Grassland Ecosystems - 13817 Words

CHAPTER 1: Grasslands COVER PHOTO CREDITS: Freshwater and pink coral, Eric Mielbrecht Portage glacier icebergs and Steller sea lions, Lynn Rosentrater Grassland and alpine meadow, Jonathan Gelbard BUYING TIME: A USERS MANUAL 15 CHAPTER 1 Grasslands Grasslands at a Crossroads: Protecting and Enhancing Resilience to Climate Change Jonathan L. Gelbard, Ph.D. Department of Environmental Science and Policy, University of California, Davis THE STRUCTURE AND FUNCTION OF the world’s grasslands makes them one of the most vulnerable to global climate change of any terrestrial ecosystem (Sala et al., 2000; IPCC, 2001a). The low-stature of vegetation confers high light availability, leaving many grasslands naturally vulnerable†¦show more content†¦Healthy plant cover is critical for intercepting rainfall, maximizing infiltration and soil water supply, reducing overland flow, and preventing nutrient losses due to erosion (Noss and Cooperrider, 1994). A healthy level of soil organic matter is important for soil aggregate formation, fertility, stability, water movement and holding capacity, and aeration, and therefore influences plant growth. Plant growth and vigor is largely determined by physical, biotic, and disturbance factors that limit primary productivity, including water availability (Sala et al., 1988), nutrient cycling (West, 1983; Schlesinger, 1997; Evans and Belnap, 1999), the suite of competing spec ies (Grace and Tilman, 1990), healthy soil biota (Allen et al., 1992; Belnap and Lange, 2001), and the native disturbance regime (e.g., herbivory, fire; Mack and Thompsen, 1982; Collins, 1992; D’Antonio, 2000). Soil water-holding capacity and precipitation patterns are the major determinants of water availability for plants (Jenny, 1980), which in turn is the major determinant of plant growth (Schlesinger, 1997). Abundance and relative composition of plant species are increasingly recognized to depend on various ecological processes such as herbivory and fire (Soule and Terbourgh, 1999; Ricketts and Dinerstein, 2001). Changes to the above ecosystem components due to climate change, human environmental impacts, or synergismsShow MoreRelatedThe Effects Of Controlled Burns On Rangelands1631 Words   |  7 Pagesreducing the number of unwanted plants can be achieved (Ledbetter, 2010). Sometimes the public’s opinion about burning rangelands and regulations can influence the ability of landowners and range managers to perform controlled burns. Many of the grasslands and areas managers wish to burn have adapted to occasional fires and native grasses can recover quite well, while unwanted woody species are reduced. Suppression of controlled burns, many times because of the public’s opinion, can lead to an increaseRead MoreThe And Its Effects On The Environment1795 Words   |  8 Pages(Cynomys spp.) colonies have unique and large influential impacts on other organisms and the ecosystem processes in North American grasslands. In this paper, it will show that moderate disturbances are an essential component to a successfully sustainable ecosystem and without them, there would be detrimental effects towards ecological processes necessary for greater biological heterogeneity within grasslands. Prairie dogs are large, herbivorous rodents that burrow and live colonially. HistoricallyRead MoreThe Black Tailed Prairie Dog1305 Words   |  6 Pagesconsidered to be Endangered from the Years of 2002 to 2010, in which during this timespan fluctuated back and forth. Habitat: These prairie dogs can be found in the plains and Grasslands of the four states of Utah, Montana, Colorado and Wyoming, meaning that these little guys can also live in the high desert. The grassland provides these prairie dogs with plenty of dirt to dig through. The holes that are dug, also known as burrows are tunnels in which are linked to each other, giving the prairieRead MorePrescribed Pasture Burning534 Words   |  2 Pages Fire! Most people are alarmed with that word. But fire is a major factor in allowing the grasslands to exist. Native Americans used to burn prairies to get rid of all of the dead grass and allow the new grass to grow for the bison to eat. Burning off grasslands in the spring permits the grass to grow without being restricted by the old, dead grass. Fire also kills the parasites and flies that bother the cattle in the summer. Invasive cedar trees overtakeRead