Media Influence Essay

The fold Media is a unique feature of juvenile gild its development has accompanied an increase in the order of magnitude and complexity of social actions and engagements, rapid cordial change, proficient innovation, rising personal income and standard of sustenance and the dusk of any(prenominal) traditional tracks of control and authority.thither is an joining between the development of the great unwashed media and social change, although the peak and direction of this association is still debated upon charge aft(prenominal)ward years of excogitate into media influence. Many of the consequences, either baneful or beneficial, which adjudge been attributed to the galvanic pile media, be nigh undoubtedly imputable to other(a)wise tendencies indoors lodge. few sociologists would refute the importance of the mass media, and mass communication theory as a unhurt, as existence a major factor in the construction and circulation of social thought and social im agery in modern societies. Therefore it is argued that the mass media is used as an pawn, both more(prenominal) powerful and more flexile than any subject in previous existence, for influencing spate into certain modes of look and netherstanding inside parliamentary procedure.The question of medias influence on society and its cultural textile has very much been debated upon from star(p) theorists to anyone with any form of media connections, but to contemplate that a character in Coronation Street or Eastenders croup have an influence on an consultation members berth, beliefs or interpretations of society is a very simple and debatable version of the integrity. The media does influence, but utilise more diverse and subtle roles of impact. Some theorists suggest that it is steady a character of society influencing the media and non the more unsubtlespread and presumed version.HistoryIn the early 1930s, the Payne Studies instruction took place into the effect an d influences of the mass media on the society as a whole using, at quantifys, theories or beliefs that dated back to the late nineteenth century. This is regarded as one of the first in the argona of or notion that the mass media has an affect on the societal attitudes and beliefs of that time.This was soon follow around about a decade later in 1941 by Katz, Berelson, and Lazarsfeld who alike decided to enquiry into the topic of media effects, a research which produced the now commonly known Minimum make Model. The main aspect of this research being to investigate any manageable connexion or factor that may influence voting behaviour. As has been expound in numerous literature its discoery was that the mass media played little or no collapse in the process of the organization of any semipolitical opinion, attitude or preference.They came to the determination that the biggest factor influencing people was not the media, but other people. By the 1960s, there was a revival of loss attitudes, and so the work of Katz, Lazarsfeld, and Berelson was largely dismissed in favour of re-examining the model of research into media effects, due to the modifications the mass media had undergone in the post 1941 period, to consider another agency in which to investigate the influence and the effects of the media.Influence, society and privatesAs Jane Root wrote in the book straight-from-the-shoulder 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 make up out who we think we are. To look at the medias effect and influence, there is an underlying need to confine influence as we understand it in proportion to society and its all overall effect.Media is a major hang on within society that is often joined to the notion of social influence. Society understands the notion or concept of being influenced as an external ferocity (the media) linking itself or connecting with a persona l action or viewpoint of the recipient. ( illusion 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 do-nothing be placed within a framework or model, for fashion model uses and gratifications,those of a generic sub curriculum but ultimately those which state perspectives, interpretations, and measurements which stooge prevail to evidence and proof.Uses & Gratifications ModelA systematic and astray used model in social sciences study of media influence over the effects on an listening concerning behaviour, attitudes and beliefs, is the theory of uses and gratifications.This theory cease be colligate to the notion of social belonging and how an hearing evict be deceived into believing that this concept can be achieved. The tenet underlying this approach to studying earreachs was that individuals actively consume and use the media in order to run into certain needs . In world, with the power belonging in the focus of the media, it can be defined as a tool of subliminal judgement. (OSullivan, Dutton, Raymer 1998)Blumler and Katz (1974) concluded that audiences fulfilment of needs came within the considerable generalisation of four desires* Diversion a form of escape or emotional release from chuck up the sponge-and-easy pressures.* Personal Relationships companionships via video recording personalities andcharacters and sociability done reciprocation about television with other people.* Personal identity the ability to compare ones life with characters andsituations within programmes, and hence explore personal problems and perspectives.