Impact of the Media

Lesson 3
Activity D

We can't ignore the

IMPACT OF THE MEDIA

Social scientists say the media impacts our lives in four ways: agenda-setting, norms and culture, modeling, and apathy.

1

Agenda-setting

Because there is more information than can fit into a given newspaper edition or news broadcast, journalists act as gatekeepers and decide what information to include and how much emphasis it will receive.

The crux of agenda-setting is the idea that if the media ignores something, then it cannot be news; conversely, if the media covers it, it must be news. Events given major play often become major events. In this way, the mass media confers status on issues, persons, organizations, social movements. The media does not tell us how to think, but because the audience tends to absorb the agenda of the front page or the TV news show, the media, in a sense, tells us what to think about. The audience absorbs the agenda, therefore, rather than the content. If the media covers abortion, same-sex marriages, child abuse, AIDS, worldwide poverty, or war, then the audience tends to pay attention to these topics, and that's what they become concerned about or talk about.

2

Norms & Culture

Another byproduct of the mass media, which is so pervasive that it touches and influences us all, is that it helps define our values. Through the media, particularly the entertainment media, we learn ways of behaving and standards of conduct. Because of television we are no longer isolated in small communities, and we receive the same information, see the same shows and advertisements. For example, we learn what a good mother does, how drunk or argumentative we can be and still stay within good taste, or what attitudes we should have towards extramarital sex. Just think of the situation comedies you watch, the current cop shows, the daytime soaps and the messages they send.

One result of people being exposed to the same media is a tendency towards what is called homogenization of culture. People become more homogeneous in nature, more uniform in thought and action. In other words, we become more and more alike. Remember what happened to Italy in 1954 after the advent of television.

3

Modeling

People, particularly young children, learn behavior by imitating others. We tend to model behavior seen on TV shows and in movies. We learn the following from watching TV: styles of dealing with people, how much physical aggression is acceptable, and how to act on a date. One of the reasons Saturday morning cartoons have received so much criticism is that they often model violence, and studies have shown that children are influenced by these role models and their behavior.

4

Apathy

One of the most common criticisms of the mass media is that people tend to replace participation with passive pseudo-experience. In other words, we tend to feel it is enough to know about a problem or issue instead of feeling obliged to do something about it. Apathy also results from the vast amounts of information available. How can we find time to become educated enough to understand a complex issue and take action? The media itself is somewhat at fault here, as it often fails to provide information on how people can get involved. The media needs to be more diligent in providing what is called mobilizing information, information on how to get involved or who to call.

Return to Lesson 3 or go directly to Assignment 1.

TERMS
Agenda-setting
The media sets the agenda for what information we are exposed to through a process of selection.

Gatekeeper Theory
The media acts as a gatekeeper in deciding what information to include and how much emphasis it will receive. Because of the vast amount of information, not all information can be reported; journalists, therefore, open the gate to some information or stories, close the gate to others.

Homogenization
To become more and more alike in our behavior, norms and culture because of exposure to the same mass media.

Mobilizing Information
Information provided by the media on who to contact and how to get involved.

billflechtner@mail.coolschool.k12.or.us

Lesson 3 Activity D	We can't ignore the IMPACT OF THE MEDIA Social scientists say the media impacts our lives in four ways: agenda-setting, norms and culture, modeling, and apathy.
1	Agenda-setting Because there is more information than can fit into a given newspaper edition or news broadcast, journalists act as gatekeepers and decide what information to include and how much emphasis it will receive. The crux of agenda-setting is the idea that if the media ignores something, then it cannot be news; conversely, if the media covers it, it must be news. Events given major play often become major events. In this way, the mass media confers status on issues, persons, organizations, social movements. The media does not tell us how to think, but because the audience tends to absorb the agenda of the front page or the TV news show, the media, in a sense, tells us what to think about. The audience absorbs the agenda, therefore, rather than the content. If the media covers abortion, same-sex marriages, child abuse, AIDS, worldwide poverty, or war, then the audience tends to pay attention to these topics, and that's what they become concerned about or talk about.
2	Norms & Culture Another byproduct of the mass media, which is so pervasive that it touches and influences us all, is that it helps define our values. Through the media, particularly the entertainment media, we learn ways of behaving and standards of conduct. Because of television we are no longer isolated in small communities, and we receive the same information, see the same shows and advertisements. For example, we learn what a good mother does, how drunk or argumentative we can be and still stay within good taste, or what attitudes we should have towards extramarital sex. Just think of the situation comedies you watch, the current cop shows, the daytime soaps and the messages they send. One result of people being exposed to the same media is a tendency towards what is called homogenization of culture. People become more homogeneous in nature, more uniform in thought and action. In other words, we become more and more alike. Remember what happened to Italy in 1954 after the advent of television.
3	Modeling People, particularly young children, learn behavior by imitating others. We tend to model behavior seen on TV shows and in movies. We learn the following from watching TV: styles of dealing with people, how much physical aggression is acceptable, and how to act on a date. One of the reasons Saturday morning cartoons have received so much criticism is that they often model violence, and studies have shown that children are influenced by these role models and their behavior.
4	Apathy One of the most common criticisms of the mass media is that people tend to replace participation with passive pseudo-experience. In other words, we tend to feel it is enough to know about a problem or issue instead of feeling obliged to do something about it. Apathy also results from the vast amounts of information available. How can we find time to become educated enough to understand a complex issue and take action? The media itself is somewhat at fault here, as it often fails to provide information on how people can get involved. The media needs to be more diligent in providing what is called mobilizing information, information on how to get involved or who to call.
	Return to Lesson 3 or go directly to Assignment 1.