MoreEssay on Food Web Diagram645 Words   |  3 PagesFood Web Diagram The African Grasslands are areas where the vegetation is dominated by grasses and other herbaceous (non-woody) plants. Grasslands cover nearly 50 percent of the land surface of the continent of Africa. While grasslands in general support diverse wildlife, given the lack of hiding places for predators, the African Savannah regions support a much greater diversity in wildlife than do temperate grasslands. The root systems of perennial grasses and forbs form complex mats thatRead MoreBurrowing owls often live in occupied prairie dog colonies. Researchers have proposed several600 Words   |  3 Pagesprairie dog call was indeed an alarm call and not chatter. The other two sounds that were played were a cow mooing and an airplane engine. The cow mooing served as a biological control variable because the burrowing owls on Pawnee National Grassland share an ecosystem with the cow, but no common predator. The airplane engine served as a non-biological control in order to show that the burrowing owls weren’t simply reacting to a loud or startling noise. The sounds were played in varying orders to burrowingRead MoreEcologists Study the Interaction of Organisms within Their Environment776 Words   |  4 PagesEcology Ecology is a biology branch which focuses on examining living organisms in their environment. Ecologist study the inactions of organisms within their environment, including ecosystems, communities and populations that influence life on earth. Economist can see the interconnection of animal and plant populations shape physical environments and the interactions of the different species.(N/A, 2014) The biota of earths process of biochemicals is four spheres whichRead MoreThe Importance of Biodiversity1521 Words   |  7 Pagessources, including terrestrial, marine, and other aquatic ecosystems and the ecological complexes of which they are part ; this includes diversity within species, between species and of ecosystems’ (Hambler, C., 2004, 11). Within planet earth today Biodiversity forms the foundation for the vast array of ecosystem services that critically contribute to human well being. It is as important in human managed ecosystems as well as natural ecosystems (Hambler, C., 2004, 15). To begin to understand BiodiversityRead MoreEcological Service And Ecological Services1128 Words   |  5 PagesEcological Services Ecological services are resources that are essential to the sustainability of life on Earth and are provided to its inhabitant as long as the environment is kept in good health. These ecosystems provide vital services such as provisioning, regulating, cultural and supporting services to Earth’s residence. Moreover, these natural services are of vast importance in maintaining the planet’s biodiversity and are an imperative contributor in stabilizing the planet’s climate. NonethelessRead MoreDna Essay1090 Words   |  5 PagesBiological diversity evolution combines the millions of species that live on our planet, and the genetic differences in those species. Biodiversity plays a key role in maintaining healthy ecosystems and sustaining ecosystem services to the growing human population. It also refers to the massive amount of diverse ecosystems in which species form distinctive communities that interact with each other. One example of biological diversity evolutio n is the North American Garter Snake. This snake lives primarily

Much Ado About Nothing, Act 4 Scene 1 Analysis - 1566 Words

Essay: Much Ado About Nothing In Act 4 Scene 1, Shakespeare employs numerous dramatic techniques to create a remarkable and memorable moment in the play. The techniques include: the positioning of the scene in the context of the play as a whole; the successful characterization of the key players, including Leonato, Claudio and Hero in particular; and the use of poetic and descriptive language. To begin with the structure of the play as a whole, the audience would already feel tense because of the previous scene in which Dogberry and Verges failed to communicate the message of Borachio and Conrades arrest. Shakespeare does this not just to create suspense, but also to catch the audiences attention in the play and make them want to keep†¦show more content†¦Comparing it to Hero, he means that she might be beautiful and innocent on the outside, and trick you with that, but is actually not pure and