Media influence on contemporary socities

MEDIA INFLUENCE ON CONTEMPORARY SOCIETIES
HALF TRUTH
http://www.crdc-probiotics.ca/images/news_media.jpg
http://www.deliciousicons.com/stock_icons/prime_series.html
MENNATULLAH HENDAWY

AGENDA
I OVERVIEW
WHAT IS MEDIA?
HISTORY
FORMS OF MEDIA
MEDIA NOW “SOCIAL MEDIA”
PROS AND CONS
II INFLUENCE
SOCIAL
POLITICAL
ECONOMIC
MIND CONTROL
III CONCLUSION
IV DEBATE QUESTIONS
MEDIA INFLUENCE OB CONTEMPOTRARY SOCIETIES

DEFINITION
PHOTO SOURCE:
ttp://www.wallpaperno.com/download/view?resolution=1280x960&file=MTkyMHgxMDgwLzIwMTIxMDI2L3R2IGFic3RyYWN0IHJlYWRpbmcgc2ltcGxpc3RpYyBzaW1wbGUgbWVkaWEgMTkyMHgxMDgwIHdhbGxwYXBlcl93d3cud2FsbHBhcGVybm8uY29tXzM0LmpwZw==&name=dHZfYWJzdHJhY3RfcmVhZGluZ19zaW1wbGlzdGljX3NpbXBsZV9tZWRpYV8xOTIwe
DEwODBfd2FsbHBhcGVy
SOURCE: http://www.merriam-webster.com/dictionary/media
http://www.oxforddictionaries.com/definition/english/media
https://books.google.com/ngrams/graph?year_start=1800&year_end=2008&corpus=15&smoothing=7&case_insensitive=on&content=media&direct_url=t4%3B%2Cmedia%3B%2Cc0%3B%2Cs0%3B%3Bmedia%3B%2Cc0%3B%3BMedia%3B%2Cc0%3B%3BMEDI
A%3B%2Cc0#t4%3B%2Cmedia%3B%2Cc0%3B%2Cs0%3B%3Bmedia%3B%2Cc1%3B%3BMedia%3B%2Cc0%3B%3BMEDIA%3B%2Cc0

HISTORY THE COMMUNICATION UMBRELLA
SOURCE:http://4.bp.blogspot.com/-HYlbkX7ij6E/UoI3QC9h9nI/AAAAAAAAF68/izhe_4yKftI/s640/Cartoon+Communication+Deevolution.jpg

MEDIA AND
THE PEOPLE
ROLE OF MEDIA
While opinions vary as to the extent and type of influence the mass media wields, all sides
agree that mass media is a permanent part of modern culture.
limited‐effects theory
1940s-1950s
argues that because
people generally choose
what to watch or read
based on what they
already believe, media
exerts a negligible
influence.
The class‐dominant
theory
argues that the media
reflects and projects the
view of a minority elite,
which controls it. Those
people who own and
control the corporations
that produce media
comprise this elite.
culturalist theory,
1980s and 1990s,
combines the other two
theories and claims that
people interact with
media to create their own
meanings out of the
images and messages
they receive. This theory
sees audiences as playing
an active
http://www.cliffsnotes.com/sciences/sociology/contemporary-mass-media/the-role-and-influence-of-mass-media
Three main sociological perspectives on the role of media exist

PROS
CONSAND
the three basic functions of mass media; they are providing
news/information, entertainment and education.
USE IT OR STOP IT…

THE BIGGEST SHIFT SINCE THE
INDUSTRIAL REVOLUTION !!!
MEDIA
NOW
http://www.activegarage.com/wordpress/wp-content/uploads/social-media-addictive.jpg

SOCIAL
MEDIA
Social media are the various forms of user generated
content and the collection of websites and applications
that enables people to interact and share information
online.
List of of the social media:
 online forums (e.g., DigitalPoint)
 blogs (e.g., WordPress)
 social networking sites (e.g., Facebook)
 social bookmarking sites (e.g., Digg)
 video sharing sites (e.g., YouTube)
 photo sharing sites (e.g. Flickr)
 streaming sites (e.g., Ustream)
 user reviews (e.g., Amazon)
 crowdsourcing (e.g., Wikipedia)
 content aggregators (e.g., FriendFeed)
social media is much wider than what some people
think. It is also much older. We could say that the first
Usenet (a form of distributed discussion system)
developed in 1980 was already social media.
SOURCE: http://www.sliit.lk/blog/?p=59

