Mass Media Influences
Media Influences
It has long been known that the media has a strong influence on the public, and when television and other media presents strong messages on any particular topic, like smoking for example, society is impacted. This paper presents quality references in order to cover important aspects of the media, the issues it promotes, its history, it tactics, and its impacts.
Technological Transitions and Digital Technologies Influence Society
Author Paul Boyer explains that through "mediated communicative processes" individuals help to shape society. In those communicative processes there are to be found "complex interactions of human agency, social institutions," along with the various media-driven communicative processes that are the foundations of society (Boyer, 2012). The media that people use -- including today's Internet, television, print media, and radio -- shape both "national political conversations" and a number of aspects of social relationships (Boyer, 213).
And since the emergence of multiple cable channels on television, and the 24-hour news cycle on CNN and other cable systems, a wide variety of socially relevant information and what some would consider propaganda have proliferated in the United States. Included in the socially relevant messages beamed into homes on television are commercials and public service announcements attempting to change or at least impact certain behaviors that relate to public health issues.
Media Influence on Youth in the U.S. -- Smoking
When it comes to the issue of adolescent smoking, an article in the peer-reviewed Journal of Consumer Affairs, points out that there have been decades of antismoking campaigns presented in the media. Also, even though the federal government (U.S. Department of Health and Human Services - HHS) had hoped to reduce the percentage of adolescent smokers to 16% by 2010, the percentage of adolescent smokers in 2010 remained at 20% (Paek, et al., 2011).
That having been reported, an updated statistic, available from the Office of Adolescent Health (HHS), shows that "…nearly one in fifteen high school seniors" (just 7%) was a daily smoker in 2014 (HHS, 2015). That in fact is a substantial reduction from 2010, although the HHS reporting relates to high school seniors not all adolescents per se. The statistic for all high school students (not just seniors), according to the Centers for Disease Control and Prevention, was 9.2% in 2014. That is well down from the 2010 data, and clearly the antismoking messages through various media are having a positive effect.
Meanwhile this article by Paek, et al., focuses on how adolescents perceive the effects of media on their peers. "Adolescents are known to be particularly susceptible to peer perceptions," and this is true because adolescents are acutely concerned about the impressions they make on others in their peer group (Paek, 124). Moreover, studies show that perceptions often determine the influence peers have over each other more so that peer behaviors do. The model known as "influence of presumed influence" (IPI) holds that people (in this case, youth) perceive "some influence of a communication on others," and resulting from that perception, people can change their own attitudes or behaviors (Paek, 124).
In other words, what an adolescent perceives when it comes to a friend (or a member of a peer group) who is responding to a media message (on smoking, for example), impacts how that first adolescent may change his or her attitude and behavior towards antismoking messages. On page 127 the authors break the IPI concept down into three components, which help a reader to understand how and why it is that an adolescent's perception of how a friend responds to antismoking public service announcements is important.
The first IPI component, "perceived exposure" alludes to the assumption that adolescents make judgments about the exposure of their peers to media messages based on their own exposure to the same public service announcement (Paek, 127). According to researchers Gunther & colleagues (2006), referenced by Paek, adolescent exposure to antismoking and pro-smoking messages on television was "positively related to the perceived exposure of peers to the same messages" (127).
Secondly, the extent to which an adolescent perceives other adolescents being exposed to media messages will determine the "…extent to which that adolescent will perceive those others…" being impacted by those media messages (Paek,127). And the third part of the IPI model shows that even more than adults do, adolescents form, develop, and even alter their attitudes and their behaviors about an issue (smoking) in response to their judgments as to what other adolescents think and believe...
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