The Effects Of Media On Social Behavior Essay

The Effects Of Media On Social Behavior Essay

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“There is little, if any, evidence to support the idea that that there is a direct relationship between exposure to violent media content and violent social behaviour‟. Discuss this statement with reference to the strengths and weaknesses of “media effects” research.

Human life has always contained some brutality, murderousness and violence. Recent researches link violence among viewers, young people especially, to the media violent substances. Albert Bandura, as an example, accused media for its direct stimulation of offenders to behave violently. Consider in contrast, George Gerbner argues that media has long term and lasting impacts on viewer’s lives rather than mere immediate direct effect. In this essay, this academic argument about media significance in increasing violence among children beside the permanence and limitations of media effects will be illustrated.

When seeing everybody using the same phones, wearing the same Adidas shoes and talking about the same subjects it is usually pointed at the manipulative media as the hidden creator behind these orientations. Probably the first sociologists who conceptualizes the interactionism or the notion that exterior factor can motivate viewers to behave exaggeratedly or differently is Norman Triplett in the late 19th century and Frankfurt school researchers in the early 20th century. There has always been a room for more reteaches in this particular area considering the emergence of the digital media recently. Children specifically are highly likely to be affected by the media substances due to the amount of time they spent watching Television or gaming online “Children spend, on the average, over 6500 hours in the world of television before entering school” (Gerbner, 1980: 1...


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...se of its lack of scientific evidence alongside its selectivity as illustrated above. In addition to that, another criticism was made recently on is that media violent content available for everyone, however only minority commit crimes thus “Equally seriously, different viewers will respond to the same scene quite differently” (Gauntlett, 2001). Nevertheless, Geoge Gerbner successfully avoided the simplistic linear poisoning of media effects which adds to his studies more academic reliability. Moreover, he states that demographic classification, previous knowledge and education alongside other factors can shape media effects on people so media effects cannot be certain or identical between people “Layers of demographic, social, personal, and cultural contexts determine the shape, scope, and degree of the contribution television is likely to make” (Gerbner, 1980: 23).

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