"The mass media today is part of everyday life" Using relevant theories and studies evaluate the role of the media influence on us as consumers. Almost all of us are affected by the media in one form or another, whether it is television

Where and when an advertisement is shown is believed to be significant when trying to promote a product. Documentaries on TV and features in magazines of a harrowing nature (e.g. poverty/war images) have declined and less controversial issues have been put in their place. This is due to pressure from advertisers not to place their adverts near to the disturbing pictures as it would affect the buying mood of possible consumers. Advertisers are actively stereotyping women into pigeon holes- when you watch day time TV the advertisements are mainly aimed towards women for example feminine hygiene products and cosmetics featured highly in the mid-morning when it is thought that mothers of young children will be at home watching the children. A strongly influenced target audience is of course children- an advertisers heaven!- easy persuasive techniques that do not require to much complexity, a catchy theme tune and an image of the most popular cartoon character and the product is as good as sold- we all know how demanding children can be! In the world of media advertisements some groups in society are not well represented for instance- same sex couples are very rarely featured in magazine articles selling romantic perfume, are they? The elderly, disabled and some ethnic groups are included in this lack of representation.

On television we are surrounded by beautiful people and idealistic lifestyles which are pure fantasy used to sell a product. The importance of social acceptance within society has led to the increase in sales of anti-aging products and cosmetics. The media impose images upon us as consumers of the ‘perfect’ woman/man/mother etc. and we long to fulfil this.

 Feminists may say that the media can be blamed for the growth in eating disorders through their constant perfection images of slim-lined figures. This false representation of the average woman has led to an increase within the cosmetic surgery industry, with more women opting to under-go surgery to gain the self-gratification that they so longingly desire. Feminists would include that a large amount of advertising is aimed at women and that there is an exploitation of women across the media through ‘sexual fantasy’ programs and provocative poses in magazines.

Marxists’ believe that the media create a stimulation of needs and aspirations through their advertisements and this need for commodities produces more money for the capitalists in the world. Media promotes capitalist products. From a Marxists perspective the mass media is the promotion of an ideology of the ruling class. In their eyes the multi-nationals own the media and use it to influence society into brands and lifestyles which they see as ‘normal.’

The hypodermic model is one way of looking at the technique used by mass media. An analogy is created between the messages the media produces and a drug which is injected by a hypodermic syringe. The audience being the patient and the sources of media (television, newspapers etc.) being the drug that is injected. The quote “the hypodermic power of the mass media deprives us of the capacity for critical thought which is essential if we are to change the world” is revealing as it suggests that the media is forming the way we perceive the world and restricting our critical thoughts. The hypodermic model of media effects is very popular, used by the mass media themselves who reproduce it when referring to reported crime as do campaigners and politicians.

A more refined social theory of media influence is the normative model, which refers to ways of “normal” behaviour which regulate social interaction. The interpretative model is one which introduces a ‘filtering’ system when media messages are being received. Audiences are made up of different kinds of people who receive messages in various ways, be it ignoring or reacting to the message they all interpret these messages from their own viewpoint.

In conclusion, it is clear that the media has a huge impact on people’s opinions and values. If a person is more informed about a topic then naturally the decision that they make is of better quality. However, one significant feature to consider is where we actually gain our information? Perhaps it would be beneficial if we as consumers were more careful about what we hear or read? Advertising has progressed drastically over the years, bringing new techniques and methods which are moulding consumerism. Items once thought of as luxuries are now being portrayed as necessities which are not always obtainable to the average person, the same goes for the image and lifestyles that are conveyed throughout the media.  A ‘climate of discontent’ is created when people fail to achieve this perfection leading to people being un-happy and ungrateful for the life they are living which depending on which way you look at it could be a good or a bad thing….?