What are some advantages and disadvantages of the one-to-many model and the many-to-many model?

Use of the media’s power to influence politics and health policy.

1. There are two models of information dissemination through the media: one-tomany and many-tomany. In traditional mass media the one-to many model involves sending a single piece of information to a large number of recipients. It is an easy and quick way to reach large audiences. This model has its advantages, but also some drawbacks. For example, there is no feedback from your audience, and you can’t customize the message. In social media the model of many-tomany involves multiple information sources interacting with a large number of recipients. It allows users to create content, and receive feedback. This model also makes it possible to customize messages for specific audiences. It can be challenging to ensure the accuracy of a message, and control it.

What are the benefits of using one-tomany or many-toone communication models for media organizations to reach their audience?

References:

• Boyd, D. (2008). Why young people (heart social networks): the role of social networking sites in teenage life. Buckingham D. (Ed.Ed. 119-142). MIT Press.
• Jenkins, H. (2006). Convergence Culture: Where Old and New Media Collide. NYU Press.

2. Decades have passed since the debate over who controls the media began. A small group of companies controls a significant portion of media ownership. The concentration of media power and its potential to suppress certain views has led some people to worry about bias. In addition, the government can control media by enacting laws and policies. Media consumers can also exert some control on the media they use and share via social media platforms and other online platforms.

The question is: how can media consumers make sure they’re getting an accurate view of the news in light of the concentration of ownership of media?

References:

• Bagdikian, B. (2004). The New Media Monopoly Beacon Press.
• McChesney, R. W. (2013). Digital disconnect: The way capitalism has turned the internet against democracy. The New Press.

3. The media can play a significant role in promoting wellness and health. Health messages are easily accessible to a diverse and large audience through television, social networks, and many other media channels. The ability to use consistent messages across various platforms is one of the advantages media-based promotion. Media can also be tailored to reach specific groups with targeted messages. But media campaigns should be well-designed to ensure that they are both culturally and effectively appropriate.

Here are a few examples of health promotion campaigns which have made media a main tool.

References:

• Noar, S. M. (2006). The 10-year research retrospective on health mass-media campaigns: What next? Journal of Health Communication, 11, 1, 21-42.
• Wakefield, M. A., Loken, B., & Hornik, R. C. (2010). Use of mass media to influence behaviours in health. Lancet, 376(9748), 1261-1271.

4. Media use requires meticulous planning and execution. It is important to design messages that resonate with their intended audience. Also, the medium must match the message. The use of social media is a great way to engage audiences and drive conversation. However, it needs to be done strategically in order for this tool be successful. In addition, the effectiveness of media campaigns needs to be assessed.

The question is: how can media organizations make sure that their campaigns both are ethical and effective?

References:

• Jernigan, D. H., & Wright, P. A. (2013). Journal of Community Media: Learning from Experiences. Journal