The Persuasive Power of the Media - Research Paper Example

? Media and Persuasion Hakanen (2006) argues that the past 50 years have seen an exponential growth in technology, which has greatly influenced acquisition and dissemination of information. Since the use of a telegram and subsequent technological advances that led to the creation of internet, various changes have taken place in the way the media influences people. The persuasive power that the media content carries with itself is evident in many societies. There are various theories that have been put forward to explain the persuasive power of the media. The main purpose of this research paper is to evaluate various theories that have been postulated to explain the persuasive power of the media. In addition to that, the paper seeks to find out which models are most genuine when it comes to explaining the influence of media on society (Wimmer, 2010). Lastly, the paper will apply one of the theories to a current example in the media with a purpose of critiquing the model. The theories Various theories have been put forward to actually explain how media influences people and the power it has to do so. These are: Cognitive dissonance theory, Communication accommodation theory, Spiral silence theory, Uses and Gratification theory and Symbolic interaction theory. Cognitive dissonance theory Proponents of this theory argue that an experience of dissonance is always aversive and people always tend to ensure that they avoid it completely (Niklas, 2000). Dissonance in this case means incompatible believes and actions. In so doing, the theory puts it that people tend to seek and find out something that does not contradict their opinion or belief. They also seek to hear something that is in line with their thinking and therefore make decisions that do not bring about feelings of dissonance. In explaining the influence that the media has on the society, the theory argues that information delivered to the people through the mass media is made to be in line with what those in societies expect. The end process of all this is where the mass media is able to change the beliefs, attitude, and actions of people thereby influencing them. Communication accommodation theory The theory originated from the speech accommodation theory in communication skills. The main interest of this theoretical perspective is to explain what happens whenever two people are communicating and they shift their communication style. The theory argues that whenever people are communicating to others, they will always ensure that they shift their communication style to fit that of others (Stay, 2006). To ensure that this is achieved people always tend to either use convergence or a divergent approach to communicate to the mass. The media therefore ensures that there is a lot of convergence so as to win the approval of even those who are powerless in the society. The end result of this is the fact that information communicated by the media therefore gives it power to persuade and therefore influence the target groups. The main purpose of all speeches made in a social situation is to win the approval of all those who the speech is directed towards. The media therefore applies the various stylistic devices that are meant to close the social gap between it and those it seeks to get a social approval from (Mortensens, 2006). The main thinking behind all these is that linguistic devices that are used by an individual play a key role in determining the kind of impression formed by receivers of the information. The media is therefore organized in a manner that it tends to adapt to the situation that is there and the subject matter that is in the public domain. The high persuasive power is however achieved by the fact that the media tends to remain within ethics that govern good conduct and maintains neutrality in most cases. Spiral silence theory The theory argues that as a result of enormous power that is possessed by the media, it leaves a great impact on people therefore making it easy for them to persuade them. In terms of public opinion, the media plays an important role since it is viewed by people as an important tool of resourceful communication and therefore influences the way people think, act or what they believe. In concrete terms, the theory holds that mass media has a greater influence on many opinions that are held by public and therefore use that especially to silence the voice of the minority groups and their beliefs on cultural issues. As a result of fear, the minority tend to observe what the majority are doing and to avoid being isolated, they copy whatever the majority are doing. This explains the whole process of how the media has become a powerful tool of persuasion. Uses and Gratification theory This theory takes a completely different perspective in explaining how the media has such great power of persuasion. Proponents agree that indeed the media feeds people with a lot of information gathered from different sources. They however propose that human beings are rational beings and therefore choose what to do and what not to. The Uses and gratification theory therefore argues that the mass media has little or minimal impact people and which translates to too little persuasion power. The underlying assumption is the fact that people have control over the media and it is not the media that controls people. Symbolic interaction theory In general terms, symbolic integrationists argue that people tend to act or belief based on the meanings that they attach to certain symbols. In addition to that, the