Media Influence

Topics: Media influence, Violence, Mass media Pages: 6 (2096 words) Published: August 8, 2010
1 August 2010
Media Influences on Society
Media is a major part of everyday society of all ages and cultures. It is a way of keeping everyone connected to each other. Because it has that ability to reach the mass, it can serve as a very influential tool. Something with this much power is naturally a topic of discussion on its positive and negative influences on society. Some of its major influences that have been the source of many conducted studies are violence, marketing, politics, and self image. Violent media and its influence on society is an ongoing debate that researchers are continuously doing studies on. According to the Media Awareness Network website, many researchers argue that children exposed to violence in the media causes them to behave more aggressively as children and also when they mature into adults.

In 1963, there was a study done by professors A. Badura, D. Ross and S.A. Ross. They studied the effects of violence into categories of real life, television, and cartoon violence. They divided a group of 100 preschoolers into four groups where one group was a control group and the other groups were exposed to the same incident in real life, by television, and by cartoon. The study consisted of a person shouting insults and hitting an inflatable doll with a mallet. When the researchers put the children in a frustrating situation, the children that witnessed the incident in real life and on television were the most aggressive, followed by the children who watched the cartoon violence. The group that was the least aggressive was the control group who viewed nothing.

On the other end of the spectrum, the violence viewed on television does not necessarily mean that will make people more aggressive. There are other behaviors that may developed by watching the violence. According to, the new obsessions of cop shows possibly make people more paranoid. People are less likely to go out at night or to help strangers because of what they saw on a show and how they could become that victim. Aggressive behavior may be a result also but it is highly doubtful that violent media randomly creates violent behavior without other major factors. The major problem with the studies is that there are many different studies done with different conclusions. Despite the many different conclusions, the one thing that most of the researchers can agree on is that although there is no real evidence of the correlation of violent media and aggressive behavior, it can be one of many factors. Researchers Huesmann and Bacharach conclude, "Family attitudes and social class are stronger determinants of attitudes toward aggression than is the amount of exposure to TV, which is nevertheless a significant but weaker predictor."

According to the American Marketing Association, marketing is defined as “the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.” In every major company, there is a marketing and/or public relations division. That division is in charge of getting into the minds of potential clientele and figuring out how they think in order to sell a product to that group.

The media is an increasingly used marketing tool that is influences people of all ages. Media is so influential because it can reach the mass through many different mediums. For example, toys will be marketed to children on television stations where the majority of the viewers are children. It is also used to teach as well as entertain. It gains momentum because it is easily accessible to people all over the world. There are many different mediums in which the media can come through. Amongst the most popular are television, radio, and the internet.

The mediums that are popular now for marketing are social media networks. Myspace, Facebook, and Twitter have many advertisers and sponsors that use...

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