15.4 Media Influence on Public Opinion and Behavior

Media shapes our views and actions in powerful ways. From setting agendas to framing issues, it influences what we think is important and how we perceive the world around us. This impact extends beyond politics to our everyday choices as consumers.

Advertising, product placement, and influencer marketing all aim to sway our purchasing decisions. While these tactics can be effective, they also raise ethical concerns about manipulation, privacy, and social responsibility in media practices.

Media Influence on Public Opinion

Media influence on public opinion

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• Agenda setting theory suggests media determines which issues are important by focusing coverage on them leads public to perceive those issues as more significant (politics, crime, celebrity news)
• Framing presents an issue in a certain way impacts how it is understood can emphasize certain aspects while ignoring others positive or negative framing influences public opinion (immigration as opportunity vs. threat)
• Priming draws attention to some issues while ignoring others influences criteria by which public evaluates political leaders and issues (focusing on economy vs. foreign policy)
• Cultivation theory proposes long-term exposure to consistent media messages shapes perceptions of social reality heavy viewers more likely to perceive world as resembling media portrayal (crime dramas leading to overestimation of crime rates)
• Selective exposure and confirmation bias tendency to seek information confirming pre-existing beliefs and avoid contradictory information reinforces existing attitudes and opinions (political echo chambers)

Media's role in voting behavior

• Campaign coverage amount and tone of coverage can influence candidate visibility and perceptions negative coverage can harm a candidate's image and electoral prospects (2016 US presidential election)
• Horse race journalism focuses on polling, campaign strategies, and "who's winning" narrative draws attention away from substantive policy issues (daily tracking polls)
• Political advertising candidates use ads to persuade and mobilize voters negative ads can be effective in shaping voter perceptions of opponents (attack ads)
• Debates and media events high-profile events can shape voter perceptions of candidates strong or weak debate performances can influence voter decisions (Kennedy-Nixon debates)
• Media endorsements newspaper and other media endorsements can sway voter opinions particularly influential for undecided or low-information voters (New York Times endorsements)

Media Influence on Consumer Behavior

Media impact on consumer decisions

• Advertising persuades consumers to buy products or services creates brand awareness and loyalty targeted advertising based on consumer data and online behavior (Google ads)
• Product placement integrates products into media content (movies, TV shows) can increase brand recognition and desire for products (Reese's Pieces in E.T.)
• Influencer marketing leverages social media influencers to promote products influencers seen as more authentic and trustworthy than traditional ads (Instagram sponsorships)
• Viral marketing encourages consumers to share and spread marketing messages can rapidly increase brand visibility and generate buzz (Old Spice "The Man Your Man Could Smell Like")
• Consumer reviews and ratings online reviews influence purchasing decisions positive reviews build trust and encourage sales, while negative reviews deter buyers (Amazon product ratings)

Ethical concerns of media influence

• Manipulation and persuasion media can be used to manipulate public opinion and behavior raises questions about the line between persuasion and manipulation (subliminal advertising)
• Misinformation and fake news spread of false or misleading information can distort public understanding can have serious consequences for public health, safety, and democracy (COVID-19 conspiracy theories)
• Invasion of privacy targeted advertising and data collection raise privacy concerns consumers may not be fully aware of how their data is used (Facebook Cambridge Analytica scandal)
• Social and cultural impact media messages can reinforce stereotypes and shape cultural norms can have negative impact on marginalized groups and social progress (gender roles in advertising)
• Responsibility and accountability media has a responsibility to provide accurate, fair, and ethical content need for accountability and transparency in media practices and decision-making (self-regulation vs. government oversight)