Topic: The Impact of Mass Media on the Public’s Views and Sociological Values in Bangladesh.
BELOW are the
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Title: The Impact of Mass Media on the Public’s Views and Sociological Values in Bangladesh.
Research problem: The media is incredibly powerful in Bangladeshi culture because of its ability to inform, move around, and alter perceptions. However, concerns about the media’s ethical obligations, influence, and dynamics on public opinion and societal values have surfaced during the disruptive digital revolution and the spread of social media platforms. Thus, comprehending the media’s complex role in Bangladesh particularly in forming societal values, influencing public discourse, and forming perceptions is central to the research problem. The following important dimensions are the focus of this research.
First, the research will look into how Bangladeshi media is changing from traditional print newspapers to digital media. It will examine how the spread of news and information has changed as a result of digitalization and the emergence of internet news portals, democratizing access to information. Second, the study will examine how media framing and agenda-setting affect the development of public opinion. The study aims to comprehend how particular narratives, issues, and perspectives are prioritized, amplified, or marginalized, thereby shaping societal perceptions and attitudes. It does this by analyzing news coverage and editorial choices across various media platforms, including television, online news portals, and social media.
Thirdly, the study will critically look at how entertainment media, like as music, movies, and television dramas, shape Bangladeshi identity development, society norms, and cultural narratives. It will examine how gender roles, family relationships, and society values are portrayed in entertainment material as well as how global media affects cultural preferences and perspectives.
Fourth, the investigators will investigate how social media influences information consumption, public debate, and the establishment of bubbles of filtering and echo chambers. The study examines material trends, engagement trends, and interactions between users on platforms such as Twitter, YouTube, and Facebook in order to better understand how social media influences public opinion, views on politics, and societal perceptions. The study will also examine the moral quandaries and issues that result from Bangladeshi media practices, including as sensationalism, bias, breaches of confidentiality, and the spread of incorrect
information. It will examine upholding the standards of journalism, educational programs, and legal structures designed to foster ethical media activities while increasing trust among consumers in media firms.
Research Questions:
1. How has the availability, sharing, and consumption of news and information in Bangladesh been affected by the shift from traditional print newspapers to digital media platforms?
2. How does agenda-setting and framing by the media affect the way the public in Bangladesh feels about political, social, and cultural issues?
3. How much do Bangladeshi viewers’ cultural preferences, societal values, and views change as a result of their exposure to global media content?
4. How does the use of social media impact the way people in Bangladesh consume information, engage in public conversation, and create echo chambers and filter bubbles?
8. What safeguards against ethical conduct violations are in place at Bangladeshi media companies, and how do they maintain journalistic ethics and standards in their reporting practices?
9. How can media literacy initiatives help Bangladeshi consumers develop their critical thinking abilities and encourage responsible media consumption?
10. To what extent do legal frameworks and regulations in Bangladesh support moral media practices, safeguard the right to free speech, and foster public confidence in media organizations?
11. What are Bangladeshi citizens’ perceptions and attitudes concerning the reliability and reliability of media outlets in their country?
12. How can media firms and regulatory organizations work together to improve openness, accountability, and ethical behavior in the Bangladeshi media business?
