The Media Says

Who tells us what to think?

Do we really think for ourselves?

Are our opinions, beliefs & attitudes formed by us, or there is someone else who moulds & shapes it for us?

It could be possible that we all are hooked into a real life version of "the matrix" that is constantly defining our reality for us. Sadly, the truth is that we are willingly hooked into a colossal media system. It tells us what to think about. The media has immense power over us. It wouldn’t be wrong to say that we are dominated by media in one way or the other. 

The more time we spend "living" in the media world, the more likely we believe social reality portrayed on television. This leaves people with a misconception of what is true in our world. Media affects us to a point where many people can no longer discern between reality and media-projected images. We often tend to believe, that whatever is shown to us by the media is relevant and true.

The media is said to have power to set an agenda for us, which describes the ability of the news media to influence the salience of topics on the public agenda. The importance of the event basically depends upon the prominent space and coverage given to it by the media.

The theory of agenda-setting can be traced in Walter Lippmann’s 1922 classic, Public Opinion. Lippmann argues that the mass media has the principle connection between the events in the world and the picture in our head. The media may not be successful much of the time in telling people what to think, but it is stunningly successful in telling its readers/viewers what to think about.

Charlie Brooker, a journalist, satirist, and broadcaster, has presented numerous shows on the effects of television and media in society. In 2011 his show ‘How TV ruined your life,’ explored the various ramifications television has on certain aspects of our lives. He stated, “Tuning into the news is like looking into the face of terror. And you can’t really turn yourself away because you are biologically programmed to react to any threat.” He also cited the experiment conducted by George Gerbner (Dean of communication at the University of Pennsylvania) in the 1970’s, stating that “television had come to enjoy a degree of influence in modern society that was comparable to the power religion held over mankind for centuries.”

The press and the media do not reflect reality, they filter and shape it. Media is the decision maker to decide which issue is more important than other issues. The more frequently and prominently the news media cover an issue, the more it becomes accessible in audience's memories. When we are asked what the most important issue is going in our country, the answer will be about the news that is most accessible in memory, which is typically the issue the news media focus on the most. Media plays a dominant role over the public. We make interpretations and frame our beliefs and opinion, based on what is shown to us.