Media influence on decision-making, ethical and unethical practices - Research Paper Example

Teacher Today’s Media influence on decision-making, ethical and unethical practices In an era where media advertising is at its peak and every man is bombarded with targeted messages, either on a conscious level or subliminally, every hour of the day (Shanti). Although subliminal advertising is illegal in the UK and Australia yet it is perfectly legal in other parts of the world (Shanti). More than subliminal messaging, media utilizes various other techniques to present information; the public in general lack understanding of even these techniques and fall easy prey, thus taking decisions that they would otherwise not. Pharmaceutical marketers argue that advertising and promoting drugs allows for the patients to be more informed and know their options when it comes to therapy or medication (Buckley 4). More than often the media and marketers have been known to presents information in a manner which can be misleading. In a survey conducted in USA in 2012 it was reported that 60% of all Americans do not trust the media to report the news completely and accurately (Morales). When it comes to news the media is only having an effect on the opinion of the people but when it comes to health marketing and communication it is the health and lives of people and consumers which are at stake. Media Pressure and Persuasion Media pressure means to exercise influence over the ideologies, practices, opinions and values of people (CYH). Hirsch & Gandolf believe that health care advertising agencies use a lot more than budgets allocated for media advertising and innovative ideas; persuasion and its various techniques are employed to market healthcare products to the medical community in specific and public in general. Persuasion has been a strong technique to influence control over the people by controlling and manipulating their behavior (Shanti). Media is all about creating a hype and generating sensation, thus when it comes to Health, it becomes an unreliable tool to rely on for making informed decisions; as only the studies and researches that are sensational tend to make their way to the media even if they contradict the more popular and authentic sources (CYH). Techniques of Persuasion Doctors, nurses and physicians make use of beneficent persuasion to help patient’s make their health choices and decisions (Swindle, McGuire & Halpern, 260); but the goal of the media is to make people believe the information they present and for that they use multiple techniques (media literacy project 1). For example in 1980s-90s young people indulged in tobacco smoking at alarming levels and the rate was increasing; media marketing strategy was mainly considered responsible for the significant increase in the percentage (Worden & Flynn). Cialdini highlighted six techniques of persuasion that are most are most significantly influential in health decisions (Hirsch & Gandolf). 1. Social Proof This technique follows that people gather their sense of right and wrong from observing what others are doing; if the general public is doing the same thing it removes the confusion from the mind of the person (Hirsch & Gandolf). Techniques like Band wagon, plain folks and testimonials follow this principle (media literacy project 2). e.g. a person suffering from diabetes is more likely to be influenced by the testimonials of other diabetics when it comes to the use of a glucose meter. 2. Reciprocity The principle follows that whenever people receive something, even if it is a free sample or a sample treatment, they feel obliged to give something in return which includes purchasing their product or services (Hirsch & Gandolf). With relation to the health sector it can involve providing the patient with a first free visit, discounted prescription glasses or a free dental cleaning (Hirsch & Gandolf). Explicit claims is part of the technique but if proven wrong it can also backfire (media literacy project). 3. Commitment Commitment and consistency are craved by people. When people choose a product or commit to it they want to stay committed and show consistency in their decisions (decision making confidence). Inconsistency can reflect as being untrustworthiness, thus people maintain their commitments, as such giving rise to brand loyalties (Hirsch & Gandolf). Rhetorical questions is applied by media to affect changes in people (media literacy project 4). 4. Scarcity Marketers make effective use of the tendency of people to consider something that is scarce as valuable. Products and services are presented as being scarcely available and thus having a higher value than other products (Hirsch & Gandolf; decision making confidence). Scarcity involves addressing people with offers like limited edition, members only, competition, opportunity loss etc. (decision making confidence). Particularity can also signify scarcity and value. Individuality, Intensity and product comparison are techniques employed as such (Little 1; media literacy project). e.g. when a herbal tea for losing weight is introduced into the market, it’s made limited edition and people buy in fear that they may not forgo the opportunity to lose them the weight in which they have been unsuccessful. 