With the advent of the internet, many are worrying about the waning influence of traditional mass media like newspapers and television. However, according to the Washington Post, there are advertisements that quote newspapers to boost their credibility, 'never mind that the quotes are often taken from opinion pieces that were not intended to be objective in the first place.' See what I just did there, referring to a Washington Post article? Fact is, even though the internet is increasingly becoming the go-to source for news and information, consumers view sites that are the online arm of traditional media (such as newspapers and/or television news stations), as more influential than sites that have no association with traditional mass media.
The mass media has evolved greatly over the years, with industry experts coming up with various theories to explain the phenomena of the media. The 'magic bullet' theory developed in the 1920s believed that audiences are passive creatures that are completely influenced by the mass media. In this case, we can see that this theory is not totally true. If it was, this would mean that consumers will absorb everything the mass media feeds them, and there wouldn't be any issue of declining newspaper sales - newspapers could just post an article on their website about how reading physical newspapers are beneficial, and online readers would snap real newspapers up immediately.
At the other extreme, the Limited effects theory of the 1960s states that audiences actively resist media messages, and choose what messages to assimilate based on their needs. Although it is correct in stating that consumers don't unthinkingly accept whatever they see or read, it is unlikely that consumers can totally block out messages they aren't interested in, or immediately forget what they had just read. Even if we don't go out and buy every brand of orange juice or instant noodles we see advertised, we are aware of what is being advertised, and what brands are available out there. Consumers don't think about what information to reject or accept; they unconsciously rate how influential a message is for them - according to the article below, journalists are continuously reminded 'to remember that those words can have an effect in a campaign equal to those constructed more carefully for the print newspaper.'
This is a very enlightening post about the effects of the mass media. I like it! I found it intriguing when you compare the Internet as the "online arm" of the traditional media. This prompted me to make a self reflection and i realised that the same applies for me too! I have an almost complete -gullible you may call me- trust in the newpapers. But in the face of the Internet, I am skeptical of the credibility of it. I am weary that the Internet will have a "Powerful Effects Theory" effect on me. I guess this can be accounted to the fact that since our existence on earth, the newspapers has always been by our side. We were taught to be trustful of the information it depicts.
ReplyDeleteTake an example of our secondary school or Junior College English lessons. Then,our teachers would cosntatnly instruct us to gather our information from the newspapers. Newspapers were then our main source of information and teachers regarded it as the English lesson bible. Thus we learnt to have complete faith in the traditional media.
On a side note, i think a counter argument for the 'magic bullet' theory is evident on the newspapers forum where individuals are critical of the news presented.
Hi! =) I agree with you too that mass media influences the masses. For first-time shoppers, they may have the tendency to buy advertised products more than non-advertised products. First-time shoppers may relate more to advertised products than non-advertised ones. Also, advertised products are viewed as more safety to use and having more guarantee to be displayed to the public.
ReplyDeleteAdvertising through mass media can reach out to the masses more in a faster and efficient way. Messages that government want to conveyed are usually sent through mass media.
For example, in Singapore, anti-gambling campaigns are implemented and advertised through television commercials and newspapers.
Thanks for your comments Kelly. We are always told that newspapers and television news channels are more 'reliable' than online sources, but I think they may be just as guilty of twisting the facts at times. Fact is, I think its best that we refer to a combination of online and physical sources for our daily news fix as well as when doing research
ReplyDeleteHi Sabina. I believe we tend to perceive companies that advertise their products and services in the newspapers or television as more successful and reliable than those that advertise online or give out flyers in the street. This is partly due to the higher cost of designing and placing an ad in such mediums. Secondly, such companies will reach out to wider audiences, and so are more likely to attract people to purchase their products, which leads to a cycle of success.
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