corruptive. Claudio also says that Hero blushes â€Å"like a maid†, suggesting that she blushes with gu iltiness and not modesty. He thinks to know what is really going on and this is an example where he tries to find anything that might go against her. He then accuses her of having â€Å"cunning sin†, referring to the fact that her cuteness will believably cover all her wickedness. Claudio also says that Hero has known a â€Å"luxurious bed†, a shocking accusation which implies that she has slept with another man just the night before their wedding; something extraordinarily shameful for Hero as women at that time were valued for being a virgin up to the time they got married. Claudio then refers to Hero explicitly as an â€Å"approved wanton† in line 41 provides extra shock as his rage is now very high. Calling her a proven whore in front of every one at the wedding is very mean and at the same time scandalous. To analyse Shakespeares portrayal of Hero; Hero remains innocent and composed throughout the scene. She only says: â€Å"and seemed I otherwise to you?à ¢â‚¬  showing her naivety and confusion towards what Claudio is saying. And then wonders: â€Å"is my lord well, that he doth speak so wide?† maintaining a dignified manner and innocently questioning how the situation has come to be so. That Claudio rages at HerosShow MoreRelated Analysis of Much Ado About Nothing Essay3681 Words   |  15 PagesAnalysis of Much Ado About Nothing Much Ado About Nothing illustrates a kind of deliberately puzzling title that seems to have been popular in the late 1590s (ex quot;As You Like Itquot;). 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(Evans 427) These characters are most commonly depicted as artless, inadequate, naà ¯ve, and prosaic men who bumble throughRead MoreDoubtsUncertainties in Macbeth and Much Ado About Nothing1903 Words   |  8 Pagesthe perfect partnership, which allows characters to appear different to their internal feelings. Whether it’s through the ‘barbed banter’ of ‘Much Ado About Nothing’ or the ‘saucy doubts and fears’ of Macbeth, Shakespeare presents scenarios where central characters place their credence where they should have agnosticism and their doubts where they should act with surety. Shakespeare clearly presents Beatrice and Benedick rooted in animosity towards one another. They frequently express their certaintyRead MoreEssay about The Merchant of Venice2939 Words   |  12 Pagesambivalent one, adds a very interesting albeit difficult dimension to this play. Ultimately, through dramatic plot and distinctive characters, The Merchant of Venice explores what it means to be Jewish and what it means to be Christian. A closer analysis of these opposing groups unearths inconsistencies between what the characters preach versus what they practice, as well as their problematic notions of justice, mercy and love. Though he clearly fulfills the role of the villain and main antagonistRead MoreCounselling in Nigeria6031 Words   |  25 PagesNigeria to some Reverend sisters, who in 1959, where incharge of St. Theresa’s College Oke-Ado, Ibadan, Oyo State of Nigeria. Records has it that these Rev. Sisters, in line with their calling, were challenged with what will become of their graduates on completion of their secondary education. At that time the widest opportunity open to girls on completion of their education was to get married. 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As always, we welcome any feedback or suggestions. http://www.investopedia.com/contact.aspx Table of Contents 1) Introduction 2) Fundamental Analysis 3) Qualitative Analysis 4) Value Investing 5) Growth Investing 6) GARP Investing 7) Income Investing 8) CANSLIM 9) Dogs of the Dow 10) Technical Analysis 11) Conclusion Introduction When it comes to personal finance andRead MoreProject Report on Security Analysis15431 Words   |  62 PagesKARVY STOCK BROKING LIMITED A Project Report on SECURITY ANALYSIS (STOCK-PICKING STRATEGIES) Submitted To [pic] Punjab Technical University Jalandhar In Partial Fulfillment of the requirement of the award of, Masters of Business Administration. MBA SESSION: 2010-12 Project Guide:- Submitted By:- Mr. SUNIL PANDEY GAGAN DEEP VERMA Regional Head of Roll No. 105042249858 Karvy StockRead MoreGp Essay Mainpoints24643 Words   |  99 PagesGP NOTES 2010 (ESSAY) Content Page 1. Media a. New vs. Traditional b. New: narcissistic? c. Government Censorship