In this chapter entitled, “The Culture of Journalism”, we examined some of the major issues facing journalism. An issue which I found especially interesting was “Television News and Public Opinion”. Television news has such a major influence on viewers and therefore, a large responsibility to feed people the truth. This responsibility is often times neglected.

            Based on both what I already know about TV news and what I was able to gather from reading chapter 14, I believe that viewers of TV news are greatly influenced by the political and corporate perspectives reflected in the news. It seems as if people have always been wired to automatically believe what they hear, especially if the information is coming from a source that has already been labeled as credible. Additionally, TV news presents its news in a way that seems comfortable and real. As our book points out, a strategy known as “happy talk" is often used. This is the “ad-libbed or scripted banter that goes on among local news anchors, reporters, meteorologists, and sports reporters before and after news reports” (505). News anchors are usually attractive, aesthetically pleasing to look at, and well put together. This allows viewers to be eager to believe that what the news anchors are saying is true. This could present a problem because viewers could begin to lose their own capability of forming a valid opinion because they would rather just listen to what the “all-knowing” news reporters are saying.

From: http://thepageantplanet.com/wp-content/uploads/2013/09/o-TV-NEWS-facebook.jpg
A representation of news anchors who look very polished and well put together.

From: http://i.telegraph.co.uk/multimedia/archive/02229/fox_2229415b.jpg
A picture to represent "happy talk".

            In addition, TV news is very eager to tell a good story. TV news wants stories that are interesting and filled with drama. Our book states, “After all, when reporters choose quotes for a story, these are usually the most dramatic or conflict-oriented words that emerge from an interview, press conference, or public meeting. Choosing quotes sometimes has more to do with enhancing drama than with being fair, documenting an event, or establishing neutrality” (14). Viewers want to hear stories that are exciting and of interest to them. That being said, it seems as if certain news stories that are important but not necessarily incredibly dramatic, might not get told because they are not exciting enough. This is a major concern to me because the TV news can essentially choose what to talk about and what not to talk about just based on dramatic effect. Also, news stories might be told in a way that mainly focuses on the drama of the story rather than the actual truth.  

            I believe that although some viewers can think critically and evaluate the credibility of what they see and hear, the majority of viewers cannot. It seems as if most people are gullible to propaganda. For example, at the beginning of the semester, our class watched a film entitled Psywar. This film focused on the use of propaganda in the media. Two major uses of modern day propaganda that were discussed were the stories of Jessica Lynch and the taking down of the statue of Saddam Hussein. I specifically remember watching a news clip of who I thought were Iraqis taking down a large statue of Saddam Hussein. In my mind, I did not think twice about the legitimacy of the incident but instead focused on the fact that the Iraqis must be so happy that this man was no longer in power. Psywar pointed out that this incident was in fact staged and used as propaganda to increase the war effort. This idea was not something that I, or probably millions of other Americans would have considered because the footage was presented to us on TV news as the truth. We have grown to rely so heavily on TV news that we are essentially forced and all too willing to believe anything we see. It is so difficult to decipher the truth from propaganda.

From:http://static.guim.co.uk/sys-images/Guardian/Pix/arts/2003/04/10/statue_tall.jpg
An example of propaganda.

            The media theory which best explains the way that TV news influences public opinion is the concept of agenda setting. To review, agenda setting is “The idea that when the mass media focus their attention on particular events or issues, they determine- that is, set the agenda for- the major topics of discussion for individuals and society” (532). TV news is completely in control when it comes to choosing what to talk about. TV news does set the tone for what society is going to be talking about because they are so powerful and people are going to listen to what stories they choose to focus on. The theory of agenda setting is just a method TV news uses to get people talking about what the media feels like should be talked about.

From: http://geraldglenn.files.wordpress.com/2013/12/media-spoonfeeding-cartoon.jpg
A representation of how viewers are spoon fed information and we so easily believe all of it.



Time Warner Inc.



From: http://static.neatorama.com/images/2008-07/tv-timewarner.gif
A picture to represent all of the networks that fall under Time Warner Inc.