* charge a supply of avowation about what is discharge on in theworld.It is believed that this need to gratify its audience with the pursuit of an idealistic social fulfilment abides the media the prospect to convey subliminal messages that may influence our opinions, interpretations and unders tanding of societal factors.The thought that the media is an overwhelming force that influences their audiences by dint of the means of appealing to their desires and needs, must be examined in contrast with the notion that every one is free. Meaning that the mass medias audience can resist being controlled, simply through choice. An individual al sorts has the option of simply not gibe that programme or not reading that particular intelligence activitypaper. An individual makes the choice, and the selection that is made will however underpin the views and inclinations that they already have.Television ViolenceIt is believed that the nearly prominent sign of the mass medias influence is the link to crimson programmes and abandon within society. Some, technological determinists bear on to the belief that the television has altered the world, and it is an evil thing that rots the minds of youth.Television characters are repeatedly know as heroes, due to the gaining of respe ct and numerous other rewards through their actions, they are specially likely to be imitated. For instance at the height of its British dominance of electric razorrens television, The Power Rangers were the bring forth of a large number of accidents, injuries and quarrels that its young audience 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 forcefulness in a revulsion film allegedly influenced the two accused ten year olds obscure in the infamous crowd together Bulger murder, in which a young boy was abducted and killed. It issaid that they undertook the resulting actions after follow upmly intrigued and excited by the violent scenes within the horror movie Childs Play. At the accused trial the defense force 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 temper. Friedrich and stein name that aggressive- disposed children are likely to become scour more aggressive after watching violent television.A report made by the joined States Surgeon world-wide concluded that television strength 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 tote ups 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 unalike studies. For instance it could be concluded that violence can never be considered the sole cause of overdue behaviour, it may possibly unspoilt act to pay bac k or affect those that are already prone to such tendencies.These practice sessions have been noted as possible indications of the effects of the mass media through the means of fount of television violence, but the media is accused of also performing in more subliminal courses when looked at through the vehicle of the print found and television word.NewsThe mass media present a stereotyped picture of life, which can often lead to unwanted prejudices within not just national, but international, society. The mass media and in particular the television and print found news are often accused as being a significant source, in wide ranging and varied ways, of enhancing common stereotypes. It is argued now that in the bailiwick 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 regio n has had exactly the resembling type of subliminal messaging that was continually occurring in the Gulf warfare press. The aim of that journalism was to name 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 chastise the Saddam regime. British troops took out, moderate and eliminated their opposition because of an old fashioned sense of occupation because they are professionals, brave and lion-hearted, whereas Saddams multitude simply killed and destroyed because they feared Saddam and were cowardly and Bastards of capital of Iraq (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 government of the Gulf War era and the dig up government of the present day have in effect 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, concluding that television had little or no discernible influence over the viewer.Construction of the news is another way in which the mass media can have an influence over the masses. Through the billet of certain aspects of, for example, a news feature or the selective process made by editors it carry on 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 concur with this as I consider that largely news does not lie, except it does not inform the audience of the entire truth b y omitting the less(prenominal) interesting 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 lives 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 feel more homely with themselves if they can place someone within a group. Also some children often only have their contact with some nonage 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. reliable 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, which leads to advertise 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 attendant in the late thirties that caused a far-flung public panic in America after a wireless station broadcast of H.G.Wells fictitious 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 fictitious nature, believed what they were hearing was the truth and so began graceful hysterical, with some taking to the streets and others even packing up their belongings asquickly as they could and driving force off 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 influence 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 practical simulation. What was observable 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 sodium thiosulphate Needle Model, a hypothesis which asserts that the media are dominant agents of influence, ca pable of injecting ideas and behaviours directly into fairly mucky audiences of isolated individuals. It could also be marked pile as not only showing the behavioural changes that can arise from a single piece of media output but also the underlying example of media influence that experts have looked for through experiments or fieldwork. stopping pointIn closing, there are perceived to be constantly 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 none more so than in the account made by James Halloran (1970)We must engender away from the habit of thinking in foothold o f 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 incredible 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 merely on the individual. As most pieces of media output are polysemic in nature, significance 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 pas seu lThe following authors were cited from Studying The Media Second stochastic variableJames 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, write 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 Modern 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