Media Influence Essay

The Mass Media is a unique feature of modern order its education has accompanied an increase in the magnitude and complexity of social actions and engagements, rapid social change, technological innovation, rising personal income and standard of life and the decline of several(prenominal) traditional wees of control and authority.There is an association between the development of chain reactor media and social change, although the degree and channeliseion of this association is still debated upon even after days of study into media regularize. M each of the consequences, either detrimental or beneficial, which pitch been attributed to the mass media, be al roughly undoubtedly due to other(a) tendencies within society. Few sociologists would repudiate the importance of the mass media, and mass communications as a whole, as being a major calculate in the construction and circulation of social savvy and social imagery in modern societies. Therefore it is argued that the m ass media is use as an instrument, both more powerful and more flexible than anything in previous existence, for influencing people into certain modes of belief and understanding within society.The question of medias influence on society and its cultural framework has often been debated upon from leading theorists to anyone with any form of media connections, but to contemplate that a character in Coronation Street or Eastenders can have an influence on an audience members attitude, beliefs or interpretations of society is a very simplistic and debatable version of the truth. The media does influence, but using more diverse and subtle roles of impact. Some theorists suggest that it is even a case of society influencing the media and not the more widespread and presumed version.HistoryIn the early 1930s, the Payne Studies study took place into the effects and influences of the mass media on the society as a whole using, at times, theories or beliefs that dated back to the late ninet eenth century. This is regarded as one of the first in the area of or picture that the mass media has an affect on the societal attitudes and beliefs of that time.This was soon follow around ab come forth a decade later in 1941 by Katz, Berelson, and Lazarsfeld who also resolute to research into the topic of media effects, a research which produced the now commonly known Minimum Effects Model. The main aspect of this research being to analyse any possible link or factor that may influence voting behaviour. As has been described in numerous literature its husking was that the mass media played little or no part in the process of the formation of any political opinion, attitude or preference.They came to the conclusion that the biggest factor influencing people was not the media, but other people. By the 1960s, there was a revival of Marxist attitudes, and so the work of Katz, Lazarsfeld, and Berelson was largely dismissed in opt of re-examining the model of research into media e ffects, due to the modifications the mass media had undergone in the post 1941 period, to consider another way in which to investigate the influence and the effects of the media.Influence, society and individualsAs Jane Root wrote in the book Open The Box, which delves into the possibilities of media influence, It has a role in defining what we think of as a naturalit helps to map out who we think we are. To look at the medias effect and influence, there is an underlying need to define influence as we understand it in relation to society and its overall effect.Media is a major piece within society that is often linked to the conception of social influence. Society understands the spirit or belief of being influenced as an external force (the media) linking itself or connecting with a personal action or viewpoint of the recipient. (John Corner 2000 378)The forces of influence that have been described as a major power in media effects are those that are circumstantial and directed, those which can be placed within a framework or model, for example uses and gratifications,those of a generic function but ultimately those which state perspectives, interpretations, and measurements which can lead to evidence and proof.Uses & Gratifications ModelA systematic and wide used model in social sciences study of media influence over the effects on an audience concerning behaviour, attitudes and beliefs, is the theory of uses and gratifications.This theory can be linked to the notion of social belonging and how an audience can be deceived into believing that this concept can be achieved. The tenet underlying this approach to studying audiences was that individuals actively suck and use the media in order to meet certain needs. In reality, with the power belonging in the focus of the media, it can be defined as a tool of subliminal persuasion. (OSullivan, Dutton, Raymer 1998)Blumler and Katz (1974) concluded that audiences fulfilment of needs came within the broad general isation of four desires* Diversion a form of take flight or emotional release fromeveryday pressures.* Personal Relationships companionships via goggle box personalities andcharacters and soci skill done discussion about television with other people.* Personal Identity the ability to compare ones life with characters andsituations within political programs, and hence explore personal problems and perspectives.