d. Profit-driven Media e. Advertising f. Private life of public figures g. Celebrity as a role model h. Blame media for our problems i. Power + Responsibility of Media j. Media ethics k. New Media and Democracy 2. Science/Tech a. Science and Ethics b. Government and scientist role in science c. Rely too much on technology? d. Nuclear technologyRead MoreAn Impact Assessment of Science and Technology Policy on National Development of Nigeria61708 Words   |  247 PagesAN IMPACT ASSESSMENT OF SCIENCE AND TECHNOLOGY POLICY ON NATIONAL DEVELOPMENT OF NIGERIA BY ABUBAKAR ABDULLAHI October, 2 0 0 4 ii AN IMPACT ASSESSMENT OF SCIENCE AND TECHNOLOGY POLICY ON NATIONAL DEVELOPMENT OF NIGERIA BY ABUBAKAR ABDULLAHI (MATRICULATION NO. 3081) A Dissertation Submitted to St. Clements University in Partial Fulfillment of the Requirements for the Award of Doctor of Philosophy in Management St. Clements University October, 2004 iii DECLARATION I declare that

Organization Governance and Leadership Chair of Pepsi Cola

Question: Discuss about theOrganization Governance and Leadershipfor Chair of Pepsi Cola. Answer: Indira Nooyi_ CEO and Chair of Pepsi Cola Standing out as the 14 most powerful woman in the World, the CEO and Chair of Pepsi Cola, Indira Nooyi has been able to transform Pepsi cola from a carbonated beverage manufacturing company to other healthier products in an effort to provide the strategic future for the company(Forbes, 2016). This was evident when in May 2016 she successfully sidestepped a proxy war with investor and activist Nelson Peltzs Trian Fund that pressured the company to split through a new board member. By applying the Path-Goal theory, Nooyi is known for making decisions that best fits the employee and the beverage industry to achieve the strategic goals of Pepsi cola(Schriesheim, et al., 2006). She realized that the carbonated industries only provided the company with 25% of revenue which could be more if the company ventures into other healthy drinks(Forbes, 2016). As the CEO, she has been able to empower employees, increased their motivation and provided stakeholders with satisfaction through decisions that will increase the companys revenue. Path Goal Theory of Indra Nooyi It is very hard to define leadership and the definition of good leadership is even harder. However if there are people who will follow till the end of the earth then it is proved that individual is a great leader. The situational leadership Indra Nooyi follows is that she maintains good relationships with the employees by writing letters to the parents of the employees. She always stays in tune with the needs of the customers. Her main concentration is every time toward one single point that is high-task orientation that is to follow up about the standard of the product so that it is acceptable to all level of customers. The democratic view of the leader ship of the Indra Nooyi is that she always listen to the opinions of the others and takes them into consideration but the final decision is totally made by her and always try that the employees get satisfied. She believes that if the employee get satisfied then the work condition is improved and the also the employee turnover is lowe red. Thus the path goal theory of Indra Nooyi is divided in three steps situational factors which include subordinate and environment. The subordinate comprises Authoritarianism, locus of control, and ability. On the other hand Environment comprises task structure, formal authority and work group. The step of this path goal theory is the leader ship style which comprises different section like the directive, supportive, participative and achievement-oriented. The final part of the path goal theory is the achievement of the goal that includes the performance and net output gain of the theory and the satisfaction of the individuals who are related to this theory (Dunn et al., 2012). References Forbes, 2016. #14 Indra Nooyi, CEo Pepsi Co.. [Online] Available at: https://www.forbes.com/profile/indra-nooyi/[Accessed 18 November 2016]. Dunn, T. E., Lafferty, C. L., Alford, K. L. (2012). Global leadership: A new framework for a changing world. SAM Advanced Management Journal, 77(2), 4. Schriesheim, C., Castro, S., Zhou, X. DeChurch, L., 2006. An investigation of path-goal and transformational leadership theory predictions at the individual level of analysis. The Leadership Quarterly, 17(1), pp. 21-38.

