Todays media is so powerful and influential thats its hard not to see its charcterisitcs as being almost uncontrollable since poular media isnt owned by anybody but by corporations and its members are not elected by the people yet it influences the society as a whole since it dictates public opinion. the most popular of this media being television and the emergence of new media,the internet which is most powerful of all mediums as. What gets broadcasted and what becomes headlines is dictated by media editors and producers which follow criterias which is why the biggest headlines depend on how much human intrest is involved and how news wothy and sensational it is. Today media is loosing crdibility as the media public opinion is different from that of majority of people and even though it is still influential, it is losing crdibility over time as in the 60′s media houses were owned by 61 owned establishment in 1491 cities and now its owned by 12 major institutions in every major city in the united states. I will discuss how the media influences how we think,and how it affects our everyday life .
The agenda setting theory simply means that news media doesnt tell you what to think but is highly influential and sucessful at telling you what to think about. This theory was introduced in 1968 by Maxwell McCombs and Donald Shaw in which a 100 undecided voters during the 1968 presidential elections were what they issues they considered important and this was checked with what current issues in the media at that point, the result was they were both identical (McCombs and Shaw). As a result of today’s ever popular agenda setting by the media, it is logical to say that the audience attitude about certain issues can change behaviour and as a result, there is a thin divide between what the media is making us think about and what the media is actually making us think and believe. Since media has the power to influence the public, the way the story is broadcasted or printed can greatly influence how it would be interpreted by the general audience. This is called framing, whereby media content is packaged in a way as to influence a certain interpretation by means of selection, emphasis, exclusion and elaboration.For example during the near impeachment of bill clinton because of his relationship with monica lewinsky, his character was being potrayed as being favourable but not seen as doing a good job in office.
With media setting the public opinion in the society, the majority of people will remain silent even when they dont agree with the popular media because thay believe thats the thought of the rest of the public and wouldnt want to stand out or be in the minority, when in fact they are the majority as most people in the society feel the same way. This is known as spiral of silence. A good example of this is the current war on terror in afghanistan and iraq in which the media’s view of going to war was so influential that it led the president of the united states to formulate propaganda of weapons of mass destruction iraq possessed and with popular media riding the bandwagon, it seemed public opinion was in favour of going to war, when infact it was the total opposite.
Media’s corruptable influence on democracy can also be seen through the way popular media tries to assert certain emotional attachments in todays politics. For example the recent TV Ads for republican Huckabee by Chuck Norris shows TV image is more influential than a candidates campaign agenda. As this has created in a surge of support towards Governor Huckabee. This clearly shows the power of Tv as a media clearly capable of influening potential voters by and as media is owned by corporations which in turn endorse and become contributors in presidential elections raising the question whether or not democracy is free and fair anymore.
In conclusion, the media by means of agenda setting influences what people think about and with continual framing of media reports, the media doesnt just influence what we think, but what we think about and a s a result what we think about forms the basis of public opinion. So people with contrasting ideas feel they are the minority as a result of this illusion of public opinion, when in fact they make up the majority of real public opinion but because of their silence, the majority remains a minority. Popular media preception of a politcal debator is a great asset in electoral campaigns as it provides an opportunity to influence voters and as a result campaign messages and plans for the country are overshadowed.all these together contribute to the corruption of todays democracy where free and fair elections are put into question and the bias of media bodies in influencing the society’s public opinion.
works cited :
Maxwell McCombs,Donald Shaw, (1972),pages 176-187, “The Agenda Setting Function of Mass Media”; public opinion quarterly,vol 36, number 2.