How the Media Influences Values

Media Influence on Values

DEEPER FACTORS DO

The media does not influence our values

Majority Views on Media's Influence on Values and Morals

According to the 2007 Culture and Media Institute report, a high 74% of Americans attributed the decline of the nation's moral values to the influence of the media in the past two decades (Fitzpatrick, 2007). Of this number 64% considered the media an important force and factor in shaping moral values. Only 7% disagreed. A large 68% pointed to the negative impact of the media on values and only 9% commented on its positive impact. Furthermore, 73% blamed the media for the negative impact of the entertainment industry on moral values and only 7% saw its positive effects. The news media was also blamed for its negative impact by 54% of Americans. Only 11% recognized its positive impact (Fitzpatrick).

Furthermore, the media undermined Americans' sense of personal responsibility (Fitzpatrick, 2007). The study found that the more a person watched TV, the less he accepted responsibility for his own life and obligations to those around him. Sixty-four per cent of heavy TV viewers believed the government should provide retirement benefits to Americans as against only 43% of light TV viewers. About the same number of heavy TV viewers at 63% also preferred government healthcare to private healthcare as against 43% of light TV viewers. These heavy TV viewers at 54% did not volunteer time for charitable causes as against only 27% of light TV viewers and 24% of the former did not contribute to these causes as against only 11% of light TV viewers. Heavy TV viewers said they would cheat a restaurant at 31% as against only 19% of the opposite group. And 52% of the former would refuse to limit the availability of divorce as against only 44% of the latter. Only 37% of heavy TV viewers described themselves as pro-life as compared to 51% of light TV viewers. Light TV viewers attended church or religious services at least once a week at 47% as against only 28% among heavy TV viewers. Media has a blinding effect, as a consequence. Heavy TV viewers saw media as harming American moral values at 58% as against 78% among light TV viewers (Fitzpatrick).

The Purpose and Power of Media

The main purpose of media is to make money (Wade, 2011). It also aims at wielding power, as in politics. This is why media can make or break a political candidate or cause. Teaching moral values is the responsibility of the family. The 2007 Culture and Media Institute report emphasized the failure in this family responsibility among heavy TV viewers. Statistics provided evidence of moral decline. The greater the exposure to television, the greater was the moral permissiveness. This strong exposure also eroded character, diminished or weakened sexual standards of morality and respect or God. Moreover, media feeds the craving for violent and gory programs and news stories. Although the rate of violent crime decreased between 1990 and 1998 by 33%, news coverage of homicide went up by 473% (Wade).

The greatest concern has been the influence of media on children. Studies have shown that this influence has steadily increased as various types of media have become more sophisticated and available to the American public (Clark, 2011). On the one hand, this availability and greater affordability have been beneficial in enhancing children's learning, educational enrichment, opportunities, participation and entertainment. But on the other hand, media also increased children's exposure to violence, sexual immorality, poor health habits, and persuasive advertising specifically aimed at children (Clark).

Not Almighty

While the power and influence of media cannot be denied, there are other stronger and deeper factors that deflect its influence and power. Foremost are media literacy and parental involvement (Clark, 2011). If a child or student is thoroughly and appropriately instructed on the use of particular medium, the skills and expected output, he does not become a slave to media messages. It is a media illiterate child or student who falls prey to these harmful messages. Parental guidance is intertwined with media literacy in that parents should be in-hand to see their child through the use of a medium. Studies have shown that the amount of parental involvement or guidance in children's use of the various media was proportionate to reduced media violence. Children may continue to be exposed to harmful values and violence in TV programs. But parents can help them sort through these influences and teach their children to make proper decisions on their own. A particular media literacy skill parents can teach their child is the distinction between reality and fantasy in treating media messages. A child needs his parents to help him become more critical and discriminating (Clark).