Role of Media in Society

Table of Contents Introduction Overview of the role of media in society Conclusion Works Cited Introduction In today’s society, the flow of information among the citizenry plays an important role towards the development of an informed society. To this effect, the media has been instrumental in ensuring that the population gets current news and information on different issues affecting various societies.Advertising We will write a custom essay sample on Role of Media in Society specifically for you for only $16.05 $11/page Learn More Arguably, without the media, the world would consist of an ignorant population devoid of any relevant information relating to issues affecting their environment. With this in mind, it could be argued that the media provides the backdrop against which we make sense of any new conditions and information that we encounter in a world that is increasingly becoming globalized. Since its conception, the media has been hug ely influential in the development of the society. The media can be used to drive public opinion, report on current news and advance some social values. The media is at best a complex genre which may be broken down into a large number of sub-genres such as news stories, opinion columns, advertisements, sports and horoscopes to name but a few. As such, the role of the media in today’s society is important because it essentially helps individuals get access to valuable information, educate the people in the communities and is a useful, affordable and an economical tool for entertainment. In today’s society, the social issue that has particularly struck individuals through the decades is that of the media. In this study, the various opinions held in regard to the media and how it operates shall be provided. Through the analysis of relevant literature, a brief yet informative discussion of the various benefits that have been enjoyed as a result of the media shall be presen ted. This shall be done by highlighting key areas where the media has been instrumental. These areas include but are not limited to: provision of information, a source of education and knowledge, link between members of the global community and a source of entertainment. The differing opinions propagated by media critics shall also be presented. This shall at the end help us understand the roles that the media plays in society as well as the extent to which the media has been successful in performing its duties. As such, it shall be a worthwhile endeavor to shed some light on the benefits as well as the costs that have risen due to the presence and effects of the media in our societies. This analysis shall help in the provision of a clearer understanding on how the media affects society.Advertising Looking for essay on communications media? Let's see if we can help you! Get your first paper with 15% OFF Learn More Overview of the role of media in society The media is arguably one of the most powerful agents for change and the betterment of society. Its role as the society’s eyes; indeed a ‘watchdog’ constantly monitoring and critiquing the actions of those in authority for the betterment of society are some of the attributes that previously made the media seem as a positive influence to society. The ability of media to so accurately reflect the mood of the society and advocate for people to fight against social injustices and vices portrays the media as a tool for promoting justice, equality and harmony among the masses. In regards to this statement, the current states of affairs indicate that societies are ridden with selfishness and actions aimed at advancing individual goals. This can be derived from the argument raised by Michael Meyers who claims that today’s media does not educate the audience but train them (Kramer, Meyers and Rothstein 582). This he attributes to the fact that the media outlets no longer provid ing credible information. In this regard, the audience does not buy the truth, but what prominent figures want them to believe. The author is trying to bring out the fact that media is biased. The proposed biasness has its root in the anti-intellectual and anti-democratic media. In addition, the media’s advertisement of products and services is an act aimed at enabling the consumers to make informed choices. As Bernt explains, the skills and artistic nature used to present persuasive advertisements help consumers relate products to their lifestyle and preferences (193). Texts and images represented in advertisement can signify a myriad of meanings to the viewer. All this is in an attempt by the creator of the advert to persuade the consumer to think, feel or act in a predetermined manner (Bernt 194). Advertisement is therefore more of an educative venture than a deliberate attempt to sway the consumer in any predetermined direction since in the end; the consumers are better i nformed of the variety of brands that are at their disposal. Bernt suggests that the heavy emphasis of advertisements in media is due to the fact that advertisers are the dominant sources of revenue for most modern media (193). The influence that advertisements have on the people is colossal as can be inferred from the rise in sales for corporations that engage in large-scale advertisement.Advertising We will write a custom essay sample on Role of Media in Society specifically for you for only $16.05 $11/page Learn More Bernt further asserts that the persuasive nature of advertisements has had a great effect on American culture in regards to the relationship between working hard and purchasing power (193). Bernt asserts that advertisements have â€Å"replaced Puritanism or the Protestant work ethic as the driving force in American society that causes people to work hard in order to shop even harder (193).