Role and Power of Current Australian Media
Australia stands among high ranked countries in
providing the adequate health care as compared to other counties. The (OECD) Australian Organization for
Economic Co-operation and Development provides a better life indexes to its
inhabitants in terms of mental, social and physical well-being. Australian
efforts to provide a high standard and excellent health care and give rise to
many advantages to the population and society such as longer life expectancy.
The life expectancy was estimated by the Government for both gender till 2055
and it has been assumed that men and women life expectancy would be 95.1/96.6
years. The mortality rate of infant mortality has been reported low, according
to a report the infant death rate decreased from 1,264 to 1,094 within 10
years.
In contrast the Australia’s older population
growth has been increased as compared to adolescent and younger group.
According to an estimate considerably older people will suffer from
degenerative diseases and chronic diseases and require more hospital health
care. Private hospitals and health care reported that the patient of 60 to 79
years of age range receives the largest hospital benefits than the other
population. It is an admitted fact that Australian policies focusing on finding
out the ways to continue offering a world best healthcare. In the promotion of
safety health care media plays a significant role.
The mass media played a vital role in the
development of healthy or sedentary health habits among Australian Inhabitants.
The Mass media generally used to deliver messages to large proportion
of populations via regular uses of accessible media, such as radio, television
and newspapers. Mass media literate the peoples through indirect and direct pathways
to modify thinking pattern and behavior of people. The Australian media uses direct
means of messages evoke emotional or cognitive responses towards particular
cues and control the reasoning, abstract thinking and decision-making ability of
an individual. For example the news broadcast the social incidents in a very
exciting and exaggerated way that diverts the attentions of the people. As a
result the people develop some stigmas and schemas towards particular object or
incident. The social discrimination, haters, and terrorism are the main
examples of direct means of message that further leads to mental disorder among
people. The indirect ways of delivering messages presented in a more
fascinating and alluring or interesting ways that the people feels unconscious
urges to pursue them. The media presentations of particular incident eliminate
or decrease the hindrance to promote damaging social norms. For example the
beauty standers, style, make up and fashions are indirect ways of controlling
human mind, the female youth get attracted towards such advertisement and
becomes the victims of eating disorder. Therefore it can be said that media
plays a significant role in the health care of a culture.
Influence of the media in relation to culturally safe care.
Influence of the media in relation to culturally safe care.
Currently in
Australia, the health safety and quality are insufficient to achieve optimum
health care standards. To understand the safety health care system in Australia
there is need to understand the multifaceted population of Australia. There are
some key hindrances the Australian policy makers are encounter with. Australia
represents as a sixth largest country of the world, locating a diversity of
people belongs to different reigns all over the world. The diversity of people
not merely indicates the personality difference but also cover all the social
aspects like religion, customs, traditions, race and ethnicity. According to
Australia Multicultural Council (2011) reports, around that seven million
refugees have settled in Australia after Second World War. Multiculturalism in
Australia refers to the co-existence of a plurality of different cultures
within the nation (Australian Government, Department of Immigration and Border
Protection, 2011). The health care
and wellbeing may implement and bring about good result if the backgrounds of
the people are homogeneous. The ‘diversity within diversity’ limits the support
from community groups and causes risk factors to access the adequate health
care services.
Media positive impact on health care
Despite the
expansive and dominating role of the newspaper and internet, television also
considered a main source of information.
The television specifically news channels are influential means in
presenting information to the multi faced and diverse population. The BBC News
has become an esteemed element of the Australian cultural fabric and society.
It broadcast reliable and valid information regarding care health information, etiology
management and treatments and care.
A news has been broadcast (Australian Broadcasting Corporation,
2018) on BBC news that through light on the importance of Vitamin D. For
example they promote health care information such as the need of vitamin D for
healthy mind and body. People usually consider that food is a main source of
vitamin intake but it doesn’t imply on all kind of vitamin but the synthesis of
or skin is a main source of Vitamin D intake. Further the impact of vitamin D
deficiency also have been reported to speared awareness that it plays a
significant role in increasing the small intestine's capacity to absorb calcium
to make the bones stronger. The lack of vitamin D causes some diseases like Rickets,
Osteoporosis; cancers specifically breast cancer, prostate and colon. Before
the media the medical knowledge was not as common, only a medical student and
doctors were considered a main source of information for illiterate or less
educated peoples.
With the news broadcasting now even illiterate
man can understand the etiology, diagnosis, prognosis, symptoms and management
of any disease or disorder. Furthermore the news covers the source of vitamin D
i.e. eggs, fish, mushrooms and beside that sun is a main source of in
taking Vitamin D. The interaction of skin steroids and sun Ultraviolet B (UVB)
rays produces vitamin D. Here the question arise that how much Vitamin D is
appropriate for health care. The news also covers that domain that the vitamin
D should be 50 nanomoles per liter. The intensity and duration to the exposure
of sun varies season to season and time to time. It has been also reported that
the finest time to sun exposure during summer is the mid-afternoon or mid
morning. In contrast the winter exposure depends on the Austria region, for
example in the north, noon is considered to be the time of sun exposure and in
north areas than the northern area. As in southern region sun rays are hard to
catch because of heavy clothes but through arms the exposure can benefit the
body.