* Surveillance a supply of information about what is going on in theworld.It is believed that this need to gratify its audience with the pursuit of an idealistic social fulfilment provides the media the opportunity to convey subliminal messages that may influence our opinions, interpretations and understanding of societal factors.The thought that the media is an overwhelming force that influences their audiences by means of the means of appealing to their desires and needs, must be examined in contrast with the notion that every one is free. substance that the mass me dias audience can resist being controlled, simply through choice. An individual always has the option of simply not watching that programme or not reading that particular countersignpaper. An individual makes the choice, and the selection that is made will merely underpin the views and inclinations that they already have.Television ViolenceIt is believed that the most heavy(a) sign of the mass medias influence is the link to violent programmes and violence within society. Some, technological determinists extend to the belief that the television has altered the world, and it is an evil thing that rots the minds of young.Television characters are repeatedly recognized as heroes, due to the gaining of respect and numerous other re contendds through their actions, they are especially likely to be imitated. For warrant at the height of its British dominance of childrens television, The Power Rangers were the cause of a large number of accidents, injuries and quarrels that its young au dience endured due to the imitation of the characters movements and actions.It may also act as a cue to aggressive behaviour, through desensitisation, uninhibitedness and stimulation. Scenes of violence in a horror film allegedly influenced the twain accused ten year olds involved in the infamous James Bulger murder, in which a young boy was abducted and killed. It issaid that they undertook the resulting actions after becoming intrigued and frenzied by the violent scenes within the horror movie Childs Play. At the accused trial the defence made an attempt to present an argument that their actions could be explained through their fascination to television and films which distorted their understandings of society, reality and moral values.Also, it has been noted that naturally aggressive people may simply choose and prefer to watch more violent programmes than of any other nature. Friedrich and Stein found that aggressive-prone children are likely to become even more aggressive af ter watching violent television.A report made by the United States Surgeon General concluded that television violence is influential, as many as 25% of child viewers may be affected. But what it doesnt take into account is that other research undertaken had shown, that from over 300 studies using numerous amounts of children, there was no direct effect of the violence portrayed through the mass media on the youth of contemporary society, though there is considerable disagreement between different studies. For causa it could be concluded that violence can never be considered the sole cause of delinquent behaviour, it may possibly just act to reinforce or affect those that are already prone to such tendencies.These examples have been noted as possible indications of the effects of the mass media through the means of expression of television violence, but the media is accused of also acting in more subliminal ways when looked at through the vehicle of the print based and television ne ws. intelligenceThe mass media present a stereotyped picture of life, which can often lead to undesirable prejudices within not just field of study, but international, society. The mass media and in particular the television and print based news are often accused as being a significant source, in wide ranging and vary ways, of enhancing common stereotypes. It is argued now that in the case of women, ethnic groups, the disabled, certain professions, the old, thephysically unattractive and even nationalities are all presented according to accepted stereotypes.As the war on terrorism in Afghanistan rages on the news that has come from that region has had exactly the same type of subliminal messaging that was continually occurring in the disjunction War press. The aim of that journalism was to distinguish the language concerning both sides that were at war. During the Gulf War the descriptions given to the opposite sides were of a distinct nature as to enhance the British reputation and to condemn the Saddam regime. British troops took out, suppressed and eliminated their opposition because of an old fashioned sense of duty because they are professionals, brave and lion-hearted, whereas Saddams army simply killed and destroyed because they feared Saddam and were cowardly and Bastards of Baghdad (OSullivan, Dutton, Rayner 199880).These binary oppositions are used as a form of media propaganda, the conscious manipulation of information in order to gain political advantage. By using the media as a tool of manipulation the Conservative organization of the Gulf War era and the Labour government of the present day have effectively stereotyped the opposition in order to provide national unity and enhance their own political agendas. Studies have also been carried out to study the effects of television on political behaviour, with Blumler (1970) as just one, last-place that television had little or no discernible influence over the viewer.Construction of the news is a nother way in which the mass media can have an influence over the masses. Through the placement of certain aspects of, for example, a news feature or the selective process made by editors it preserves the notion of media influence continually. Television and print based news, due primarily to their fixation with crime and violence arguably has a pessimistic impact upon our societal behaviour. The news can be described as being an oxymoron giving us the skin of the truth stuffed with a lie. I personally do not