( 104840000000001142 2024-05-01 06:57:36 ——————————————– ensure to follow a referencing style method you chosen. ) ( Significance of the research problem: )
It is important to comprehend how Bangladesh’s mass media is changing, especially in light of the country’s move from print to digital media. This has consequences for public discourse, society values, and the accuracy of information sharing. This research is important because it clarifies the complex ways the media shapes public opinion, fosters cultural narratives, and shapes perceptions in Bangladesh. The transition from traditional newspapers to internet- based media platforms has changed the face of information and news transmission in Bangladesh. With the expansion of internet news portals and social media platforms, knowledge access has grown more democratic, allowing for more transmission and consumption of news material. Understanding how this transformation has affected the availability, distribution, and usage of news and information is critical for governments, media professionals, and consumers. This study sheds light on the changing media ecosystem and its consequences for public access to information and societal conversation by investigating changes in media intake patterns and information sharing behaviors. Furthermore, media framing and agenda-setting have a significant impact on public opinion and societal views toward social, political, and cultural concerns in Bangladesh. The media’s priority, amplifying, or exclusion of specific storylines and perspectives can have a considerable impact on popular perceptions and opinions. Investigating the methods of media framing and agenda-setting provides vital insights into the structure of media impact, as well as its consequences for democracy and government. This study demonstrates not only the media’s capacity to shape public debate, but also the importance of media accountability and openness in journalistic methods. Furthermore, the impact of international media coverage on Bangladeshi cultural habits, societal values, and views complicates research into media influence. Understanding how exposure to global media material affects local cultural narratives and societal norms can help guide the preservation of culture, identity formation, and media regulation. By investigating the relationship between local and global media influences, the current study contributes to a greater awareness of the dynamics of cultural globalization and its consequences for social values and identity development in Bangladesh. To summarize, this study on the role of mass media in shaping public opinion and social norms in Bangladesh has important implications for understanding the changing the media landscape, informing policy changes, and guiding media practices toward greater accountability, transparency, and ethical behavior. This research, which provides evidence-based insights into the complex dynamics of media influence, has an opportunity to inform future research agendas, policy decisions, as well as media practices with the goal of fostering updated conversation, supporting civic engagement, and safeguarding democratic values in Bangladesh.
References
1. How media shapes people’s perception- News article by Dr. Matiur Rahman
How media shape people’s perceptions (observerbd.com)
2. Influence of Social Media on the Political Behaviour in Bangladesh: Facilitating Political Engagement & Democracy?
Influence of Social Media on the Political Behaviour in Bangladesh.pdf (bipss.org.bd)
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Title of Project: Imitation of Social Media Influencers (SMIs) among youths in Singapore
Keywords:
Social Media Influencers (SMIs), Micro-celebrity, Self-branding, Self-marketing, Social
Media, Social Media Marketing and Advertising, Influence
Introduction:
The social media and digital environment, enabled by mobile devices, have impacted how
we communicate, consume, learn, live, work and play. According to Tan (2017), internet
penetration has reached half of the world’s population. Globally, social media usage
increased by 21% and social media usage on-the-go increased by 30% (Tan, 2017).
The Asian culture in general is said to be collective when compared with the Western
culture hence, it is expected that social influences play an important role in the
establishment of social media consumption values. Cultural and language differences have
created a diverse social media climate with unique localized or regional usage and
consumption patterns (King, 2010). The global web index survey (as cited in Singh, Lehnert
& Bostick, 2012, p.684) found that Asia is now the leading region relating to consumer
publishing and sharing information online and attributes it to Asians’ willingness to share
information and openness to online brand involvement. According to recent estimates (as
cited in Singh, Lehnert & Bostick, 2012, p.684), China dominates the blogosphere globally,
with 162 million Chinese SMIs. According to Walsh (2008), blogging in China is not just a
hobby for opinion leaders but a form of collective behaviour trait that emphasizes the
imbedded cultural need for togetherness in Chinese society.
Generation Y or millennials and Generation Z, the succeeding generation, are the two
generations most exposed to social media and digital technologies and hence, social
influences of social media marketing and advertising. According to Chitty, et al. (2017),
Generation Y or millennials form the first generation of the digital natives who have been
inducted socially and connected digitally since their births. According to GlobalWebIndex
(2014), based on social media platforms which includes Tumblr, Instagram, YouTube,
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Twitter, Pinterest, Google+, LinkedIn and Facebook, 54% to 71% of active social media users
worldwide as of third quarter of 2014 are aged between 16 to 34.
SMIs and social media marketing represent the current social media and digital
technological marketing landscape as the former are engaged by brands and marketers to
market their products to their large following of audiences (Benedic & Granjon, 2017).
