Studying Media: Discussing the Various Methods

Since the early 1900's there has been a curiosity about the effects of media and the "right" way to research the effects that media may or may not have on people, both intentionally and unintentionally. As with any new thing that people discover, multiple methods were soon introduced in the hopes of finding the most effective way to research this.  Cultural research into media was soon introduced, as well as a scientific research on the topic. It is important to note that over the years these methods have changed and evolved in the hopes of staying current.

The earliest methods utilized for analyzing the media are as defined by Media & Culture by Campbell, Martin, & Fabbos and are as follows:

• Direct Effects (Also known as the hypodermic model)
• Limited or Minimal Effects model
• Uses and Gratifications model

Direct effects, or the hypodermic model, is named as such because it views media as injecting itself into peoples minds.  In a way directly choosing a purpose and following through.  The Limited or Minimal Effects model views media as a sort of subjective concept in which people will take from it what they want.  In essence, the media doesn't change what people think, only allows people to pick and choose the meaning they want to take from it.  Lastly Uses and Gratifications model implies that we as consumers utilize the media to satisfy our own needs.  That we can choose what we take from it in a way, which is similar to the Minimal Effects model.

Curtesy of: www.karanovic.org -

After World War I there was an increasing concern about the unpredictability and uncontrollability of the media.  Considering the large role that  propaganda played in World War II it is easy to see why this concern was incredibly valid.  Beyond the psychological manipulation for political purposes, companies became increasingly interested in how to best sell their products.  While manipulation might not be the best word when considering the consumerism that was being created, strong suggestions seemed to be the motto of the day.  People soon began getting barraged everywhere with messages and advertisements on how to be the better you.  As we have seen in the twenty first century, specifically the industrialized first world countries and the United States, we are becoming more and more so a consumerist world filled with suggestions and media barrages from the day we are born. A common theory is that we, consumers, are passive receivers to the media.  Being spoon fed ideas without even knowing it.

Once an aspect of media has decided what idea they want, next they have to decide the fastest and most effective ways to pique peoples interest.  Consequently people discovered that sex sells, and unfortunately, so does violence.  This is of course not applicable to all demographics, but rather the target demographic of the media text.  Demographic meaning age and or social group.  For instance 25-35 single males is a demographic or kids between the ages of 2-4, etc.  Finding their target demographic is incredibly important for creating the right type of media to reach them.

An important question this raised for me, is what are the impacts going to be on the next generation moving forward?  When we allow ourselves to be fed what the media wants to feed us, are we really going through the necessary research before we create opinions?  Many peoples perceptions are greatly altered by what they see in the media.  The media drives perception, isn't it then our duty to make sure this power is used ethically?

Take for example, children's role models today.  Instead of being based on strong respectful people, they are the most played on TV, the most encouraged by society.  When our children look up to the Jersey Shore as a positive example, we have a problem.  Reality TV itself has served to skew our view on reality considering  very few accurately portray the average persons life.  When children grow up emulating those behaviors and expecting good results, we as a culture will need to rethink how media really can effect us now and in the future.  It has become almost solely the responsibility of the parents to limit what media they allow their kids to access.  Children will start to develop a warped sense of reality if they base it one television shows and media outlets.

The idea of skewed reality is not exclusively tied to reality TV, but also perhaps more importantly news sources.  Depending on where you take your news facts from, your idea of what's really going on in the world can be vastly different.  Depending on the political inclinations of the news source the news, both intentionally and unintentionally can be biased to varying degrees.  The media unfortunately creates an often false sense of reality, its up to the individual to decide what really is going on in the world.

Ultimately, our perception of the world can be effected by the media.  How we decide to study media can effect our perception e of it.  The media and its impact, in a way, can be argued and taken subjectively.  We should all continue to study it and try and understand it, because anything with that much power, could be used as a source of knowledge, or a weapon.