Social impact Media technology has made viewing increasingly easier as time has passed throughout history . Children today are encouraged to use media tools in school and are expected to have a general understanding of the various technologies available. The internet is arguably one of the most effective tools in media for communication tools such as e-mail , Skype, and Facebook have brought people closer together and created new online communities. However, some may argue that certain types of media can hinder face-to-face . Therefore, it is an important source of communication. In a large consumer-driven society, electronic media ( such as television ) and print media ( such as newspapers ) are important for distributing advertisement media . More technologically advanced societies have access to goods and services through newer media than less technologically advanced societies. In addition to this "advertising " role, media is nowadays a tool to share knowledge all around the world. Analysing the evolution of medium within the society, Popkin assesses the important role of media, by building connection between politics, culture and economic life and the society: for instanceperiodical newspaper has been an opportunity to first advertise and second to be up-to-date with current foreign affairs or the nation economic situation. In the meantime, Willinsky was promoting the role of modern technology as a way to come across cultural, gender , national barriers. He saw the internet as  an opportunity to establish a fair and equal system of knowledge: as internet may be accessible to anyone, any published information may be read and consulted by anyone. Therefore, the internet is a sustainable solution to overcome the "gap " between developed and developing countries  as both will get a chance to learn from each other. Canagarajah is addressing the issue of unbalanced relations between the North and South countries, asserting that Western countries tend to impose their own ideas on developing countries. Therefore, internet is way to re-establish balance, by for instance enhance publication of newspaper, academic journal from developing countries. Christen is the one who created a system that provide access to knowledge and protect people's customs and culture. Indeed, in some traditional societies, some genders cannot have access to a certain type of knowledge therefore respecting these customs limit the scope of dissemination but still allow the diffusion of knowledge. Within this process of dissemination, media would play a role of "intermediaries", that is say translation an academic research into a journalistic format, accessible by lay audience ( Levin). Consequently, media is a modern form of communication aiming at spreading knowledge within the whole world, regardless any form of discrimination.
Social impact Media technology has made viewing increasingly easier as time has passed . Children today are encouraged to use media tools in school and are expected to have a general understanding of the various technologies available. The internet is arguably one of the most effective tools in media . E-mail , Skype, Facebook and other services have brought people closer together and created new online communities. However, some argue that certain types of media can hinder face-to-face communication. In a large consumer-driven society, electronic media such as television and print media such as newspapers are important for distributing advertisements . More technologically advanced societies have access to goods and services through newer media than less technologically advanced societies. In addition to this advertising role, media are nowadays tools for sharing knowledge around the world. Analysing the evolution of media within the society, Popkin assesses their role in building connections between politics, culture , economic life and society. For instance, newspapers have provided opportunities to advertisers and to readers seeking up-to-date information on foreign affairs or the economy. Willinsky promotes the potential of modern technology to cross cultural, gender or national barriers. He sees the internet as offering an opportunity to establish a fair and equal system of knowledge: as the internet is (in theory) accessible to anyone, any information on it may be read and consulted by anyone. Willinsky argues that the internet is a sustainable way to overcome the gap between developed and developing countries , as both will get a chance to learn from each other. Canagarajah addresses the issue of unbalanced relations between the North and South countries, asserting that Western countries tend to impose their own ideas on developing countries. Therefore, internet is way to re-establish balance, by for instance enhance publication of newspaper, academic journal from developing countries. Christen is the one who created a system that provide access to knowledge and protect people's customs and culture. Indeed, in some traditional societies, some genders cannot have access to a certain type of knowledge therefore respecting these customs limit the scope of dissemination but still allow the diffusion of knowledge. Within this process of dissemination, media would play a role of "intermediaries", that is say translation an academic research into a journalistic format, accessible by lay audience ( Levin). Consequently, media is a modern form of communication aiming at spreading knowledge within the whole world, regardless any form of discrimination.
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