The Impact of Media Language on Audiences - Research Paper Example

The Impact of Media language on audiences Introduction Effective use of language can leave a lasting impact on the audience’s minds (Edwards, 1982). Recent studies have shown how the masses take greater notice of media texts involving word play, alliteration, and onomatopoeia, with writers trying to involve as much action as they possibly can to heighten the sensitivities of the receiver (Berger, 1998). The use of expressive vocabulary builds a bridge between the provider and the receiver of the information, thus making the media text more personal and more liable to create an impact. It is common knowledge though the average American spends approximately 3 hours a day in front of his television set, add to that number the amount of time he spends on the Internet, as well as the time he spends reading the newspaper and other media related texts and we can comprehend that roughly two thirds of his day is spent within reach of the media, in one form or another. This dependency has been fully taken advantage of. Advertisements seek to bring the consumer out of the normally economic minded individual, frequent repetitions drive jingles deep into the memory of the audience, and catchphrases such as, “Milk does a body good” and, “ I’ve fallen and I can’t get up” become household terminologies (Lears, 1994). Cinema and music, similarly, have introduced phrases, and lines that have ingrained themselves into the consciousness of the American people, thus actually turning them into commercial vehicles. “Here’s looking at you, kid” and “Show me the money” are an integral part of American consciousness now. (Lears, 1994) Another flagrant example is the use of obscene language in certain forms of music. This language propagates itself instantly to the listener, causing him in turn to use it more and more frequently. Words like “ass” and “bling’ are now normal everyday vocabulary. This makes the performing arts a powerful mode for language transitions, effecting the speech and ideas of the perceiver in subtle but unmistakable ways. By playing on their susceptibilities, media personnel can manipulate, and mould the audience in any way they please. Provocative wording, catch-phrasing, and dramatizing help in tinting what should be a completely objective news report with one’s own opinion. This technique of providing ‘opinionated’ news, that is, news highlighted with the reporters own personal judgments, is a major way of swaying the beliefs and emotions of the reading public. Body language, constant stressing on certain words, and using words that would naturally produce a sensation are great weapons for experienced communicators (Edwards, 1982). In the field of politics, where power depends mostly on one’s ability to sell one’s opinions, language usage is a necessary tool to master. The media has always been used as a tool to educate and stimulate the audience’s minds. The hype and controversy surrounding the Terri Schiavo euthanasia case, which we shall further study, is an ideal example of how language can influence the emotions and consciousness of ordinary people. The terminology used and the method of citing opinions basically created the controversy which turned into one of the biggest ethical discussions of our times. Similarly, throughout the Suffragette movement (1920’s), the conservatives and the liberals used newspapers and pamphlets to circulate their views on the right for women to vote. What was primarily a case of simple human rights became a war of words and media manipulation. Constant exhortation of the word “mother” and “life-giver” in the newspaper issued by Christabel Pankhurst, The Suffragette, gave their requests a tinge of blackmail. (Greer, 1964) During the early 1950’s, newspapers, magazines and radio had created such an atmosphere of fear and suspicion over the supposed communist activities taking place within the United States, that Senator Joseph McCarthy’s sometimes far-fetched accusation of subversive activities against certain public figures were taken seriously. His ability further, to maneuver public opinion using words like, “Un-American”, “subversive” and “unpatriotic” further deepened the masses mistrust, giving him carte blanche to prosecute anybody he considered guilty of communist leanings. During the Civil Rights movement in the 60’s also, the use of periodicals to promote the viewpoints of both the black community and the white was profound. Language played an important part in the struggle for emancipation. The difference though was in the approach of the two great leaders of the African American movement, Martin Luther King Jr. and Malcolm X. Where the former hoped to persuade the government to relent, Malcolm X was more vocal against white people, terming them as ‘evil’. This battle of ideas within the Black faction itself caused great confusion to the Caucasian community. Supporters of Civil Rights themselves were not overtly sure where to stand on the issue. In the present times we see how careful maneuvering of language in the media has led to misinformation and misinterpretation of data. Words such as “crusade” and inflammatory terms such as “Islamists” only deepen the gulf between the two different theologies, and rather than trying to increase understanding, this use of language does the opposite. Case Study of Terri Schiavo During the early 20th century, newspapers truly took their place as weapons in the hands of a certain righteous minded few. Journalists such as Hearst and Pulitzer used sarcasm and sensationalism to invoke anger and indignation at the wrongs perpetrated by society. Sensationalism from then on, became the chief technique to arouse mass sympathy to one’s cause. This method of over dramatizing and showing only a one-sided view has been utilized often by journalists even now, because as most are taught, the average adult needs his ‘daily does of drama’ (Fiske, 2003) In 1972, the true power of journalism became obvious when the Washington Post, led by investigative reporters, managed to expose links between the Nixon government and a burglary that took place in the Democrats national headquarters. The furor that took place later, with further evidence of Nixon’s