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The Effects of the Media's Manipulation
on Today's Generation
Amber Bentley Media Ethics 404 Hampton University November 25, 2013
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Radio, television, newspapers, magazines, the internet, and films, all forms of media, all things we use, watch, or listen to daily, but more importantly they are all tools used to manipulate today's generation. Values, opinions, personal interests, desires and emotions can be changed instantly in response to something that the media has released. Media manipulation is by far the easiest way to reach out to or influence someone, especially today's youth. Ryan Holiday, a contributor to Forbes Magazine online website wrote an article titled, "What is Media Manipulation?--A Definition and Explanation," and in that article he explains best how media manipulators are plaguing society. "Today with our blogs and web driven media cycle, nothing can escape exaggeration, distortion, fabrication and simplification....When the news is decided not by what is important but by what readers are clicking; when the cycle is so fast that the news cannot by anything else but consistently and regularly incomplete; when dubious scandals scuttle election bids or knock billions from the market caps of publicity traded companies; when the news frequently covers itself in stories about 'how the story unfolded'--media manipulation is the status quo." As defined, on Dictionary.com the word manipulate means, to negotiate, control, or influence cleverly, skillfully, or deviously; to falsify for one's own advantage. The word influence is often a lighter term for the word manipulation. However, unlike manipulation, that word can be used in a positive way as well. Influence is defined as the action or process of producing effects on the actions, behavior, opinions, etc of another person. As a media professional, one is automatically instilled with a great deal of power; it is important that that RUNNING HEAD: Radio, television, newspapers, magazines, the internet, and films, 3
power is always used for the influence and betterment of society, not with the intentions to manipulate consumers. It is very clear that this generation is one that is very easily manipulated. It does not help that today there are so many things that are published, posted or broadcasted that are extremely complicated to decipher as reliable or erratic information. Manipulation is similar to temptation and betrayal, in which there are many different forms and aspects to them, however one they that each has in common is the physical sensation that accompanies the act (Bugeja, 2008). These sensations include throat constrictions, a flushing of the face, and a pit in the stomach. This occurs when one finds out that someone he or she once trusted has betrayed them, or when one finds out that something he or she relied on or looked up to, has just been declared faulty. "It is important to allow instant feelings to inform consciousness rather than overriding those feelings in the belief that our head always knows more than our heart (Bugeja, 2008)." This is where one's conscience comes in to play. One's conscience has the function of allowing one to make quick decisions based off of little to no information. A key element that all manipulators know is "predictable behavior." This consists of the fears, beliefs, convictions, and values of a person. Manipulators in the media know exactly what it takes, what to say, and what to do in order to persuade an aspect of one's life. They almost control one another as if they were puppets, which is all a part of the deceitful strategy (Bilbie, 2005). Manipulation violates one's privacy and inner conscience. Within one's self there are three different sides: best self, RUNNING HEAD: Radio, television, newspapers, magazines, the internet, and films, 4
ordinary self, and worst self. The best self is one that exemplifies grace and forgiveness to manipulators and ourselves. The ordinary self reacts in a way that is predictable to manipulation. This is what manipulators count on. Last the worst self is the one that perpetrates the manipulation (Bugeja, 2008). When it comes to media manipulation it is often hard to determine what is normal information and what is exaggerated. It relies on the behavior of companies, platforms, outlets, and its employees that mimic knowledge of protocol, deadlines, technology, and other aspects of communication. The important thing to remember is manipulation is always interactive! Without the participation of the receiving end, it would not be successful. Media manipulation occurs for several reasons: to gain an advantage as a company, to get one to buy a product, to get one to think or act a certain way, and to sway one on politics. Citizens rely on the news reporters, the journalists, and the publicists to give out accurate information. Not only should media professionals want to be ethical within their profession, it should go beyond the newsroom or cameras. A perfect example of manipulation in the media was seen in the movie "Shattered Glass." Stephen Glass, the main character, was an avid manipulator. He wrote stories that had made up quotes, imaginary scenarios, and exaggerated scenes. All for fame and recognition, which by the way is one of the leading reasons that people of this field manipulate their work. Glass knew exactly what it was that he was doing, and his consciousness did not even play a factor in his decisions. People rely so much on the media because that is the only place to know what is going on in the world. So when one manipulates its consumers, it makes them feel betrayed, baffled, and they are more apt to not trust that source ever again. The consequences of being manipulated are sometimes unavoidable, because one is unaware of what is happening, RUNNING HEAD: Radio, television, newspapers, magazines, the internet, and films, 5