            Whenever one considers the television networks such as Cartoon Network, CNN, Adult Swim, and Boomerang, he or she may think that these networks are either their own media companies or at least only under the Turner Broadcasting System. This was the impression I was under. However, after doing extensive research on Cartoon Network, I found that these companies do not just fall under the Turner Broadcasting System, but also the massive media company of Time Warner. In total, Time Warner owns some major television networks such as HBO, Cartoon Network, Boomerang, Adult Swim, and CNN (“About Us”, n.d.). Time Warner is the largest media conglomerate with business in film, television networks, and TV entertainment (“Time Warner” September 13, 2014., Para 1 ).

From: http://cdn.phys.org/newman/gfx/news/hires/2009/thetimewarne.jpg
A visual showing the major media company name, "Time Warner Inc."



            Time Warner Inc. has a long history which dates back to 1923. Time Warner Inc.’s origins start with Time Magazine. In 1960, ninety percent of a company’s revenue came from their magazines. However, this obviously eventually changed. According to a timeline done by CNN on CNN.com, by 1969, “Time’s bottom line takes a beating as television becomes a major threat.” It was not until 1980 that Time was seen as a cable company. The timeline goes on to say that in 1989, “Time merges with Warner Communications, setting the stage for a string of media consolidations.” By 2000, Time Warner and America Online merged (“Time Warner Timeline”, n.d.). According to cjr.org, “On February 13, 2014, Comcast announced plans to purchase Time Warner (just Time Warner cable) for $45 billion, pending FCC approval” (“Resources”, 2014).This being said, it is unknown if the statistical information in the first paragraph will still be relevant in a year from now. A further article written by Alex Rogers states, “Comcast on Wednesday sought to win over lawmakers reviewing its proposed $45-billion merger with Time Warner Cable, arguing to an audience without many vocal critics of the politically-connected cable giant that the corporate marriage would be good for consumers” (Alex Rogers, 2014). A major concept that I have learned from this particular blog entry is the fact that major media companies are constantly changing. There seem to be three major media companies; The Walt Disney Company, Comcast, and Time Warner Inc. Time Warner has been very successful and has received many awards such as Emmy awards, Peabody awards, annual GLAAD media awards, and academy awards (“About Us”, n.d.).

From:http://assets.worldwildlife.org/photos/1759/images/partnership_listing/New_Line_Cinema_08.08.2012_Partner.jpg?1345602516
One of the major movie companies that falls under Time Warner Inc.

From:https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgsxleUDFZ8EU-W2UIdJmXwzRL-vpWPwWFbSm3fRxg4ol12pG6-oINTnbIXP1tVg0vkjyaPUQcOnXHKBF5qNw9XOYaZYTUOiu-yqmJIClnkY7cQdogado5K_iwoAgt-8dtdpt0t7seaoRio/s3200/Warner_Bros_Pictures.jpg
Another major movie company under Time Warner Inc. 

            One of the major subcategories of Time Warner Inc. that I wanted to focus on was Cartoon Network because it has always been a programming station that I have watched growing up. It is a television program which is primarily aimed at young children and teens. I always enjoyed Cartoon Network because of its creativity and ability to stand out as different and genuinely funny and witty. Chuck Ross states, “Cartoon Network, in exploding from 38 million to 54 million homes passed this year, hit its stride as a major marketing vehicle, becoming the darling of many children's advertisers and a top destination for kids ages 6 to 11.” Time Warner Inc. has most likely been so successful because even though it is a mass company, it has divisions within it that apply to every type of person. Its humor and appeal to kids, allows Cartoon Network to be successful and contribute to the success of Time Warner Inc. Ross goes on to quote the president of Turner Entertainment Sales and Marketing, Joe Uva, stating, ``If Nickelodeon is about empowering kids, Cartoon Network is about freedom to be wacky and zany,'' Ross also states, “Cartoon is a part of Time Warner's Turner Broadcasting System family of cable channels” (Chuck Ross, 1998). Cartoon Network as well as HBO and CNN are all successful because they are generated towards a particular audience. Additionally, Cartoon Network has been very successful because of products associated with the media company being made and sold such as video games, toys, and books.

