Media Influence Essay

The tidy sum Media is a unique feature of modern society its development has accompanied an increase in the magnitude and complexity of social effects and engagements, rapid social change, technological innovation, rising personal in come and standard of intent and the decline of whatever traditional forms of control and authority.There is an association in the midst of the development of muckle media and social change, although the degree and direction of this association is be quiet debated upon make up after years of study into media exploit. M all(prenominal) of the consequences, either noxious or beneficial, which hold up been attrisolelyed to the commode media, ar almost undoubtedly imputable to separate tendencies within society. Few sociologists would refute the importance of the stilt media, and book communications as a intact, as organism a major(ip) performer in the construction and circulation of social understanding and social imagery in modern soci eties. Therefore it is argued that the visual sense media is used as an pawn, both more powerful and more flexible than whatsoeverthing in fore breathing egress existence, for influencing commonwealth into real modes of belief and understanding within society.The question of medias captivate on society and its cultural exemplar has oft been debated upon from leading theorists to anyone with any form of media connections, but to contemplate that a character in investment Street or Eastenders mess hasten an act on an earreach members attitude, beliefs or interpretations of society is a very simplistic and debatable narration material of the truth. The media does fix, but victimisation more various(a) and subtle roles of impact. Some theorists arouse that it is even a case of society influencing the media and not the more general and presumed version.HistoryIn the early 1930s, the Payne Studies study took place into the effects and cultivates of the potty media on the society as a altogether using, at times, theories or beliefs that dated back to the late nineteenth century. This is regarded as one of the root in the area of or notion that the mass media has an affect on the societal attitudes and beliefs of that time.This was soon follow around nearly a go later in 1941 by Katz, Berelson, and Lazarsfeld who in any case decided to research into the affair of media effects, a research which produced the now comm whole known Minimum cause Model. The main aspect of this research existence to investigate any possible link or factor that may beguile pick out behaviour. As has been draw in many literature its denudation 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 endpoint that the biggest factor influencing people was not the media, but other people. By the 1960s, at that place was a revival of Marxist attitudes, and so the work of Katz, Lazarsfeld, and Berelson was largely disregard in favour of re-examining the model of research into media effects, referable to the modifications the mass media had undergone in the post 1941 period, to consider another way in which to investigate the check and the effects of the media.Influence, society and individualsAs Jane Root wrote in the book reach 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 sort at the medias effect and influence, there is an be need to define influence as we understand it in relation to society and its boilersuit effect.Media is a major fix within society that is lots cerebrate to the notion of social influence. Society understands the notion or concept 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 o f influence that have been described as a major power in media effects are those that are circumstantial and directed, those which understructure be placed within a framework or model, for example uses and gratifications,those of a generic function but last those which state perspectives, interpretations, and measurements which nominate lead to evidence and proof.Uses & Gratifications ModelA domineering and widely used model in social sciences study of media influence over the effects on an sense of hearing concerning behaviour, attitudes and beliefs, is the theory of uses and gratifications.This theory dismiss be linked to the notion of social belonging and how an audience dissolve be deceived into believing that this concept can be achieved. The tenet underlying this approach to studying audiences was that individuals actively consume and use the media in baseball club to meet certain needs. In reality, with the power belonging in the snap of the media, it can be defined as a tool of subliminal panorama. (OSullivan, Dutton, Raymer 1998)Blumler and Katz (1974) concluded that audiences ful movie houseent of needs came within the encompassing generalisation of four desires* Diversion a form of escape or emotional release from eachday pressures.* Personal Relationships companionships via tv personalities andcharacters and soci mightiness finished discussion about television with other people.* Personal Identity the ability to compare ones life with characters andsituations within computer programmes, and hence search personal problems and perspectives.* Surveillance a supply of avowation about what is going on in theworld.It is believed that this need to gratify its audience with the pursuit of an marvellous 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 the nub 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 always has the excerption of simply not watching that programme or not reading that particular(a) newspaper. An individual makes the choice, and the selection that is do will merely h old up the views and inclinations that they already have.television set ViolenceIt is believed that the most prominent sign of the mass medias influence is the link to violent programmes and violence within society. Some, technological determinists escape 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 recognized as heroes, due to the gaining of respect and numerous other rewards through their actions, they are especially likely to be imitated. For casing at t he height of its British dominance of childrens television, The billet Rangers were the cause 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 clue to aggressive behaviour, through desensitisation, uninhibitedness and stimulation. Scenes of violence in a plague film allegedly influenced the two charge ten year olds involved in the infamous James Bulger murder, in which a young boy was abducted and killed. It is verbalise that they undertook the resulting actions after becoming intrigued and excited by the violent scenes within the horror movie Childs Play. At the accused trial the defence made an approach to afford an argument that their actions could be explained through their fascination to television and films which depraved 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 open up that aggressive- devoted children are likely to become even more aggressive after watching violent television.A line made by the United States Surgeon everyday concluded that television violence is influential, as many as 25% of child viewing audience 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 pictured through the mass media on the youth of contemporary society, though there is considerable disagreement among different studies. For instance it could be concluded that violence can never be considered the sole cause of delinquent behaviour, it may possibly expert act to reinforce or affect those that are already prone to such(prenominal) 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 base and television news.NewsThe mass media present a stereotyped picture of life, which can often lead to inapplicable prejudices within not except discipline, 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 varied 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 news media wa s to distinguish the wrangle 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 chasten 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 star oppositions are used as a form of media propaganda, the conscious purpose 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 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 st udy 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 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 in person do not concur with this as I consider that slackly news does not lie, except it does not inform the audience of the entire truth by omitting the less interesting and outstanding parts. A news program isprimarily focused on the facts, but for the purposes of television and the print based m edia 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 well-nigh 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 augment stereotypes, presenting goodies and baddies within installments. The confirmation of their stereotypes may makes children feel more comfortable with themselves if they can place someone within a group. Also some children often only have their contact with some minority groups through the television. Greenfield (1984) found that Sesame Streets use of ethnic and disabled minorities has had positive degree affects on children, particularly those from the minority groups who feel greater cultural congratulate and self-c onfidence. Certain events are over-reported, such as violent or bring up 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 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 fruit involved a series of news bulletins in which the reporter gave a live account of a Martian impingement. 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 becoming hysterical, with some taking to the streets and others even packing up their belongings ascursorily as they could and driving 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 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 guesswork which asserts that the media are dominant agents of influence, undefendable of injecting ideas and behaviours directly into fairly inert audiences of obscure individuals. It could also be marked down 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.ConclusionIn closing, there are perceive 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. right off 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 statement made by James Halloran (1970)We must aspire 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 incredible tool of persuasion and could influence somebody undoubtedly. surge 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 translationThe following authors were cited from Studying The Media Second EditionJames Halloran (1970)Blumler and Katz (1974)James Curran & Michael Gurevitch (2000) Arnol d PublishersMass Media And Society Third EditionChapter 19 John Corner (2000) deep down Chapter 19, written by John Corner the following authors were citedCantril (1940)Blumler (1970)* John Eldridge, jennet 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