Index

Introduction
Media affects our decision
What is wrong with media
The effect media has on society
Why people fall from media
How media effects teenagers
How the media psychologically manipulates
What role does media play
Limited effect theory
Class dominant theory
Culturalist theory

Introduction
In modern society media is everywhere and is
virtually unavoidable. Mass Media is one of
the most powerful tools and controlled by
selective groups to manipulate society. It
shapes people values and perception as well
as determines what is normal and acceptable
in todays global generation. As a result of
media we are tampered with and told what to
buy based on an ideal that media has
imposed on people to be accepted.

Media Affect our Decisions

We live in a society that is
dependent on communication
and information.
Media affects our decisions.
We rely on media to inform,
educate and entertain us.

What is Wrong with Media

Media is manipulative
Not always authentic
Misinterpreted
misleading

This is quote by Ryan Holiday, a media

manipulator
Today the media-driven by blogs-is assailed on
all sides, by the crushing economics of their
business, dishonest sources, inhuman deadlines,
page view quotas, inaccurate information, greedy
publishers, poor training, the demands of the
audience, and so much more. These incentives are
real, whether you are the Huffington posts or CNN
or some tiny blog. They warp everything you read
online-and let me tell you thumbnail-cheating
Youtube videos and paid-edit Wikipedia articles are
only the beginning.( What is Media Manipulation)

video

The effect Media has on

Society
We make decisions based on the
influence of media, for example:
What we buy
Who we vote for
How we act
How we perceive reality

Why people fall for Media

Constantly surrounded by it
Dependent on it
Human nature to want to fit in and
be accepted
persuasive

Video

How Media affects

Teenagers
Teenagers are at stage of their life
where fitting in and being accepted is
very important.
Media uses beautiful, skinny, fit
people that are usually altered to
create a fake perfect person, and
how teenagers see this and strive to
be like the people in the
advertisement.

What role does mass media

play?
Legislatures, media executives, local
school officials, and sociologists have all
debated this controversial question. While
opinions vary as to the extent and type of
influence the mass media wields, all sides
agree that mass media is a permanent part
of modern culture. Three main sociological
perspectives on the role of media exist: the
limitedeffects theory, the classdominant
theory, and the culturalist theory.

Limited-effects Theory
The limitedeffects theory argues that because
people generally choose what to watch or read
based on what they already believe, media exerts a
negligible influence. This theory originated and was
tested in the 1940s and 1950s. Studies that
examined the ability of media to influence voting
found that wellinformed people relied more on
personal experience, prior knowledge, and their
own reasoning. However, media experts more
likely swayed those who were less informed. Critics
point to two problems with this perspective. First,
they claim that limitedeffects theory ignores the
media's role in framing and limiting the discussion
and debate of issues. How media frames the debate
and what questions members of the media ask
change the outcome of the discussion and the

Class Dominant Theory

The classdominant theory argues that the media
reflects and projects the view of a minority elite,
which controls it. Those people who own and control
the corporations that produce media comprise this
elite. Advocates of this view concern themselves
particularly with massive corporate mergers of
media organizations, which limit competition and
put big business at the reins of mediaespecially
news media. Their concern is that when ownership
is restricted, a few people then have the ability to
manipulate what people can see or hear. For
example, owners can easily avoid or silence stories
that expose unethical corporate behavior or hold
corporations responsible for their actions.

Culturalist Theory
The culturalist theory, developed in the 1980s and
1990s, combines the other two theories and claims that
people interact with media to create their own meanings
out of the images and messages they receive. This
theory sees audiences as playing an active rather than
passive role in relation to mass media. One strand of
research focuses on the audiences and how they interact
with media; the other strand of research focuses on
those who produce the media, particularly the news.
Theorists emphasize that audiences choose what to
watch among a wide range of options, choose how much
to watch, and may choose the mute button or the VCR
remote over the programming selected by the network
or cable station.

How The Media Psychologically

Manipulates
Guilt by Association:
All that is necessary to
destroy a persons character publicly is to take that
person and overtly or covertly associate them to
something the masses will reject. Never mind if it is true
or not, simply to question it or make the association is
sufficient.

Just a Little Poison:

The next way the media tries
to manipulate minds is through, what is called, the
verisimilitude. Now that is a real mouthful. It means that
something is very similar to something else. In this
case, it is mixing a little poison or a lie with the truth.

 Making Sandwiches:
A great technique
to help build self-esteem in people, while correcting
them, is called the sandwich technique. This
approach is amazing because it uses positive
reinforcement of the individual before and after you
have shared a difficult area they need to change in.
This assures to them that you still like them and
that you respect them. It makes your message easy
to accept with them.

Repetition Makes True:

Incessant
repetition of a lie registers as truth in the mind of
the masses. Mass hysteria can be created by
repeatedly reporting the dangers of some microbe
infesting humans and taking over the world in tones