From: http://static.planetminecraft.com/files/resource_media/screenshot/1250/cartoon_network_wallpaper_attempt_by_randyadr-d56sviy_4391340_lrg.jpg
A visual representing a very popular part of Time Warner Inc.  

From: https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiy4BgBQ3ru89bHIXDNO-sdDYX0U7ICjKe0Gf7f-Nvu6Px7L4Nnbn9DkUhYJfTN4ZJz1y1Y2SGYrr3R46M-O0n50bho3pgjpqDlkes8tin5Lu7AqSN53IuG0Tab-j2PG3q0nd4qurCbraU/s1600/1.jpg
An image showing all the major media companies.

            Something which I found interesting while conducting this research was the fact that even though Time Warner Inc. is the major media company over many networks, there is still a large amount of power to be had by the companies under it. This is demonstrated by an article written by Dan McGraw. His article states, “If Johnson's chart tracked the current deal-making efforts of CNN creator Ted Turner, it would reveal mountainous spikes today. The mastermind behind a $3 billion media and entertainment empire that includes movies, sports and cartoons in addition to cable TV, Turner is now busily trying to gain control of a major television network. Owning one of the three big broadcast properties — ABC, CBS or NEC — has been a commercial obsession for Turner over the past decade” (Dan McGraw, 1995). These statement is representative of Turner’s success and power. Although Turner Broadcasting System (Ted Turner’s company) is under Time Warner Inc., Ted Turner is still a very wealthy man. Part of Time Warner Inc.’s success comes from the power which each network under this media company possesses.

From: http://econ651spring2009.wikispaces.com/file/view/Rahman2.jpg/69810045/Rahman2.jpg
A representation of where Time Warner Inc.'s revenue comes from.  

            This assignment allowed me to gain an ample amount of information on some of the major media companies, particularly Time Warner Inc. I leaned that Time Warner Inc. is a major company which not only provides television, but also movie companies (New Line Cinema) and even franchise from particular networks like Cartoon Network (“About Us”, n.d.). This was an important assignment for me to complete because it has helped to further my knowledge of mass media and mass communication.    
https://www.youtube.com/watch?v=YErU9Y-_gXk

Works Cited

About Us. (n.d.). Retrieved September 15, 2014.

McGraw, D. (1995). Ted Turner’s TV quest. U.S. News & World Report, 118(14), 56. Retrieved September 14, 2014.

Resources. (2014, March 19). Retrieved September 15, 2014.

Rogers, A (2014). Comcast Urges Congress to Back Time Warner Cable Merger. Time.com, 1 Retrieved September 14, 2014.

Ross, C. (1998). Cartoon Network: Cable TV Marketer of the Year. Advertising Age, 69(48), S1-S16. Retrieved September 14, 2014.

TIME WARNER TIME LINE. (n.d.). Retrieved September 15, 2014.

Time Warner. (2014, September 13). Retrieved September 15, 2014.

 

 

 

 

 

 

 

 

 

 

 

           

           

 

 

           

           

           

Chapter 15: Media Effects and Cultural Approaches to Research

            This chapter discusses not only the effects media has on the public, but also the studies that have been conducted to analyze how and why audiences react to certain media. The two main types of research that have been used are media effects research and cultural studies. Additionally, this chapter gives us insight into early media research methods, research on media effects, cultural approaches to media research, and media research and democracy.

            Chapter fifteen begins by telling its readers about several violent instances that occurred within the last fifty years. Some of these recent tragedies include the very recent Columbine shootings, the shootings in the Aurora, Colorado theatre, and the suicide attempts made by two Nevada teens. The media was blamed for these tragedies. The Columbine shooters had been listening to Marilyn Manson and playing first-person-shooter video games, while the Aurora shooter related himself to Batman’s “Joker”, and the two teens who attempted suicide, (one of the boys actually died while the other was seriously injured) had been listening to Judas Priest songs which hinted at suicidal messages. I believe that although it seems as if media may play a strong role in these violent incidents, it is important to consider a person’s mental state and if they are struggling with any forms of mental illness.

