Role of Scandal in the New Media Environment - Essay Example

Role of scandal in the new media environment John Thompson in his book, explained that scandals can be the link of one side of politics towards a different side of politics, or use these rumors in order to instigate some interest in great political issues and causes (266). This scandal may stimulate democratic processes and entice people into these political issues rather than isolate them (Clark, 1). This increased or intensification of scandal caused largely by media, reproduces or reinforces itself and results in the fight for control and power between political parties (Thompson, 260). Scandal was also said to engage people who were indifferent in politics before, to participate and even develop the franchise (Gilbert, 3). The weakness of this, however, is that it may sideline other important issues which deserve attention (Gilbert, 3). It may also alter how the public views certain matters, like matters of little importance into a very important issue while those genuinely important may be ignored (Gilbert, 3). Through the powerful media, scandals may also have an effect on how the public puts their trust on the government, which may produce confusion, insecurity or even a revolt (Gilbert, 3). Scandals may also become the basis for a country’s democracy, but may still depend on different factors including the culture of a country (Gilbert, 9). The treatment of the public on issues concerning “money, power and sex” may vary for different cultures or change in time (Gilbert, 9). For instance, the sexual scandal previously involving the President, was not noticeable before not because of deficient media information but more into delineating that which is public and private (Gilbert, 9). This perception however waned and became a significant issue on people (Gilbert, 9). How Groups and Individuals are Presented in Biased Ways in the Media One way on how groups are presented in a biased way through the media is in photography for instance. Stereotyping is common especially if a group is of color or some ethnic group, creating either an affirmative or a negative image (Public Broadcasting Service, 1). Photographers involved in photojournalism take into consideration the significance of managing an image and the representation it makes to other people but nevertheless show some bias especially if the audience is white or not belonging to such ethnicity or race (Public Broadcasting Service, 1). The source of a certain story presented by the media can also reflect some bias as to the political perspective (Fairness and Accuracy in Reporting, 1). Media may rely on the government, established think tank, corporate sources or the powerful sector of society for their story with little representation to public interest (Fairness and Accuracy in Reporting, 1). The lack of diversity as to race or gender in the news channels or stations as to those people either delivering the news or the ones making the decisions such as the producers or editors as against their diverse audience or community to which they serve may also be an indication of bias (Fairness and Accuracy in Reporting, 1). Fair representation therefore may be affected through this kind of diversity (Fairness and Accuracy in Reporting, 1). The point of view being presented in a report may also reflect bias especially if it mostly presents the view of politicians or high ranking corporate executives rather than the real stakeholders directly affected by a certain issue (Fairness and Accuracy in Reporting, 1). Double standards which manifest through stories about one group reflecting a different story if done by another group reflects bias in the media as well (Fairness and Accuracy in Reporting, 1). Unchallenged assumptions also reflects bias in a story, such as a story on the age that a woman gave birth to her first child, implying “sexual promiscuity” rather than the institutional mechanisms that caused her to be in such a situation or reporting of stories on rape trials that delves into irrelevant issues as to the personal details of the woman accusing instead of the one being accused (Fairness and Accuracy in Reporting, 1). This reflects some bias against women through such unchallenged assumptions (Fairness and Accuracy in Reporting, 1). The language used in the news or story may also reflect bias as to the public’s perception on an issue or an agenda (Fairness and Accuracy in Reporting, 1). Stories not written in the right context may also produce prejudice against a certain group, especially if the story lacks the relevant information for the viewers or readers to see the whole picture (Fairness and Accuracy in Reporting, 1). “Misleading headlines” also project some bias especially where people usually skim headlines and which does not match or reflect with the whole story (Fairness and Accuracy in Reporting, 1). Finally, issues which are of significance appear in the pages that is widely read such as the front page or the editorial page, or in case of television or radio, these are mostly lead stories which are believed to have a great impact on the public (Fairness and Accuracy in Reporting, 1). How Powerful People and Institutions Control Media and Why and How Media Sets the Agenda for Political Discussion Language framing has been described by Professor Lakoff of UC Berkley as a way of dominating politics (Powell, 1). For instance, structuring any issue from the point of view of the conservatives and presenting it to the targeted audience, is a way that may be used to influence people (Powell, 1). Think tanks funded by powerful parties or people “reframe public debate” by creating a media issue on the perspective of the one who instituted such think tank (Powell, 1). Getting across one’s message through a story that presents only one perspective is a way of influencing the readers or