in a postmodern society where reality is simulated. In other words, this simulation does not depict a real-world material, a being, or an object (Koceva & Mirascieva, 2018). As a result of this process, information from big media neither belongs to reality nor truth. The production of information is extended to the realm of media pictures, where it develops into a system that kills reality. When mass media is prevalent, a new reality known as hyper reality is produced by fusing the realities of human behavior with media visuals. From this theoretical perspective, big media can influence an individual’s reality and manufacture society’s reality. The Power of Big Media Various repercussions are associated with each major media platform, including TV, radio, and print media. Additionally, each of the major media outlets represents various societal power structures. According to Turner (2018), the digital era has fundamentally changed the place of media in society. People now anticipate a more committed effort from various stakeholders, such as the media sector, governments, and other politicians, to boost public interest instead of disseminating information without limitations. However, it is also evident that people who utilize media enjoy the sensation of independence and freedom when they watch television, read newspapers, or listen to the radio. That is to say, media consumers are primarily concerned with leveraging the data offered by the many major media outlets to support their own perspectives and refute those counter-arguments or perspectives. Thus, big media has substantial power in informing, motivating, and emotionally strengthening society. Information Information is a prime example of how media influence spreads across society. Humans are inherently curious, and it is in their best interests to learn as much as possible. Once they acquire knowledge, they discuss it with others to consider the specifics and facts provided. Big media serves as an infinite and exciting supply of knowledge. However, obtaining information is reportedly rather difficult, as stated by Hendricks & Vestergaard (2019). An individual must first subscribe to, buy, or have access to a television or radio to keep up with the latest news to obtain information. Society is continually willing to go to any lengths to obtain thorough knowledge. Information is, therefore, a media force that cannot be replaced. However, this information is important for more than just the general public; among other important parties, academics and reporters are also interested in the information to eliminate false information and underline the value of true information. Information is also a powerful symbolic engine for society’s activities since it may be utilized to settle problems, educate and convince the public, and perform ads. However, the key to big media’s power regarding information is that they decide what to reveal to their audience. Because few companies own media outlets, they can decide what information to reveal to the public. One may argue that these companies will only transmit favorable information and may censure or restrict the information they deem unfit. The primary disadvantage of this power for the public is that big power may not provide information for the good of society. Instead, it will only air views that align with corporate interests. Big media’s power to select information represents the Marxist theory that the ruling class influences society by persistently airing certain ideas. Manipulation Big media also uses manipulation as a power strategy, which involves placing certain mechanisms to influence the public. Users may be inspired to participate in an event or choose to ignore it after learning particular facts through radio, television, or print media. Big media is entrusted with being information watchdogs (Hendricks & Vestergaard, 2019); however, as many factors depend on the people and groups in command of the media sources, media manipulation can be seen as both beneficial and detrimental. Radio and television broadcasts can spread false information and erroneous conclusions. On the other hand, communication staff can convey their feelings subtly and inspire fresh responses and perspectives toward other people, groups, or events. Another way to characterize manipulation is as a sort of persuasion based on the expansion of big media and the emergence of new opportunities for publicists and advertisers (Mason et al., 2018). It is simple to spread impressions and conditions through motivational phrases, eye-catching photographs, and uplifting background music. Because of media freedom and democratic ideals, media influence has no bounds and is unrestrained. Control The media has long been a crucial tool for communicating, both today and in the past. The majority of the populace exclusively relies on media for any important information. Members of the public form particular attitudes after watching certain television shows, reading certain newspaper articles, and listening to certain radio broadcasts. They also believe these news sources since they routinely provide fresh information. It takes very little time to get recent news from various regions of the world through the major media and, with the knowledge, to generate specific opinions about the news. Despite the claim that critical thinking is independent, the media has some influence on it. The way and manner in which information is