For Assessment – Advertising, Media, Power and Our Mental Environment

People are watching more television, reading more news, playing more video games, spending more time updating their social networking profiles and using more video on demand services than ever. It is clear that this is the age of consumption in terms of media, when we spend more than half of our time consuming some type of media. People are more and more attracted of media, because it gives them exactly what they want in every subject area.

Advertising is one of the key elements which attract people to this industry. Like we found out in the class, the advertising industry worth more than £16.7 Billion A Year, hasa massively significant role in determining what that media might be. There is an entire market strategy who analyses in depth every aspect of the advertisement process, so that it has the desired result. There are key points which assure the sustainability of this industry, and specialists must make sure that they went through every aspect such as: context for the changes which are taking place in the market, an examination of convergence based on content, methods of distribution and consumption, accessibility, innovation etc.. Here is a report which summarises some of these issues, by taking than a closer look to the television, radio and telecoms sectors.

It is clear that media has a strong impact upon our life, health, attitudes, behaviour etc.. Media consumption may affect a person’s thoughts, emotions, or behaviors in ways that could be direct or indirect, immediate or delayed, fleeting or lasting, things which cannot be controlled by anyone, especially because we are constantly exposed to it. Some researchers state that there should be strict rules, especially when its concerning vulnerable people such as children. But its impossible to stop this effects. As an example, a scientist can’t control all of the mediating factors, from levels of media consumption to demographics such as age, race, and socioeconomic status to harder-to-measure variables like environment, upbringing, values and previous experience of every media consumer. As an example, it make no difference that a child has been influenced by a video game or film to act violent,  because you can’t prove that that piece has the same effect on every consumer. So it is a vicious circle with no end.

In addition to this, there are some Theories which have emerged from these kind of studies upon media effects:

Catharsis theory – media is a way of venting our own frustrations.

Aggressive Cues Theory – media increases the chances of acting in a certain way, depending on what type of media are we watching.

Observational Learning Theory – the way in which we are related and positioned in terms of the act we are being exposed.

Reinforcement Theory – we all have a preconceived way of viewing media, especially due to our background.

Cultivation Theory – the symbolic realm of television actually shapes our conception of the world, our values, attitudes.

Media and Power:

Media has a significant impact on the ideologies we experience as ways to live our live.  The book Manufacturing Consent analyse how media creates Propaganda by Noam Chomsky and Edward S Herman (1988) describes five editorially-distorting filters applied to news reporting in mass media:

The size, Ownership and Profit Orientation – few big firms develop into conglomerates, in order to serve the interest of making profit for the owners.

Advertising – the dominant narratives, the dominant fears.

Sourcing Mass media News – “the large bureaucracies of the powerful subsidise media”

Flak and the Enforcers – corporations have great benefits and resources at their disposal, to set up “flak machines” to manage public information and discredit true information.

Anti – communism – undetermined the ideas around other forms of social organisations

So advertising and media have a negative effect upon us, when people try to imitate something we had seen or heard.  Are they capable enough to distinguish between right from wrong? Young people often imitate their role models blindly. What is being highlighted in the entertainment industry is the wrongdoings of these celebrities whom the young people idolize. And because they are heroes in the youth’s minds, they are still celebrated despite the bad behavior they have been showing to the public.

About adinavlad

Optimist, friendly,'ll get to know me :)

Posted on January 28, 2012, in 260MC - Media Production in Context. Bookmark the permalink. Leave a comment.

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