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Media & Society
Media can have a strong influence on society. Media has the ability to shape how people view the world, how they perceive different issues and media can also have a direct influence on behavior in society as well. With political ads, the objective is direct behavioral influence, the behavior being voting, so the media role with these ads is a content-dependent relationship. The ads are intended to bring about a specific behavior, but the ads are also intended to change perspectives and dialogue, both about candidates and about the issues for which those candidates stand. This paper will examine two advertisements from the 2012 Presidential election campaign, one from each side, in order to illustrate this concept.
Cognitive/Affective/Behavioral
The Romney ad "Stand up to China" works primarily on the affective level. The copy of the ad is hilariously childish to anybody who understands anything about foreign policy or economics,...
The affective element plays on a few elements -- racism, fear of Communism and fear over one's economic stability (the jobs thing) in order to stir up the idea that Obama is not a strong enough leader. The implication is that Romney would actually be different, which is why this ad in particularly ironic, given Romney's history of outsourcing American jobs to China. So the ad at this point seeks to create an affective response about Obama, rather than appealing to the cognitive. Placed in late September, it is too early to focus on the behavioral aspects and there was no push at the end to vote, so the behavioral message is only implied here.
Intended/unintended
The unintended element of the Obama ad's Swiss bank account quip was to undermine the credibility of some of the other parts of that ad, where Team Obama makes a halfway cognitive case for itself vs. Romney -- but engaging in fear of the rich stereotyping the ad finishes weakly, which was not the intended consequence. That finisher also makes this more of a reinforcing ad than anything that is going to change minds -- track record arguments can help to change minds, but stereotyping and name-calling serve mainly to reinforce.
Macro/Long-Term
There is a macro to these ads however, because they are part of much larger campaigns that seek to change behavior. So as part of a larger narrative, these ads only need to a communicate a single element, contributing to the affective change that hopefully…
Vietnam films have rewritten the winners and the losers of that saga and action-adventure films reinforce cultural norms of violence and power (175). Despite the increased real presence of women in positions of power, often media representations of women and other formerly disenfranchised groups remain stereotyped or relegated to marginal or token roles, although this is changing. Still, certain outlets like women's magazines often function as advertisements that perpetuate
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" (2001) Kalathil states that the state has been both "empowered and weakened..." By the recent information and communication advances and as well these have created great difficulty for the effective hoarding of control information resources by the government. (2001) As the government in China has lost its monopoly on information, Internet-based media in the country "have capitalized on the opportunities made possible by new technology. By making available a wide
Media I believe that the media exerts tremendous power on people. I certainly subscribe to McLuhan's view that media allows humans to perceive the world differently. The world in which we live is rich with media, and most of our interactions with the world are today governed by some form of media. In McLuhan's day it was television, radio, newspapers, and telephones. Today, those are one device, and we might have