† The various forms of entertainment avail ed e.g. Movies, sports, interactive programs and Music productions are very important means of relieving stress after a long day at work. In addition, they help alleviate boredom. As such, the sole agenda of such products is recreational and providing means for people to enjoy themselves and connect (Bellah et al 67). For example, through satellite television providers like DSTV people all over the world are able to enjoy the entertainment genre that best suit their preferences. Examples include movies, sports, music and news. Truth be told, football clubs would never have gained such a strong and wide fan base were it not for the media. In regards to change in journalism, Pavlik highlights on how journalism has been affected by the transformation of the new media (Fernback 163). In his opinion, new media technologies have greatly affected the traditional perspective of journalism. This he explains by expounding on the new journalistic trends such as changes in the contents provided to the audience as news, changes in how journalists work, structural changes in news organizations and changes that have occurred in the correlations between media outlets, journalists and different audiences (Fernback 163). These changes brought about by new media technologies have to a large extent led to the contextualization of journalism; a situation whereby journalism has become less objective and practical. On the same note, Palvik (as cited by Fernback 163) further notes that these new trends perceive journalists as interpreters of current events who in their efforts â€Å"empower the audience and reconnect communities (Fernback 163).†Advertising Looking for essay on communications media? Let's see if we can help you! Get your first paper with 15% OFF Learn More According to Palvik, the new transformations being experienced in media outlets can be attributed to the availability and emergence of online infrastructure, high degree of customization, instantaneity and interactivity that characterize new media. In his point of view, Palvik believes that such developments will at the end make journalism a better tool to promote democracy (Fernback 163). Evidence of such developments can be derived from the emergence of the internet and the online architecture that supports this vast source of information. Through online encyclopedias such as Wikipedia and the various search engines, people are able to access information and learn about different issues that affect their lives. In addition, students in all academic fields are able to do more research in their designated fields and as a result, they become more knowledgeable in these areas than they would have been while using the traditional means of acquiring knowledge. Similarly, the internet ha s also provided people with a global means of communicating and learning about each other through websites like â€Å"facebook† and â€Å"twitter†. People from different countries globally are able to interact and socialize in the comfort of their homes without the inconveniencies caused by travelling as well as the enormous costs that would have otherwise been incurred. These facts prove Palvik’s assertion that new media is at the forefront in empowering the masses (by providing useful information) and connecting communities (interactive nature of the internet, radio and TV talk shows e. t. c.). On the other hand, Preston (as cited by Fernback 163) contends that the transformations being experienced in media are as a result of political, social, economical and communication patterns rather than technological developments. Preston asserts that the interrelation that exists between social and informational sciences accompanied by non-academic and industrial liter atures can be used by media so as to develop an equitable society and ensure social order (Fernback 163). In his book reshaping communication, Preston uses the aforementioned aspects to develop a model that explores the social role of information and communication in societies today (Fernback 163). In his opinion, Preston argues that our cultural, informational and social bearings are hinged not on technological advancements, but on the socioeconomic, political and communication trends that we adapt (Fernback 164). In this regard, it can arguably be stated that the role of the media in society is not determined by technological advancements, but by the socio-technical paradigm (Fernback 164). The positive view of the media has greatly been challenged with time. No longer do the various media outlets stand out as the ‘last front were nobility and idealism still had a foothold.’ Instead, the media just like any other business has been influenced by competition and ratings . As such, it has been noted for a fact that media outlets do at times express their own biased opinions which may not always be ideal or noble at that. For example, Gay Talese attests to the fact that the New York Times editor Gerald Boyd refused to print a story about an interracial wedding simply because it never emphasized on Black victimization (Kramer, Meyers and Rothstein 575). According to Gay Talese, any story that would soften the perception people had on such issues was disallowed and could not be printed (Kramer, Meyers and Rothstein 575). In this case, the Media’s actions which were previously perceived as being selfless and socially motivated have been exposed to not always have been driven by benevolence. These actions are at times resounded with self interests and personal gains for the media houses and the corporations that sponsor them. The previous view of the media’s ability to correctly reflect on the society’s mood has also been greatly que stioned as the media does at time appear to affect the set the society’s mood as opposed to reflecting it through the use of propaganda. (Kramer, Meyers and Rothstein suggest that the one of the media’s greatest power is in its ability to subtly influence our opinion (575). They further assert that in events that elicit a lot of public opinion, propaganda plays a great role and polarizes people along lines that they may not necessarily have taken had they not been â€Å"persuaded† to do so. This subtle psychological nudges can be used to further the cause of big corporations in the form of advertisements or by politicians who want to sway public opinions for their own good. To this effect, the people’s previous trust in the