The effect of the media on it’s audience’s thoughts has been a very important topic of study over the years. It is agreed that the media doesn’t directly put thoughts or opinions in your head but rather reinforces current thoughts or beliefs and trains your mind over time. There have countless multiple studies done by the public health community, physicians, scientists, and psychologists that have supported this idea that the media affects how and what people think. But how does a message turn into an opinion or the reinforcement of a current opinion?
In order to understand and be self aware of how the media influences our thoughts and our actions I believe it is a good idea to start with The Sleeper Effect theory and then go into and understand how to break down the Hypodermic Needle theory. The Hypodermic Needle is a pretty general and broad theory can be broken down into the Two Step Flow, Agenda Setting, Cultivation, and Uses and Gratifications theories by differentiating between a passive and non-passive audience. While none of these theories directly stem off of each other by any means and are their own separate theories, I felt that this is a good order to start with when understanding how media can impact its viewers.
In 1951 The Sleeper Effect was proposed by Carl Hovland and Walter Weiss which proposed that as time goes on a repetitive message followed by a “discounting cue” is increasingly likely to influence the way a person thinks. This “discounting cue” is normally something that softens the blow or purposely suppresses the message (Hovland). This can be something like running a political ad against Donald Trump and putting “paid for by Donald Trump” at the end of it. These “discounting cues” are anything that leads you to believe there is a lack of credibility in the source of the information (Sleeper).
“Nobody wants to think their views are not their own”
-Anonymous
Throughout the day we are being bombarded with ad after ad on almost every platform we go to in media, whether it be the news, youtube, or a video game. Looking back at this you can’t really remember what ads were displayed but rather what was happening in your show, video, or game. Although they seem to just get pushed to the side, at some point these ads begin to worm their way into our subconscious and start affecting our thoughts and actions. When you start to become aware of the pervasion of all of this information you are unwillingly become susceptible to you begin to take a step back.
The Hypodermic Needle states that the media directly influences the public opinion. Although it is no longer accepted, it is a good preliminary theory to start on because people generally view the media to have that power (Lamb). It was later advanced to say that there is actually a middleman or, “media leaders”, that pass this information on to a passive audience . This is called the Two Step Flow theory, and these “media leaders” are often someone in the social eye and are respected and trusted by the targeted audience (Two-Step). A question I ask anyone I am having a serious discussion with is “how do you know what you know” and I feel it’s a very important one. At some point in time there was someone you trusted enough who said “the sky is blue” for you to believe them.
Going off of this is the Cultivation theory, proposed by George Gerbner in 1975. It is the belief that media has gradual effects on what the already already thinks and reinforces these opinions. It goes off the assumption that many people pick and choose what they watch and read for their own opinion’s convenience (Cultivation 1). For example you could have the opinion that all guns are bad so you read all these articles that go along what your opinion, strengthening the belief of your opinion. The more you are consuming media either passively or actively you are more likely to be susceptible to this theory. By implementing this theory in media today it reinforces the individual’s world view so that they only see one perspective. After seeing this one perspective over and over that reinforces your belief you would become more passionate and eventually become brainwashed. While this theory assumes that the media is not the one who initially put this idea in your head how did it get there in the first place? Who controls what the media is talking about?
“If you pull on the saw machine arm long enough you will win. You will know which pull will award you”
-Jordan Peterson
Out of all of this comes the Agenda Setting Function Theory from Lippmann in 1922 which was advanced by McCombs and Shaw 50 years later. This theory was based off a study of what voters think is important vs what the media reports on at the time. It was concluded that there was in fact a strong correlation between what people felt was most important to them vs the frequency/importance of the media’s broadcasts. It shouldn’t be new to anyone that media is a business that prioritizes themselves over all else. Later in 1988 this theory was advanced once again to include something called “framing” (Agenda). It is a very common tactic used by both sides in today’s media that adds or omits certain facts to influence the way a person views that topic or to make them think they came to that conclusion themselves. It is one of the more threatening tactics used by the media because a lot of people fall victim to it. It creates a strong bias within the article and while not being factually incorrect, it purposefully influences the audience to come to the same conclusion. Everyone has a different political view. Some people prefer CNN while others prefer Fox News as they identify more with one than the other.
But why do people even use media?
The Uses and Gratification Theory addresses this question and begins by breaking it down into 5 reasons to use media. To be informed, to be entertained, to adopt an identity, social interaction, and to escape. As humans we tend to gravitate towards things that make us feel nice, so we tend to gravitate towards the media that makes us feel nice too. This theory assumes that people will gravitate towards the media that is most convenient to them. It goes off of the cultivation theory to say that people will most likely research their side of an argument or only view articles that seem to support what they believe. Rather than view the effect media has on people this theory reverses this and analyzes how and why people use the media that they use.
My advice is to still have your opinions and still gravitate towards those cites that generally support and reinforce your opinion. But do so with an open mind and a curious mind that will do the due diligence and go directly to the primary source so that you can make your own opinion and have your own information and facts to back it up. This is one of my biggest beliefs when approaching politics and just talking with someone who has the same beliefs or different beliefs as you. I never like to talk about anything I did not look into or research myself. I do not like “he said she saids” or subjective reasonings as I always look for the facts. I try not to let my emotions guide the conversation but the facts themselves first. There is always room for emotions but they should not get in the way of the truth.
Works Cited
Mainly used MEDIA COMM THEORIES PP 97-2003.ppt
“Agenda Setting Theory: Media Theories.” Youtube, Mr Sinn, http://www.youtube.com/watch?v=12xwHhCntHA&t=37s.
“Cultivation Theory.” Mass Communication Theory, 31 Dec. 2013, masscommtheory.com/theory-overviews/cultivation-theory/.
“Cultivation Theory.” Wikipedia, Wikimedia Foundation, 27 Oct. 2020, en.wikipedia.org/wiki/Cultivation_theory.
Hovland, Carl, and Walter Weiss. “The Influence of Source Credibility on Communication Effectiveness.” Oxford Academic, 1951, academic.oup.com/poq/article-abstract/15/4/635/1923117?redirectedFrom=fulltext.
Kumkale, G Tarcan, and Dolores Albarracín. “The Sleeper Effect in Persuasion: a Meta-Analytic Review.” Psychological Bulletin, U.S. National Library of Medicine, Jan. 2004, http://www.ncbi.nlm.nih.gov/pmc/articles/PMC3100161/.
Lamb, Brett. “The Hypodermic Needle Theory: VCE Media, Victorian Curriculum, Media Arts, Digital Literacy, Media Education, Filmmaking.” Lessonbucket, 3 Oct. 2019, lessonbucket.com/media-in-minutes/the-hypodermic-needle-theory/.
“Sleeper Effect.” Wikipedia, Wikimedia Foundation, 8 June 2020, en.wikipedia.org/wiki/Sleeper_effect.
“Two-Step Flow Model of Communication.” Encyclopædia Britannica, Encyclopædia Britannica, Inc., http://www.britannica.com/topic/two-step-flow-model-of-communication.