Media Term Thursday #35
/Saturation
The belief that western society is saturated by all types of media messages – news, entertainment, advertising – through all forms such as television, radio, film, print, internet, and that this is so overwhelming it affects our daily lives. This instant gratification affects our ability to think freely and make voluntary judgements with regard to what products to buy, what issues are presented etc.
Also, the pervasive nature of a particular message being promoted across all forms of media (television, radio, film and print) does not give the audience a chance to escape from that message.
A business can also saturate the market with advertising, often past the point of gaining any benefit.
The level of colour (chrominance) in an image.
