Life
is experience. Everything that happens to us, either directly or indirectly, leaves
an impression on our character. Inevitably, our experiences are our own. No
one, not even twins, experience life the same way. Differences that arise, when
the diverse element of our environment is added, vary greatly as well. Grasping
this concept, and then looking out our window, why is it that we tend to
categorize and stereotype groups of people? What defines these preconceived assumptions?
This apparent contradiction emphasizes how deep this influence is. Our
dominating form of entertainment, the broad aspect of the media, has a drastic
influence on our society. Reading between the lines should give us some insight
to this influence induced on the American people. We all believe in relative
truths, whatever they may be, in which our culture demonstrates to us how we
enjoy lies and how that causes us to willingly believe lies, resulting in a
distorted view of reality with detrimental effects on society, such as racism.
The extent to which the media is exposed to the audience,
ultimately determines the extent of its influence. Technology has assisted the
media in reaching more people, more of the time, and apparently will
increasingly continue to do so. The initial intent of the media is to “inform
and educate, as well as entertain (Culture, p4, ¶1).” Therefore, this is where
we go to attain various types of information, education and entertainment. Consequently,
entertainment has encompassed the intent of the media, and has reached beyond a
point where it is now an important factor when it comes to reaching the audience
with education and information. In order to reach the masses and maintain the
audience’s attention requires elements of entertainment, which in turn,
endangers the information of bias.
The
definition of entertainment is “amusement or diversion provided esp. by
performers; also: something or
someone diverting or engaging (Merriam, 2007).” The definition of divert is “to
turn from a course or purpose: deflect 2: distract 3: to give pleasure to esp.
by distracting the attention from what burdens or distresses (Merriam, 2007).”
Some definitions for engage is “to bind by pledge… 3: to attract and hold esp.
by interesting; also: to cause to
participate… 5: to bring or enter into conflict (Merriam, 2007).” The
definitions clarify what entertainment is, and as you read along, the
connections will be more apparent. The fact being that on the most part,
entertainment is experienced, not often conceptualized.
Based
on research “work of Conway and Rubin… established the following gratification
factors in TV use: passing-time,
entertainment, information, escape, relaxation, and status enhancement (Oliver,
2010).” From these fundamental factors derives a wide range of determinants that
leads one to seek to be entertained, which results in added exposure to the
media. Emotional factors such as stress, boredom, loneliness leads some to seek
“information that may ultimately help the mournful viewers ‘work through’
(Oliver, 2010)” a negative state. Other motivators are “means of experiencing
beauty and raising morale (Oliver, 2010).” In other words, entertainment has
the ability to manipulate our emotions and allows us the freedom to select
media to feel how we would like to feel.
Due to our desire to ultimately “escape,” leads us into
an area in which we are susceptible to be mislead and deceived on many levels. Green
explains:
“To
compensate for the difficulties in their lives, people spend a lot of their
time daydreaming, imagining a future full of adventure, success, and romance…
The perfect illusion is one that does not depart too much from reality, but has
a touch of the unreal to it, like a waking dream. Lead the seduced to a point
of confusion in which they can no longer tell the difference between illusion
and reality (2001, p. 251).”
Considering the extent
of the reach of the media, “Heavy television viewers tend to internalize the
media’s messages… Media representations that are consistent and intense become
mentally available for influencing real-world perceptions, beliefs, and values…(Ramasubramanan,
2010).” This proves that the media is a very effective, yet acceptable tool for
manipulation.
The
art of persuasion and the art of seduction can be blueprints for the techniques
used by the media to reach the means to their end. Straight to the point, the
media is overall, in it for the money. Entertainment and advertisements in
particular, are directed to motivate and persuade, in other words, seduce you
to their proposed instruction.
“The
trick to making them listen is to say what they want to hear, to fill their
ears with whatever is pleasant to them… Inflame people’s emotions with loaded
phrases, flatter them, comfort their insecurities, envelop them in fantasies,
sweet words, and promises, and not only will they listen to you, they will lose
their will to resist you (Green, 2001).”
Not
only do they persuade one to do things or buy things, they will stimulate
particular emotions in order to affect behaviors. Take for example the use of
fear and shock appeals. “Fear appeals attempt to frighten target audience
members in order to motivate them to take appropriate precautionary,
self-protective action (Jones, 2010).” Motives for shock appeals have been
suggested to capture the attention of the audience, the interest that results
in free publicity, to raise awareness, to affect attitudes, to enhance recall,
to influence behaviors, to increase sales and profits, or to achieve other
mission-related goals (Jones, 2010). For example, “advertisers invest time
understanding the human spirit to shape it into a consumer mentality (Touzard,
2007).”
