The Creation and Dissemination of Media Content

Peer Review
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Program Name or Degree Name (e.g., Master of Science in Nursing), Walden University
COURSE XXX: Title of Course
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Month XX, 202X
Peer Review
Technology has revolutionized the creation and dissemination of media content. It has transformed the tools of media creation and communication, making the modern media powerful and influential in cultural, social, political, religious, and economic domains. As a result, scholarly attention is required to adequately capture the changes in technology and their influence on big media and the subsequent implications to humanity. In his paper, Sharma (2017) investigates the power of big media and how it has changed given the technological advances in the past 20 years. The current paper is a critical review of Sharma's work by focusing on the strengths and weaknesses and possible recommendations.
Summary of Research
Sharma introduces the paper by stating that developments in big media encompass the new media, including social media, expanding the scope of what the paper will capture. He takes the reader back in history when media began through print and then developed into radio, TV, and today's new media. Without advances in technology, the developments in big media would be unfeasible. The paper then discusses the influence of media in society. Here, some advantages and disadvantages have been captured. An essential notion in the paper is that media either instigate or propagates violence. Sharma refers to scientific research outcomes to emphasize this point. Lastly, Sharma looks at three opposing theoretical perspectives on media: The Structural Function Theory and the Critical Sociology Theory.
Strengths and Weaknesses
The two key strengths of the paper include effective answering of the research question in a systematic manner and provision of opposing views. In the former, the study question can be divided into two parts: 1) what is the power of big media? 2) how has technology changed big media based on advances in the last 20 years? In the first instance, Sharma shows that big media controls the flow of information, making or breaking careers depending on how it is utilized. In this case, the influence of big media is both beneficial and harmful. The author refers to several sources to drive this point. For instance, he quotes scholars like Vickers (2019) and Neal (2014) to show the implications of the influence of big media. In the second instance, Sharma answers the question by journeying through the historical developments in media.
In the latter, Sharma appea...