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THE MEDIA AS AN INSTITUTION ‘….. it will create forgetfulness in the learners’ souls because they will not use their memories; they will trust to the external written words and not remember of themselves. They will appear to be omniscient, and will generally know nothing; they will be tiresome company, having the show of wisdom without the reality.’ Plato’s Phaedrus The media has become the institution that it is today because of the associated commercial concerns. Mass media is financed due to the massive influence both the print and electronic media has on Australia’s society. Whilst Socrates quote from Plato’s Phaedrus, referred to the invention of writing, many hold the same opinion in relation to the mass media today. Major Changes Several major changes have occurred in the media industry in the last two decades that have fundamentally altered the way in which the media institution operates. The most major changes of note have been: a. the growth of the media industry, b. the advancement of satellite communications, c. women’s increased role as consumers of mass media, and d. the growth of the internet. The media has seen spectacular growth since the first daily newspaper for the ‘common man’ was produced on 4 May 1896. ‘The Daily Mail’ was a halfpenny paper of eight pages with advertisements on the front cover and was described as ‘A Penny Newspaper for One Halfpenny’ and ‘The Busy Man’s Daily Journal’. The Daily Mail reported on domestic and foreign news items, political gossip, society, sport and the stock exchange. The Daily Mail was also the first newspaper to include a number of features for women. In Australia the daily newspaper continues to be a major part of the media industry. The higher circulating newspapers such as the Australian, the Sydney Morning Herald, the Telegraph Mirror and the Age are produced and...

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Media. (1969, December 31). In Retrieved 07:15, September 01, 2014, from