MEDIA Influence
Media refers to forms of mass communication which include: newspapers, magazines, books, radio, advertisements, TV, movies, music, video games, internet, etc.
Did you know that the media is responsible for the majority of the observations and experiences from which we build our personal understandings of the world and how it works?
As a matter of fact much of our view of reality is based on media messages that have been constructed with attitudes, interpretations and conclusions already built in. Media gives us our sense of reality by providing carefully crafted messages that proclaim values and ways of life. The messages that we receive have an effect on our knowledge, attitudes, behaviors and beliefs about health, gender, race, ethnicity, relationships, violence, etc.
Therefore it is important to learn how to:
- Recognize how media messages have the ability to influence and persuade us;
- Think critically about media messages—to uncover hidden messages and values;
- Understand how things we see and hear can lead to stereotyping, desensitization and objectification.
Stereotyping is the process of attaching a generalized, incomplete and inaccurate label to a person, group of people, idea, etc. Stereotypes can be positive or negative. Stereotypes effect what a person thinks and believes about others, as well as how s/he behaves toward them.
Desensitization refers to the normalization of something. Seeing and hearing things over and over again can effect our attitudes and behaviors. For example, long-term exposure to media violence often leads people to be more accepting of violence and less concerned about victims of violence.
Objectification happens when we view people as objects and not as whole human beings. By doing so we are more likely to treat them as if they are just an object. Media frequently portrays people as objects. By focusing on their body parts instead of the whole person (like a sex object) we are more likely to treat them like that object rather than treating them like a person who has thoughts, feelings, etc.
Media Literacy
Media Literacy is the ability to read, understand and deconstruct media images and messages.
The 5 key concepts are:
- All media messages are "constructed."
- Each form of media has different characteristics, strengths, and a unique "language" of construction.
- Different people experience and interpret the same media message in different ways.
- Media messages are produced for particular purposes, including profit, persuasion, education, artistic expression and to gain power.
- Media messages have embedded values and points of view.
Learning to question images and messages is a critical first step to becoming an active, thoughtful consumer of the media, and, consequently, an independent thinker capable of resisting and challenging unhealthy cultural norms.
Examining Media Messages Exercise
Use the following questions and the techniques of persuasion to deconstruct media messages.
Some Questions to Ask about Any Media Message:
- Who made and who sponsored the message, and for what purpose?
- Who is the target audience, and how is the message specifically tailored to them?
- What are the different tools or techniques used to inform, persuade, entertain, and attract attention?
- What messages are communicated (and/or implied) about certain people, places, events, behaviors, lifestyles, etc.?
- How current, accurate, and credible is the information in this message?
- What is left out of the message that might be important to know?
- In what ways is the message healthy or unhealthy?
Tools and Techniques of Persuasion
The following are some various strategies that the media uses to inform, entertain, attract attention and persuade us to want what is being advertised.
The Media Uses:
Humor - Funny or crazy images. By making people laugh, you can persuade them.
Fear - The media often tries to make us afraid that if we don’t do or buy something, something bad could happen to us, our families and friends, or our country.
Macho Strong, tough, powerful – usually males. May carry weapons or be pictured in dangerous situations.
Warm & fuzzy - Using sentimental images (especially families, kids and animals) to sell products or ideas
Fun - Everyone is happy – smiling and laughing. Often images of people doing fun things and having a good time
Sexy - Emphasis on physical attributes of models, usually female; may wear revealing clothing and be shown flirting through attitude or body language.
Celebrity - Someone most people recognize – athlete, musician, politician, or movie star.
Beautiful people - Using good-looking models in ads to suggest we’ll look like the models if we buy the product.
Wealth - Expensive and elegant places and things. Big houses, new cars, jewelry, designer clothing, etc.
Scapegoating - is a powerful technique that blames many problems on one person, group, race, religion, etc.
Bandwagon - insists that “everyone is doing it.” It plays upon feelings of loneliness and isolation.
Card stacking - provides a false context, telling only part of the story, to give a misleading impression.
Repetition - drives the message home many times. Even unpleasant ads work if they are repeated enough.
Media Ownership
Do you know how many or how few companies own all of the media that we see and hear? Would you believe that most of the radio and television stations in the Philadelphia metro area (which includes Delaware) are owned by only 5 companies? It's True! Or that all of the popular concert venues in the Philly area are owned by the same company? It's True! This limited media ownership means that the music we hear, the concerts we go to, the television shows and commercials that we see, and even the news stories that we read are all controlled by just a handful of companies who are deciding what information we receive and don't receive! Check out the website below to see exactly how this breaks down in the Philly area.
Or click here to download a PDF version of this information
To learn more about Media influence check out these websites!
www.youthnoise.com
Youth Noise is a web-based program created to motivate young people ages 13-26, to improve their lives and the lives of children and youth, worldwide, through volunteering, fundraising and speaking out.
www.action.youthmediacouncil.org
YMC is a media strategy and action center dedicated to building a strategic and collaborative movement for justice by strengthening media strategy, capacity and action.
www.teenvoices.com
Teen Voices is an intensive journalism mentoring and leadership development program for teen girls whose mission is to further social and economic justice by empowering teenage and young adult women.
