Study aspects of the impact of modern media on the British
Introduction
internet media influence britain
The link between media culture and its real world effect has
been a hot topic for many years. Many people believe that media have an
obviously bad effect on people. In today’s world people cannot live without
Mass Media and with the help of technological improvements sending messages to
the masses is becoming easier and easier. As we are been showered with tons of
advertising, information and other sort of materials by the different types of
Mass Media has influence on our everyday life styles.than 1000 studies
conducted in the past 40 years show that excessive exposure to media violence
causes the violent behaviour in real life. Some other researches prove that
media contain heavy messages that promote unhealthy habits or antisocial
behaviours. This might be true. A few centuries ago people knew only a few
kinds of communication. They could speak to each other, they could send their
message from one place to another by smoke signals, and they used mail. Later
on, they also had some newspapers. The newspapers are an incredible influence
tool in society. They can easily turn on people emotions in favor or against an
issue or something.is because we as readers tend to believe everything that is
written in the newspaper even do it might be the wrong information. Newspapers,
radio, television, the Internet and other media are very important for us. We
can get the newest information from the whole world. Media give us a big amount
of information.
Although the press in this or that country is legally free,
the danger lies in the fact that the majority of people are not aware of the
ownership. The press in fact is controlled by a comparatively small number of
persons. Consequently, when the readers see different newspapers providing the
same news and expressing similar opinions they are not sure that the news, and
the evaluation of the news, are determined by a single group of people, perhaps
even by one person. In democratic countries it has long been assumed that
government ought, in general, to do what their people want them to do.object is
the process of the media's influence on the average Briton.subject is the mass
media as an instrument of influence on human consciousness.aim of my qualification
work is researching aspects of the influence of modern media on the British.aim
is achieved by solving tasks: The methods used in the qualification work are
studying and analysis of scientific literature, periodicals, and also Internet
resources which contain relevant information required for the research and
their following use for creating the teaching materials section.present
qualification work consists of four parts: introduction, the main part,
conclusion and bibliography. The main part of our qualification paper includes
several items.
Glossary
. Mass media - A means of public communication reaching a
large audience.
. Newspapers - a publication regularly printed and
distributed, usually daily or weekly, containing news, opinions, advertisements,
and other items of general interest
. Magazines - Publication issued periodically, containing
miscellaneous editorial pieces, such as articles, short stories, interviews,
photographic essays, or poems, of either a specifies or general nature.
. Yellow Pages - section of a telephone directory that lists
businesses, services, or products alphabetically according to field. 5. Radio -
the wireless transmission through space of electromagnetic waves in the
approximate frequency range from 10 kilohertz to 300,000 megahertz.
. Television - A television system that has twice the
standard number of scanning lines per frame and therefore produces pictures
with greater detail. 7. Direct Mail - Advertising circulars or other printed
matter sent directly through the mail to prospective customers or contributors.
. Telemarketing - the business or practice of marketing goods
or services by telephone.
. Internet - A means of connecting a computer to any other
computer anywhere in the world via dedicated routers and servers. When two
computers are connected over the Internet, they can send and receive all kinds
of information such as text, graphics, voice, video, and computer programs.
. Specialty Advertising - Form of advertising that uses
advertising novelties as medium for the message. Examples include buttons,
bumper stickers, and balloons with writing. 11. Input - The language that the
child is exposed to through listening to the teacher, to peers, to tapes, to
video or TV, or through written text. This provides the raw material for the
child to work on and develop his/her internal language system.
. Interaction - communication with other people. Classroom
interaction refers to the communication which takes place between teacher and
pupils, and pupils and their peers.
. Motivation - something that inspires action
14. Classroom management - it means developing, creating
classroom for maximize use.
. Violence - exertion of physical force so as to injure or
abuse.
1. What is mass media?
.1
The structure of mass media
is a process of transmitting information to the public. It is
manipulation of symbols-words, pictures and expressions. What people think
about politics arise out of their understanding of symbols. But these are just
symbols, not realities. Unless we ourselves are in the White House Oval Office,
we can not really know what is happening. We can only know the political world
through the symbols communicated to us by media.Edelman, political scientist
explains: "For most people most of the time politics is a series of
pictures in the mind, placed there by television news, newspapers, magazines
and discussion. The pictures create a moving panorama taking place in a world
the mass public never quite touches, yet one its member come to fear and cheer,
often with passion and sometimes with action. Politics for most of people is a
passing parade of abstract symbols." [18]mass media are all the channels
of communication that carry messages to the general public. There are eight principal
mass media-televisions, books, newspapers, motion pictures, magazines, radio,
internet and recordings. The following paragraphs will deal with the three most
important media and their possible influence on public opinion.most popular
medium of communication is television. It became usable in the late 1930’s but
then the World War II has delayed its development. The commercial TV
broadcasting started in the late 1940’s. The years between 1950 and 1958 meant
a big explosion of TV sets. While in 1950 there were about 4 millions
televisions, in 1958 there were forty-one million families having a TV set.,
most homes in Britain have a television set, and the average home set is turned
on seven hours a day. According to Nielsen Media Research from the year 2006, an
average British watches television four hours thirty five minutes a day. The
number of homes connected to cable television systems is rapidly growing. This
medium is the most common source of news for the most British and it is the
most believable source of news. Between 1958 and 1960, television passed
newspapers as the most believable medium and three years later as a source of
most news. The graph below from the year 1987 reveals that most people trust
television news than that of any other medium. Even more, in 2004 more than
ninety percent of the British used TV as the primary source of new information.
[13]is unique in more ways. It is immediate because it can show news from
different parts of the world life. It is also special for its visual content because
it increases emotional appeal and brings a sense of legitimacy to the viewers.