SOCIAL
MEDIA
http://www.topuniversities.com/sites/qs.topuni/files/filefields/field_blog_image/map_reasons.jpg
http://www.social-brand-value.com/wp-
content/uploads/2010/03/gadgetology_retrevo_SocialMe
dia_New.jpg

WHOEVER CONTROLS THE MEDIA CONTROLS THE
MIND
Influence
The Mass Media is a unique feature of our modern society, a society that completely depends on
information and communication. Its flow penetrates us through TV, papers, Internet and influences
our actions, engagements, leisure time and even standards of life. We have a trust in the media as an
authority to give us news, entertainment and education. However, it can influence the public opinion
in different ways depending on who is the manipulator and what is the objective.

HOW FAR DO YOU THINK YOU ARE SPOONFEEDED?
http://www.personal.psu.edu/bfr3/blogs/asp/media-spoonfeeding-cartoon.jpg

SOCIAL POLITICAL ECONOMIC
Influence
A myriad of aspects ranging from body image (Knauss, Paxton, & Alsaker, 2008), to
increased aggression (Anderson & Bushman, 2002), to how we view athletes (Knight
& Giuliano, 2001), to who we trust our children with (Hodgetts & Rua, 2008) are all
influenced by the media that we are exposed to.

SOCIAL
INFLUENCE
AWARENESS
FIGHTING FOR A CAUSE
http://reframe.sussex.ac.uk/activistmedia/2013/07/socia
l-media-helped-egyptians-win-their-revolution-and-
now-it-is-helping-them-in-their-fight-against-sexual-
harassment/
THE HALF FULL!
http://saynotoviolence.org/around-world/news/egyptian-anti-violence-
campaigns-create-ripples-across-country
http://dot4adv.com/wp-content/uploads/cairo-runners.png

SOCIAL
INFLUENCE
HELPING YOUNG ENTREPURNERS
THE HALF FULL!

SOCIAL
INFLUENCE
You ARE BEAUTIFUL …
THE HALF EMPTY!

HISTORY DISTORTED IMAGE
THE HALF EMPTY!
MORE ADS!
http://jalopnik.com/5300445/ten-highly+suggestive-automotive-print-ads/

THE HALF FULL!
Here's a simple and powerful campaign idea from UN Women using real
suggested search terms from Google's autocomplete feature. Campaign
creator Christopher Hunt, head of art for Ogilvy & Mather Dubai, offers this
summary: “This campaign uses the world's most popular search engine
(Google) to show how gender inequality is a worldwide problem.
http://www.adweek.com/adfreak/powerful-ads-use-real-google-searches-show-scope-sexism-worldwide-153235

SOCIAL
INFLUENCE
DISTORTED IMAGE
THE HALF EMPTY!

THE HALF EMPTY!

THE HALF EMPTY!
Christina Aguilera and I are friends no matter
what the media makes up.
Britney Spears

SOCIAL
INFLUENCE
TOWRDS MORE LABELLING,
STEROTYPING AND GUETTOS OF
MIND!
THE HALF EMPTY!
When it comes to stereotypes, though, there are generally two types—those you like and
those you don’t. The former are usually ones that you may find favorable because they
paint you in a positive light
a social experiment to see what stereotypes people actually believe and which y’all
think are utter lies. They say every lie is rooted in truth so I assume the same holds
true for stereotypes.
To get things started here are a few classics* up for debate:
Black men are well endowed.
All other men are not well endowed.
Black women have bad attitudes.
White women are submissive.
Black people are lazy.
Jewish people are cheap and greedy.
Most Spanish people are illegal aliens.
Latin women are loose.
All Asian people are smart.
White people smell like garlic/wet dog.
All Muslims are terrorists.
Haitian people have HIV/AIDS.
Chinese people eat dogs.
Most priests are pedophiles.
Fat people smell.
Caribbean people came to America on boats.
French people are rude.
All Germans are Nazis.
All gay men are flamboyant.
Being gay means you have HIV/AIDS.
All White people have money.
Women can’t drive.
All men are dogs.
http://nwso.net/2011/01/16/whats-your-favorite-stereotype/

SOCIAL
INFLUENCE
TOWRDS MORE LABELLING,
STEROTYPING AND GUETTOS OF
MIND!
THE HALF EMPTY!

