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Beyond Influence the Power of Media Through Theoretical Analysis

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How audiences can be, but are not always transformed or affected by media
In chapter 5 of Mass Communication in Canada, we are introduced to six
theoretical perspectives that address the relationship between audience and media.
These approaches are: effects studies, uses & gratification research, Marxist & feminist
analysis, the Frankfurt school and British Cultural studies and reception analysis
(Lorimer, 122).
The purpose of this essay is three fold: the first section will connect the reader
with the semiotics of ancient Greek myth and media; in order to demonstrate that the
ability and the intent to affect audiences is implied through symbols, branding and logos.
The second portion of the essay is Marxism, feminist and reception analysis applied to
race and gender in media; and the conclusion of the essay will examine effects, uses
and gratifications behind social media and the growing need for ethical accountability.
A great deal of what we know about ourselves, and one another is derived from
media communications. Therefore, in attempting to understand how audiences are
affected by those media messages, we must first determine if the messages are true,
are they real, or are they artful manipulations and illusions? How different in degree is
our shared perception of reality to the truth media presents?
4

Section I
Hermes God of Communication and the Ultimate Trickster
Greek myth is filled with stories of magic, manipulation, and bending perceptions.
Modern mass media parallels these icons and stories by leaving audiences with an impression,
one that seems quite real, but is not always the truth. The connection between Greek sorcery
and modern media is found in branding and logos, and we will look at a few examples.
From the launch of radio, private televisions, to todays virtual complexities, media has
wielded almost magic like power, drawing audiences in with glamour and captivating them with
content. What is this glamour and magic behind the mysterious influence of media?
Hermes, a Greek figure, a messenger of the gods, associated with the caduceus; an
instrument of power known to put people asleep or wake them. The symbolism of
consciousness is an important one, since it underlies audience awareness of reality. Hermes is
also known as the Trickster god and an amoral one at that.
Electronic media has a similar reputation, albeit more of a myth, than a fact for being
hypnotic, inducing sleep. Between 50-70% of the population watch tv every night within an hour
of sleep (National Sleep Foundation)
Further research, links watching television with lowered brainwaves to Alpha state,
increased activity within the right hemisphere decreased activity in the left hemisphere, and a
profound impact on the subconscious mind that does not differentiate the difference between
imagined, and real. (Manikam, 2013) Likewise, there are studies that suggest television is both
addictive and changes brain wave signals and hemisphere activity in the human brain.
after just 30 seconds of watching television the brain begins to produce alpha waves,
which indicates torpid (almost comatose) rates of activity. Alpha brain waves are
associated with unfocused, overly receptive states of consciousness. A high frequency
=
alpha waves does not occur normally when the eyes are open
(Moore, 2001)
Add to these neurological changes, the theory that the subconscious mind cannot differentiate
the difference between imagination and reality, and we can see how electronic visual media in
particular affects its audiences. (Manikam)

Sorcery is an art of manipulation; it is the ability to make another sense things that are
not really there. The power of sorcery is found through the word, incantations with speech
(langue), the use of symbols, emulation of behavior, hypnosis, and mimicry. Modern media uses
all of these tools and more: powerfully written speeches and scripts, icons & representation,
cultural identity through branding, semiotics, imagery & nostalgia, injected into ever evolving
levels of high definition technology to give us reference to the world around us.
Likewise, media uses specialized branches of knowledge, like marketing, psychology,
audience demographics and behavioral sciences, to sell messages, and create the art of
illusion. Regardless of the intent for ethics and transparency, media can only offer a suggestion
of reality; our perception defines what is true.
Section II
Reality is an Illusion
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Sanchez and Stuckey commented on the impact of race interpretation through media by
saying When all we know about Others stems from media images, then those images create
reality, a particularly important concern for members of minority populations for we act upon
our perceptions of reality, not upon some inaccessible true reality (as cited in Zakos, 2009)
The science of signs and symbols is called semiotics, and modern media utilizes this
science to create ad copy, trigger emotional associations, memorable events, and to a degree
affect conscious awareness of reality outside of self. Guy Debord extrapolated on this idea by
theorizing that the boundaries between social reality and media representation have blurred to
such an extent, that modern audiences relate through semiotics of reality, rather than directly
with it. (105) The difference in degree between reality and truth, in media is best dissected
through the lens of cultural, feminist and Marxist analysis.