There has been little research on youths’ perception of SMIs and the latter’s interplay with
self-branding, facilitated by social media advertising and marketing. Hence, this study seeks
to address this gap in the literature. With the prevalence of social media marketing and
advertising through the SMIs and the high exposure and, youths’ predisposition to social
media and digital technology, this study seeks to determine the efficacy of the efficacy of
SMIs on impressionable Singaporean youths between the ages of 15 to 35. Particularly, their
responses to marketing communications as well as social influences of SMIs on their
perception and imitation of SMIs.
Specifically, the following research questions are presented to guide the study.
(1) How do Singaporean youths perceive social influences of SMIs, facilitated by social
media marketing and advertising?
(2) How are responses to levels of social influence and social media marketing and
advertising determining the imitation of of SMIs?
Literature Review
Singapore
Singaporeans rank third worldwide in consumption of social media (Loh, 2017). In
Singapore, more than three in four Singaporeans now use social media. (Tan, 2017). The
“Digital in 2017 Report” (as cited in Tan, 2017), a report on social media and digital trends
around the world, showed that 70% of Singaporeans are active social media users on-the-
go. Singapore youths are defined to be between the ages of 15 to 35 (Ministry of Culture,
Community and Youth, n.d.). This age bracket includes both the Generation Y or millennials,
and Generation Z.
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In Singapore, 97.2% of youths between 15 to 24 years old and 99.4% of youths between 25
to 34 years old use social networking services (SNSs) (Info-communications Media
Development Authority (Singapore), 2018). From the same report, youths between 15 to 24
years old spend an average of 7.3 hours on SNSs and 25 to 34 years old spend an average of
4.3 hours on SNSs. These figures surpass regional average of less than 3 hours per visitor
and youths belonging in the lower bracket surpass global average of 5.7 hours per visitor.
Social media advertising and marketing
With the growth and prevalence of SNSs, the marketing industry needs to manage the
increase in consumerism via social media (Chatzigeorgiou, 2017). Brand-related interactions
and exposure to marketing campaigns increasingly take place within social media. This new
marketing communication reality presents new challenges and opportunities for companies
as purchase decisions are increasingly influenced by social media interactions (Dennhardt,
2012). Pete Spande, senior vice president of Federated Media (as cited in Corcoran, 2010,
p.1) state that brands need to engage consumers in conversations and be more engaging as
the advertising platform becomes more social and media vehicles such as blogs are ideal
facilitators for these dialogic conversations. The Social Media Report revealed that social
media consumption has strong influence on consumer behaviour, both online and offline
(Casey, 2017).
Influencer marketing
Influencer marketing has emerged with the prevalence of social media and digital
technologies facilitated by mobile devices and, consumerism becoming increasingly social.
Traditional word-of-mouth (WOM) has turned into electronic WOM and succeeded by
influencer marketing (Chatzigeorgiou 2017). According to Woods (as cited in Chatzigeorgiou,
2017, p.26), recent studies revealed that consumers tend to believe recommendations from
peers above other forms of advertising and according to Kirkpatrick (as cited in
Chatzigeorgiou, 2017, p.26), it is proven to effect more return on investment than other
forms of advertising.
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Influencer marketing facilitates dialogic conversations where people-to-people driven
information is becoming an important way to create personal outreach, individual unique
selling point, establish credibility and engage with prospects in enduring relationships that
can be turned into commercially viable new business (Vitberg, 2010). Influencer marketing
is a strain of marketing where advertising is facilitated by influential individuals with a large
following (Chatzigeorgiou, 2017). According to Chatzigeorgiou (2017), social media
facilitates the building of an audience and following, to anyone capable of influencing them.
SMI marketing is an opportunity identified by Info-communications Media Development
Authority (Singapore), (2018) to gain social capital by engaging SMIs as an expansion beyond
the organisation.
SMIs
Social Media Influencers (SMIs) represents an independent actor who shape consumers’
attitudes and behaviours through the use of social media and digital technologies (Freberg,
Graham, McGaughey, & Freberg, 2011). Opinion leaders are traditionally defined as
individuals who were able to influence the attitudes, behaviours, beliefs, motivations and
opinions of others (Burt, 1999). In the social media sphere, opinion leaders are synonymous
with SMIs (García, Daly, & Sánchez-Cabezudo, 2016). By the definition of the
aforementioned, this also includes mainstream artistes and celebrities, media personalities,
politicians and ‘micro-celebrities’, who can boast substantial comments, fan base, followers,
likes, retweets, shares on social media channels.
