The Social Issue of Bullying in Schools - Essay Example

BULLYING IN SCHOOLS Name: Course: Tutor: Date: Introduction The news media is one of the key elements which influence people’s perception on issues that are deemed important. This is based on the fact that the news media bears remarkable power to capture individuals’ concern and attention. The news media plays a significant role in determining a nation’s public agenda. The influence attributed to news media over public discourse emanates not only from deciding on which events to address, but also from deciding how these events are translated (Miringoff, 2008). By selecting which area of a particular issue is to be emphasized on, the amount of air time to allot, and the tone to be applied, the media pretty much frames how individuals perceive such an issue. On the matter of social issues, the news media is not effective as it ought to be, they find it difficult to address social problems particularly those that develop gradually but do not have any event considered as a news hook. It is far much easier for the news media to address eye catching issues like medical breakthroughs, celebrity news and so on than to address a persistent social problem. The news media are more often than not confined in catchy issues to appear unbiased, like for instance, breaking news offers justification for dwelling on catchy issues as opposed to persistent social challenges. This practically averts criticism that the issues being addressed are being chosen at the expense of social issues. The challenges of media coverage go further than addressing significant social issues. There are times that even when the media is addressing social issues, they do so in such a manner that what they depict is either inadequate or it depicts a distorted picture. The challenge is that the media frame selected depicts only the most sensational areas of a social problem leaving its target audience less informed on the social issue being addressed (Miringoff, 2008). Aim The aim of this paper is to compare and contrast the social issue of bullying in schools and how this issue is depicted in the electronic media particularly television. Incidentally, this paper will aim at ascertaining how the media influences public opinion on matters of social issues. How Media Influences Public Opinion The media influences public opinion to a large extent; this is based on the fact that they are culturally empowered to address the society’s cultural function which enables television producers to decide on what issue is to be aired and how it is to be aired. The media is able to confer the status of individual and issues to be aired. Through the media, anxieties are amplified through use of sensational words that concern dangers associated with certain individuals or an impending issue. The media therefore gives an impression that the world can be controlled by reaffirming social and political values. Additionally, it educates the public on what behavior are to be rewarded and on which ones are to be punished. This process is referred to as framing which arranges information in a way that offers specific meaning or interpretations for the audience (Shariff, 2008). Frames build up cultural resonances on topics of public interests such as youth violence, bullying and so on. The problem with cultural resonance however is tat individuals or organisations with their own issues can use the media to manipulate the public’s opinion on that particular issue. Media framing entails selecting a story, quoting sources, editing the story that is selected and organising the story (Shariff, 2008). Framing therefore plays a central role in influencing public opinion on various issues that affect the society hence the media’s role in determining the same. Bullying Bullying, especially in schools is a common phenomenon, according to reports, children involved in bullying incidences range from between 6 percent to 60 percent This therefore implies that at least to children in almost every school, have experienced bullying. Bullying is usually assessed through self reports, and is defined within the school context thus; a child is victimised or bullied when he or she is repeatedly exposed to negative acts in the hands of other children (Jimerson, 2010). This definition implies that one child is predominantly being bullied by the same group of individuals or a particular individual several times over a specific period of time. However, bullying may also be a subjective encounter as the various components attributed to bullying are based on an individual’s perception. It can therefore be taken that a one time bullying encounter can have a strong impact on the victim, sometimes even chronic. Therefore the report they bring forth might be in term of this one time encounter. And this to significant degree might be right for if they experience normal functioning disturbance and fear based on their one time encounter, then the bullying encounter is deemed to have significant effect on the victim (Jimerson, 2010).. Television Programs that Address Bullying There are numerous television programmes that address the social issue of bullying. Several recommendations are made in these programmes on how to address the issue of bullying. Researchers on bullying are of the opinion that for the programs to be effective enough to achieve their objectives, it is imperative that they be comprehensive (Espelage & Swearer, 2010). Not only should the programs concentrate on the victims, but should also revolve around the main bullies, those who assist them, bystanders, and on the faction of children aware of the bullying. The television programs have to include, communities, schools, and families. Whereas it is necessary to have comprehensive programs in an effort to reaching a solution on the social issue of bullying, some television programmes exclusively revolve around bystanders. A typical television programme that addresses the issue of bullying by aiming their focus on bystanders includes the SIRE, a television program in the Netherlands. This television program has been created to look at the role of innocent bystanders when it comes to bullying. This it achieves through presenting national heroes who have reported to being bullied in the past. These victims range from elite sports personalities to disc jockeys who talk about their victimization and the impact on their psychological functioning that directly attributes to bullying. The message that these television programs try to depict is that any person may have been a victim of bullying regardless of