From:http://channel.nationalgeographic.com/exposure/content/photo/photo/438458_columbine98_lassw4ilovf4yu7gfphshpp6mlncurxrbvj6lwuht2ya6mzmafma_610x343.jpg
This is a picture of the two Columbine High school killers. This picture is a good representation of violence in the media leading to violence in young adults.

            The book defines media effects research by stating, “Media effects research attempts to understand, explain, and predict the effects of mass media on individuals and society”. The text goes on to talk about cultural studies, stating, “This research approach focuses on how people make meaning, apprehend reality, articulate values, and order experience through their use of culture symbols”(521). According to media effects research, there is a connection between aggressive behavior in kids and violent media.

From:http://guardianlv.com/2013/09/washington-navy-yard-shooting-caused-by-violent-video-games/
Violent video games could lead to kids becoming desensitized.

One might think only audiences from our present day generation are effected by media. However, the media was very prevalent in the 1800’s and the early 1900’s through newspapers. This is a reason why early media research methods existed. Walter Lippman introduced researchers to the idea of conducting research on facts rather than just moral arguments. His book entitled Public Opinion, changed the way media research was conducted because of the introduction of psychology.

From: http://upload.wikimedia.org/wikipedia/en/1/1f/Walter_Lippmann.jpg
This is a picture of Walter Lippman, the man who changed the way research on media effects was done.

            By 1960, propaganda analysis, public opinion research, social psychology studies and marketing research arose to form the early media research methods. Propaganda analysis arose after World War I. Public opinion became valued when researchers (Walter Lippman in particular) realized that the public’s opinion could be easily shaped because the media is where we get the majority of our information. Social psychology studies focuses more on the behavior of people. The Payne Fund studies have created more protection in the viewing of films by particular audiences based on studies done which show strong reactions from adolescents who watch violent or sexual content. Marketing research was used to see how many people were reading a particular newspaper or listening to a radio station.

            Research on media effects was done to further analyze the media’s effect on the public. Some researchers used models such as the hypodermic needle model, the minimal effects model, and the uses and gratifications model. Our book states, the hypodermic-needle model “suggests that the media shoot their potent effects directly into unsuspecting victims” (526). The Minimal-effects model is also known as the limited model because it suggests that people only retain the information from the media that matches up with their beliefs. Uses and gratifications never became a major theory. This text goes on to state when talking about the research done by this method, “researchers noted that some individuals used the media to see authority figures elevated or toppled, to seek a sense of community and connectedness, to fulfill a need for drama and stories, and to confirm moral or spiritual values” (528). I found this information slightly concerning because I feel that people should not have to rely on the media for important concepts like religion.

From:http://media-cache-ec0.pinimg.com/236x/fd/1f/5b/fd1f5b3d137b7efa7863e6b68f43521d.jpg
I though this saying matched perfectly with the minimal-effects model.

Many experiments, studies, and surveys were conducted such as random assignment, longitudinal studies (the comparison of old and new studies), and content analysis. Researchers came to the conclusion that the five most modern theories are social learning theory, agenda- setting, the cultivation effect, and the spiral of silence.

            Cultural approaches to media research focuses more on cultural research than scientific research. Daily experiences are a big focus of the cultural approach. Textual analysis is used to determine the cultural messages in books, television, and movies.

Media research and democracy essentially states the media has failed at connecting with the average every day person. Even intellectuals in the media field have had a difficult time connecting with one another.

It is troubling that the connection seems to at times be lost with the average person. This chapter allowed me to lean about the different theories used to determine what effect media has on its audience. People are concerned about the effects of media because there seems to be a strong connection between what is presented in the media and the behavior of young people.