Why the media attribute a manipulative function

The media can manipulate the audience in certain situations, most often associated with major political, economic or extraordinary events. Otherwise, the interaction of the audience with the media is a two-way process.

Media as a means of unlimited influence on the audience


Sometimes the media has an effect on the person to the fullest. Moreover, the effect can be both negative and positive. There are three theories concerning the strong media impact on people's minds.
The first theory, called the "magic bullet", compares information from the media with a bullet that has a quick effect on a person. Such an impact can be achieved by broadcasting critical news. The example is very popular when, in 1938, in the USA on the radio they first read the “War of the Worlds” by H. Wells and many perceived the text as real news, which led to panic.
The second theory concerns propaganda.Propaganda has three shades: white, gray and black. White is aimed at suppressing harmful information, while black, on the contrary, at its dissemination. Gray propaganda acts as an intermediate phenomenon and can both suppress and spread false ideas, depending on the tasks assigned to it.
The third theory is based on the formation of public opinion through censorship in the media.
All these three theories reflect the most powerful ways of manipulating people's emotions and consciousness.

The media as a public opinion tester


Not all people and not under all circumstances fully obey the influence of the media. Many people need to discuss the received information with others, find out what a significant public figure thinks about this, how the information corresponds to their views on life.
A large role in understanding information is played by the level of education of a person and his interest in the phenomenon under discussion. Also significant is the level of his impressionability and propensity for others to control him or solve tasks for him.
There is a theory of cultivation, which is the transfer of television images into reality.According to the theory, a person who watches TV a lot tends to perceive life within a screen. If an individual loves crime transmissions, then most likely he will have a high level of anxiety and a high expectation that he will be killed or robbed. Most often, such an impact can be exerted on people with a low level of education and with mediocre self-esteem.

The influence of the audience on the media


The media does not have complete power over a person: the individual himself determines the source of information based on his preferences, and narrowing it down to his own interests. He knows what he wants from the media, thereby forcing them to talk about what he needs in the first place.


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