The role of media in influencing societal attitudes
The media plays a crucial role in influencing societal attitudes from different perspectives. Media encompasses various channels, including television, radio, newspaper, and recently social media, which has continued to convert the world into a global village. Primarily, mass media serves such various reasons in society as educating the civic, informing them, and entertaining them. However, a notable problem is a bias, where the media presents information in favor of one group within society. Such partiality might be in the form of reporting negative stories about the entity, which helps to propagate harmful stereotypes and, therefore, affecting how the larger society treats them.
Three theoretical perspectives help to explain the impact of the media on the development of societal attitudes. The first viewpoint is functionalism, which views mass media as a necessary tool for the smooth running of society. The next is the interactionist theory that depicts the press as a tool that creates meaning in the minds of the audiences through symbols. Interactionists also seem to explain how the mass media influences the behavior and attitudes of members of society but also seeks to create a shared understanding of the common beliefs. The influence of mass media on societal attitudes can also be explained through the conflict theory that aims to present the press as part of the causes of the conflicts occurring within the changing society. The paper focuses on the conflict perspective and the media as a tool for social change.
The conflict perspective focuses on how the media creates and reproduces inequalities in society. Specifically, the approach describes how social processes tend to affect the smooth running of society by causing disruptions. The conflict theorists argue that mass media fails to satisfactorily play its role to entertain and inform since it is controlled by corporations seeking to satisfy their selfish agendas (Rodríguez 4). Most times, these corporations controlling mass media use various advertising and programming strategies that enable them to influence certain social classes. In contrast, the media intentionally leaves out other social categories like the poor, aged, and those belonging to the minority groups such that it is difficult to get their needs met. This conflict perspective borrows from Karl Marx’s ideas that society is continually changing, and these changes are brought about by class differences. However, it is worth noting that this form of competition is typical of all human relationships.
The conflict perspective views modern mass media as a tool for social change. Such an opinion is evident through the feminist approach that seeks to propagate specific views on the female gender across society. For instance, take a look at the popular television shows, online games, and advertisements that present the image of an ideal woman as young, light-skinned, and slender, which is very narrow and therefore does not represent the appearance of all the women across the society. Theorists in this field acknowledge that the feminist perspective is necessary since it helps to propagate stereotypes concerning the female gender in society. However, the problem is that some forms of mass media present women in a negative light and therefore enhancing negative attitudes towards them. Notably, the gender gap between males and females is huge in tech-related fields involving engineering, math, science, and technology. These differences are, however, attributable to the negative gender stereotyping that exists in society depicting women as inferior to men. This gap between the technological knowhow of men and women often acknowledges men as the keepers of technology while women can only excel in other fields. Worse still, the women who find themselves overcoming these stereotypes still face discrimination as the media continues to propagate stereotypes that subordinate women.
However, recently, the media has started to create images that equalize the status of men and women in various fields. Consequently, many women have come out and participate in even sensitive areas of society, such as politics. The article presented by Philip Bump and posted on the Washington Post on January 14, 2016, deals with the gender stereotyping that has seen women seem incapable in the field of politics. Bump acknowledges the capability of Hilary Clinton in taking over the American presidency after President Barrack Obama. The author reveals the authenticity of the source through bringing in the actual comments of President Barrack Obama, who gives several qualities affirming that Clinton is the best candidate for the American presidency. Obama then articulates the merits of the woman candidate as courageous and having the heart of leadership. However, the president wishes to stress the fact that Hilary Clinton is the most qualified candidate for the position of presidency. He claims that there is no other person that has ever been qualified to hold that position in history. Somehow, this information is accurate because Clinton has been a secretary of state and senator, which gives her enough exposure to the political field, which is needed for individual development. Bump, also acknowledges that Clinton’s experience is only comparable to that of former presidents of the United States, making an ideal candidate. This article is not the only one taking a feminist perspective on the American presidency because other media forms have continued to depict Hilary Clinton as the most suitable candidate for the American position. Opinion polls have even gone ahead to give Clinton a sure bet that she will win the pending elections scheduled for 2016. This feminist approach is, however, necessary since it reveals the ability of the media to influence societal attitudes concerning the position of women in politics. This shows that mass media is a tool for social change as it could help erase the negative stereotypes that present women as inferior to men.