SMIs enjoy a popularity which provides credibility and market value on the content they
create on the SNSs and thus, with this online social influence becomes a social currency
which marketers can harvest for social media marketing and advertising, or the SMIs can
glean for their own profits (Info-communications Media Development Authority
(Singapore), 2018). According to the same report as consumers expand their online
presence, specific individuals stand out and gain a large following, in particular domains
which they are most vested in.
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‘Micro-celebrity’ can be inferred to as a mental construct in which the ‘celebrity’ refers to
the viewers as fans and he continuously engages with them to sustain his popularity index
by strategically curating how this image is presented to others (Marwick & Boyd, 2011).
Micro-celebrity is defined as the orchestrated and strategic cultivation of an audience
facilitated by social media with the aim of attaining a celebrity status (Khamis, Ang, &
Welling, 2016).
Self-branding & self-marketing
Self-branding and self-marketing underpins influencer marketing. The same branding and
marketing principles originally developed for commercial products and services are applied
to individuals in the era of self-branding and self-marketing (Shepherd, 2005). The inventor
of personal branding, Tom Peters (1997), claims that everyone has a personal brand.
Individuals are brands and the creation and, self-marketing of this brand can lead individuals
to success (Peters, 1997). Self-marketing comprises of a myriad of marketing activities or
practices adopted by individuals to gain recognition in the marketplace (Shepherd, 2005).
Personal branding can differentiate an individual in an increasingly cluttered and noisy
marketplace (Shepherd, 2005).
The prevalence of social media and today’s consumerist economy mental construct have
contributed to the popularity of self-branding (Khamis et al., 2016). Their study showed that
self-branding plays an important role in the development of ordinary commoners into
commercially profitable SMIs especially in the era of prevalent social media use where
barrier to entry is low and potential outreach is exceedingly high. Twitter demonstrates how
this mental construct is practiced in this social media and digital age (Marwick & Boyd,
2011). However, the study focuses on the analysis of selected mainstream celebrities on
Twitter who have already achieved fame and commercial success. Marwick and Boyd (2011)
posited that practitioners of ‘micro-celebrity’ rarely achieve financial success. However,
Khamis et al. (2016) showed that two of Australia’s most famous food SMIs, Jess Anscough
and Belle Gibson, demonstrated their transformation from ordinary commoners to
commercially profitable SMIs by practicing self-branding and ‘micro-celebrity’. Although the
SMIs were ordinary people, Khamis et al. (2016) claims that their primary goals were fame
and media exposure. Hence, in assessing the appropriateness of the shortlisted SMIs in our
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research would have to be concerned with ordinary commoners who did not set out to seek
fame and media exposure but were accidental social media icons.
Hence, we put forth the first of the three main motivations for the imitation of SMIs:
(1) The commercial profitability of SMIs is a result of successful self-branding and self-
marketing.
Opinion Leaders
SMIs were perceived as articulate, collected, dynamic, intellectual and efficient go-getters
who were trusted for advice and their reliability (Freberg, Graham, McGaughey, & Freberg,
Who are the social media influencers? A study of public perceptions of personality, 2011).
The study chose four target SMIs who were of high-ranking executive backgrounds that
were introduced to a sample size of only 32 university students. It is argued that neither the
selection of the SMIs nor the sample size are representative of the public population and
thus the findings cannot be generalized to global audiences. This is due to differences in
familiarity with social media and digital technologies, age, geographical and cultural
demographics.
However, the findings were corroborated in a research article by La Ferle & Chan (2008). A
survey was conducted among 190 students aged between 13 to 18 by means of a structured
questionnaire. It was found that young people may intend to copy the role models that are
featured in the advertising media in terms of their fashion style and their purchases. Martin
& Bush (2000) and Chan et al. (2013) confirm these findings. However, the researches
focused on adolescents between 13 to 18 in China and USA.