harbour with this as I consider that largely news does not lie, except it does not inform the audience of the entire truth by omitting the less fire and dramatic parts. A news program isprimarily focused on the facts, but for the purposes of television and the print based media they tend to emphasise on the dramatic, generally violent stories and images to capture and sustain its audience, under the facade of keeping it informed. The medias influence through the news is that it affects the public both consciously and subconsciously, and in some cases sends us about our go throughs unnecessarily fearing the remote dangers that we see excessively portrayed in the news.StereotypingChildrens programmes especially have a tendency to amplify stereotypes, presenting goodies and baddies within episodes. The confirmation of their stereotypes may makes children opinion more comfortable with themselves if they can place someone within a group. Also some children often only have their fulfill with some minority groups through the television. Greenfield (1984) found that Sesame Streets use of ethnic and disabled minorities has had positive affects on children, particularly those from the minority groups who feel greater cultural pride and self-confidence. Certain events are over-reported, such as violent or sex crimes, and this acts to alter public opinion. Cohen (1965) suggests that the media creates moral panics by widely reporting an initially minor event, w hich leads to further comprehensive reports, detection of causes or troublemakers.RadioCantril (1940) is often referred back upon as a classic example of how the mass media can influence through the gaining of trust. It refers to an incident in the late thirties that caused a widespread public panic in America after a radio station broadcast of H.G.Wells fictional narrative War of the Worlds. The production involved a series of news bulletins in which the reporter gave a live account of a Martian invasion. A lot of listeners had tuned in a few moments after the show had begun and so, apparently unaware that the program was of a sham nature, believed what they were hearing was the truth and so began becoming hysterical, with some taking to the streets and others even packing up their belongings asquickly as they could and driving tally in order to avoid the attacks.Cantrils study was the documentation of media-social relations at the time and so the invasion pointed towards the inf luence that the radio had over the masses, as they truly believed the broadcast. The primary factor in the invasion was the trust that the public had in radio journalism being unwittingly extended to a applicative simulation. What was evident from this episode was the steady, gradual and routine influence that the mass media as a whole had exerted, led to the radio broadcasts listeners faith that they were being attacked (Corner 2000 385).This case has been cited as being an excellent example of the Hypodermic Needle Model, a hypothesis which asserts that the media are dominant agents of influence, capable of injecting ideas and behaviours directly into fairly inert audiences of quarantined individuals. It could also be marked down as not only showing the behavioural changes that can arise from a single piece of media end product but also the underlying example of media influence that experts have looked for through experiments or fieldwork.ConclusionIn closing, there are perceiv ed to be ever changing views on the influence that is exerted by the mass media. At first there was the attitude that the media was forcing itself upon us in such a way as to exert its influence and shape our beliefs, actions and values. Now though as time has moved on, theorists are thinking about this area of research in other ways and through diverse approaches. There was a shift in the perspective of researchers within audience reception in the seventies and is evident no(prenominal) more so than in the statement made by James Halloran (1970)We must get away from the habit of thinking in terms of what the media do to people and substitute for it the idea of what people do with the media.The technological determinist view, which states an overemphasis on the part of the mass media as the major, if not solitary cause of societal andcultural changes, which have effected actions and beliefs, is not the view that I personally would concur with. In my opinion the mass media is an in credible tool of persuasion and could influence somebody undoubtedly. Mass media audiences are arguably on the whole not passive, and so the amount of influence that is exerted upon the recipient depends entirely on the individual. As most pieces of media output are polysemic in nature, meaning that it is capable of having different meanings and readings from person to person (OSullivan, Dutton, Rayner 1998327), the way in which, or by how much, an individual is influenced is entirely through choice.Bibliography* OSullivan, Dutton, Rayner (1998) Arnold PublishersStudying The Media Second EditionThe following authors were cited from Studying The Media Second EditionJames Halloran (1970)Blumler and Katz (1974)James Curran & Michael Gurevitch (2000) Arnold PublishersMass Media And Society Third EditionChapter 19 John Corner (2000)Within Chapter 19, written by John Corner the following authors were citedCantril (1940)Blumler (1970)* John Eldridge, Jenny Kitzninger, Kevin Williams (1997) Oxford Uni. PressIncThe Mass Media & Power In forward-looking BritainThe following authors were cited from The Mass Media & Power In Modern BritainGreenfield (1984)Friedrich and SteinUnited States Surgeon General ReportCohen (1965)* Jane Root (Unknown) (Unknown)Open The Box