Media's Reflection Of Racism Through Cultural, Feminist & Marxist Analysis
The historical reflection of racism as seen through the lens of cultural and Marxist
analysis, stretches as far back as the sideshows of Europe and minstrel shows of America. Anti-
black female propaganda appeared in the exhibition of Sara Baartman, also known as the
Hottentot Venus. Saras image became a signifier of Anti-Black female sentiment, and the
signified message became so deeply embedded into mainstream media, that it would not only
lay the foundation for modern exploitation and stereotypes of Black women, but would be
resurrected 200 years after her death.
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Feminist analysis of these images, make clear the sexual connotation present in the
iconic imagery, an attribute that is not present in the male version of the black face minstrel. The
interpretation of sexuality amongst black people has been a large part of stereotyping their
moral character and intelligence. The mammy is portrayed as non-sexual and therefore non-
threatening, the mulatto is always tragic and subject to wanton relations; the emasculating
Sapphire or the modern gold digger found in many reality shows.
Some feminists of color, have examined and explored the values of race and gender
together. Authors like Bell Hooks expose feminism as a carefully constructed movement
intended to appeal to the consciousness of white men, to elevate their women above the status
of Black men, while entirely ignoring Black women and any comparison that could be made to
them. Contemporary feminism is still inextricably class bound, and from the sphere of feminism,
capitalism is still pronounced as a savior for liberation, when in fact it is directly responsible for
racial oppression, and the silencing of Black women from media and communications.
(Hooks,145)
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When African American comedians use satire and stereotypes to deliver messages, they
too are subject to walking a thin line between love for their people, and hatred from
misinterpretation of the material. Artists like Paul Mooney, Dave Chappelle, Martin, Damon
Wayans all made waves with material on race. For Chappelle, there came a moment, after
filming a sketch that included a black face fairy, where the ambiguity on how it would be
decoded was so unclear that it marked his leave from the hit show.
In his article Mass Media and Racism, Stephen Balkaran affirms, the media have fostered
a distorted and pernicious public perception of African-Americans. He expounds on this, by
noting the widespread racist expression towards Black society, and that the oppression is
systemic, deliberate and central to capitalistic society:
(1) suppress higher wages among the exploited class, (2) weaken the bargaining power of
the working class, often by attempting to split it along racial lines, (3) promote prejudices,
(4) segregate the black community, (5) ensure that the elite benefit from the creation of
stereotypes and racial prejudices against the black community.
Weve examined how media can affect a specific group of people, and the perceptions of others
towards them, now let us look at the individual participation in new media and how one person
can be affected by their participation in the emerging technology.





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Section III
The Real Cost of Being Socially Connected Is In The Fine Print
It was June 2013 when the name Edward Snowden made International headlines, and
the American governments PRISM surveillance project led by the NSA was revealed. Amongst
the information that was deliberately leaked by Snowden, in what he believes was the publics
right to know, were data mining connections between the NSA, Facebook, Google, Gmail,
Skype, Yahoo, Apple. AOL, YouTube and PalTalk.
Thirteen months later, Facebook finds itself under inquiry after news of an emotional
manipulation study is conducted on 600,000 plus users in 2012. The researchers adjusted
audience news feeds towards either positive or negative language and moods to see how they
would react. The study concluded that when exposed to more positive posts, a user would be
inclined to posting positive language content, and that the reverse was also true.
Part of why the experiment has raised such controversy, is that it did not overtly ask for
permission of the users involved, instead the consent is implied through Terms and Conditions
of Use, and its acceptance of the site. What then can be said of users and audiences that are
consciously made aware of surveillance, data mining and behavior studies being conducted in
exchange for use of the platforms and devices?
The uses and gratification research around social networking sites, indicates that users
seek out the emotional rewards of maintaining and making new relationships, and feeling
included in a community where their self image is one that they can control via profiles. (Gallion,
n/d) The Internet and social networking sites, can have grave consequences when those
relationship turn abusive, controlling and threatening.


S
From cyber-stalking, to cyber bullying, revenge porn and extortion, our freedom to
information has created opportunities for sociopaths, sadists and bullies to get their needs met
almost anonymously and very conveniently. The case of Amanda Todd in Canada, a young girl
who took her own life after being bullied and encouraged to kill herself made national attention.
Intimate images of Amanda Todd circulated social network sites like Facebook, and left her the
target of harassment and cyber bullying. After her death, the torment did not stop it intensified
and was redirected towards her mother. Much of the comments and attacks made were sexist,
and violent. (Time, Bethune, June 2014)
Bill C-13 would make it illegal to share and distribute intimate images of another person
without their consent. However, there are additional proposals in the bill that would effectively
grant the Canadian government the same level of surveillance scrutiny found in America under
PRISM.
Conclusion
Media is an art form that can and does affect audience perceptions, of themselves,
others and reality. Some of what is portrayed in media is structured to maintain economic
benefits for benefactors of exploitation, at others times content is provided by the individual who
by participating in the public arena, make themselves vulnerable to bullies, and the gang
mentality that echoes lessons from Lord of the Flies. Government involvement to date has been
heavily invested in data mining audience profiles and preferences, and slow on legislation to
protect the end user.




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