The 1920’s sparked an influx in consumerism, and brought about the rise of commercials. Broadcasting companies realized they could make a profit on selling spots on the air for advertisements, and with society on a high of purchasing all kinds of new products, it was deemed as a good idea. This radio commercial became popular and changed the way society viewed objects and their impacts. When this new form of entertainment emerged it became a daily enjoyment and became a family-oriented amusement. Families could now tune in to the radio to find out the new innovative things in the world and where to get them. Advertisement shaped the radio industry because it brought more buyers to the market. Through radio advertisements, the government was able to seize the opportunity to reach out towards the population and inform them of important announcements.
Just as in Radio Days, the commercial for the Masked Avenger caused the little boy to want the product continually, leading him to actually steal the donation money from the church to buy it. Still today, commercials dominate the media in an attempt to encourage and persuade people to buy certain products. This commercial broadcasting has caused an increase in the number of radio stations on the air. A dramatic increase from the 1920’s, the radio has expanded today into a major entertainment source; all started form the increase in consumerism from the twenties.
Social Learning, a theory brought to attention by Albert Bandura, is a common effect of the media in society. By observing television shows, movies, music, and ads people are fed information in a new context through “modeling” by the media. This modeling can be manipulating and persuading, altering many viewers’ personal morals and behaviors. With the social learning theory, there is much more influence on the audience to acquire attitudes and responses that come from televised situations that would otherwise be direct experiences. I think the concept of social learning helps me understand the general idea of the effects of media-promoted violence on young men and boys. Using the obvious example of the movie Tough Guise, it was shown the increase in weapon size, muscle bulk, and aggressiveness in film.The film shows how violence has increased in television and movies. The male population views these same examples daily through violent/action movies, criminal television shows, and many forms of music. Not only men, but young boys are exposed to this at an early age with video games and cartoons. An average boy may watch superhero cartoons in the morning, play violent/fighting video games later, and finish up the day with a typical action movie.
Though these seem pretty innocent, the total hours a day that young boys view violence is pretty average across the board. And so, according to the social learning theory, if many young men are observing such behavior through the media, then they are more likely to mimic these same tendencies. Another example, stemming off violence would be lawbreaking urges. With many rappers and celebrities being put in jail as a result of illegal weapon and drug possession it is only appropriate to question whether this behavior is being viewed by the youth as acceptable, or worse, the “norm.” Having such “models” in the spotlight committing inappropriate behavior, society as a whole becomes subject to the same such behavior. If the general population encourages and promotes such media, it is only questionable how these young males will turn up in the later years of their life.
The use of framing in media is abundantly used to strengthen media influence on the public’s opinions and views. This affects what topics are brought to attention and how important certain information is. With framing, the media can create a whole new viewpoint or aspect of a situation and organize how it is presented. The public is then able to interpret the information they are provided. I think the concept of framing helps me understand this advertisement for the 2008 Presidential Election because it shows how the media influences what the public thinks of the different candidates. In the advertisement, the page is divided between John McCain and Barack Obama with the American Flag flying in the background. Under McCain’s profile is the words “75 years old,” and under Obama’s profile is the word “Arabck.” This obviously creates a negative connotation toward both candidates, with one being portrayed as very old and the other as being of Arabic nationality. There is no support that is being given toward either man and it leaves the viewer to believe that neither person is the right fit to govern their country. The media framed such an image as to control the view of perhaps the public’s choices, or even the general affects of democracy. Either way, it gives a profound statement that may not have otherwise been stressed towards the public.