language used whether with other people or within their thoughts is likely to influence peoples believes, actions and whatever they hold as being good (Slavco, 2008). Symbolic interactions theory therefore poses that the media and its content contain symbols that are relayed to people in any given society. To ensure that they are able to win the believes, actions and opinions of people, those involved in relaying information through the media use symbols that can be understood by those they are relayed. The greater influence is as a result of proper understanding of the meanings attached to symbols that are used by those in the media fraternity. The language developed in the process of communication helps in sustaining the communication and therefore meaning attached to these symbols is retained. In explaining the influence that the media has on society in general, the communication accommodation theory serves best in explaining especially when put in current context. The theory best explains how media applies convergence to ensure that it impacts on peoples’ believes, actions and their opinions Convergence In this context, it means that the media shifts its use in language to ensure that it is closer to that of its listeners and thereby influencing those being communicated to (Clawson, 2008). These changes range from as simple as a change in the use of phonetics to as well as shifting the use of stylistic device. The main problem in this case is that it tends to favor individuals who are higher in their status thereby neglecting the minority. Whether the views of the media will be accommodated or not wholly depends on three main factors which are: 1. Characteristics of the media or what is termed as its personality 2. The feelings of the media towards the group being influenced. 3. The initial orientation about the influence. In a modern example, the case of Islamic world and the rise against dictatorship can be viewed as one way that the media continues to influence people believes and actions (Kinney, 2003). This can be said to have been done through a consideration of various factors that include: 1. Sociopsychological states The social and the psychological status of those receiving information from the media has a greater influence on whether or not they are likely to accommodate it. The recent uprising in the Arab world can be explained in the same manner that people felt discontented by the oppressive leadership of those in power. The media achieved this through converging its broadcasts to fit those of the society by informing them the need for freedom and its importance. 2. Goals and the focus of those being targeted The aims and objectives of those targeted by the media plays a key role in determining whether the media will have influence on them or not (Charon, 2006). The main goal of most people in the Arab world that has recently seen uprisings was to get rid of tyranny and the media therefore advocated for this. 3. Sociolinguistics strategies that are employed by the media The language used to deliver the content is also of great importance in determining whether or not the media will have a profound impact on the general public. The language that was used to deliver information in countries where the uprising has been witnessed was such powerful even though the leadership at the time had suppressed the freedom of the press. 4. Behavior and tactics of the media The way the media carries itself around in the eyes of the people it delivers information to is a determinant of whether it will influence their believes, actions and their opinion. The mode of delivery for these media houses was such that it covered whatever was seen as being unfair and explaining in actual terms whatever the sources of these atrocities. 5. Labeling and attribution This is the last determinant of whether the media content will persuade or influence believes of those it delivers information to. Labeling refers to the act of assigning certain characteristics to certain people or events while attribution refers to collective thinking as a result of influence from other people. Labeling and fundamental attribution errors were committed on the part of those who received the information from the media. In conclusion, man is in a society that needs a lot of information to keep it going. The media therefore plays an important role in ensuring that this is done. However, it can also be noted that the media plays an important role in influencing believes, opinions and actions performed by people who receive the information. There are various theories that have been put forward to explain the persuasive power that is held by the media. The communication accommodation theory best explains the trend but it also falls short because it portrays the media as being controlled by the public on what to deliver. References Hakanen, P., (2006), Mass media and the society, Chicago: Chicago Publishers. Wimmer, J., (2010), Mass Media: A research, Toronto: JP Publishers. Niklas, L., (2000), Mass Media and Its effects, Oxford: Oxford University Press. Stay, P., (2006), Mass Media: Opposing viewpoints, New York: Tree Hill. Mortensen, J., (2007), Communication theory, Mumbai: Mumbai Publishers. Slavco, P., (2008), Public Opinion: Development and controversies in 20th century, Washington: The Horn. Clawson, Y.,(2008), Public opinions: Democratic practices, Chicago: HillGraw. Kinney, P., (2003), A handbook of symbolic interactionism, London: Crane Publishers. Charon, K., (2006), Symbolic Interactionism in Perspective, Edmonton: Flamingo Publishers. Read More