The arrival of television meant a revolution in personalizing
communication.highly influencing media are newspapers. They were the first
medium with the purpose to communicate new information to a large public. The
first published newspapers in England were published in April 1704. They were
published weekly and were one page long. In the past they were also used to
promote public support to different issues as for example ratifying the
Constitution. At the beginning of the nineteenth century the number of
newspapers and magazines grew dramatically from around 200 in 1800 to around
1200 in 1830’s. In 1833 came an important change the invention of penny press,
which was cheap newspaper containing sensationalized stories and was sold to
the working class. [20]about 70 percent of the population reads newspapers. The
average British spends twenty minutes a day reading them. About eighteen
hundred daily newspapers are published. Though the numbers of newspapers
readers still reach millions, the sale of newspaper is sinking. In the age of
the rise of the Internet more and more people look for new information online
and do not bother themselves with the printed papers. The average age of an
British newspaper reader is fifty five and this number is still rising. Younger
people do not seem to be interested in reading newspapers - only nineteen
percent of British’s between the ages of eighteen and thirty-four admit of
reading any type of printed news journals. Independent British newspapers have
lost forty two percent of their market value since 2005. As a good example can
serve the Times Company, whose stock has declined by fifty four percent since
the end of 2004.third and very important type of media is the Internet. It is
the revolution in the way of communication, which has developed in the early
1980s. It was originally used to connect Pentagon with far military bases and
defense contractors. The first main public use was the electronic mail
communication. The growth of the Internet started with the explosion of
personal computers and the development of a range of graphic programs. At the
end of 1980s it was widely used by the public. Companies from all different
parts of the world had recognized the economic potential of Internet and
developed their own web pages.is important to say that nowadays there is a
technology gap in Britain. Class, race, age and educational attainment may
influence the people’s access to personal computers and the Internet. Although
most of the public libraries provide the Internet access for free, there are
still people that can not use this opportunity because of lack of basic
computer skills, no access to transport or just because they are illiterate. The
Census Bureau, which is a company that regularly conducts surveys of the
British public, has found out that people between the age of twenty five to
sixty four, whites and Asians and people with higher educational attainment
have more access to the Internet than others. According to this research, the
tables below indicate that the possible advantages provided by Internet are
likely to be achieved by more educated, younger people with at least basic
computer skills. [8]has also changed the way we get news and other political
information. According to Richard Davis, a political scientist who has studied
the political functions of Internet, it serves as a link between government and
the people. It can also bring the opportunity to communicate with other people
that are interested in discussion of political issues. But there are also
possible dangers hiding in the Internet. Anyone with some computer skills can
create a web page or blog and present his thoughts and ideas as facts. There is
unfortunately no way how to distinguish reliable and accurate knowledge from
irrelevant, manipulative or biased information. The public must be aware of
this fact and treat the information from Internet carefully. [2]first
politician who has employed the Internet in his campaign was Howard Dean. He
recognized that the Internet and computers are part of people’s daily lives and
started to use it to mobilize supporters and raise money in 2004. The campaign
also used web tools, online surveys and blogs to get the feedback from his supporters.
Howard Dean commented on his Internet campaign subsequently: "The Internet
community is wondering what its place in world of politics is. Along comes this
campaign to take back the country for ordinary human beings, and the best way
you can do this is through the Net. We listen. We pay attention. If I give a
speech and the blog people don’t like it, next time I change the speech."
[3]
.2
The power of media
television news influence public opinion? Political
scientists Benjamin I. Page, Robert Y. Shapiro and Glenn R. Dempsey asked this
question in their extensive study of eighty policy issues over fifteen years.
The purpose of the research was to find out if media content altered public
opinion. They found out that reporters and commentators had the greatest impact
on opinion change and their opinions were crucial in shaping mass opinion. On
the other hand the independent experts interviewed by the media had some impact
on opinion but not as great as newscasters themselves.media may also influence
public opinion and partially shape attitudes by deciding what is newsworthy. In
these days television is really the most important form of mass communication.
The newspaper reader can turn quickly from news to sport without being
confronted by politics. The television viewer today must see the news or else
turn off the set. Television also presents visual images, not merely words. The
emotional impact of pictures enables television to communicate stories and
feelings in an especially powerful way.table below describes where the British
learn about candidates and their campaigns. It is visible that the television
was the most common source of information and that is why it is the most
influential medium. The attitudes to traditional sources of information changes
quite slowly because, for example, for older people is not easy to search
through the internet for information. [15]media power is concentrated in the
hands of relatively small number of people: the editors, producers, anchors,
reporters and columnists of the leading television network and the prestigious
press. These people usually do not see themselves as holders of the power. They
rather present themselves as reporters who simply narrate events as they are.
But whether or not the media elite acknowledge their great power, they make
every day decisions that affect life of people. They must decide what story is
worth covering, how much time should be given to the news, what sources are
trustworthy.stories determine what mass audiences will think about and talk
about. The power of television does not really lie in persuading viewers to
vote for one candidate or another. Instead, the power of television lies in
deciding which issues will be given attention and which will be ignored. The
mass media also directly influence the decision makers, which is even more
important than the influence on mass audiences.political journalist, Theodore
White, claims that the power of the press in Great Britain is a crucial one. It
sets the agenda of public discussion and this power is unrestrained by any law.
It determines what people will think about and talk about. It is obvious that
the power of mass media is great. Critics argue that the media have become too
powerful and influential and that their freedom should be curtailed. The news
media are accused of bias, invasion of privacy, manipulating events,
irresponsibility, and libel and of actively trying to shape public opinion by
setting particular agendas. All these negative arguments may be used against
the media. On the other hand media could be also helpful- this applies to media
which try to give support to various charity projects, search for missing
people. [5]
1.3
Media effects and influence
aspect of the media which affects our attitude towards
journalists and editors and the way we react to media stories is the so-called
‘power of the press’. The press was accused of "power without
responsibility - the prerogative of the harlot throughout the ages". A
continuing debate rages over whether the media is the voice of public opinion;
the reflector or mirror of public opinion; the organ of public opinion; the
controller of public opinion; the regulator of public opinion; or the creator
of public opinion.key criticism made of the media is that they are responsible
for ‘agenda-setting’. That is, the media select events and issues that are
discussed and considered by the community. By their selection process for
stories and programs, the media set the agenda for public discussion - and
other issues go ignored. In this way, critics say, the media define social
reality. The media are also blamed for almost every social ill known in our
society. The media have been said to cause crime, violence, teenage
delinquency, promiscuity, racial strife and drug taking. But, in fact, little
proof or evidence is available to substantiate these claims. Precisely what
power the media really do exert in contemporary society continues to be
debatable.Klapper released a landmark study of the media in 1960, "The
Effects of Mass Communication" which destroyed many of the myths
concerning the power of the media and shattered assumptions. Klapper concluded
from extensive research that "persuasive communication was more often
associated with attitudes reinforcement than with conversion". Klapper’s basic
assertion, which is still held as relevant today, was that mass communication
was "more likely to reinforce existing opinions than to change them, and
more likely to produce modifications than conversion". Not everyone agrees
with Klapper. But we can note from his research that generalisations about the
media’s power to change opinions or create new opinions are dangerous. [21]mass
communication studies and psychology find that people draw their opinions from
a range of sources and the media are but one influence. Possible links between
media coverage and portrayals of violence and the level of violence in society
is one area which has received considerable study and attention. There is a
general belief that media coverage and portrayal of violence and lawlessness
contributes to lawlessness and disorder.1965, the psychiatric department of
Denmark’s Council for Forensic Medicine reported that "no scientific
experiments" could lead one to the assumption that pornography or obscene
pictures and films contributed to committing of sexual offences by normal
adults and youths." [16]response to this report and substantial supporting
sentiment in the country, the Danish Parliament repealed the legal prohibitions
against written pornography in 1967. In 1969, the Danish Government ended film
censorship for adults and legalised the sale of pornographic pictures and
photographs to anyone over the age of sixteen.prophets of doom forecast that
Denmark would slide into moral decay. But guess what happened? Sex crimes fell
sharply in the year following the 1967 Government action and decreased further
after the repeal of virtually all pornography laws affecting adults in 1969.