5. Authority Authority means the tendency of the people to be influenced by and be respectful of figures in place of authority (Gandolf & Hirsch). Symbolism may also be employed to signify authority like the use of white coats in health advertisements implies medical authority (Hirsch & Gandolf). Techniques like celebrities, experts, scientific evidence, and fear are part of using authority to be persuasive (media literacy project 3). e.g. if a doctor is seen presenting a fact that a particular toothpaste is good for children than nobody will question this. Also media reports do not present the details of particular studies, just the persuasive evidence, its called extrapolation (CYH; media literacy project 4). 6. Liking People are easily convinced of the authenticity of a drug, diet, and fitness plan or health decision if someone they like is taking or advising it, the likeability for the person is communicated or associated with the product (Hirsch & Gandolf). Celebrities, association, beautiful people, glittering generalities and analogy etc. are techniques used by liking persuasiveness (media literacy project 5). Recently the of the counter allergy drug ‘Claritin’ was accused of using promotion techniques that could mistakenly make the children believe that Claritin was some snack or gummy bear, as the cartoon characters used to promote the gummy bears were used for the promotion of Claritin and the children could develop association between the two (Thomas). Ethical Considerations Subliminal advertising is considered unethical in the UK and Australia, but is completely legal in other parts of the world (Shanti). Other forms of persuasion techniques are considered legal but may have issues of being unethical. 1. Using techniques like extrapolation and scientific evidence can be considered as unethical. As the studies that are presented are complex; their details and non-influencing information is not presented and removed, misleading the public (CYH). People should search the studies that are presented as proof and find out more about the omitted details. 2. It is argued that using experts and liking as persuasive techniques in drug promotion aims at attempting to limit the self-awareness and thinking tendency of people and assumes that people are not capable of thinking for themselves (Monash; decision making confidence). 3. Drug advertising is known to be misleading (Buckley 7) and presenting inaccurate information 4. Using fear as a persuasive technique has also been considered as unethical (Bradley). Advertising based on fear uses cues like anxiety production and scare tactics, which is considered as unethical (Bradley). DTCA (direct-to-consumer advertising) should be governed by legal and ethical guidelines to ensure that the information presented in not misleading, has no disease mongering, and does not promote drugs with no safety profiles (Buckley 7). References Bradley, I. “Ethical Considerations on the Use of Fear in Public Health Campaigns.” Clinical Correlations. 23 November 2011. Web. 8 April 2013. Buckley, J. “Pharmaceutical Marketing – Time for Change.” Electronic Journal of Business Ethics and Organization Studies, 9/2, pp. 4-11. Web. 8 April 2013. http://ejbo.jyu.fi/pdf/ejbo_vol9_no2_pages_4-11.pdf Cialdini, R. B. “Influence: Science and Practice.” 5th Edition. UK: Pearson. CYH. “Media Pressure.” Child and Youth Health. 8 April 2013. Web. 8 April 2013. Decisionmakingconfidence. “How The Media Influences Our Decisions.” Decision Making Confidence. 4 April 2013. Web. 8 April 2013. Hirsch, L. & Gandolf, S. “Using the Six Principles of Persuasion in Healthcare Marketing.” Health care Success. 11 September 2012. Web. 8 April 2013. MediaLiteracyProject. “Language of Persuasion.” 8 February 2012. Web. 8 April 2013. Monash. “Implicit persuasion in Pharmaceutical marketing: ethical implications for regulators and consumers.” Monash. 8 April 2013. Web. 8 April 2013. Morales, L. “U.S. Distrust in Media Hits New High.” Gallup Politics. 21 September 2012. Web. 8 April 2013. Little. M. “Analyzing Persuasive Techniques in Advertising.” Class zone. 29 April 2008. Web. 8 April 2013. Shanti, S. “The Hidden Persuaders: Persuasion Techniques and Propaganda in the Midst of our Society.” AMOS. 2 September 2010. Web. 8 April 2013. Swindell, J. S., McGuire, A. L. & Halpern, S. D. “Beneficent Persuasion: Techniques and Ethical Guidelines to Improve Patient’s Decisions.” Annals of Family Medicine, 8/3, 260 – 264. June 2010. Web. 8 April 2013. Thomas, K. “Health Groups Criticize Allergy Drug Promotion.” New York Times. 20 June 2012. Web. 8 April 2013. Worden, J. K. & Flynn, B. S. “The Case for Persuasive Health Messages.” American College of Physicians. April 2011. Web. 8 April 2013. Read More