The mass media influences societal attitudes through emotions, behavior, and persuasion. These can be better explained through the theory of cognitive dissonance that states that individuals can change their behavior and beliefs so that they do not cause disharmony. According to Harmon-Jones, this theory operates under four conditions, including the ability of an individual to realize that they have a choice in the matter, and understanding that the behavior has negative consequences (5). Additionally, the individuals must commit to carrying on with the practice even though it contradicts thoughts and finally be in a position to justify this behavior. The theory of cognitive dissonance is evident in Bump’s article on the suitability of Clinton as the predecessor of President Barrack Obama in American politics. Firstly, he does not force the audience into believing that they must elect Clinton as the president because he only gives facts about her suitability for the position. Moreover, Bump uses a title that is revealing of the fact that the audience should read the paper and determine for themselves whether Clinton is the most suitable candidate or not. Bump also understands that he needs to express his views even though it seems to contradict common though. Given the fact that all the 44 American presidents are male, then the thought of electing or even campaigning for a female candidate seems contradictory to the norm. However, media sources should not fear to express their honest opinions since they could help in the transformation of societal attitudes.
Breaking the negative stereotypes that cause conflict within society calls for a change of attitude. This change is achievable if the media chooses to depict a particular underrepresented population positively. The theory of reasoned action illustrates the relationship between individual attitudes and behavior. According to the concept, individuals engage in a specific behavior if their positions are based on their expected outcome (persuasion 18). Additionally, the social norms surrounding the act also determine whether the individual will participate in a specific behavior. Concerning Bump’s paper, the ability of the Americans to change the pattern and elect a female president depends on their attitudes towards the female presidency. Therefore, if the more significant percentage of the population feels that the female candidate will bring change to the American economy, then they are highly likely to campaign for Clinton or even elect her as president. Interestingly, the media influences the beliefs and attitudes of different individuals through opinion leaders who are usually people more connected to the media than their peers. These individuals often pass information by passing on media messages to their audiences. For instance, Bump is an opinion leader who has followed American politics for a long time, making it possible for people to adopt his views. Bump makes it even easier for the audience to understand the reasons why they should elect Clinton by comparing her to other former presidents with regards to experience. The media, therefore, helps to form an image in the minds of human beings, and they become captive to this image, and this makes it easier for them to conform to those images.
The media continues to act as a tool for social change through the use of symbols. The conflict theory illustrates the press as a necessary evil that helps to transform the societal attitudes. For instance, the feminist perspective has often sought to propagate a particular view of the female gender. Most often, these stereotypes are usually negative, and they encourage the oppression of women in society. However, the media is changing, just like society. Today, media outlets have started to depict women as powerful beings who can contribute positively to society. For instance, America’s presidential campaign saw many media stations campaigning for the election of a female candidate who would be the first in the country’s history. Even the opinion polls revealed that people in the society felt that Clinton was the best fit for the position of presidency compared to her competitor Donald Trump who had no prior political experience. The positive presentation of the media on the female gender as even qualified to participate in sensitive issues like politics is indicative of the fact that society is willing to change their attitudes as long as they hope that the outcome will be positive.
Works Cited
Bump, Philip. “Is Hillary Clinton the ‘most experienced’ presidential candidate in history? The Washington Post.” The Washington Post, June 14, 2016. Retrieved from www.washingtonpost.com/news/the-fix/wp//06/14/is-hillary-clinton-the-most-experienced-presidential-candidate-in-history/.
Harmon-Jones, Eddie, and Judson Mills. “An introduction to cognitive dissonance theory and an overview of current perspectives on the theory.” (2019).
Persuasion. January 23, 2020
Rodríguez, Clemencia. Citizens’ media against armed conflict: Disrupting violence in Colombia. U of Minnesota Press, 2011.