The Effects of Media to Its Audience - Case Study Example

The Effects of Media to Its Audience Introduction Media is known to have an influence on the audience. This can be attributed to the fact that the relationship of media and the audience completes the basic process of communication. The media and its components can be considered as the stimuli causing the audience to react in different ways. One of the main areas of interest in the said field is the affective process of the media. In the study undertaken, the main objective is to present the ways and means which exhibit the effects of the media on the different types and classification of audiences. In addition, the said effects are also classified into advantageous and detrimental in nature. The Media and the Audience The effects of the media can be attributed on the interaction with the different components of the society. Media refers to the components of communication in different forms. When a layman is asked regarding the definition of media, the different forms such as television, radio and internet are the main answers. Basically, these examples have the common denominator of being able to communicate with the target population or the audience (Cardwell 1-3). In the process of effective communication, the effects that can be incurred to the audience can be explained on the basis of different views and aspects. Included in the said issues is the capability of the audience to intercept and understand the stimuli and signals that are sent by the media. On the other hand, the different forms and ways of the media to communicate with the audience is another point of view in the process of determining the effects of media to the public (Cardwell 1-3). The effects of media can be considered on the basis of different levels of intensity. It can inculcate values, bad habits and views. The extent of such effect can even motivate the public to undertake and be involved in different types of activities in the society. For that matter, media can be considered as one of the most powerful weapons in events of chaos, confusion and war due to the fact that there is a divided notion and the decision of which side to take commonly depends on the effectiveness of the propaganda used by the different types and forms of media (Gurevitch 242). One of the most common examples of the said scenario is related to political views and election wherein the political personalities optimize the use of the different media to be able to achieve their goals. The Different Principles of the Media Effects Since the establishment and recognition of the effects of media to the audience, different concepts and data had been studied and identified on the basis of the different principles of media effects. One of the basic views related to the effects of the media to the audience started in the early 20th century when the stimulus-response model had been the basis of the perceived effect of media to the people (Perse 23). It can be related to the “magic bullet” or “hypodermic needle” model which indicates that the audience is relatively powerless in hindering the effect of media. In the said model, the influence of the media can be infused and injected to the brain of the members of the public, as shown by the Figure 1 (Mediaknowall Homepage; Perse 23). The different forms of media can be considered to have influence to change the minds and to sway the decisions of the people by presenting propagandas. In addition, another important notion in the said model is that the different background concepts such as the intelligence and the opinion of the individual regarding the issue do not hinder or affect the reception of the stimulus produced by the different forms of media. The audience according to the said model is passive and heterogenous (Mediaknowall Homepage; Perse 23). One of the examples that can be cited on the said model is the popular culture that commonly affects the population for example in fashion and music. The trends are being followed subconsciously in most cases. (1) (2) Source: Mediaknowall Homepage Figure 1. The Hypodermic Needle Model. Another model that targets to explain the effects of media to the audience is the “two-step flow.” The said model had been developed when the hypodermic model had been insufficient to explain the complicated manner of the media in affecting the audience. Based on the said model, upon empirical studies the direct effect of the forms of media had been reduced and the influence of the different social factors had been included (Mediaknowall Homepage; Perse 23). Based on the said model then, the main deciding components in the effects of mass media are the social factors and the media itself. Based on further study regarding the effects of media, the main roles had been achieved such as in diversion, personal relationships, personal identity and surveillance. The said points had been used as the main weapons to achieve and keep the interest of the audience. The said interest can be considered essential to be able to gain the approval and support of the audience. Such influence can be considered as a power by certain groups specifically politicians (Rokeach & DeFleur 3). The reception theory is another model used to be able to explain the effects of the media on the audience. The main view of the said model is the variation in the manner the audience accepts and interprets the messages that are conveyed by the media. The reception of the audience can be attributed to the combination of the influences of the different components on the communication process specifically the audience and the media people (Mediaknowall Homepage; Perse 23). The