their status, social standing, race, religious affiliations and so on. The television programming, particularly SIRE, has amplified the bullying awareness in the Netherlands. However, it is not clear if this awareness on bullying has reduced bullying incidences (Jimerson, 2010. As previously stated, bullying takes place in a very faint manner in such a way that it is almost impossible to detect. Of more importance, is that even if children are able to realise that bullying bears harmful effects, it takes more efforts as well as finances to implement interventions. Such interventions include the television programmes aimed at addressing the same. Whereas the television shows are appreciated by adults and children alike, and may also have facilitated an increase in public awareness with regards to bullying, it takes more effort to change or rectify an individual or groups of individuals behaviour, in this regard. SIRE, the television program aimed at addressing bullying is deemed less effective considering that it is aimed at bystanders as opposed to being directly aimed at bullies or victims to bullying (Jimerson, 2010). Television programs aimed at addressing the social issue of bullying should be aired in such a manner that the contents ought to focus on cognitive distortions and escalating cognitive skills. Additionally, they should be aimed at providing and training alternative behaviour to replace the bullying aspect as well as directing focus on cognitive restructure with respect to this issue. Bringing into perspective different positive social behaviours should also be present in these shows (Jimerson, 2010). However, these elements are lacking in SIRE, the television program in Netherlands aimed at addressing the issue of bullying. It is of essence that these be incorporated the program is to achieve success in the reduction of bullying incidences. Television Commercials that Address Bullying: Differences and Similarities with Television Programmes The television commercial referred to as “stop bullying now” created by the United States Department of Health and Human services is quiet different compared to SIREN. The commercial is different from the television program in several aspects on how it addresses the issue of bullying in schools. This can be observed right from the commercial’s language tone in that it directly hits at the issue and is aimed directly at the bullies as opposed to SIREN that only addresses the victims to bullying (Swearer et al, 2009). The commercial’s tag line assertively addresses the issue of bullying, an element that is absent in SIREN. Thus it can be taken that the commercial would not only be more effective but would also have far reaching effects compared to the television programme, that is, SIREN. The number of times a television program is aired is far much less compared to a television commercial. This can also be considered as another area where a television commercial is more effective compared to a television programme. For instance, if families to well known bullies constantly view the stop bullying now campaign, more often than not they are compelled to pressure the children to change their ways. Another area of significance of the stop bullying now campaign is on how it directly deals with the issue of bullying. A television commercial directly aimed at its target audience is far more effective than one that does not directly hot at its target audience. This aspect is evident in the stop bullying now campaign. However, there are drawbacks to the application of commercials in addressing social issues specifically the issue of bullying in schools. This is based on the fact that the television media is likely to provide more air space to corporate oriented commercials as they pay more compared to public service commercials (Clancy et al, 2007). This therefore implies that, the public service commercials like the stop bullying now commercial can only get air space at those hours when there are few viewers like late at night which subsequently would mean that the chances of missing its target audience are also minimal. The stop bullying now campaign holds similarities to the SIREN TV show in that they both aim at mitigating bullying incidences in schools. The messages that these two media sources are trying to put across is that bullying should be put to an end and victims should not suffer in silence rather they should try and seek help. However their agenda some how remain different from in that as the commercial advocates for an instant end to bullying, the television program encourages bullying victims not to let the bullying incidences affect their way of life .Another area that depicts similarities in relation to the two media sources on bullying is that their messages are not directed to a specific gender, their messages are directed to all ganders regardless of whether they are male or female. Conclusion The electronic media reaches vast masses and travel fast, it is therefore the best form of media to use for relaying a message across as the chances of reaching the target audience is quite high. Bullying has far reaching negative effects in the society within which it prevails. It is against this background that all appropriate measures be put in place in an effort to contain the habit. Use of the television in dealing with the issue of bullying in schools is a very effective measure of dealing with this subject. Television is related to the use of visual effects in putting the message across and this ensures that the message being addressed clearly gets the viewers’ attention and in effect determines their way of thinking prior to making certain actions. Reference List Miringoff, M, (2008) America's social health: putting social issues back on the public agenda. Business Park Drive, New York. M.E Sharpe Publishers Shariff, S, (2008) Cyber-bullying: issues and solutions for the school, the classroom and the home. Madison Avenue, New York. Routledge Publishers Jimerson, S, (2010) Hand book of bullying in schools: An international perspective. Madison Avenue, New York. Taylor & Francis Espelage, D, & Swearer, S, 2010 Bullying in North American Schools. Madison Avenue, New York. Taylor & Francis Swearer, S, Espelage, D, &, Napolitano, S, (2009) Bullying prevention and intervention: realistic strategies for schools. Spring Street, New York. Guilford Press Clancy, K, Clancy, J.K, Kreig, P, (2007) Your gut is still not smarter than your head: how disciplined, fact-based marketing can drive extraordinary growth and profits. Hoboken New Jersey. John Wiley and Sons Read More