Going
back to our window, does the media affect perspectives on diverse groups of
people? “Television can teach us many things, can tell us many stories, can
make us laugh, but it can also make us angry, and it can take us to a number of
different worlds and force us to establish our position towards them (Mitu,
2010).” The media allows the world to open up to us and, accompanied with a
false sense of freedom, determine for ourselves what is right and wrong in
these simulations, and therefore other similar situations. “Individuals
experience the greatest level of enjoyment when the portrayed outcomes in media
entertainment are perceived as ‘just’ or ‘correct’ (Oliver, 2010).” But,
whatever the media has displayed up to this point has been “in accordance with
the intentions and desires of people (Mitu, 2010).” This then insinuates that
one particular perspective of reality is predominantly acceptable, but that is
another topic altogether, although it is inevitably unavoidable and will be
present.
In
1946, William Tymous, an African American, World War II veteran, wrote a letter
to Federal Communication Commissioner, Clifford Durr, in which William stated
he worried to what extent they had nailed “down in the minds of millions of
listeners derogatory and false judgments of fellow citizens…conditioned by
these anti-racial stereotypes that they placidly accept them and can see no
wrong in such disguised fostering of race hatred (Pickard, 2008).” This letter
resulted in the creation of the “Public Service Responsibility of Broadcast
Licensees,” also known as the “Blue Book,” as a guideline that is hardly
recognized, even today. Due to the
universal fact that money is power, money can safely be assumed to be the
motive for any established set of rules that are ignored, not to exclude rules they allow
to be enforced. Follow the money trail, you will find “who” is at the end of it,
another topic for another time.
The
manipulating hand behind the media is characterized as insidious. Green explains
in Appendix B entitled “Soft Seduction: How to Sell Anything to the Masses” how,
through a few key factors. The most apparent factors present in our media are
very interesting. “Design your words and images to stir basic emotions – lust,
patriotism, family values… they feel stirred, uplifted. Now you have their
attention and the space to insinuate your true message.” Another aspect is to
use visuals, images to hypnotize, to make them feel, to your design. Also, that
the “most seductive way to sell” is through trends. The most astonishing key
factor is “Tell people who they are.”
“Making
them unhappy with themselves gives you room to suggest a new life-style, a new
identity. Only by listening to you can they find out who they are. At the same
time, you want to change their perception of the world outside them by
controlling what they look at. Use as many media as possible to create a kind
of total environment for their perceptions. Your image should be seen not as an
advertisement but as part of the atmosphere (2001, p.447).”
These points are
apparently familiar. Yet we are so blind to it, including those who are
negatively affected. Perhaps due to the fact that it is easier to identify
issues for others than it is to identify of ourselves.
“His love of justice often became a blind and furious
passion, and whenever he deemed his own or the public safety endangered, he
disregarded the rules of evidence and the proportion of punishments (Gibbon,
2003).” Aurelian, a Roman general was also described as desensitized and
unsympathetic to tortures and death. This is just one of the innumerous
personages who abused power to their standards of justice. Rome, once being a dominating
power in the world, is a paralleled, “safely acceptable” example to use. Can
anyone honestly say they are not blinded by their own rationalizations in their
own standards of justice?
Evidence of a governing standard that poses as
just, proves to be a real possibility in our society as a nation. An experiment
conducted on White Americans that consider themselves unprejudiced,
demonstrates where rationalization plays a major role. “Because maintaining an
unprejudiced self-image is so important to most individuals…any event that
casts doubt on their unprejudiced self-image…then respond to this threat by
seeking out an opportunity for comparison with more prejudiced individuals
(O’Brien, 2010).” The media is readily available to provide these comparisons,
which accounts for how it is possible that a particular perspective of reality
is commonly accepted. When you follow the trail of oppression, it will become
evident “who” determines what is commonly accepted, another topic altogether.
Racial
prejudice is the best example to show what is happening “behind the scenes,”
and reveals the detrimental effects of a distorted view of reality. Discrimination
against Black people is the most extreme and most prevalent, yet the most disguised.
It shows where our standards originate from and the source of many
inconsistencies in our society. It does not exclude the discrimination of other
races, or disparage them.
Assata
Shakur is a Black revolutionary woman who was charged with being an accomplice
to a murder of a White state trooper in the 1970’s. Her autobiography
illustrates her experience throughout the trial which reflects how “they [judicial
system] had used the law to abuse the law (Shakur, 1987).”
