BUSINESS ETHIC AND BUSINESS LAW
Psychology For Mass Media Audience
La Ode Muhamad Arief Akbar
MASTER OF BUSINESS ADMINISTRATION
BANDUNG INSTITUTE OF TECHNOLOGY
Psychology for Mass Media Audience: Advertising and Other Public Statements
The influence of mass media increased in line with our society is advancing steadily on the information-based economy. Clearly the media provide the most efficient where education about psychology can be given on a number of large public audiences. Unfortunately, what the public learned is the psychology that is often distorted, trivialized, exaggerated, or inaccurate information.
This paper will discuss problems related to the implementation of psychology for mass media audience viewed from several different perspectives. Discussion of the topics by using several perspectives is a necessity considering the publications that come from one party may result in reduced objectivity. Before starting the discussion on media psychology implementation, this paper will present some concepts and theories related to psychology in mass media audience.
Psychology For Mass Media Audience
The books and articles written to sell that which tries to provide information about psychology concepts or phenomena, featuring some of the concept of the article when done earnestly and objectively. Psychologists have difficulty here. In the other hand, it is useful to society when psychologists more actively involved in the media, thus exclude the public to receive more precise information about human behavior. Unfortunately the media has to make a sensational, exaggerated and, choose a quick format, which usually provide information that shallow (Koocher, 1993).
The difference between fact and speculation often becomes unclear. What do psychologists say is an opinion often given attribute as a consensus in these disciplines. Broad learning to the audience about the concept of psychology, research findings and sources of mental health, if done well, it will get the benefits to society as the profession.
In the United States, there has been a long tradition of psychologists appearing in the media in a variety of guises—pundits offering insight on news stories, talk show guests giving advice to the studio audience, or even as presenters of radio and television shows whom members of the public call for on-air therapy. The extent to which psychologists can actively “practice” counseling skills in a public domain is questionable. During the 1980s a group of radio psychologists formed the Association for Media Psychology, which then became an official division (number 46 of the APA).
For these psychologists, “media psychology” meant the practice of psychology through media outlets, rather than the systematic study of behavioral aspects of the media, rather in the way that “clinical psychology” refers to the medium in which therapies are practiced rather than a study of “the clinic” as such (Broder, 1999).
Many of the psychologists who practice on the air in the United States have turned it into a full-time profession. Joyce Brothers began her own talk radio show at the start of the 1960s, and was followed by others such as Sonya Friedman, Toni Grant, and Lawrence Balter (Friedland & Koenig, 1997). Some have left academic posts or private practice to become, in effect, full-time broadcasters and journalists; others continue to lecture and practice part time. Most of the time, professional ethics restrict them from doing little more than offering “advice” to viewers or listeners, much in the same way as medical experts cannot diagnose a caller’s illness but can make sensible suggestions based on more than common sense.
American Psychological Association’s Code of Conduct
First of all let’s take a look on the Ethical Principles of Psychologists and Code Of Conduct. The American Psychological Association's (APA) Ethical...