CONTEMPORARY MASS MEDIA PARADIGM: ANALYSING MASS MEDIA EFFECTS IN MASS MEDIA AUDIENCE PERSPECTIVE

The study draws firstly on theories that question the assertion that mass media is all-powerful; portraying the media as having direct, instant, and significant impacts on audiences who are perceived as relatively powerless and receptive. This viewpoint is often referred to as the "magic bullet," "stimulus-response," or "hypodermic needle" model of media effects. The Magic Bullet Theory, a key communication model developed in the early 20th century, suggested that media messages directly influenced audience behaviour and attitudes, much like "magic bullets." Although this theory was once widely accepted, modern research has cast doubt on its validity. The Magic Bullet Theory fails to consider the Uses and Gratifications Theory, introduced later, which suggests that media audience are not passive but active in the communication process. This study reconsidered the paradigm shift emphasizing the audience's role in the communication process to understand how they choose, interpret, and find satisfaction in media content which is summarized as limited media effect model. While mass media does have a considerable impact on society, it's crucial to acknowledge that a range of factors shape individuals' beliefs and behaviours. These factors include personal environments, needs, desires, preconceived societal norms, and perceptions of the media. These elements collectively shape how individuals interact with mass media and get the satisfaction for the consumption of media cues. The study concluded that with the proliferation of multimedia structures in the contemporary mass media landscape, audiences now have the opportunity to choose among numerous media channels and content options.