Audiences should also not fear their behavior being altered by the show because Enemies does not call its viewers to participate in the activities or behavior of its characters. As we know, participation in any persuasive communication is important to its success. Therefore, lack of participation by the audience indicates that they are very unlikely to be influenced by the actions of the show’s characters.
Another reason that the show Enemies should not frighten audiences is because people have been inoculated against violence and sex after watching hundreds of hours of television and many movies throughout their lives. People have been ‘de-sensitized,’ so to speak, to Enemies’ sexual innuendo long before the show aired.
Persuasion also works better at smaller magnitudes. So, if the show is explicitly sexual, people will be less influenced to imitate the words and behavior from the show. The increasing sexual innuendo is most probably only keeping the audience entertained, and while they watch the show either because or despite of this, they will not repeat it in their lives.
The success factors of media role play an important part in my decision to keep Enemies. Recent studies have shown that the media is very good at adding knowledge and stimulating awareness of any issue to the general population. The same studies also show, however, that the media is not good at changing people’s actions and behavior. Several examples prove this theory. One is that even with increased awareness of the risks of unsafe sex, college students throughout the country still do not use condoms, for many reasons. Another may be that even though people like certain advertisements, that does not mean they will necessarily buy the product.
The perceived credibility of the show Enemies also plays a part in keeping its audiences from imitating its behavior. Most people know that the show is fictional creation. Therefore, they will watch the show in that context, and will not attempt to believe it is true or that it is the way one should act.
An immediately gratifying consequence is an important part of persuasive behavior. The immediate and positive consequence from watching the show is limited to mild entertainment. Therefore, people will know that there is no profit for them to waste any more time even thinking about the show than is necessary for them to enjoy it.
Visual communication theories have also helped me in making my decision to keep the show. People accept the show, Enemies, as just a television show and not reality. Therefore, there will be no cognitive consequences in changing attitude and behavior. Also, the current TV rating system, of G, PG, 14, M, distinguishes audiences and targets a particular group. This is good for the show’s popularity as well as for advertisers. Finally, every television show is driven by economics. They have to be predictable in order to keep the audience interested. Therefore, Enemies will never shock the audience or show something very drastic because it does not want to lose its audience.
Advertisers have a lot to lose if they decide to pull out their ads from the show, Enemies. They will be giving up a national audience and a good advertising medium. In this way, they will lose exposure of their ads to their targeted audiences. Since most ads are geared toward a certain demographic audience, in this case, the audience that watches Enemies, they will need to find other times to segment their ads that is both convenient and accessible for the same targeted audience.
The Social Learning Theory states that the media does not make a person do something. Rather, it may trigger a behavioral tendency that is already within a person. So, no matter what the media tries to do or not do, they will not be successful in changing a person’s behavior if there isn’t already an inclination towards it.
Through my above points, I have shown that there is no reason to cancel the show Enemies from our current lineup. Our advertisers and stockholders have nothing to fear. The controversy surrounding Enemies should be dealt with properly by educating viewers who are complaining about the true nature of mass media effects. In this way, they can enjoy the show without worrying about cognitive consequences, and we can continue with our business.
