Mass media is a part of our life =)

Our perception is influenced a lot by all the TV programs and shows, Hollywood movies and Chinese drama. Mass media is an essential part of our daily life. A script of an usual morning in an ordinary American family. Daddy wakes up, and the first thing which he does is, he reads a newspaper with a cup of freshly brewed coffee, at the same time, his wife if preparing a breakfast for him, while she is watching TV. It is my prototype of a typical American ( actually, not only American, I think this script can be applied for many countries) morning.

Nowadays, we cannot imagine our lives without grasping fresh news in the morning. Everyday I get a Today newspaper and look through it during my trip to school.

What is the function of mass media in this cases? I think it is surveilance. All people read daily newspapers in order to know all the news. However, there is other media functions: correlation, which means the analysis and evaluation of information. Cultural transmission, or education and socialisation. It means that media not only inform us about news and events, but also it socialize us- receivers. A good example, after you watched a Sunday movie or a famous drama, you can discuss it with your friends. Or if you do not know how to spend a time with your relatives, you can watch TV together, and after discuss the main characters or something you did not like in the show. Finally, the last function is entertainment. The media offer us – media consumers an escape from the problems of everyday life. Media provide enjoyment and gratification, help us to relax. Nowadays, American idol became extremely famous; however, there is one phenomenon known as globalisation of mass media.

This an example of media globalisation; an international development strategy. As you can see this episode is from French idol =))

Now I want you to watch this:

As you can see it is a short episode from Alfred Hitchcock’s psychological thriller Psycho. In this case the function of media is entertainment; however, I would like to discuss not functions, but the media communication theories, and to decide which theory can be applied yo this video.

The first theory is powerful effect theory, it was popular in 20s/30s, and after the WWII. it is also known as magic bullet or a hypodermic needle. And the main idea of it is, that the mass media is influential, and audience is passive. In my opinion, this theory cannot be applied in this case, the reason is very simple: you just can simply turn of the TV or change the channel, if you do not want to watch this show.

The second theory is exactly the opposite of powerful effect theory – it is limited effects theory. Audiences are active with the ability to resist the messages – the main point of this theory. Also, audience members interpret messages according to their own preexisting beliefs and use the media message in a unique way. This theory has its limitations; in fact, we are not that powerful to resit the media.
The third theory is moderate effect models. Basically it states that, the ability of the media to influence its audience remains; however, if we do not want it, we still can resist it. I think this theory can be applied to the certain extend.

Next, is agenda setting function. It refers to the media’s ability, through repeated news coverage, to raise the importance of the issue. I think, this theory is far from our video; however, it can be applied to the recent news: the escape of the Malaysian terrorist from the detention centre. You can see the sheets with his face everywhere; in all institutions, buses, MRT.

Ok, the fifth theory is media hegemony. Media is represent the views of the powerful elite…. I think in this case it is not this theory. It is just an entertainment movie, there is no hidden political or economical issue, no criticism towards the powerful elite.

Media determinism – “The medium is the message”. I think this theory cannot be more applied in this case. The main point of it – people judge how well company is doing by their advertisement.

Spiral of silence. I think this theory can be applied, because the main point of it is, that the decision to speak is influenced by changes in public opinion. If you are only the one in your family who does not want to watch Psycho, I think you’d better to remain silent and just watch it, because all other members are enjoying the show.

Finally, the cultivation theory. This one is a very interesting for me. It says “message in media do not influence audiences attitudes directly but, cultivated indirectly”.

Actually, I chose this video, because I had a personal experience connected with it, and the consequences can be explained by the cultivated theory. When I was about 5 or 6 years old I accidentally saw an episode from this movie, when a girl in a shower was stubbed with a knife, and after this I was afraid to take shower when I was alone at home! I know it sounds ridiculous; however, it is so. Cultivation theory explains it in term of mean world hypothesis. In other words, the view that the world is much more dangerous place than it is actually is.

P.S. be careful watching psychological thrillers! CHEERS