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THE BARRIERS TO EFFECTIVE INFORMATION DISSEMINATION BY MASS MEDIA: ASSESSING THE MITIGATING STRATEGIES USING MODERN TECHNOLOGIES IN THE 21ST CENTURY
This study examined the barriers to effective information dissemination by mass media, assessing
the mitigating strategies using modern technologies in the 21st century. In an era dominated by
rapid technological advancements, the mass media remain a critical force in shaping public
perception, influencing policy, and fostering societal progress. In the context of carrying out the
research, the following subheads were explored: the concept of effective information
dissemination, the concept of mass media and the concept of modern technologies. The study
mentioned censorship/government restrictions, digital divide/limited access to technology, and
commercialization/media bias as the types of barriers to effective information dissemination by
mass media. The different types of mass media as mentioned in the study include, among others,
print media, broadcast media and digital media. The study further mentioned the types of
modern technologies to include artificial intelligence (AI) and machine learning, blockchain
technology and the Internet of Things (IoT). The study further mentioned artificial intelligence
(AI)/machine learning, blockchain technology and big data/analytics as some of the modern
technologies used in mitigating information dissemination barriers in media space. The study
concluded that despite its critical role in shaping public perception and influencing policy, mass
media faces significant barriers to effective information dissemination. One of the
recommendations made was that mass media organisations should integrate artificial
intelligence (AI)-driven fact-checking tools, blockchain verification systems, and algorithmic
content moderation to combat misinformation and disinformation.
KEYWORDS: Information, Mass Media, Modern Technologies and 21st Century
Dr Paul K. Kingsley And Charity James Ph.D
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