Media, in all its forms, influences how we perceive the world around us. Whether through television, social media, or print, media has the power to shape our perception of events, people, and issues. As with many things, its effects are complex and impact our understanding of reality positively and negatively.
Media also plays a crucial role in setting the agenda for public discourse. The issues and topics the media cover can shape public perception by emphasizing certain subjects while ignoring others. Media’s influence on perception is evident in the way it can magnify or trivialize issues. For instance, coverage of specific events can lead to overemphasizing their significance, while critical issues may be overlooked, affecting how people prioritize and perceive these topics. An excellent example of this is discussed by Gruman et al. (2017), in the early 1980s in the United States citizens was not at all concerned with drug use as a problem in the country. Coincidentally, from the mid to late 1980s, media coverage of drug-related issues spiked, as did public concern for it. On the national political survey, drug use concerns went from zero mentions to the number one concern for over 50% of people.
Furthermore, the media can influence our perception by framing stories in particular ways. The framing of an issue in a news story can dictate how people interpret and respond to it. For example, if a newspaper article writes about a robbery, the choice of words influences how we react to the story. If the article states it was a white man who robbed the bank versus a black man, or they mentioned the robbery happened in a low-income area versus a low-income area, our reaction will vary depending on your personal experiences and the media you have been exposed to.
In today’s digital age, social media platforms add a twist to perception. Before social media, a viewer had limited control over the content they saw. Of course, you could choose which shows and movies to watch, but you could not control them. Now, these platforms allow “people [to] customize news portals on the Internet so that they receive news stories on topics that they are already interested in instead of the media outlets determining what stories are given the most prominence” (Gruman et al., 2017, p.182). Consequently, individuals find themselves in echo chambers, where they are only exposed to information and viewpoints that align with their existing beliefs, reinforcing preconceived notions and potentially fostering polarization. The ability to curate one’s own media consumption can lead to information bubbles that limit exposure to diverse perspectives, which can significantly affect one’s perception of reality
The effects of media on perception are multifaceted. It can reflect and shape societal values, beliefs, and attitudes. To navigate the influence of media on perception, individuals need to engage with media critically, consume a diverse range of sources, and remain aware of the potential for bias and framing in media content. Media organizations and platforms are also responsible for ensuring that the information they share serves the public interest rather than distorting or polarizing public perception.
Reference
Gruman, J. A., Schneider, F. W., & Coutts, L. M. (Eds.) (2017). Applied Social Psychology: Understanding and Addressing Social and Practical Problems (3rd ed.). Thousand Oaks, CA: Sage Publications.