In the recent past we have had media personalities dragged to court and thrown into kitalya coolers accused for defamation.
As far as we are concerned there is no bad PR. Even when one feels negatively critised as long as it’s media and a celebrity mostly musical icons they ought to build on what ever publicity comes their way.
However this is not an excuse for media personalities not to practice positive criticism. While most might have different opinions on this topic, digging deeper on the role of media on music is important.
Media is a carrier of music. Based on digital conditions, mass media as a carrier enters people's field of vision and has an important impact on music communication.
With the continuous development of the media industry, the relationship between mass media and music as an art has become extremely complex, and has an impact on the production, dissemination and popularity of music and its personalities. With the continuous development of media technology, its communication has gradually entered a new age.
Since music is a special spiritual and emotional wealth of human beings, it has been continuously materialized and valued, and then entered the market as a special commodity one can’t live without.The development model of music commercialization in Uganda has emerged on this basis. That’s why you find artists like Apass, Ykee and deejays having websites where they sale their musical content. The development of media technology has made the way of music communication more diverse.
According to our survey, over 40% of respondents choose to listen to music online. A large amount of music is transmitted through tv shows , caller tunes and other forms. Goods are labor products that are exchanged. Musical goods are the materialization of the abstract spiritual product of music through social communication, which makes it exchangeable value.
In other words, through the integration of music and music carriers, it becomes a labor product that participates in market exchange. The forms of materials and commodities include mass media music products and physical music products.
Breaking this further one needs to know the types of media that carry music from one point to the consumer:
After understanding this and knowing that different consumers receive the music through different paths, we move to understand the role of media as a carrier:
(1) promotes decision-making cognition
As the mass media continues to develop in depth, media has set up a bridge between the people and the government, and has strengthened exchanges and communication between the masses and the government.
First, the relevant decisions of the government departments are transmitted to the masses in the form of media, and the media continue to publicize and encourage the people to absorb them for example the message of the latest Pandemic was made easier through music. Second, through the media timely understanding of the masses, the voice of the masses will be broken down in the form of reports, and then the attention of the government departments.
(2) Collecting and diluting information into understandable content.
In the development of the media, only the information collected and disseminated is processed in detail. The information provided to the people is called mass communication. At present, the media through the processing of information, the non-mechanically collected information disseminated through analysis, can meet the people's need for information acquisition, and help the masses better understand the information, called the key information.
(3) Enhance public participation in decision making
In the actual development process, the media can not only provide a platform for social hotspot exploration, but also provide an important guarantee for the people to express their opinions. Therefore, the masses of the people can respond to the higher-level leadership through the media, causing the superior leaders to pay attention to the concerns of the masses.
Once one understands the role of media, dissecting the influence of mass media on music communication based on digital conditions comes next
(1) media promotes music diversity
With the advent of the information age, it has promoted the development of Uganda’s media industry.
The media industry has changed from the traditional paper books, newspapers, and FM radio to the digital development direction, and in terms of specific quantity and scale. Both have achieved significant development results. The media has not only developed and applied in the field of life, but also played an important role in the political and economic fields.
With its own advantages, the media has been infiltrated in people's production and life. It has changed people's way of life and changed people's life content. It has become an indispensable part of people's life.
The growth of the media has changed people's artistic thinking to a certain extent. The rapid rise of the media has provided an important platform for the development of music and has driven the development of music-related industries. Like the dance industry, photography and filming to mention but afew. For the mass media to achieve good development, it is inseparable from good music content.
Therefore, music art and mass media are complementary to each other, and the rise of media has promoted the diversified development of music.
(2) The promotion of culture by the mass media
Based on the background of the 20th century, music provides people with a spiritual and emotional enjoyment and brings people a sense of art. Culture and fashion as the content of people's attention, it has an important influence on the development of media to a certain extent. In addition, based on the influence of media communication factors, the mass media has given more possibilities to culture and has a positive effect on the development of traditional art.
At the same time, it has a serious impact on the popularity of music. Compared with the development of media, it not only improves the traditional way, but also includes its innovative ways. For example, with the continuous development of Internet technology, and playing an important role in people's lives. Compared with traditional media, the Internet has the characteristics of fast spread and wide range of influence.
How media and music should work
(1) Strengthen the use of broadcast media
In the actual process of broadcasting, broadcasting will not be restricted by factors such as the location of the broadcast. The mode of broadcasting is relatively simple and random, and there are obvious differences compared with the Internet. People are more free to obtain broadcasts and are not limited by factors such as time and place. With the rapid growth of technology, broadcasting as an auxiliary function is concentrated in the aspects of mobile phones and other devices.
In addition, as the use of mobile phones continues to strengthen, people's dependence on mobile phones is gradually increasing. As people watch mobile phones and computers for a long time, their vision is extremely degraded. Based on this situation, the broadcast can satisfy people's demand for information acquisition without eye viewing. Therefore, it is necessary to increase the availability of broadcast media.
(2) Promote music communication with the help of the new Internet platforms like online stores.
The traditional music media mainly focuses on radio, television and newspapers and CDs. With the emergence of the information age, digital media is called the main form of music communication and plays an important role in the spread and development of music. At the same time, the digital media also provides a better display platform for music producers to speak abroad.
The development of Internet technology has not only improved the efficiency of information dissemination, shortened the time for information milage, but also broadened people's horizons to a certain extent, and brought people closer to the outside world. People can explore the unknown world through the Internet, keep updated with of news, and better realize the mastery and understanding of all kinds of music new information. Therefore, through the Internet platform, it helps to promote the further development of music.
(3) Enhance the attraction by means of TV, movies, etc.
In the age of information technology, television has become a necessity for people's lives, and people can generally accept the way of film and television programs. TV can combine audio and video, and it will impact people in terms of sight and hearing. With the help of the mass media, the music not only promotes the development of music art, but also has certain interference and influence on it, which seriously restricts the development of music art to a certain extent.
By using television as a medium of communication, it is possible to achieve a more attractive effect and increase the appeal to the audience. By using television as a medium of communication to better spread music art to the audience, it has greatly enriched the way of music and art communication.
To sum this all up with the continuous development of the mass media, it has an important impact on the spread of music and art, not only has a positive role in promoting the spread of music and art, but also restricts the progress of music art to a certain extent. So as an artist or celebrity out there, one should focus on promoting music and the media should mainly put emphasis on positive criticism.