SOCIAL
INFLUENCE
AWARENESS
FIGHTING FOR A CAUSE
THE HALF FULL!
USE IT OR STOP IT…

2. POLITICAL INFLUENCE
http://www.adoptionbirthmothers.com/wp-content/uploads/2013/02/news-media-should-help-adoptee-rights.jpg
http://www.aediinc.com/images/img_news_media.jpg

http://www.armzrace.com/cej/CannonFodder/dear_media.jpg

THE EGYPTIAN
REVOLUTION
THE HALF FULL!
SPARKS FROM THE PAST
APRIL 2008

THE EGYPTIAN
REVOLUTION
THE HALF FULL!
THE ACCELERATION EFFECT
JANUARY 2011
http://www.myrakhattab.com/wp-content/uploads/2011/03/egypt646.jpg

THE EGYPTIAN
REVOLUTION
THE HALF FULL!
HEY .. TAKE THE CABLE OFF !!!
SHUT THEM DOWN
http://siliconangle.com/blog/2011/01/31/the-egypt-revolution-and-social-media/
http://upload.wikimedia.org/wikipedia/commons/thumb/5/5e/Unplug-mubarak.gif/742px-Unplug-mubarak.gif
http://cscjournals.org/csc/manuscript
/Journals/IJBRM/volume2/Issue3/IJB
RM-52.pdf
"Why do the Tunisian youth 'demonstrate' in the
streets, don't they have Facebook?" this was a joke
quotation of a Jordanian newspaper, doing its rounds
in Egypt [33]
http://cscjournals.org/csc/manuscript/Journals/IJBRM/volume2/Issue3/IJBRM-52.pdf

THE EGYPTIAN
REVOLUTION
THE HALF FULL!
HEY .. TAKE THE CABLE OFF !!!
SHUT THEM DOWN
http://siliconangle.com/blog/2011/01/31/the-egypt-revolution-and-social-media/
http://upload.wikimedia.org/wikipedia/commons/thumb/5/5e/Unplug-mubarak.gif/742px-Unplug-mubarak.gif
http://cscjournals.org/csc/manuscript
/Journals/IJBRM/volume2/Issue3/IJB
RM-52.pdf
"Why do the Tunisian youth 'demonstrate' in the
streets, don't they have Facebook?" this was a joke
quotation of a Jordanian newspaper, doing its rounds
in Egypt [33]
According to Fadi Salem, Fellow and Director of the Governance and Innovation Program at
the Dubai School of Government: "It is no coincidence that Tunisia witnessed an 8% sudden
surge in the number of Facebook users during the first two weeks of January 2011, coupled
with a shift in the usage trend from merely social in nature into primarily political." [41].
http://cscjournals.org/csc/manuscript/Journals/IJBRM/volume2/Issue3/IJBRM-52.pdf

THE EGYPTIAN
REVOLUTION
THE HALF FULL!
COMING BACK TO LIVE
http://jhrsfuchapter.files.wordpress.com/2011/06/egypt-protests-007.jpg
But the tweets belied that narrative. And indeed, on Saturday, a New York-based Egyptian blogger interviewed by
CNN, suggested as much. She “appealed to the media to not fall for what she described as a Mubarak regime plot to
make the protests in Egypt seem like dangerous anarchy,” according to the New York Times’ blog The Lede. “I urge
you to use the words ‘revolt’ and ‘uprising’ and ‘revolution’ and not ‘chaos’ and not ‘unrest," she said. "We are talking
about a historic moment.” The narrative was reset. Soon thereafter, CNN changed its on-screen headlines from
“CHAOS IN EGYPT” to “UPRISING IN EGYPT.”
http://www.fastcompany.com/1722492/how-social-media-accelerated-uprising-egypt

