Entry #9 THE POWER OF MEDIA

When I think about the power of the media I come to the realization that media has a profound effect on our lives. It has been providing us with information of any kind, playing an important role in forming our personalities, and influencing our relationships. 

Since I started working on my assignments in English and reading about media I started questioning the effects of media on my family, my friends and me. I started paying more attention, discovered new information and made new connections about the effects of media on our lives. I think that media developed a culture of stereotyping-what is norm and what not.

I remember my Psychology teacher telling us that the messages presented through commercials, news, and advertisements are made with the help of psychologists. There are details in the messages that we process subconsciously. That is why we do not even realize how the media shapes our minds.

TV is the cheapest source of info and entertainment, but it is also a powerful means of shaping public opinion. It has gained considerable influence on the political scene.

Today social media is a huge part of our culture. It has become a fact of life for civil society worldwide. Social networking sites allow people to improve their relationships and make new friends. It helps employers find employees and job-seekers find work. Social networking provides academic research to a wider audience, allowing many people access to previously unavailable educational resources.

At the same time social networking site users are vulnerable to security attacks such as hacking, identity theft, and viruses. Social media facilitates cyberbullying. Students who are heavy social media users tend to have lower grades. Psychologists correlate the use of social networking with personality and brain disorders, such as the inability to have in-person conversations, a need for instant gratification, Attention Deficit Hyperactivity Disorder (ADHD), and self-centered personalities, as well as addictive behaviors. Social media causes people to spend less time interacting face-to-face. 

Like most things in life there is positive and negative site of media. When I think of the pros of media I remember the mass media campaigns used to inform the public of the dangers of smoking and motivate existing smokers to quit.  Today, millions of Americans have quit smoking, and attitudes towards tobacco and cigarettes have changed so dramatically it is now illegal to smoke in many public places.

Likewise, safety belts and highway safety provide another example of the Power of Media to influence attitudes and behaviors.  Thanks to the media safety belt usage has increased and many lives saved.

From pollution education (“Keep America Beautiful”) and Smokey Bear (“Only you can prevent forest fires”), to crime and drunken driving prevention, there are numerous examples of the Power of Media to impact culture.

The American lifestyle has been influenced by the media in a negative way too. Our food industry through the media shaped our minds and culture to eat more and to be less active. While fast food companies and chains compete with one another by increasing portion sizes, our waists are increasing proportionately.

Food advertisement is everywhere we look. The moment we turn on the T.V. and we will see a commercial program showing dancing M&M’s or beautiful models eating a “hot” cheeseburger from Carl’s Junior.  Even if we are not hungry and we do not think about food, the constant reminder of food is stimulating brain receptors subconsciously which make us consume food. I realize now that media is one of the factors contributing to the obesity epidemic in USA.

Paradoxically enough the images of supermodels on advertisement ads are in the range of size zero. The artificially produced images of beautiful girls give an unrealistic model of what is “cool” and “valuable”. Our young people have to measure up and compete with computerized “perfect” photo models. This gives them low self-esteem and leads to eating disorders such as anorexia and bulimia. The number of depressed people is on the rise.

Other commercials with such huge influence and money making potential are the Pharmaceutical and Cosmetic industries. They claim to have a "fix" for every problem we have. If we need to lose weight, to be happy, or become more physically attractive, “call our doctors and ask them about...”

These are just few of the examples of how powerful media is in shaping our mentality and lifestyle. I think that media is one of the most growing industries in our society. Now, since I learned important facts about the influence of media on us, I try to analyze the messages that it tries to convey and think how people will react to them. 

Watch out, media, now, I am watching you!