corruption being revealed, caused the resignation of the American President. Thus the role of journalists as ‘watch dogs’ is accepted by society. But this role is often taken too seriously, and the quality of the information being transmitted to the audience becomes one-sided and tinted, in many cases, with the journalists own opinion. Readers who have access to no other mode of information, or are too lazy to seek alternative sources, are often left with malformed, biased view of the event taken place. To further emphasize this claim, let us turn to the Terri Schiavo case that caused such a furor in the Catholic community. The simple facts of the case were that Terri Schiavo collapsed in her home in 1990, suffering from heart failure that led to severe brain damage because of lack of oxygen. According to most medical experts, she was in a persistent vegetable state and had little hope for recovery. Her husband Michael Schiavo wished to have the feeding tube removed; her parents refused and took the matter to court. After 6 years of legal battle, the Supreme Court finally decided that Terri’s feeding tube should be removed and she be allowed to die. (Washington Post, March 18th 2005) What would have been a simple case of euthanasia turned into a nationwide debate over the sanctity of human life and the will of Man to take it. The role of the Media in creating the hype and the drama was more than periphery, journalists embraced the issue, turning it into front page news, polls were held, and Catholic periodicals went so far as to state the Schiavo family was fighting ‘a spiritual battle against an army of devils’ (Spirit Daily, Feb 1, 2005) This use of hyperbole became the constant in Christian, particularly Catholic, journals. The audience also reciprocated, with protests and marches carried out to save Terri Schiavo’s comatose life. Editorials appeared on all the leading newspapers throughout the world, protesting the Supreme Court decision and the Judge in question was requested to be impeached because of his decision. Another important facet of the media reporting was that no fixed information was given whether Terri was in a vegetative state or not. In medical terms, to be in a persistent vegetative state means to be paralyzed in all four limbs but able in some cases to move the head and eye. Most importantly, there is also an inability to feel discomfort, pain or any other sensation. Yet different periodicals gave completely dissimilar reports on Terri’s state. According to Christian reviews, Terri’s parents, the Schindlers claim that Terri was able to communicate using facial gestures, and was able to enunciate words like “pain” and “help”, though in rare occasions. In contrast, newspapers like the New York Times state that Terri was never seen to communicate, and that in some ways it was impossible for her to do so. Similarly, words and phrases like “murder”, “death by starvation” and “against the teachings of our lord, Jesus Christ” were used by journalists to garner support for Terri’s situation. Further on, defamation articles against Michael Schiavo, Terri’s husband also appeared on the internet and tabloids. The concept of euthanasia has always been controversial with almost a balanced number of people supporting and opposing it, but the question, of course, arises whether this particular issue would have gained such immense publicity had newspapers, journals and the broadcasting networks not joined into the battle. Language use in periodicals, journals and other news-related media is relatively stable though. The most obvious effect of the media on the everyday speech of an individual is through commercial broadcasting. Advertisements, sitcoms, soap operas, reality shows routinely change our language, our perceptions and in turn transform the way we look at ourselves. Growing awareness of political turmoil, economic instability and racial inequality through satellite and cable transmissions have changed the way the average American perceives the world. Thus globalization, if making the world smaller, has also developed the English language, introducing previously unknown terms into the American dictionary. Concepts like apartheid, intifada, jihad and nirvana are now available to everyone. Similarly, the English language, thanks to its vast communication network, is now understood largely throughout the world. This ability of the media to transcend land boundaries as well as social and cultural limitations makes it such a powerful tool and weapon. Tool because it helps greatly in propagating a certain point of view, and a weapon for the same reason (McCullagh, 2002). Cultural barriers can be broken down, or erected all depending on the way the media is used. Media influences in everyday speech Previously stated, terms that appear regularly in periodicals, such as, “Jihad”, “globalization” and proliferation” form a place in everyday language. People, even if unaware of their actual meaning, will be able to understand the context in which those words are used. Song lines such as “Nothing but a Hound dog”, “Smells like teen Spirit” are now cultural icons, having their own identity to the average viewer. In similar cases, catchphrases from sitcoms and other famous television shows become openly used in daily vocabulary. Slang is introduced in the same way as well as jocular terms. Media representation of certain communities, in the same way, produces stereo types, based on the dialect, the speech defects and the mode of grammar. Koreans for example, can be identified with the “r” in place of “l”. Indians similarly are highlighted by their accents and a few catchphrases (Ranjeet, in ‘Mind your Language’ used a very distinct form of grammar). Similarly, accents and body language is utilized by the media to distinguish different nationalities and races. Many find this use of stereotypes offensive (Mittell, 2004), but others pride themselves on their uniqueness. British based Indians even further intensify their dialect in various television programs (‘Goodness Gracious Me!’ and ‘The Kumars at No.42’) and in their cinema (‘Bend it like Beckham’ and ‘East is east’) the British audience ion turn has fully embraced their Indian minority, using and comprehending words like ‘funda’ ‘desi’ and ‘masala’ openly. Thus the language question instead of forming a barrier has actually formed a bridge. The propagation of culture via the media would be an important tool in promoting good-will. Most importantly, understanding of one’s speaking techniques would also prove to be a great boon. In many nations for example, understatement is a vital aspect of their speech. The British, Japanese, German are often found guilty of speaking of catastrophes as ‘slight mishaps’. Comparatively, the American, Swedish and South Asian people frequently turn to hyperbole, as a means of transmitting information (Saussure, 1983). Knowledge of this would make cross cultural communication much easier; even now, thanks to satellite channels, we see how we are able to understand cultures of different countries so much easier. Yet conversely, this has made many believe those stereotypes to be the actual representation of the community, causing unnecessary simplification of a nationality’s traits. For example, all Arabs are considered to be filthy rich wearing long white gowns, enunciating slowly, and all Black Americans talk at lightening speeds and curse profusely. Average people show immense surprise sometimes at Indians not having heavy accents and over-rolling their ‘r’s’. In the communities concerned, one of the worst possible effects would be the cause of identity crises. Not enunciating, and not having the typical dialect causes a feeling of alienation, within and outside the community. Thus, where the use of language may in some cases create bias and hatred, it can also create a feeling of homogeneity between races. If not that, it still allows a celebration of a nationality’s uniqueness in a strange homeland. Importance of language in Media texts Language in media texts is carefully chosen, whether to create a shock, to horrify, to entertain, or to placate. Whereas images create the picture, words are necessary to complete the idea. An audience not only has to see, it must also be told about the benefits, the adversities, the pros and cons of whatever it is they are watching. This need is stipulated by the fact that the average adult does not wish to think beyond that idea which is transmitted to him, via the written word or the spoken word. This comparative laziness of the audience is what makes the media so very powerful. The ability to control an entire nation’s idea is a giant responsibility which intelligent and resourceful media personnel do not take lightly. This ability to not only control, but to shape an audience’s mind means that with proper manipulation of language (the concept of diplomacy and tact coming to light here) many problems could actually find themselves a solution. Instead of playing up their audience’s susceptibilities, the media should try to promote the good will and brotherhood it constantly stresses that the world needs. Hence, we see how day by day the hold of the media on the world’s mind is growing. And regularly a war of words takes place between some group and the other. This war of words is an integral part of mass communication, for until the media does not give the impression of knowing what’s best for the audience, the audience will not follow it blindly. Conclusion Much has been written and said on the effect of language on the media. Many people have been protesting the liberal use of obscenities and curses in normal everyday broadcasting; this tolerance of the media speaks highly of the freedom of expression that the press has always enjoyed but adversely effects the audience. On the other hand, language is a key factor in depicting real life events and scenarios, and truly gives the flavor of authenticity. Also we see how manipulation of language can create the desired impact on the public. The Terri Schiavo case was a simple example on how the Christian right exercised sensationalism, and drama to emphasize their cause. The language that they used played with the audience’s susceptibilities, making them feel even more strongly about a case that was already more emotional that rational. Thus we can safely conclude that careful manipulation of language can affect the mind of the audience. Study of the prospective audience, the situation and the information being relayed will allow the media to control the emotions and the intelligence of the masses. This control could come in the form of providing support for an attack on another country, or in protesting against same-sex marriages on public television. The Freedom of Expression pact allows that views can be openly declared on public television or through pamphlets and periodicals. Media texts, on the other hand, also have a great responsibility. They should know that the views that they express could be detrimental in some form. BIBLIOGRAPHY Media texts Smith, James A, The Baptist, Comforting the afflicted and afflicting the comfortable in the Terri Schiavo case, March 24th (2005) URL: http://www.floridabaptistwitness.com/4042.article Frey, Jennifer, The Washington Post, Terri Schiavos Unstudied Life, March 25th (2005) URL: http://www.washingtonpost.com/wp-dyn/articles/A64459-2005Mar24.html Tierney, John, The New York Times, Mourning in America, June 10, 2006 URL: http://www.select.nytimes.com/2006/06/10/opinion/10tierney.html The Spirit Daily, The Spiritual Fight behind the Terri Schiavo Euthanasia Battle; Feb 1st, (2005) URL: http://www.lifesite.net/ldn/2005/feb/05020111 Journals Berger, Arthur (1998). Media analysis Techniques, (2nd Edition), Thousand Oaks, CA, Sage Edwards, John R. (1982), “Language Applications and their implications among English Speakers: Social and Applied Contexts” In. Ryan, Giles & Howards (Eds), Attitudes towards language variations Fiske, John and Hartley, John (2003). Reading Television. London, Routelage. Greer, Germaine, (1964). The Female Eunuch. New York, Palgrave McCullagh, C (2002). Media Power: A sociological Introduction. New York, Palgrave Mittell, Jason (2004). Genre and Television. New York Routelage Ryan, Giles and Sebastian (1982). “An integrative perspective for the study of attitudes towards language variation. London, Edward Arnold Saussure, Ferdinand de (1983) “A course in General Linguistics”. (R.Ham, trans) London: Ducksworth Word Count: 2,768 Read More