Скачать или смотреть IGNOU BPCG 174 PSYCHOLOGY AND MEDIA UNIT 4 ISSUES IN MEDIA PSYCHOLOGY (ENGLISH)

IGNOU BPCG 174 PSYCHOLOGY AND MEDIA UNIT 4 ISSUES IN MEDIA PSYCHOLOGY (ENGLISH)
Introduction.
In today's society, the media plays a dominant role in shaping our understanding of global events and social issues. However, the idea of an 'objective reality' portrayed by the media is contested among media psychologists. This unit explores how the media constructs social events and influences our thoughts, emotions, and behavior, thereby shaping our cultural environment.

Social Construction of Reality.
1. Social Constructionism (Berger and Luckmann, 1966): Social constructionists argue that reality is a product of social interaction and that there are multiple interpretations of social events. The notion of a 'neutral observer' presenting an 'objective reality' is rejected. Individuals may interpret the same news differently based on their personal backgrounds and experiences.

2. Symbolic Interactionism (Blumer, 1969): Symbolic interactionists emphasize the role of symbols in constructing meaning. The media's portrayal of ideal families or beauty standards influences our perception and behavior, shaping our understanding of societal norms and values.

3. Postmodernism: Postmodernists suggest that reality is shaped by language and the knowledge-power dynamic. They argue that the media blurs the line between reality and simulation, creating a 'hyperreality' where constructed representations become as influential as actual experiences.

Media and Culture.
1. Media as Socialization Agents: The media serves as a key agent of socialization, influencing our understanding of cultural norms and values from childhood to adulthood. It shapes our perception of morality, beauty standards, and societal roles. The internet has facilitated the formation of virtual communities with their own cultures, although it has also raised concerns about surveillance and psychological impacts.

2. Creation of Public Opinion: The media acts as a primary source of information, shaping public opinion on various issues. It can expose corruption and influence social change but may also lead to 'trial by media,' potentially undermining the judicial process and individuals' lives.

3. Mobilization: The media has historically played a crucial role in mobilizing people for social movements and change. During India's struggle for independence, the press served as a powerful tool to rally public support and awareness.

4. Rise of Consumerism: The media's reliance on advertising revenue has contributed to the rise of consumer culture. Consumerism is promoted through targeted advertisements, leading to a society driven by materialistic desires.

Media Regulation of Human Behavior.
1. Gatekeeping Hypothesis: Journalists and news personnel act as gatekeepers, deciding which events are newsworthy and thus shaping the public's understanding of current affairs. Criteria such as relevance, impact, and recognizability are used to determine the news content. However, the process of gatekeeping can be influenced by various pressures, including political and economic forces, leading to the manipulation of information. Herman and Chomsky's "manufacturing consent" model illustrates how power centers control information to serve their interests.

2. Two-Step Theory (Lazarsfeld, Berelson, and Gaudet, 1948): This theory emphasizes the role of opinion leaders who act as intermediaries between the media and the general public. These influential individuals filter and interpret media messages before disseminating them to the wider audience, thus playing a significant role in shaping public opinion.

3. Cultivation Theory (Gerbner, 1969): This theory suggests that prolonged exposure to media content shapes individuals' perceptions of reality. TV, in particular, influences viewers' beliefs and attitudes, with repeated exposure to certain images reinforcing stereotypes and influencing cognitive biases.

4. Agenda-setting Theory (McCombs and Shaw, 1972): The media's emphasis on particular issues or events influences the public's perception of the importance of these issues. By selecting and highlighting certain topics, the media can direct public attention and shape the public agenda, influencing what individuals consider significant.

5. Media Framing (Bateson, 1955/1972): Framing refers to the presentation of information in a way that influences how it is interpreted. The media can frame stories using specific linguistic tools, emphasizing certain perspectives while downplaying others. Different frames can lead to the construction of varied realities surrounding a particular issue or event.