presented concepts are the main ways to be able to understand the effects of media on the audience and the members of the public. Effects of the Media The media can positive affect a person or initiate a detrimental effect and harm. Included in the study of the effects of the media is the determination of the positive and negative effects. Positive Effects of the Media There are different effects that can be attributed to the media. One of the said effects is in terms of the improvement in communication. By using the different form of the media, the people can be connected and be progressive in different aspects of the society and livelihood. Another is the improvement of the outlook of the population regarding different issues, specifically gender related (Gauntlett 5). Leadership and methods of coping with the different difficulty in life can be achieved by observing and imbibing the different messages that are conveyed by the different forms of media. One example is the ways of interacting and coping with interpersonal relationships which can be seen on a daily basis in different genres in televisions and in fictional stories in books. Basically, in terms of psychological and behavioral capabilities of the public can be considered due to the main references that can include films and TV programs (Gauntlett 2). In terms of the heroic characters and protagonists in the different forms of media, the audience tries to aim to perform well in different activities and endeavors in their life. Basically, the characters on the different forms of media can be considered as role models in the life of the public (Gauntlett 2). The effects of the media can be considered positive on the basis of the fact that the audience needs to continuously learn about the different events and lessons in the society to be able to achieve the experiences in life that are needed for survival. This can be attributed to the fact that lessons in life can also be learned on the basis of the experiences of others that are communicated through telling stories and the forms of media. Negative Effects of the Media There are also negative effects of the different forms of media. The said effects are even the target of different concerns specifically in the behavioral aspect of the audience of different age and gender groups. One example of the negative impact of the media is in relation to public’s dependency on the public affairs information. This can be attributed to the fact that the bias can be considered inevitable in the presentation of the information in the different forms of media. For that matter, there is a possibility that the audience can take sides. One example is the negative attitude towards the government when certain information that is achieved from a single source lacks reinforcement from other sources (Becker & Whitney 95). The said effect is needed to be given attention through the vigilance of the media authorities and the audience themselves. This is important although a great challenge to undertake due to the fact that people are naturally receptive of the stimuli in the environment for learning and information sources. Another example of negative effect is the way that people can perceive themselves. For woman, they tend to aim for the physical modification of themselves to be able to improve confidence due to the notion that slim body and other physical features are the standard of beauty. The said view can even lead to different behavioral and psychological ailments such as eating disorders. This is only one of the negative effects of the media which can result to misconception of the audience. The said view is the same for guys on the basis of their interests and other views (Gauntlett 5; Mediaknowall Homepage; Perse 23). Analysis of the Effects of Media Based on the study of the effects of media it can be considered that the impacts can either be positive or negative in nature. The said effects are based on the different aspects such as the components of the media, the message conveyed and the audience. In cases wherein the media can cause negative effects the said components are then needed to be taken into consideration. It is a common notion that the media is blamed for the negative effects, that it can incur to the people. The main reason for the said view is the reach and capability of influence of the media due to the fact that the types of media are also the forms and modes of communication that can be classified in the written, oral and broadcasted type. The said prejudice towards the different forms of media can be considered common although the audience is also needed to be responsible for the influence of the different media on the behavior and other aspects of the personality. The process of conveying messages between the different forms of media and the audience can be considered as a basic form of communication thus both sides are needed to be responsible for prevent the detrimental effects on the society. Works Cited Becker, Lee B. and D. Charles Whitney. “Effects of Media Dependencies.” Communication Research, 7 (1): 95-120. Cardwell, Sarah. Studying Media. London: Trotman & Co Ltd, 2000. Gauntlett, David. Media, Gender and Identity: An Introduction. New York: Routledge, Gurevitch, Michael. Culture, Society, and the Media. Bungay, Suffolk: Taylor & Francis, 1982. Mediaknowall Homepage. Audience. Available on-line from http://www.mediaknowall.com/alevkeyconcepts/audience.html Perse, Elizabeth M. Media Effects and Society. New Jersey: Lawrence Erlbaum Associates, 2001. Rokeach, Sandra and Melvin DeFleur. A Dependency Model of Mass Media Effects. Communication Research 3 (New York 1976) 3-21. Read More