media report has therefore been greatly clouded by this realization. In terms of the unbiased reporting which had for a long time been viewed to be the hallmark of the popular media, it has been noted that some media reports are actual ly aimed at making the recipient of the information form a certain pre-determined opinion thus destroying any illusion of un-biasness (Kramer, Meyers and Rothstein 575). Media outlets can therefore set out to further some social cause which they believe in. Using the cultivation theory, Burton propose that exposure to some kinds of media often cultivate certain attitudes and values (Steffen 455). As an example, Steffen sheds some light on how Arab media has in the recent past adopted the western form of journalism and media presentation (455). In this regard, the author states that even journalists from countries such as Egypt and other Arabic countries which has stringent media policies accept western media values such as accuracy and balance (Steffen 455). As such, the reporter’s opinions and attitude will rub on the general population thus coloring their view of some events. In addition, the aforementioned assertion that advertisement aired in different media outlets is ai med at making the consumer better informed has been changed by evidence which strongly suggests that advertisements are aimed at actively influencing the decision that the consumer makes or may make in future (Steffen 456). What this means is that advertisement is no longer a primary tool for marketing, instead, it has been used to combat the aggressive competition. To this effect, only the consumers suffer because the advertisements no longer help them make informed decisions about the products but instead, the advertisements influence their judgments by giving half-truths. An especially troubling fact that revealed through various research efforts is that uncontrolled media in some instances leads to desensitization of the population on issues such as violence. Continuous exposure to media violence especially on the young and impressionable segment of the population can lead to catastrophic results as has been witnessed before in the various random shootouts that occur in our scho ols. Research shows that media violence encourages aggressive behavior and leads to pessimism in children (Burton 123; Steffen 456). This information contradicts the aforementioned perception of the media as a guardian and propagator of social values since the compelling evidence presented by research showed that media also leads to breaking of social values and leads to a disruption of harmony through the violence it encourages. On the same note, rampant advertisements through media outlets have in the recent past characterized modern media. These advertisements aim at influencing the consumer to maintain or develop some form of ideology (Bernt 194). This close relationship that media and advertising have developed raises concerns over the influences that the media may be willing to wield so as to achieve the advertising objectives. A closer observation of the movies and other entertainment forms presented by the media revealed heavy advertisements therein. These rampant acts of br anding were previously unknown to many and their effect though unconsciously administered is substantial. The media’s promotion of social values is also at times only used as a cover to influence consumers by use of advertisement (Fernback 164). Due to these advertisements, naive recipients of the information presented are unwittingly influenced into buying the products that the particular advertisements promote. This is at best a very irresponsible behavior by the media since most people are favorably disposed to agree with sentiments that are projected by the media. These misuses of social issues as a marketing tool have also changed the positive role that the media was supposed to deliver. This is mainly due to the fact that the media is being used as a tool for furthering the objectives of corporations at the cost of an unsuspecting population. Conclusion The role played by the media in today’s society cannot be understated. However, caution should be taken because as expressed in this study, not all media is healthy. Through this research, the knowledge that has been transferred herein should not make the public skeptical of the media but should help them become more skeptical about the issues being addressed through various media outlets. This will invariably transform them from being passive, unquestioning and all-believing recipients, to active and questioning recipients of the information which is provided by the media. Nevertheless, a free and vibrant media is necessary for the good of the society. An unfettered media is the hallmark of a truly unbiased society. However, one should adopt a more questioning stance when dealing with any information provided by the media. Works Cited Bellah, Robert. ET AL.†Community, Commitment, and Individuality.† Literacies: Reading, Writing, Interpretation. New York: W.W. Norton, 2000. 65-74. Print. Bernt, Joseph. P. â€Å"Ads, Fads, and Consumer Culture: Advertising’s Impact on Amer ican Character and Society.† Journalism and Mass Communication Quarterly 78.1 (2001): 193-194. Research Library, ProQuest. Web. Fernback, Jan. â€Å"Journalism and New Media / Reshaping Communications: Technology, Information and Social Change.†Journalism Mass Communication Educator 57.2 (2002): 162-164. Research Library, ProQuest. Web. Kramer Hilton, Michael Meyers and Edward Rothstein. â€Å"The media and our country’s agenda.† Partisan Review 69.4 (2002): 574-606. Research Library, ProQuest. Web. Steffen, Brian. J. â€Å"Media and Society: Critical Perspectives.† Journalism and Mass Communication Quarterly 83.2 (2006): 455-456. Research Library, ProQuest. Web. This essay on Role of Media in Society was written and submitted by user Hezekiah Valenzuela to help you with your own studies. You are free to use it for research and reference purposes in order to write your own paper; however, you must cite it accordingly. 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