presented can inspire the required feelings and behaviors. Concurrently, several initiatives have been put in place to regulate large-scale media and the information it disseminates to society. Therefore, economic conditions, social inequities, and powerful political leaders may shape huge media impact (Larreguy & Marshall, 2019). Big media thus continues to rely on the current laws, principles, and policies put in place by the current governments in various nations. Consequently, one of the powers of big media is control which happens clandestinely. Culture Big media also has a significant impact on culture. Culture represents a specific society’s social behaviors, ideas, and customs. Notably, culture is learned and not inherited; consequently, big media plays a significant role in transmitting culture and facilitating societal learning. Media and culture are intertwined; cultural understanding affects media content, while media platforms and content impact cultural and daily behaviors (Showkat, 2017). The media has a significant impact on how decisions are made, which results in changes in behavior, and how opinions are formed, which results in observable behavior. Even someone who diligently monitors their media usage might be affected by it. Our daily cultural practices are disseminated in large part thanks to the media. Big media represents our cultural norms and beliefs, and the global flow of information has boosted cultural expression by giving us more options. Technological Changes Various industries have seen numerous technical advancements during the past 20 years. Numerous industries have been affected by the penetration of technology, particularly the media, education, and medical fields. As technology advances, society has to constantly adapt to new methods of receiving information. People can now stay informed about news, social changes, and other topics. There are several reasons why technology should be introduced and supported globally. One of the main causes is that it helps people with their everyday tasks and saves them time in the process. Early in the twenty-first century, social media platforms were not widely used in society. However, the internet already existed and had a significant role in developing avenues and opportunities for disseminating knowledge and communication. Additionally, business-minded people found it exciting to use new programs to communicate their ideas, research, and defy imposed norms, depending on the effects of globalization. As the internet expanded, so did the platform for new technologies to assist people in their daily lives. People were encouraged to share various films online on websites like YouTube. Face-to-face contact was made feasible despite the distance between the parties, thanks to other platforms like Skype. Nowadays, a website like Wikipedia serves as an online encyclopedia with a wide range of information. Most of these inventions have altered the globe, and today people may select from various technologies based on their importance and capabilities. Within the previous 20 years, smartphones and other smart devices like watches were also developed. Technological development was so rapid that civilization was almost completely overwhelmed. As they impacted communication and information exchange, technology companies emerged as essential components of the global economy. Impact of Technological Changes on the Power of Big Media Big media has undergone considerable changes thanks to technological advancements during the past 20 years. Given that they have incorporated innovations, televisions and radios are now more advanced than ever. The influence of radio, television, and the press has slightly diminished, but information sources and public engagement continue to evolve. According to Pangrazio & Sefton-Green (2019), the development of the idea of information literacy had an impact on big media in that it gave individuals the chance to separate themselves from the conceptual consequences of the medium. As a result of these technical advancements, society can now express its opinions and ideas on the material provided by the media. Decline in Information Dependency The notable effect of technology is that it has led to a slight decline in the power of big media. From the aspect of information, big media no longer has a monopoly in weaving a narrative that society can consume. Instead, there are numerous avenues where individuals can acquire information without referring to mainstream outlets. For instance, the internet provides a range of platforms dedicated to providing accurate information; this information can range from the latest news to accredited research and historical information. However, big media has adapted to emerging technology and has established online platforms where audiences can receive information quickly and effectively. The advantage of the decline of power for big media regarding information is that the public has numerous sources and can thus have an unbiased representation of information. However, there is a disadvantage to this decline in that a range of unverified information sources has cropped up. Terms such as “fake news” and “propaganda” have become synonymous with the rise of information obtained from the internet. These information sources can spread dangerous ideas, promoting negative attitudes and misinformation that may lead to harm. Decline in the Ability to Manipulate and Control The