There is also research on audience retentiveness which suggests that newspaper
and magazine articles and electronic media broadcasts do not have the
all-powerful influence or effect we sometimes think they do. Research has found
that people retain only around 10 per cent of what they hear or read once and
no more than 50 per cent of what they see. [10]this suggests is that you should
not over-react to a media story. When one negative article appears in the
media, it is not the end of the world. Despite the warning about "making
or breaking your company or career in 30 seconds" at the beginning of this
book, the media does not inject opinions into the public like a vaccine.you
over-react to a negative story in the media, consider the following formula for
newspaper impact:
• On average, only 10 per cent of a newspaper’s
circulation will read any one particular story in the paper. Some don’t read
the paper at all on some days and most people skip read, selecting items of
interest;
• On average, of those who read a particular
story, most will remember only 10 per cent of the content.means that an average
article in a newspaper with a circulation of 100,000 will only be read by
10,000 people and only 1,000 will remember what they read.is also research
which shows that, even when awareness is created, attitudes do not necessarily
change and, furthermore, when attitudinal change occurs, it does not
necessarily lead to behavioural change. So, even if 1,000 people remember what
they read in the newspaper, only a small percentage of these will change their
attitude because of the information and even fewer will change their buying
behaviour, voting preference or patronage. [4]purpose of these examples is not
to contradict earlier comments about the importance of the mass media, but to
provide a rational view of media effects. The media can neither be blamed for
all of society’s ills, nor can they be seen as a panacea for changing opinions
in your organisation’s favour.realistic view of media effects also suggests
that communication with the media has to be on-going. One good interview or
story is not going to achieve your objectives any more than one negative story
is going to cause ruin.
2.
Advantages and disadvantages of media in Britain
trying to select a medium that is right for your advertising
message, it's helpful to know some of the advantages and disadvantages of the
various forms of media to assist you with your decision.
.1
Newspapers
appeared in many European countries in the 17th century. The
first English printed news book averaging twenty-two pages was the "Weekly
News". It appeared in Lon don in 1621. By the 1640s the news book had
taken the form of a newspaper. The first periodical was the "London
Gazette", a bi weekly court paper. It started as the "Oxford
Gazette" in 1665.British are great newspaper readers. For many British people
reading a daily newspaper is an important part of their daily routine. Great
Britain is one of the countries where daily newspapers are delivered at the
door before breakfast.can divide the daily press into two groups:
. The quality press (broadsheet). The quality papers are
thick, serious and speak about politics and current affairs (The Times, The
Guardian, The Independent, The Telegraph)
"Financial Times" contains a comprehensive coverage
of industry, commerce and public affairs. "The Times" is the most
famous newspaper. It represents the views of the establishment and is
well-known for its correspondence column.
"The Guardian" gives a wide coverage of news events
and reports on social issues, the arts, education.
"The Daily Telegraph" contains reports on national
and international news, gives a full covering of sports and other topics. [1]
. The popular press (tabloids)popular papers have fewer
pages, are written in a simple language and have very short articles with big
headlines, many colorful photos and illustrations and lots of stories about
famous people (The Sun, The Daily Mail, The Daily Mirror):
· Your ad has size and
share, and can be as large as necessary to communicate as much of a story as
you care to tell.
· The distribution of your message can
be limited to your geographic area.
· Split-run tests are available to test
your copy and your offer.
· Free help is usually available to
create and produce your ad.
· Fast closings. The ad you decide to
run today can be in your customer's hands two days from now.
Disadvantages:
· You have to compete for
attention against large advertisement run by supermarkets and department
stores.
· Poor photo reproduction limits
creativity.
· A price-oriented medium. Most
advertisement is for sales.
· Short shelf life. The day after a
newspaper appears its history.
· Waste circulation. You're paying to
send your message to a lot of people who will probably never be in the market
to buy from you.
· A highly visible medium. Your competitors
can quickly react to your prices. [25]
.2
Magazines
usually come out weekly, fortnightly or monthly. They cover
various topics and interests - from fashion, gardening, housing to computers,
sports and camping. Women’s magazines have articles about fashion, housing,
cooking, dieting, fitness, cosmetics, love relationships. ("The
Economist", "Time", "Newsweek",
"Spectator"):
· High reader involvement
means more attention will be paid to your advertisement.
· Less waste circulation. You can place
your advertisement in magazines read primarily by buyers of your product or
service.
· The smaller the page (generally eight
and half by eleven inches) permits even small advertisement to stand out.
Disadvantages:
· Long lead times (generally
90 days) mean you have to make plans a long time in advance.
· The cost for space is higher in
addition to higher creative costs. [6]
.3
Yellow pages
British Telecom Official online directories from the largest
phone company in the UK, British Telecom. Offers both Yellow Pages and White
Pages for the UK.
Thom Web Online directory site for one of the largest
publishers in the UK, Thompson Directories. Provides both UK Yellow Pages and
White Pages.
