A History of Media Effects Theory
This week’s reading was about how the media can influence our perceptions and actions we take once we have learned or seen an event that is published out for everyone to consume. A lot of this research dates back to the early 1900’s, but it is still very relevant in today’s society as well. I know for me I have seen multiple occasions where I have witnessed people freaking out or willing to participate in events that link back to previous theories and research described in this week’s reading.
One way these topics and research have connections to my everyday life is viewing ads and promotional videos all across different media platforms. When reading this week’s assignment from Sparks on “Brief History of Media Effects’ ‘ it talked about how during WW2 propaganda and ads played a huge factor in gaining support for the war to show the rest of American and other countries that we are better than you, especially Germany. This concept steamed further out and continued to see the impact that advertising has in the media. For instance the whole point of commercials is for companies to prompt products for you to buy, like insurance, toothpaste, cars, etc. When watching a TV show or YouTube video there is always an ad that plays, especially the one’s online that gear specific ads to you.
We also see this type of advertising in movies also. When you watch Captain America: The First Avenger, in the first part of the movie we see Steve Rogers and Bucky Barns attend this showcase to promote new technologies. When that happens it influences Steve to enlist in the army to help serve his country during WW2, and during that time he becomes a test subject to make other soldiers more powerful. After that, he becomes a propaganda tool by traveling to different places with show girls to promote the war and what joining it would mean for them.
This was possible due to the evolving changes during the 20th century, and with help from Edward L. Bernays who studied propaganda and the push towards using PR mechanisms to influence the public. It also recognized the idea of the “Magic Bullet ‘’ described in the text on how “once the message reaches the audience, it will exert powerful, relatively uniform effects on everyone who processes it” (Spark). Relating this back to the movie, the streets of New York get flooded with posters and radio ads about the war which is why the movie is centered around Steve Rogers becoming Captain America. It is a way to promote the idea of America being able to overcome anything. This also proves that appearance is important in creating a successful product. According to “Infront Webworks’’ and their article on “How Advertising Affects Consumer Behavior” mention that consumers will examine the features of the product, brand awareness, and access to information if needed that aid in making decisions on certain products being shown. If you’re out grocery shopping and notice an item that is in a nicer packaging, you are more likely to purchase that one product than the generic looking one.
Pulling examples from out text, Captain America movie, and the outside source all relate to one another in showing the powerful effects of PR and how it makes us forms thoughts on what we see. The theory of the “Magic Bullet” will always be influential and exists for years to come due to remaining useful and relevant in describing ways the media affects us. Once you walk around campus you are exposed to many signs, posters, and stickers that will say #MaskUpMizzou and give reasons why you should wear a mask to help make MU students know that what you are doing is important because if we didn’t have all of these ads around campus then chances are not many people would care. So, it’s safe to say that with the developments of promotional ads during the rise of the earlier 20th century, has created a platform for future marketers to continue this trend of influence.