Through
her upbringing, she reflects on how racism affected her perspective of her
environment and the part media played to frame her mindset growing up. She
watched shows such as, “Ozzie and Harriet” and “Lassie” and wanted to be like
them because it was thought that was how it was supposed to be. Commercials had caused her to act as a puppet, “and
I didn’t even know who was pulling the strings,” by wanting what they told her
she wanted, believing that’s what she should want.
Personally
and socially, the experiences of Assata testify to a force in the world that
manipulates the masses to a dominant, governing point of view. The distortion
of reality is not solely limited to the media and the “fantasy world,” but
extends it influence into reality. As mentioned earlier, it leads “the seduced
to a point of confusion in which they can no longer tell the difference between
illusion and reality (Green, 2001).” As a child growing up in a segregated
environment, external pressures were felt to want something influenced. As an
adult, an external force laid claim on her life because she interfered with
their interests.
“Meanwhile,
we in this society must remind ourselves again how we threaten our own
interests and rights when we condone by our silence the government’s use of
surveillance, attacks on the legitimacy of political activists, and the use of
the criminal law to suppress and punish political dissent (Shakur, 1987).”
The
media, in relation to how it portrays our reality in society, shows how the
“puppeteer” wants, or allows issues to be portrayed. No matter what race, I
believe we are all in danger of, and susceptible to, the self-righteous control
of the judicial system. Ultimately, this shows how we are all living under a
false sense of freedom. The media is always there to confirm that for us.
Though, it must be stated that the media is referred to in general. There is
media that is valuable, relevant, and beneficial in existence. Even when the
media is corrupted, there is a fundamental truth that deceptions are derived
from. The main point is identifying underlining “lies” in the media in order to
avoid their influence.
We
are not qualified to judge when we possess preconceived notions in viewing the
“world,” how much more so when we interact with it? Racial prejudice is just
one of the many aspects of conditioned thinking existent in our American
culture. Others include; materialism, religion, aging, class, etc.
Common
knowledge is that we can change the world by the relatively small things we can do as an individual. A place that we
all can start is by realizing what we don’t want to realize. Wishful thinking,
especially when money, also known as the root of all kinds of evil, is involved.
“Seduction is the ultimate form of power. Those who give in to it do so
willingly and happily (Green, 2001).”
References
Gibbon, E. (2003). The Decline and Fall of the Roman Empire. Toronto:
Random House Publishing Group.
Green, R. (2001). The Art of Seduction. New York, New York: Penguin
Group.
Jones,
T., Cunningham, P.H., &Gallagher, K. (2010). VIOLENCE IN ADVERTISING. Journal of Advertising, 39(4), 11-36.
Doi:10.2753/JOA0091-3367390402
Merriam-Webster’s
Dictionary and Thesaurus. (2007). Library of Congress Cataloging
–in-Publication Data.
Mitu,
B. (2010). “CULTURE AND TELEVISION AFTER 20 YEARS. THE TELEVISUAL
GLOBALIZATION.” Annals of Spiru Haret
University, Journalism Studies, 11237-244. Retrieved from EBSCOhost.
O'Brien, L. T., Crandall, C. S., Horstman-Reser, A., Warner, R.,
Alsbrooks, A., & Blodorn, A. (2010). But I'm No Bigot: How Prejudiced White
Americans Maintain Unprejudiced Self-Images. Journal of Applied Social
Psychology, 40(4), 917-946. doi:10.1111/j.1559-1816.2010.00604.x
Oliver,
M., & Bartsch, A. (2010). Appreciation as Audience Response: Exploring
Entertainment Gratifications Beyond Hedonism. Human Communication Research, 36(1), 53-81.
doi:10.1111/j.1468-2958.2009.01368.x
Pickard,
V. (2008). A Postwar Settlement for U.S. Broadcasting: Conference Papers-International Communication Association, 1-30.
Retrieved from EBSCOhost.
Ramasubramanian, S. (2010). Television Viewing, Racial Attitudes, and
Policy Preferences: Exploring the Role of Social Identity and Intergroup
Emotions in Influencing Support for Affirmative Action. Communication Monographs,
77(1), 102-120. doi:10.1080/03637750903514300
Shakur, A. (1987). Assata. Chicago: Lawrence Hill Books.
Touzard, G. (2007). Destructive advertisements: The relationship between
advertisements and the environment. Conference Papers -- American Sociological
Association, 1. Retrieved from EBSCOhost.
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