Yell.com UK Yellow Pages and White Pages offered by a large
independent directory publisher.:
· Everyone uses the yellow
pages.
· Advertisement is reasonably
inexpensive.
· You can easily track your responses.
Disadvantages:
· All of your competitors
are listed so you run the ad as a defensive measure.
· Advertisement is not very creative
since they follow certain formats. [9]
2.4 Radio
Britain radio and television broadcasting is mainly provided
by the British Broadcasting Corporation (BBC). We can recognize five nationwide
radio stations in Britain. The BBC has five national radio channels for
listeners in the United Kingdom.(channel) 1 provides mainly a programme of rock
and pop music.2 broadcasts lights music and entertainment, comedy as well as
being the principal channel for the coverage of sport.3 provides mainly
classical music as well as drama, poetry and short stories, documentaries,
talks on ancient and modern plays and some education programmes.4 is the main
speech network providing the principals news and current affairs service, as
well as drama, comedy, documentaries and panel games. It also carries
parliamentary and major public events. BBC 5 (on medium wave only), which is
devoted chiefly to sport, education and programmes for young people.:
· A universal medium. Can be
enjoyed at home, at work, and while driving. Most people listen to the radio at
one time or another during the day.
· Permits you to target your
advertising dollars to the market most likely to respond to your offer.
· Permits you to create a personality
for your business using only sounds and voices.
· Free creative help is usually
available.
· Rates can generally be negotiated.
· Least inflated medium. During the
past ten years, radio rates have gone up less than other media.
Disadvantages:
· Because radio listeners
are spread over many stations, to totally saturate your market you have to
advertise simultaneously on many stations.
· Listeners cannot refer back to your
advertisement to go over important points.
· Advertisement is an interruption to
the entertainment. Because of this, radio advertisement must be repeated to
break through the listener's "tune out" factor.
· Radio is a background medium. Most
listeners are doing something else while listening, which means your ad has to
work hard to be listened to and understood.
· Advertising costs are based on
ratings which are approximations based on diaries kept in a relatively small fraction
of a region's homes. [17]
· Permits you to reach great
numbers of people on a national or regional level.
· Independent stations and cable offer
new opportunities to pinpoint local audiences.
· Very much an image-building medium.
Disadvantages:
· Advertisement on network
affiliates are concentrated in local news broadcasts and on station breaks.
· Creative and production costs can
quickly mount up.
· Lead time can result in items being
sold out before ad runs.
· Most advertisement are ten or thirty
seconds long, which limits the amount of information you can communicate. [12]
.6
Direct Mail
:
· Your advertising message
is targeted to those most likely to buy your product or service.
· Your message can be as long as
necessary to fully tell your story.
· You have total control over all
elements of creation and production.
· A "silent" medium. Your
message is hidden from your competitors until it's too late for them to react.
Disadvantages:
· Long lead times required
for creative printing and mailing.
· Requires coordinating the services of
many people: artists, photographers, printers, etc.
· Each year over 20% of the population
moves, meaning you must work hard to keep your mail list up to date.
· Likewise, a certain percentage of the
names on a purchased mailing list is likely to be no longer useful. [24]
2.7
Telemarketing
clothes industry also used Television as main type of media
to advertise it goods. They also use celebrities and famous athletes in their
advertising campaigns. Michel Jordan, David Beckham can be said to inspired
kids to play a respective sport and to even wanted to look like them.popularity
influence the society to a great extent that not only them, but also the clothing
firms make large amount of cash of the influenced buyers - to look cool wearing
the latest Jordan Shoes.:
· You can easily answer
questions about your product/service.
· It's easy to prospect and find the
right person to talk to.
· Cost effective compared to direct
sales.
· Highly measurable results.
· You can get a lot of information if
your script is properly structured.
Disadvantages:
· Many business use
telemarketing.
· Professionals should draft the script
and perform the telemarketing in order for it to be effective.
· Can be extremely expensive. [8]
2.8
Internet
Internet was created in 1983. Since that time it has grown
beyond its largely academic origin into an increasingly commercial and popular
medium.mid-1990s the Internet connected millions of computers throughout the
world. Many commercial computer network and data services also provided at
least indirect connection to the Internet. The World Wide Web, which enables
simple and intuitive navigation of Internet sites through a graphical
interface, expanded during the 1990s to become the most important component of
the Internet.‘also known as the World Wide Web (WWW)’, this is the newest type
of Mass Media there it reaches world wide, if one has a webpage made in
Thailand someone in Colombia can see it. That is how amazing Internet is,
distances become shorter and shorter. [17]:
· Everything you really need is a PC,
some knowledge and ideas for designing your site, then search for the best
Internet ad package for your advertising needs and budgets, choose from a
variety of advertisement ways like Banner Advertisement, text advertisement;
whether you want to work with pop-ups or pop-under, etc. All from the comfort
of your home!
· Unlike TV commercials, which must be
periodically updated, your Internet advertisement could go for some time
without change. If they need updating, the amendment of the site or your ad is
usually a very simple matter that can be done quickly and easily.
Disadvantages:
· If you use the Internet, you may be
facing grave danger as your personal information such as name, address, credit
card number etc. can be accessed by other culprits to make your tasks worse.
· Virus is nothing but a program which
disrupts the normal functioning of your computer systems. Computers attached to
internet are more prone to virus attacks and they can end up into crashing your
whole hard disk, causing you considerable headache.
· This is perhaps the biggest threat
related to your people’s healthy mental life. A very serious issue concerning
the Internet. There are thousands of pornographic sites on the Internet that
can be easily found and can be a detrimental factor to letting people use the
Internet. [2]
2.9
Specialty Advertising
are not allowed directly to influence programme content or
editorial control. In television, food manufacturers and retailers are the
largest category of advertisers.must be clearly distinguishable and separate
from programmes. The time given to them must not be so great as to detract from
the value of the programmes as a medium of information, education or
entertainment.advertising is limited to an average of seven minutes an hour
throughout the day and seven a half minutes in the peak evening viewing period.
Advertising is prohibited in religious services and in broadcasts to schools.
Independent television’s teletext service carries paginated advertisements.:
· Can be attention grabbers
if they are done well.
· Can give top-of-mind awareness.
· Gets your name in front of people.
Disadvantages:
· Difficult to target your
market.
