The media presents content that affects people in different ways. Media effect refers to the impact that the media content has on media. The media influences the audience's thoughts, opinions, behavior, emotions, and knowledge. These effects may be intended or unintended. One of the media effects on the audience is priming; the media content is used as a reminder to the audience; it helps the audience stimulate their ideas, experiences, knowledge, and opinions. Other media content may have an agenda-setting effects on the audience. Such effects are meant to influence the audience's thoughts and control the information received by the audience. Some media content tends to have a framing effect on the receiver. The information frames a particular idea in the thoughts of the audience. This is done by how the message is presented. Cultivation is another effect on the audience. This is whereby the media content portrays to the audience the television or visual world as similar to the real world.
The real daytime show is a media platform that intends to entertain the audience. This is a YouTube talk show that is done on a round table and has both the live audience and the television audience. The show is hosted by bold, racially diverse, and outspoken ladies. This show has a cultivating effect on the audience. The listener often connects with the discussions on the front and perceives the topics as reality. The audience is prompted to believe that social reality aligns with media reality, as portrayed by the show. The audience idolizes the content of the show; thus the show greatly influences the viewer.
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The topics discussed on the show are current and diverse. This ensures that the intended audience relates to them. This may affect the behavior change on the audience, as they may adopt some behaviors from the hosts, such as talking skills, accents, and dressing styles in a bid to relate with them. Being that the show is hosted by individuals from different races, this portrays a sense of unity, and the show tries to sell this as reality. The exposure on television intends to reduce differences between groups who otherwise tended towards different groups (Ruddock, 2020, p.17). The show also tends to influence the audience's opinions, both negatively and positively, on various issues. For instance, if your favorite host on the show believes that being a vegetarian contributes to environmental conservation, their audience will consider this to be a real factor. The celebrity factor is useful in commerce, too, because the celebrities could be used as brand ambassadors (Ruddock, 2020, p.17). This effect has been used positively in this show to promote unity and diversity. The show has been used as an educative platform for women's rights. Moreover, it has been used to promote peace.
The Coca-Cola 'hey brother' advert on YouTube is a marketing media content aiming to popularize the soft drink. The advertisement is presented in such a way that it has a framing effect on the audience. Framing devoid of the information and guides the audience to think about what they already know (Leeper & Slothuus, 2018, p.7). This is achieved by attempting to affect the consumer's thoughts, which would influence their choices. The primary purpose of the advert has been achieved. First, the product is presented as a problem solver; Coca-Cola is the ultimate thirst quencher. This idea has been promoted using visuals in the advert. The audience sees the satisfaction in the actor's faces as they consume the product, and this registers in their minds and influences their buying choices.
This advert, most importantly, portrays the drink as a unifying drink. This has influenced the audience's thoughts and choices when choosing a drink, especially for siblings looking to spend time together. The advert has framed Coca-Cola as a supreme drink in the audience's eyes. The advert's setting has achieved this, the actors are happy as they share a Coca-Cola moment, which creates a long-lasting bond. The advert even states that the sibling's bond gets stronger as they grow older. By associating this product with the values of love and unity, the advert appeals to the audience's emotions. This media content intends to market the product by influencing the target audience's thoughts and feelings to control their choices. In this case, the content affects the customer to believe that Coca-Cola will help them get closer to their loved ones, thus influencing their purchasing choices.
National Geographic's channel is a media content that shows animal documentaries. This media outlet has an agenda-setting effect on the audience. Agenda setting introduces the real world agenda as a set of critical issues surrounding reality (Nowak, 2016). The channel attempts to influence the audience by creating awareness on animal conservation. The animal documentaries introduce new animal species to the audience, and they also feature endangered species. This method captures the viewer's attention and instills the main agenda of the channel. The content further shows the beauty of nature and the benefits of conservation. The channel appeals to the audience's emotions and sparks the need to support nature conservation, and as a result, many animal rights activist groups have emerged.
These examples prove that the media influences the audience in various ways. Adverts and television shows are created with a specific intention. The producers work to ensure that the media content is appealing to the target audience.
References
Leeper, T. J., & Slothuus, R. (2018). How the news media persuades: Framing effects and beyond. In The Oxford handbook of electoral persuasion.
Nowak, E. (2016). Agenda-setting theory and the new media. Studia Medioznawcze Media Studies, 3(66), 11-24
Ruddock, A. (2020). Digital Media Influence: A Cultivation Approach. SAGE Publications Limited.
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