With increasing use of social media and digital technologies to engage consumers of
different demographics directly and the prevalence of SMIs, social media advertising may
now play a different role in influencing attitudes among youths in Singapore and hence,
perceptions of SMIs in this day and age. In addition, the studies used mainstream celebrities
as compared to ‘micro-celebrity’ which our study concerns with.
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In a research by Yue & Cheung (2000), it was cited and supported by research that Chinese
young people look to identify with unique individuals or communities as their role models in
life. However, the study does not address the extent of identification and thus imitation.
Limitations of the study included age of respondents, geographical and thus cultural
differences between Chinese and Singapore youths.
Hence, we put forth the second of the three main motivations for the imitation of SMIs:
(2) According to García et al. (2016), these SMIs can be regarded as opinion leaders who
are influential in the social media arena. In addition, it is found that although not limited
to social media, the popularity of SMIs are escalated due to mounting social media
platforms (Khamis, Ang, & Welling, 2016).
Commercial Viability
For prominent SMIs, sponsorships can be more effective than traditional advertising as
payments may stretch into the thousands for a multi-faceted campaign which stretches over
weeks or months (Corcoran, 2010).
Ordinary commoners’ public presentation of personal fashion style can lead to monetary
rewards and access to resources and networks of relations (Delisle & Parmentier, 2016). The
study identified nine active and influential female bloggers between ages 18 and 34 and
conducted netnography, including observations of blog posts and interviews with the
bloggers. However, it is argued that SMIs embark on deliberate self-branding as defined by
Hochschild & Garrett (2011) that the modern-day branding mentality invites us to feel that
what is important about us is what is visible to the outside-or, at its extreme, that we only
exist in the eyes of others, much as a commodity does. Hence, the trustworthiness or
credibility of the observations and interview findings might be skewed.
Hence, we put forth the last of the three main motivations for the imitation of SMIs:
(3) The commercial profitability of SMIs is a result of successful self-branding and self-
marketing.
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Reference:
Benedic, R., & Granjon, V. (2017). Instagram’s Social Media Inflluencers A study of online
popularity from source credibility to brand attitude. Uppsala: Uppsala University.
Burt, R. (1999, November). The social capital of opinion leaders. Annals Of The American
Academy Of Political And Social Science, 566, 37-54.
Casey, S. (2017, January 1). 2016 Nielsen Social Media Report. Retrieved from Nielsen:
http://www.nielsen.com/us/en/insights/reports/2017/2016-nielsen-social-media-
report.html
Chan, K., Ng, Y. L., & Luk, E. K. (2013). Impact of celebrity endorsement in advertising on
brand image among Chinese adolescents. Young Consumers, 14(2), 167-179.
Chatzigeorgiou, C. (2017, December 1). Modelling the impact of social media influencers on
behavioural intentions of millennials: The case of tourism in rural areas in Greece.
Journal of Tourism, 3(2), 25-29.
Chitty, B., Luck, E., Barker, N., Sassenberg, A.-M., Shimp, T. A., & Andrews, J. (2017 ).
Integrated Marketing Communications (5th Edition) . Melbourne: Cengage Learning
Australia Pty Limited.
Corcoran, C. T. (2010, August 27). Advertisers Go Social: Brand-Blogger Linkups Marketing’s
New Rage.(clothing industry contracts with bloggers for online marketing). WWD,
200(43), 1.
Delisle, M.-P., & Parmentier, M.-A. (2016). Navigating person-branding in the fashion
blogosphere. Journal of Global Fashion Marketing , 7(3), 211-224.
Dennhardt, S. (2012). ser-Generated Content and its Impact on Branding How Users and
Communities Create and Manage Brands in Social Media. Innsbruck : Springer
Gabler.
Ferle, C. L., & Chan, K. (2008). Determinants for materialism among adolescents in
Singapore. Young Consumers, 9(3), 201-214.
Freberg, K., Graham, K., McGaughey, K., & Freberg, L. A. (2011). Who are the social media
influencers? A study of public per
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