· Can be an inappropriate medium for
some businesses.
· Difficult to find items that are
appropriate for certain businesses. [1]
3. Negative effects of media
.1
Experimental studies
of the best-known studies of the effects of violent
television are experimental. This is a preferred method of many psychologists
working in this field. Different conclusions have been made. Some studies prove
that there are links between television viewing and antisocial behaviour.
Others claim positive effects. And some show that there are no links at
all.Bandura based his observational learning theory. These laboratory studies
show that if people are exposed to aggression in the media, although this was set
up artificially, they can become more aggressive. Previous researches have
mostly relied on studies in artificial laboratory conditions, which can only
provide limited kinds of evidence. In common all these studies had a principal
weakness: they lack the real life experiences.Study on Media Culture’s Negative
Influence on people do apart from attacking the doll, if they were left there?
Even the people know that the doll is not alive and does not suffer pain. [11]
.2
Social Learning Theory
observational effect is also called Social Learning Theory.
Albert Bandura used it specifically to explain media effects. Adults acquire
attitudes, emotional responses and new styles of conduct through
"modeling" of films and television. The major premise is that we learn
by observing others. Four steps combine a cognitive view and an operant view of
learning:
) Attention-the individual notices something in the
environment
) Retention-the individual remembers what was noticed
) Reproduction-the individual produces an action that is a
copy of what was noticed
) Motivation-the individual is motivated to imitate.
Motivation refers to rewards and punishments, you will not do anything unless
you have some reason for doing it.and punishments are, traditionally,
considered to be the things that "cause" learning. Bandura sees them
as motives. An observer anticipates a reward for certain behaviours because
somebody else has been so rewarded.course, the negative motivations,
punishments, are there as well, giving you reasons not to imitate someone.
While, like most traditional behaviorists, Bandura says that punishment in
whatever form does not work as well as reinforcement and, in fact, has a
tendency to "backfire" on us. [23]instance, many media contain
messages about cigarettes. When people see actors and actresses smoking on
screen and see signs for tobacco products at concerts and sports events, some
of them might make a conclusion from these massages that smoking makes a person
fascinating and attractive. Most Britons cannot realize the health risks they
are facing when they use these products. "People who see a lot of
advertisements for cigarettes admit that it influences them to want to smoke.
It is not by chance that the three most advertised cigarette brands are also
the most popular ones smoked". There may be a link between cigarette
advertising and peoples smoking. [14]
.3
Arousal Hypothesis
Hypothesis is one of the theories of media violence set up by
Tannenbaum. He believes that exposure to media violence increases aggression
because violence increases excitation or "arouses" viewers.violent
video games may have even a greater relationship to aggressive behaviour than
viewing violent television programs and movies because people are actively
engaged in the violent video game, not just being passive viewers. In this way
they are more aroused and excited. "Playing a violent video game for as
little as 20 minutes causes an increase in aggressive thinking, an increase in
aggressive feelings like anger, an increase in physiological arousal, for
example heart rate, an increase in aggressive behaviour, helping
behaviours".violence has a particularly strong impact on young people, who
blur fantasy and reality. Most of the older people may regard the fantastic
portrayal of violence as ridiculous and unrealistic, while the younger people
strongly believe that they are true stories. Even from the daily life we can
see that young people are willing to imitate violent cartoon characters, such
as Batman, and superheroes with magical powers.Study on Media Culture’s
Negative Influence on People 67 "Cartoon violence is one of the most
likely forms to promote imitation", said Joanne Cantor, a communications
professor emeritus at the University of Wisconsin-Madison. "It normalizes
violence and also trivializes violence in a way by focusing not on negative
consequences of violence but making it funny".should not assume that a
cartoon or any other type of program is okay for their people simply because it
is made for kids. The most vulnerable viewers are people, who happen to be
targeted by some of the most harmful portrayals of violence on television. [20]
3.4
Disinhibition Hypothesis
theory investigated by L. Berkowitz called
"Disinheriting Hypothesis" explains that interpersonal aggression will
be increased by some certain circumstances: where violence is rewarded; where
similar situations are in the current environment; where the environment has a
target. This is because the inhibitions against such behaviour have been
weakened.they come to accept violence as a way to solve tasks. For instance,
they are more likely to hit their playmates, argue, disobey class rules and are
less willing to be patient for what they want. Some theorists argue that the
constant media diet of violence desensitizes audiences, that is to say, makes
them less sensitive to real human suffering.
"Young people becoming desensitized to violence mean
that they gradually come to not be aroused by violent scenes and to not be
bothered by violence in general". They believe that people regard screen
violence as play or show and with some unknown reasons become
"immune" to the horror of violence. Finally this makes them less
sensitive to the pain and suffering of other people. Furthermore, violence can
be accepted as the only way to resolve tasks and conflicts. [7]
.5
Antisocial behaviour
violence encourages antisocial behaviour. High levels of
Internet users have been found to spend below average time with other people,
to communicate less than normal and to feel more depressed and lonely. A great
deal of research suggests that spending large amounts of time with electronic
media may lead to negative cognitive, emotional, and physical consequences for
people. Under some circumstances, they affect people indirectly by infringing on
other activities. Adult Internet users say that they take part in fewer
activities, spend less time with family and friends, and read less newspaper
because of the Internet. Compared with light viewers, people who are heavy TV
viewers also have fewer hobbies and engage in fewer physical activities. It may
be good for people to participate in some non electronic media events.
.6
Lasting impact
violence has a lasting impact on people. Media violence does
not need to affect adults directly in order to make adults more aggressive.
More aggressive adults may have been affected years earlier when they were
people. A study conducted by psychologists Dr. Leonard Eron and Dr. Rowell
Hussmann continued for decades. It began in 1960. They took 800 eight-year-olds
and found that people who watched many hours of violent television tended to be
more aggressive in the playground and the classroom. They checked back with
these kids 11 and 22 years later. They found the aggressive eight-year-olds
grew up to become even more aggressive. [17]
4.
Positive effects of media
researches describe people as helpless victims under the
media’s influence, while some other studies have shown that people are capable
of talking critically and intelligently about the media and 68 people are able
to make "media literate" productions themselves. Media violence may
have some positive effects as well.