According to
the news the level of vitamin D below 20 nanomoles per liter is risky. The news also educate
people the exposure to sun rays according to the type of skin for example
Caucasian-type skin need to exposure sun rays for the duration of 15 minutes the
very light skin tone should take less than 15 minutes and darker skin tone, only a few minutes may bring
fruitful results. The people may at risk to become a victim of Vitamin D
deficiency with dark skin, the religious people who keep their bodies covered,
or less active inhabitants of Australia who stays indoor. It also inform people
the about the artificial ways of taking vitamin D such as Supplements, without
doctor prescription it may not benefit much. Such news spread informative
content throughout the world and works for the betterment of health care in
Australia. Similarly many academic studies support that awareness about social
and health problem helps in overcoming the negative impacts of that disease.
For example Davis, Evans, Kamyab (2013)
conducted a study on the Effectiveness of Media awareness program to educate
the children and parents about sex oriented issues and the results of the
studies indicated that those children and parents reported less gender oriented
health issues as compared to those parents and children who have not been a
part of sex education. Another study has been carried out on Public health
programs through the implementation of mass media (tv, news paper, radio,
billboard, and posture) to encourage the positive healthy behaviors. The
results indicated that 68% participants indicated significant improvement in
healthy behaviors (Filiputti, & Brusaferro, 2015). Some more studies
indicate the similar results in promoting healthy thinking as well behavior
patterns among people.
Negative
impact of media in health care
In contrast
some news deliver in inappropriate way to draw the attention of people that
doesn’t create inter conflict in Australian culture but also create intra
conflict among cross cultures. For exemple news has been broadcast about the
bomb blast in Kabul in which Australian embassy staff escaped but car bomb
killed the child (Australian Broadcasting Corporation, 2018)In the current time
the fundamental thinking and radical beliefs are at peak and disrupting the
fabric of every society.
The terrorism
and prejudices about different races, religion, ethnicity and culture are the
main reasons of hate and decimations. AS the media exaggerate the news or
portrays a social event picture in such a way that gives the nation a wrong
message. It does not bring about the disaster at national level but it also
creates alarming situation on international level. The theory works according
to the action and reaction principle. The role of media is not only to spread
biased news in order to make money but a healthy ways to provide safe cultural
care to main health and peace.
According to
the news a bomb was blast near the Australian embassy and a child lost his
life. The Foreign Minister Julie Bishop addressed no Australians has been
injured, but some other sources reported a veritable seller child was died included
two women and five children. Such news develops interesting insight into the
minds of Australian inhabitants as a reaction to this threat they develop to
death-related anxiety. A few people limit themselves into the four walls of the
house and develop negative thinking patterns for other races and ethnicity. On
the other hand some people indulge themselves in life threatening activities as
they start making such policies to harm the other nation so these kinds so
conflict promote world terror and radical belief on a high scale.
Literature also
support the fining that media plays a vital role media in manipulating people
in many agenda. A study has been conducted to assess the roe of media in
propagated agenda even for social rights and it was observed that when
Bangladesh (1971) demand for Hefajat-e-Islam so in the initial stage the media
supported but later on such news were spreading that thousands of people were
killed to solved the agenda (Rahman S, Marjan, 2013). The United States of
America played a vital role in opposing or supporting public opinions. The actual
news later on provides the actual circumstances in which no death rates have
been reported during the agenda. Here the question arise such religion
disparities and death news can create an alarming situation among difference
people. The researches provide evidences that s terrorism grounds media
attention that is an economic benefit for the news channels and other media.
The media coverage
of a terrorist activities, demand and terror to a society benefit media (Walsh,
2012). Besides the economic
benefits according to Jetter, a terrorist attack in a particular country
increased the number of estimated further attacks ratio in another opposite
country.
Conclusion
The information
that people receive through media facilitates or limits the thinking and
behavior of individual. The media is a powerful establishes the dominance of health
care messages to improve the quality of Australian culture. But, the complexity
of the representation of news and the reinforcement of public reaction is
promoting more alarming situation for media. The culturally safety in health care can be
promote if the channel and reporter play their roles honestly. The news channel
and a reporter’s have a high responsibility to portray news genuinely rather
than make it a source of making money. The fake and unrealistic news may cause
social conflict and distort the health care system of any nation. Therefore
there is need to control media conflicting and contradictory news in order to
make a society positive in terms of mental physical health.