Blog 3- Learning Outcome

Mass media is a powerful force that is used to inform, persuade, and entertain, however, it can be misused as a tool to exploit or stereotype for commercial gain. On the positive side, mass media can be used to publicize good news, raise awareness about charitable causes, and inform the public on important issues, such as economic or political information. For example, the Susan Komen foundation has benefited from mass media efforts to raise awareness about breast cancer. The foundation’s trademark pink color has become synonymous with breast cancer research. The growing use of social media has assisted recent presidential candidates in connecting with their constituencies. As Facebook executive Adam Conner said in a recent interview, “With 500 million users, Facebook is a free, direct route between candidates and voters.”

Mass media is also important in advertising new products. Informing the public of new products allows the consumer to make more informed choices and supports competition. Unfortunately, not all businesses utilize mass media in a socially responsible manner. Criticisms of mass media include perpetuating gender and race stereotypes, fostering unhealthy behaviors, and sensationalism. Generally these tactics are employed in the quest for commercial gain.

An ongoing example of gender bias in media comes from Victoria’s Secret. Their advertisements send consumers the message that women must aspire to unrealistic bodies and exploitive behavior to be attractive to men. They depict a skewed reality that promotes gender stereotypes and creates significant body image insecurities. Television advertising, even within the shows themselves, has been shown to influence the behavior of those who watch. Stereotyping is common, such as seen on South Park, where they repeat that redheads do not have souls. The episode spawned a new form of bullying against redheads, calling them “gingers.”

Mass media is also known for sensationalism. An example is the very recent Time magazine cover regarding attachment parenting. In an effort to generate awareness, and sales, for the magazine, Time chose a cover image of a young mother with her three year old son breast-feeding. The language used a rhetorical question also meant to sensationalize; Are you Mom Enough? The title was in bold red type, meant to gain maximum attention and power. Some media experts have called the image exploitive.

Understanding how mass media can be used as a positive force as well as a negative force is important to everyone who is exposed to media. Media can be very effective when directed to a specific audience. By targeting an intended audience through tactics such as appropriate style and register, the use of layout and images that are meaningful and connect to the target audience, as well as effective media placement and vehicles, a target audience can be influenced to act. Conversely, media can also be effective in influencing the target audience in a negative manner. Through the use of inappropriate or misleading imagery and language, over time messages can be absorbed that reinforce stereotypes and bias. In some cases, there is deliberate manipulation of the audience.  The ability to interpret media with a practiced eye allows the viewer to be a better decision maker when it comes to making choices on how to spend time, money, and even thought.