influence of big media limits their ability to act as a manipulative force. However, established news outlets still have significant sway over a large audience because of the political views they represent. These companies can use their platform to push specific agendas and use aggressive advertising to promote corporate interests. However, research indicates that investment in advertising on mainstream platforms has been disrupted due to social platforms (Esteban-Bravo et al., 2015). Companies must invest in other popular mediums and individuals with a large following on social platforms. Because many individuals of the younger generations are not entirely dependent on mainstream media, its ability to manipulate has been significantly hampered. Similarly, the ability of big media to control has been hampered by the rise in social media. People usually follow influencers on social media and attend to their preferences. Therefore, it can be argued that these individuals have significant sway over the thoughts and decisions of their followers. Their influence is highlighted by the rise in investment from companies that want their product or services to gain popularity. These companies are seeking to influence the decisions and preferences of consumers. Influencers’ role today in advertising and market economics was a monopoly held by big media a few decades ago. Low Cultural Influence New technologies, specifically social media, have supplanted the effectiveness of big media in guiding culture. Because of the idea of borderless communication, social media has been a potent weapon that can shape and influence both human behavior and society. In contrast, big media companies may be restricted to running news and entertainment companies within the country. Platforms like Facebook may have brought together people from many ethnic backgrounds to interact on the site, and the uploaded media might start a cultural invasion. Influencers on social media platforms could promote certain behaviors and ideologies. As a result, local cultures progressively cease to exist and are replaced by a phenomenon that cuts across civilizations (Tang & Chan, 2020). Human actions, beliefs, values, fashion, and way of life may all be infiltrated by these cultural ideals. Increase in Global Influence However, big media has not been limited by the decline of its influence. Instead, big media now has a global reach. Technology improvements have allowed spreading a message worldwide via established news agencies. In addition, entertainment developed by big media is usually spread worldwide. New technologies have increased the power of global media conglomerates. Therefore, to some extent, their power and influence have increased worldwide; this is evident in their ability to purchase local media organizations in foreign countries and establish a global network of media companies. Conclusions Big media represent the established companies in mainstream media that significantly influence society. Big media’s main channels to disperse information are print media, electronic media, digital media, and hybrid platforms. Some of these, such as print media, are well established and remain relevant despite continuous technological innovations. The power of big media emanates from its ability to disperse information; it can manipulate and control the audience and influence culture. However, technological changes in the last 20 years have affected these powers. Big media now has a global reach, and its influence can be felt worldwide. However, it has also experienced its ability to influence culture, control and manipulate audiences, and select the information to transmit to the public. References Esteban-Bravo, M., Vidal-Sanz, J. M., & Yildirim, G. (2015). Historical impact of technological change on the US mass media advertising expenditure. Technological Forecasting and Social Change, 100, 306–316. https://doi.org/10.1016/j.techfore.2015.07.018. Hendricks, V. F., & Vestergaard, M. (2019). Reality lost: markets of attention, misinformation, and manipulation (1st ed.). Springer Open. Koceva, D., & Mirascieva, S. (2018). From mass media and culture to mass society. Balkan Soc. Sci. Rev., 12, 59. Larreguy, H., & Marshall, J. (2019). The Incentives and Effects of Independent and Government- Controlled Media in the Developing World. The Oxford Handbook of Electoral Persuasion, 589–617. https://doi.org/10.1093/oxfordhb/9780190860806.013.13. Mason, L., Krutka, D., & Stoddard. (2018). Media Literacy, Democracy, and the Challenge of Fake News. Journal of Media Literacy Education, 10(2), 1–10.  Pangrazio, L., & Sefton-Green, J. (2019). The social utility of “data literacy.” Learning, Media and Technology, 1–13. https://doi.org/10.1080/17439884.2020.1707223. Rasmus Kleis, N., Cornia, A., & Kalogeropoulos, A. (2016). Challenges and Opportunities for News Media and Journalism in an Increasingly Digital, Mobile, and Social Media Environment. Ssrn.com. Showkat, N. (2017). Media & Culture: A theoretical perspective of the inter-relationship. National Journal of Multidisciplinary Research and Development, 2(1), 55-60. Tang, M. J., & Chan, E. T. (2020). Social Media: Influences and Impacts on Culture. Advances in Intelligent Systems and Computing, 1228, 491–501. https://doi.org/10.1007/978-3-030-52249-0_33. Turner, G. (2018). The media and democracy in the digital era: is this what we had in mind? 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