.1
Catharsis Theory
violent media definitely has negative effects upon people,
some scholars have asserted positive effects as well. One common theory, called
the Catharsis Theory cites violent media as a potential outlet for aggression
and decreased real-world violence as a result.effect originated with the
ancient Greek philosopher, Aristotle, who believed that the experience of
watching tragedy is cathartic. That is to say, it purges the audience of
certain strong emotions. As a result of experiments by Feshbach & Singer,
this idea has been developed in media effects research. Watching aggressive
media output is not proposed to make viewers more aggressive.the contrary,
since the aggression experienced through the media gives the viewer a catharsis
of aggression, watching violence leads to less aggression. Therefore, the
catharsis theory suggests that violent video games channel a adult’s aggression
and stop them from being aggressive in real life.violent content might be good!
If the catharsis theory is correct then violent media can relieve aggressive
feelings and prevent aggression in real life. Media have both pro-social
effects and anti-social ones. Therefore, media cannot be completely blamed for
aggression; there are other factors to be considered that could influence the
person. The media alone cannot be blamed for all aggression; other factors have
to be taken into account. [19]
4.2 The caution function of media
people commonly believe in the negative influence of media
violence, some effects of media violence can be positive, especially from the
caution function perspective. If people are totally protected from media
violence, they may imagine that the world is peaceful and perfect and people
are always nice to each other. Such people may grow up to be naive and
ignorant. They can not be fully aware of and cautious to the harsh reality of
life.the contrary, people, who are exposed to media violence, learn from media
how to deal with dangerous situations and are less vulnerable. In order to
measure the media’s caution function, a research was carried out to test
people’s reaction to strangers’ visiting. After a casual chat they asked the
people to lend them some money. Different people reacted very differently. Some
lent the money immediately, some hesitated, and some refused to talk to the
stranger from the beginning., people tend to be more cautious about their
actions or what they say to strangers after accessing, to some extent, violent
media. In this way media violence can be useful. It helps people to better
understand this imperfect world and accept violence as a reality of our
society. In turn, this may help them to act appropriately in dangerous
situations. [9]
.3
The case of St Helena Island
Media Quotient research shows the different ways in which
family media habits affect people. A child follows some models in their life
such as parents, guardians and relatives to set up their own ideas, opinions
and believes. If these people get involved in people’s lives and pay attention
to what kind of media people are exposed to, they can prevent the negative
effects and promote some positive understanding of the media content.parents
are more capable to maximize the benefits and minimize the harm of these media.
They know how to discuss the media content with people, share the feeling and
ideas conveyed by media in order to help people understand media properly. In
this case, before people are affected by the bad side of media or have a
psychological problem, we can help them and stop the situation from becoming
more serious.Tony Charlton and his colleagues seized the opportunity to gather
data using a whole population of people to compare their pre- and
post-TV-watching behaviour. St Helena, one of the world’s most remote inhabited
islands, had no access to TV. The researchers of this project started to
collect data two years before television was introduced to this island.
[22]television came to St Helena Island, they repeated the same measures in
each of the next five years. They sampled people’s viewing, analyzed the
programs content watched by people and indicated the amount of violence seen.
They compared ‘viewers’ and ‘non-viewers’ behaviour, investigated the
connection between people’s behaviour and the levels of violence they saw.five
years of viewing, they find that television does not inevitably influence
people’s social behaviour in adverse ways as people have predicted. This result
is contrary to most other researches. Why? The students explained that they had
difficulties taking part in the antisocial behaviour on this island. Because
people there know each other very well, the others can see everything you do.
That is to say, people’s behaviour is more shaped by family, school,
neighborhood and social community rather than media exposure. From the St
Helena studies we can see that healthy family, neighborhood and community
forces can all shape people’s behaviour at the same time. If the young people
have fewer chances to practice what they learn from violent media, they can
grow up healthily. Studies of parenting and interventions have shown that
parents of anti-social people are deficient in their methods of child-rearing.
The parents do not tell the people how they expect them to behave, fail to
monitor the behaviour to ensure it is desirable, and fail to enforce rules promptly
and clearly with appropriate positive and negative reinforcement.reinforcement
for aggression in these anti-social people is provided directly in the
parenting process force. Without the watchful eyes of their parents, relatives
and neighbors, people can watch TV, play video games and access Internet as
much as they want, which give them unlimited scope to learn and imitate
anti-social behaviour. [6]
Methodical
instruction of studying the mass media in school lessons
The aim of this practical part is to describe my own lessons,
so that they worked as efficient as possible. This will make work for the
teacher easier and the study for the students will become more interesting.1:
8: " What’s the News? "topic: " Mass Media ":
· development of communication
skills through the activation of concepts related to TV, press and radio
· formation of creative and critical
thinking of students through discussion and presentation of opinion
· increasing interest in the media in
their country and their influence on the mind, attitude of the individual.
Tasks: Training: Strengthen vocabulary and lexical and
grammatical constructions in the description of the various channels of the
Russian and British television and other media - newspapers, magazines, the
elucidation of their role in society. Developing: Developing skills of
monologic and dialogic speech in describing the native cultures in terms.
Educating: A comparison of the media, their importance in Russia and the UK,
raising a tolerant attitude towards other people's opinions, introduction to
culture.
Contents
|
Methodological
instruments
|
Results
|
1. Organizing
stage: · organizing the class · explanation of purpose and lesson
structure 2. Speech work Presentation of issues for discussion 3. Press
conference of British and Russian TV " 4. Monologue "My favorite TV
program" 5. Reading and analysis of the text "British
Newspapers"
|
Methods: •
verbal and visual-practical • research Tools: • supporting scheme • texts •
newspapers • magazines Forms: • group • an individual • collective
|
1. Express their
opinions about the media, discuss it, explore the meaning and role of media
in people's lives 2. Determine the kinds of newspapers and their
classification
Activities of
teachers
|
Activities of
students
|
I. Organizing
stage
|
Good morning,
students! How are you? What date is it today? Is anybody absent today? Sit
down and be ready for the lesson. At the lesson we are going to speak about
Mass Media. We’ll improve our speaking abilities on the topics "British
and Russian TV and Radio", "Newspapers", "The Role of
Mass Media in people’s life".
|
Good morning,
teacher! I’m fine, thank you, and you? Today is 22d of February. Yes.
|
II Phonetic work
|
Repeat after me:
Newspaper Magazine Radio Television Internet article issue review headline
interview commercial
|
Newspaper
Magazine Radio Television Internet article issue review headline interview
commercial
|
III. Speech work
|
Modern life isn’t
impossible without information. Is that true? 1. How do you get
information? 2. What is Mass Media? 3. What is Mass Media associated with?