however the consequences of one finding out that you have been manipulating the media are far larger ("Journalists Ethics Should,")! There are many forms of manipulation, and along with that there are different aspects. The first way one can manipulate a story to get the ends they want is to use anecdotal evidence. This method includes using a single fact as the only evidence, which in reality only amounts to a sample size. Second, journalists are known to provide just one sided of a story, and we all know that there are two sides to every story. So leaving one out intentionally is an easy way to manipulate one to feel a certain way. The third thing one can do is chose only certain stories or ads to run/ emphasize on. This bias can force other to be just as bias about an issue or situation. The fourth way one can manipulate others is by cherry picking research and statistics. There are thousands of media outlets where one can get information from now a days, for instance the television, radio, magazines, and newspapers. So therefore one can hand pick which sources to use and which to omit from the entire story. The fifth way is to use out of context clips or quotes. Everyone has seen how television and radio interviews can take a segment of what you said and flip it into a bad statement instantly. The sixth and final way one can manipulate a story is to declare a source "anonymous" or unnamed. Once that is said it basically gives the professional the means to say or make up whatever he or she wants to say (Messerli, 2011). As a Public Relations major it is important to touch on the topic of manipulation in the PR fields as well. Some may underestimate their power. Public Relations specialists are the first to speak out on behalf of a celebrity or company when something goes wrong. It almost seems as if it is their job to manipulate others. They can pay journalists to say certain things, they can preplan events or appearances in order to get one thinking a certain way about a celebrity, and so on (Shah, 2006). RUNNING HEAD: Radio, television, newspapers, magazines, the internet, and films, 6
Society is not just consumed by the manipulations of the journalism world. This goes as far as manipulating one psychologically, emotionally, politically, and physically. Acne commercials have actors who have their faces changed, celebrities are in commercials for their weight loss, but have their body morphed, people are in magazines with pictures that are edited and touched up to make them look better than they are. Things of that nature give people a false sense of beauty and confidence. Politically there is so much that one can do effect today's generation. Because we are so young and new to the talk of politics, it is easy to manipulate some. The media attempts to also override the values that our parents and role models have instilled in one. This force is something that is consuming the media and transforming the public to be one of the same, rather than functioning with one's own belief. Romans 12:2 (New International Version) says "Do not conform to the pattern of this world, but be transformed by the renewing of your mind." and that fits perfectly for this paper. Today, the media has entirely too much of a negative effect on society. People depend on it entirely too much, and that is why it is so easy for ones who produce the products to manipulate the consumers. According to Bugeja in Living Ethics, journalists and practitioners manipulate sources, clients, and consumers every day. The validity of the news these days will always be questions, simply because many individuals are aware of how they have been manipulated. Manipulation is important when it comes to ethics and public relations. The way one acts will ultimately always display the ethics one possesses and the values he or she stand for. If you work in this field, or looking to get into it, be sure to use your skills as a professional to be an influence, as stated earlier, not a manipulator.
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References Bilbie, J. (2005). Manipulation Through Mass Media. Unpublished manuscript, Retrieved from www.slideshare.net/julia_bilbie/manipulation-through-mass-media Bugjea, M. (2008). Living ethics across media platforms. Oxford, New York: Oxford University Press. Dictionary.com (n.d) Retrieved from dictionary.reference.com/browse/manipulation?/s=t Holiday, R. (2012, july 16). What is Media Manipulation--A Definition and Explanation . Retrieved fromhttp://www.forbes.com/sites/ryanholiday/2012/07/16/what-is-media- manipulation-a-definition-and-explanation/ Messerli, J. (2011, july 14). The Media's "How-To" Guide for Manipulating the Truth. Retrieved fromhttp://www.balancedpolitics.org/editorials/media_manipulation.htm Shah, A. (2006). Media Manipulation. Global Issues, Retrieved from www.globalissues.org/article/532/mediamanipulation#Mediamanagementandpublicrelati onsisveryprofessional (n.d.). Journalists' Ethics Should Go Beyond The Newsroom. Retrieved from www.penguinate.com/journalism-ethics-from-stephen-glass.html