Media is prevalent in society. Most Americans today use both TV and the internet on a daily basis. Studies have shown that many are frequently online or in proximity of a computer while they are watching TV (Zigmond & Stipp 2010). It could be argued that a significant amount of people in the U.S. also use a cell phone at least once day. Furthermore, cell phones today can be used to watch TV and movies, surf the internet, send texts, view and send email, take pictures and share them (on Flicker and Pinterest), watch YouTube and Vimeo independent videos (including uploading one’s own videos taken from the cell phone), update status on social websites such as Facebook, Tumbler and Twitter and finally even make a phone call now and then. Essentially performing tasks that were once reserved exclusively for home computers can now be done on a cell phone. This mobility has increased the use of all of these tasks. Access to media has never been easier and is literally at a hands reach. Samsung has even developed a watch that syncs to a cell phone. Many restaurants, stores, and coffee shops such as Starbucks, Peet’s, Phil’z and many other ma’ and pa’ coffee shops conveniently offer free Wi-Fi. This technology enables people’s computers laptops, notebooks, tablets, and iPads to “connect” making it easy for people to access the varying types of media. Media is present in many varying formats such as TV, movies, music, magazines (including on-line), and the Internet. Media has even infiltrated unlikely places such as churches. Churches are using visual electronic media (VEM). These churches use presentational software and hardware to incorporate every type of media such as video, film clips, texts, graphics, lyrics, TV, internet, Twitter, and iPods/iPads into their church services/sermons. Clearly, media is widespread and is in general use and acceptance. The question becomes then, how this ease of access and large volume of media available affects people and their behavior.
People who watch more than four hours of TV daily are considered “heavy exposure” watchers. This exposure is the baseline for cultivation theory where TV is seen as a socializing tool which teaches individuals about their culture and world (Schneider, et al. 2012, p.147). Cultivation theory proposes that television watching can be a mechanism in which people make sense of their world and create and adapt a social reality. Studies have found that heavy users tend to submit easier to stereotypes. Stereotypes are generalization about a group of people where characteristics are assigned to everybody. Thus, media can affect attitudes is in creating, perpetuating or supporting stereotypes. For instance, heavy viewers of TV have a greater propensity to hold more sexist opinions of women (Schneider, et al. 2012, p.147). Media also exposes people to violence in varying degrees. Studies have demonstrated that individuals who are exposed to violent content are more likely to think aggressively (Schneider, et al. 2012, p.145). Violence is serious social problem. Exposure to violent media has been shown to increase violent behavior in adults (Schneider, et. al., 2012). On television violence dominates. 58% of all TV programs during the 1994–1995 seasons contained physical violence or a threat of physical violence (Schneider, et al. 2012, p.137). Music also has an effect on people. Apparently song lyrics can have an effect on a person’s tendency toward aggression. According to a study by Brummert & Warburton 2011, people exposed to violent lyrics on average were significantly more aggressive than those not exposed to any violent lyrics. This outcome occurred whether violent imagery accompanied the music or not. Another aspect of media affecting people is the internet and pornography. It is suggested that pornography viewing is a contributor to callousness toward women and it can also affect the way relationships are interpreted. Viewing pornography can alter a person’s social reality related to sexuality and relationships (Schneider, et al. 2012, p.157). Young people in particular are susceptible to creating false expectations of what a romantic relationship ought to be like. Lastly, media can also affect people’s thinking. Specifically, media can have an impact on what people believe is socially important. Media can cover a topic excessively which in turn becomes a public agenda. Take 911 for instance. The tragic events were covered on almost all media outlets for an extended period of time. This issue became what the public deemed as important and became the public agenda. Government officials took the event further by making it a policy agenda (i.e., patriot act). Research suggests that the media often set the public’s agenda and that the public sets the policy agenda. Together all of these studies suggest that media has a powerful effect on people and society at large. Media can perpetuates stereotypes, aggression, and even influence our thoughts. To be fair, not all media is counterproductive. There are benefits to media as well. Online learning, educational programs and news information are just three examples where media is beneficial to society. The prevalence of media in our society should urge all of us to take individual responsibility for what we support through our viewership and interpretation.
References:
Brummert Lennings, H. I., & Warburton, W. A. (2011). The effect of auditory versus visual violent media exposure on aggressive behaviour: The role of song lyrics, video clips and musical tone. Journal of Experimental Social Psychology, 47(4), 794-799. doi:http://dx.doi.org/10.1016/j.jesp.2011.02.006
Friedlander, L. J., Connolly, J. A., Pepler, D. J., & Craig, W. M. (2013). Extensiveness and persistence of aggressive media exposure as longitudinal risk factors for teen dating violence. Psychology of Violence, 3(4), 310-322. doi:http://dx.doi.org/10.1037/a0032983
Gilbert, R. (2010). From icons to ipods: Visual electronic media use and worship satisfaction. (Order No. AAI3405785, Dissertation Abstracts International Section A: Humanities and Social Sciences, , 1134. Retrieved from http://search.proquest.com/docview/817615117?accountid=13158. (817615117; 2010-99190-024).
Schneider, F. W., Gruman, J. A., & Coutts, L. M. (Eds.). (2012). Applied Social Psychology: Understanding and Addressing Social and Practical Problems (2nd ed.). Thousand Oaks, CA: SAGE Publications.
Zigmond, D., & Stipp, H. (2010). Assessing a new advertising effect: Measurement of the impact of television commercials on internet search queries. Journal of Advertising Research, 50(2), 162-168. doi:http://dx.doi.org/10.2501/S0021849910091324