the audience (Powell, 1). According to Lakoff, these foundations by influential sector either from the conservative or progressive party, give huge amounts of grants every year in order to create an infrastructure to influence the public through media by putting up television studios, engaging the services of intellectuals, employing assistants to help in the research of their hired intellectuals, engaging agents and putting them on television and may even buying books to have it included in the list of best sellers (Powell, 1). In this way, message is put across in only one point of view and tries to influence the public by investing on infrastructures that controls the media in general. Aside from this, the so-called global media has been controlled by multinational corporations such as “Disney, AOL-Time Warner, Sony, News Corporation, Viacom, Vivendi, and Bertelsmann” (McChesney, 1). These corporations are among those included as the largest non-financial firms in the world and own major film studios in the United States (McChesney, 1). These companies also control a high percentage of “global music market”, hold mostly the satellite broadcasting in the world, controls book and commercial magazine publishing, controls most of the channels on “commercial cable television” whether in US or around the world and others (McChesney, 1). Hence, these companies not only control public viewing, but has even influenced on how the public think. Media Theory The study of media theory which involves the analysis of the content, the study of its development through the years and its effect to the public, becomes very significant considering its influence on people (Wikipedia, 1). The media can influence the “judgments, attitudes and beliefs” of readers or viewers on any particular issue or concern (Chandler, 1). It can even change the mindset of people and cultivate the values intended (Chandler, 1). Through media theory, one is able to understand the serious impact of media as to how the public mind is structured and the role that it plays in society (Leidlmair, 1). Among the theories which best describes the media is the “Critical Media Theory.” Under this theory powerful people in control of business particularly owners of mass media, manipulates the public’s thinking for profit (Lye, 1). Those who manage the media including those influential people heading or taking charge of either the business or government sector, structure the media according their values and from their own perspective (Lye, 1). This theory is said to lessen “independent thought and action” (Lye, 1) and control thinking in the end (Lye, 1). Since the very essence of their cause is profit-oriented, it then necessarily centralizes the power on those people having control over the media hence affecting the communications, and the economical and political aspect of society (Lye, 1). In reality, the ones in control of the media, mainly businesses, frame the mindset of the public according to their own perspective and set of values. Foundations funded by powerful and moneyed sectors are the ones that create media infrastructures and present their own perception, highly influencing the society as a whole. It tends to direct the thinking of the public into one perspective hence, eroding the diversity of various points of view of different people about a certain issue or concern. Big corporations mostly control media on television, radio, film, the internet or print. Even issues which are of less concern, becomes sensationalized as these are intended to frame the minds of the audience in general that it is of a significant concern. Indeed, although media is intended to represent democratic principles as freedom of the press, speech and information, it becomes however a tool of profit making businesses and even politicians to influence how the public thinks. Having control of almost every aspect of media, from infrastructures to the people reporting issues and stories, one cannot help but conclude that in reality, a small number of people influence the very independence and values of the society. Works Cited Chandler, Daniel. “Cultivation Theory.” Aberystwyth University. 18 September1995. Retrieved on 28 April 2009 http://www.aber.ac.uk/media/Documents/short/cultiv.html Clark, Anna. The Sexual Politics of the British Constitution. Princeton: Princeton University Press, 2004. Fairness and Accuracy in Reporting. How to Detect Bias in News Media. Retrieved on 28 April 2009 http://www.fair.org/index.php?page=121 Gilbert, Arthur. “Scandals and American Foreign Policy.” All Academic Research. 22 February 2008. Retrieved on 28 April 2009 http://www.allacademic.com//meta/p_mla_apa_research_citation/2/5/4/5/5/pages254555/p254555-1.php Leidlmair, Karl. “From The Philosophy Of Technology To A Theory Of Media.” Virginia Tech. 1999. Retrieved on 28 April 2009 http://scholar.lib.vt.edu/ejournals/SPT/v4_n3html/LEIDLMAI.html Lye, John. “Critical Media Theory.” Brock University. 22 April 2008. Retrieved on 28 April 2009 http://www.brocku.ca/english/jlye/criticaltheories.php McChesney, Robert. “Global Media, Neoliberalism, and Imperialism.” Monthly Review.Org. March 2001. Retrieved on 28 April 2009 http://www.monthlyreview.org/301rwm.htm Powell, Bonnie. “Framing the issues: UC Berkeley professor George Lakoff tells how conservatives use language to dominate politics.” UC Berkeley News. 27 October 2003. Retrieved on 28 April 2009 http://www.berkeley.edu/news/media/releases/2003/10/27_lakoff.shtml Public Broadcasting Service. American Photography: Cultural Identity. Retrieved on 28 April 2009 http://www.pbs.org/ktca/americanphotography/features/cultural_essay.html Thompson, John. Political Scandal: Power and Visibility in the Media Age. Cambridge: Polity Press, 2000. Wikipedia. Media Studies. Retrieved on 28 April 2009 http://en.wikipedia.org/wiki/Media_studies . Read More