Thus, we can learn about the world by watching TV, listening to the radio, by
reading newspapers or magazines. Which way do you like most? Why? Tell us
about your likes and dislikes.
|
Yes, it’s true.
Modern life. Isn’t impossible without information. 1. We get information at
school, by watching TV, listening to the radio, reading newspapers, from
Internet. 2. Mass Media is the way of giving and getting… 3. Mass Media is
associated with "The TV", "The Press", "The
Radio", "The Internet"
|
IV. Briefing
"The British and Russian TV"
|
Television is
definite by the most popular way of getting information. It attracts the attention
of millions of people every day. Of course, we want to know more about TV.
Imagine that you are journalists. You are at the briefing at the
International information Agency. You are going to write an article about the
British and Russian televisions. Interviewing will help you to do it. seeing
picture 5 Thank you.
|
Questions: P1.
How many channels do the British TV sets have? What does BBC consist of? P2.
What programmes do the BBC-1 and BBC-2 offer to the viewers? P3 Can TV
viewers in Britain watch TV from European countries? P5. What does Russian TV
consist of nowadays? P6. What programmes does channel I offer to TV viewer?
P7. What is the most popular channel among TV viewers? Why?
|
V. How much you
know about British and Russian TV?
|
British and
Russian TV offer a lot of programmes in different subjects. What is your
favorite one? What programme world you advise me to watch?
|
Monologues
"My favorite programme" - spontaneous speaking
|
VI. "The
Press"
|
"The
Press" is another popular way of getting information. Let’s read the
article about the British newspapers and say: seeing picture 6 What’s
difference between "the serious" and "the popular"
newspapers"? Classify them. Discuss the articles from the newspapers "What
does the author say" Now, let’s sum it up. What’s the role of Mass Media
in people’s life?
|
Speaking about
the difference between the types of newspapers. Monologues "The
author" says, that…" Monologues
|
VII. Conclusion
|
So, we’ve
learned that Mass Media help us to learn more about the world around, to
become more intelligent. I should say, that "obtain information, obtain
the world".
|
VIII. Home task
|
A composition
"The Role of Mass Media in my life". Putting the mark.
|
Lesson 2: 8: "Broadsheets and tabloids"Topic:
"Mass Media": Development monologic speech:: learn to speak on the
topic at the level of sentences, explain the difference between the
"Broadsheets" and "tabloids".: to continue developing
skills of dialogic, monologic speech, read with the search for specific
information, to develop students' skills to give a comparative description.:
raise interest in English language and culture of its speakers.
Contents
|
Methodological
instruments
|
Results
|
1. Organizing
stage: • organizing the class • explanation of purpose and lesson structure
2. Phonetic work 3. Learning a new material: reading academic texts in order
to find specific information 4. Fixing of knowledge
|
Methods: •
verbal and visual-practical • Research Tools: • supporting the scheme •
texts • newspapers • magazines Forms: • collective • group
|
1. Express their
views about the media, discuss, explore the meaning and role of media in
people's lives 2. Learning new information
|
of the lesson:
. Organizing moment (explanation of the purpose and structure
of lesson). 2. Phonetic and speech work. 2.1) On the blackboard are English
words from the first lesson on the topic. Students must give their Russian
translation.
mass media
|
средства
массовой информации
|
a source of
information
|
источник
информации
|
reliable
|
надежный
|
quotation marks
|
кавычки
|
to make a
reference
|
делать ссылку
|
plagiarism
|
плагиат
|
tough
|
трудный (о
ситуации)
|
to be available
|
быть в наличии
|
In time
|
вовремя
|
to borrow smth
from smb
|
одолжить
что-либо у кого-либо
|
To lend smth to
smb
|
Одолжить
что-либо кому-либо
|
. Getting with new words in the form of listening. Use a
cassette / CD to the textbook. Students repeat the words of the speaker, on the
blackboard presented their visual appearance with transcriptions.
headline [‘hed,lain][kən’denst]celebrity [sə’lebrəti]crime
[kraim]focus [‘fəʋkəs] on smth[in’tri: giŋ]weather forecast [‘weрə
,fͻ:ka:st][fai’nжnʃl]
. Studying new materialread a short text, proposed in the the
textbook. On the board shows the same text. After reading the students mark in
the text (the teacher on the blackboard),the key points about the differences
between the "tabloids" and "Broadsheets ".
. Practicing the material produced through the use of the
board.
.1 On the blackboard photos are well-known British printed
material. Students sort the items in the two respective groups
("tabloids" or "Broadsheets").
. Fixing conversation with the filling of the table On the
blackboard is a table with two columns and thesis. Numbers of thesis stored in
a table, after the students argue the choice.
. Homework can be offered to produce The title sheet to your
newspaper about the school in English. Presentation can be performed with an
interactive board.
. Putting the mark.3: 7: Advantages and disadvantages of Mass
Media.Topic: "Mass Media": to compile knowledge and skills within the
framework the subject.:
• Students should know and be able to use the learned lexical
items
• Students should be able to lead a discussion on the
advantages and disadvantages of television
• Students should be able to talk about advertising and
favorite programs
• Students should be able to have hearing foreign-language
speech
Contents
|
Methodical
instruments
|
Result
|
Methods: •
verbal and visual-practical • research Tools: • supporting the scheme •
texts • newspapers • magazines Forms: • steam • an individual • collective
|
Using lexical
studied in the speech, the ability to make the message and lead a discussion
of tasks in the study subjects
|
afternoon boys and girls. I’m very glad to see you. We’ll try
to make our lesson useful and interesting. Today we are having our last lesson
on Mass Media and our aim is to generalize our knowledge on this question and
to get to know something new concerning mass media.begin with that getting
information is a daily necessity for all people and there are many ways how to
do it. Let’s find out what are the best ways to learn about the world. Look at
the pictures. Try to guess and give your comments. (seeing picture 10)
Activities of
teachers
|
Activities of
students
|
And what can you
say about: - Watching TV? - Reading newspapers and magazines? - Listening to
the radio? - Using Internet? Right you are and now I‘d like you to discuss
one of them, TV in details. Our mankind has entered the 21st century, the 3rd
millennium. We all consider that the 20th century was the century of dynamic
development, the era of science and technological progress. TV has changed our
lives in many ways. It’s difficult to imagine an ordinary day of an ordinary
inhabitant of our Earth without TV. But there are different opinions about
it, it has both advantages and disadvantages. I want you to discuss this
problem. You’ll be divided into two groups. The first group: your point of
view is TV is the best invention the man ever made. The second group: your
point of view is TV is the worst invention the man ever made. Try to give
your arguments on each point of view, using the word combinations.
|
- Watching TV is
broadcasting different programmes for people to watch on their TV sets. - A
newspaper is a paper printed and sold usually daily or weekly with news. -
Listening to the radio is a process of sending and receiving messages through
the air. - Using Internet is a way to communicate with your partner who might
be a thousand miles away using e-mails.
|
. Speech work. Discussion.
(seeing picture 11)! Thank you for participating in the
discussion. It was really interesting. To sum it all up, let’s listen to the
project : "What do you think of modern TV?"
. Lexical work
(seeing picture 12)are different channels on our TV and they
provide a considerable variety of programs. Your task is to match the name of
the program and its definition.
. Chat show - is a programme in which famous people talk
about themselves and answer questions about their lives, opinions etc.
. Quiz show - is a programme in which people or teams
complete against each other by answering questions.
. Game show - is a programme in which people play games and
answer questions in order to win prizes.
. Cartoon - is a film, especially a story for children that
is made by photographing a series of drawings, so that they seem to move.
. Sitcom - is an amusing programme in which there is a
different story each week about the same group of people.
. Breakfast show - is a programme in which is broadcast early
in the morning, which includes news and tells you what time it is; there are
also usually songs and jokes and conversations with famous people.
. Soap opera - is a television story about a group of people
and their lives , which is broadcast regularly for many years.
. The news - is a programme that is broadcast several times
each day, which tells you about all the important events that are happening in
the world.
. Wildlife programme - is a television programme about wild
animals and plants.
. Documentary - is a programme that gives you facts and
information about a serious subject, such as history, science or social
programme.
. Training of dialogical speech
(seeing picture 13)
(seeing picture 14)a role play. A correspondent will
interview you to find out your tastes and viewing habits because he wants to
publish the results of the interview in our school newspaper. Who wants to be
an interviewer?
v How many TV channels does your TV set
have?
- I can watch …
My TV set transmits…
There are…
v What is your favorite channel and
why?
- I adore watching MTV it combines live music and interviews
with famous people.
I’m excited about Sport. It shows the best competitions and
sport events.
I’m impressed by Russian channel. It provides general
entertainment: soaps, quizzes, specialized topics
v How often do you usually watch TV?
- I watch TV only when I have free time. As a rule in the evening.
I watch TV only when interesting programmes are shown.
v What types of programmes is your
favorite?
- I’m impressed by police series because the acting is very
good and the story line is interesting.
I enjoy watching interviews with famous people as I adore
gossip and scandals.
- I’m interested in soaps. They help me to escape from boring
school life.you I see your knowledge is really good. Analyzing the results, I
can say that you have a wonderful possibility to watch different channels and
the most popular are NTV, Russia, Sport, MTV.the whole most of you are well
aware of the fact that too much television is harmful for you. As for favorite
channels tastes differ. I hope that the article will be interesting.
. Listeningwith a computer program "Test Editor"
(designed for testing)"Television in Great Britain". You should
listen to the text about TV in Great Britain and do the task. Put T if the
statement is true and put А if the statement is false.
(seeing picture 15)
(seeing picture 16)
. The final stage of the lesson. Well, students all the tasks
have been done. Your home task will be to write an essay "Television for
and against". And I’d like to know your opinion about the lesson.
Conclusion
the present qualification work I have attempted to
investigate the problem of the influence of media on the British. I have used
different kinds of Mass Media:
Internet
Telemarketing
Television
Radio
Magazines
Newspapershave researched their influence, their advantages
and disadvantages. Overall I have concluded that Mass Media does have an effect
of British society. For the simple fact that is become part of our daily
routine. Every morning the family guy reads the newspapers to get inform with
out any type of criticisms. Citizens of society spend hours and hours watching
Television to get entertain, the same case with the Internet. So as becoming
part of our daily life, we can say that has a unconscious effect in our habits,
like the shopping habits that Britons has these days, if they something on
television, the Internet or the newspapers there is a high probability that
they will consume it. Or the way society acts, if the Media said that something
is wrong and society believe it.various forms of electronic media that we have
developed during the 20th century are very powerful. Because they are so
powerful, they can benefit or harm our people. This depends on how they are
used. People should be protected from the negative influence of media. But our
people need good TV and movies. They are wonderful cultural and educational
instruments. Wise use of media can help develop knowledge and skills, as well
as provide engaging entertainment. However, unwise use can be harmful. We
should try our best to maximize the benefits and minimize the harm of these
technologies to create a healthier media diet for our people. What we A Study
on Media Culture’s Negative Influence on People 70 need to do is to choose the
good stuff and turn off the bad ones. The point is to learn how to use media
correctly to improve the positive effects and limit the negative influence on
our people. We should make best use of this cultural tool to educate our people
and simultaneously protect them from the bad influence. Since people are the future
of our society, parents, communities and the media industry should also be
responsible for them, protect them and give them a healthy world.
Bibliography
1. T.
Webb, K. Martin and J. Kraus [Электронный ресурс]: Media Literacy as a
Violence-Prevention Strategy: A Pilot Evaluation Health Promot Pract, 2010. -
714 - 722 p. - Режим доступа: #"812063.files/image001.gif">1 - Figure 3.1 The Power of
Television
2 - Table 3.3 Internet access by age
3 - Table 3.4 Internet access by
educational attainment
4 - Table 3.5 Where Britain’s learn
about candidates and campaigns
5
6 - Text 1
7 - Newspapers
8 - Slide 1
Picture 9 - Slide 2
10 - Slide 3
11 - Slide 4
Picture 12 - Slide 5
13 - Slides 6
14 - Slide 7
Picture 15 - Slide 8
16 - Text 2
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