THE AFTER
REVOLUTION
EFFECT
THE HALF FULL!
PLEASE THEM …

THE AFTER
REVOLUTION
EFFECT
THE HALF FULL!
TURNING BACK?
More information
http://ws-dl.blogspot.de/2012/02/2012-02-11-losing-my-revolution-year.html
an Egyptian in the WS-DL research group at ODU, web preservation of the
Revolution is of particular interest. Fearing that the legacy was starting to
vanish, we conducted an experiment to find the amount of missing digital
artifacts related to the revolution.
In conclusion, after only one year more than 10% of the media that we thought
we have stored for future generations was gone. If the decay continued at the
same rate and if we didn't do anything to preserve this digital heritage of the
revolution in less than 10 years there will be no story to tell for the future
generations and we will lose these magnificent collections that can show what
thousands of books couldn't convey.
http://egypt.hypercities.com/
http://4.bp.blogspot.com/-
f5dMoHPRDiA/Tsv6TyNQ4hI/AAAAAAAACHg/4bdJxlWH8Dw/s1
600/4.jpg

THE OCCUPY
MOVEMENT
THE HALF FULL!
WE CAN DO IT TOO!
Inspired by the Arab Spring, the Occupy movement began as a group of a few
hundred protesters occupying a park right off of Wall Street in New York City's
financial district in September 2011 to protest what they call a greedy and unjust
financial system.
http://www.occupytogether.org/
http://numeroteca.org/wp-content/uploads/2012/08/media-usage-occupy-reserach-survey-1024x569.png
https://www.aclu.org/blog/tag/occupy-movement

POLITICAL
INFLUENCE
THE HALF EMPTY!
MEDIA FRAMING

POLITICAL
INFLUENCE
THE HALF EMPTY!
MEDIA FRAMING
Framing is basically how media presenting
images and arranging words so that audience
could interpret the messages the way media
wanted. The dictions, phrases and pictures that
media uses will definitely influence how we
think and comprehend. Media Framing plays an
important role in the society because it not only
leads audiences to a certain perspective to see
things, but also determines what and where
audiences draw attention to. Gorge Lakeoff, a
professor at UC Berkley, says that framing are
perceptual—They are analogous to optical
illusions in terms of whether the glass is half full
or half empty. In conclusion, framing is how the
media manipulate our viewpoint through its
word choices and images.

POLITICAL
INFLUENCE
THE HALF EMPTY!
MEDIA FRAMING
http://media-distortion.tumblr.com/

POLITICAL
INFLUENCE
THE HALF EMPTY!
HISTORY FORMATION
http://frontpagemag.com/wp-content/uploads/2012/05/obama_abbas.jpg
DELETE THAT HISTORY ….

http://stateofthemedia.org/media-ownership/
http://hayzedmagazine.com/wp-content/uploads/2013/05/print_media_manipulation.png
“Media manipulation currently shapes everything you read, hear and watch online.
Everything.” (Forbes Magazine, July 2012)
http://img10.imageshack.us/img10/5118/median.jpg

http://stateofthemedia.org/media-ownership/
http://www.uncp.edu/home/acurtis/Courses/ResourcesForCourses/Media&Society/MassMediaInfluenceOnSociety.html
Daily virus?
• Who controls the message?
Who owns the media companies that shape our values, beliefs and decisions?
A media conglomerate or media group is a company that owns many mass media businesses.
According to a recent Fortune 500 list, the top five in terms of revenue are:
• Walt Disney Company
• News Corporation
• Time Warner
• CBS Corporation
• Viacom
• Other well-known major conglomerates include:
• NBC Universal
• Sony Corporation of America
• Together, these giants control 95% of all the traditional media we receive every day.
These media conglomerates own the major television and radio broadcast stations and
networks and programing, video news, sports entertainment, entertainment theme parks,
movie studios, integrated telecommunications, wireless mobile entertainment and information
distribution systems, video games software, electronic and print media, the music industry, and
a whole lot more.
Back in the day, there was more diversity in companies, but they have merged over the
decades so now they are few in number. Today's huge merged companies have the power to
shape our opinions and beliefs and influence our decisions.
This is why it's important to be aware of what we are exposed to every day, so we can look at
things from different perspectives and not just from the perspective of a medium

POLITICAL
INFLUENCE
THE HALF EMPTY!
M&M: MEDIA MANIPULATION
Trust Me, I’m Lying: Confessions of a Media
Manipulator. Holiday explains how he plants stories and
exploits media sites (such as the Huffington Post,
Gawker, Business Insider, TechCrunch, and Mashable) to
serve his clients (Tucker Max, Tim Ferriss, American
Apparel, Robert Greene, among others).
http://caseyknapp.com/tag/media-manipulation/
http://1.bp.blogspot.com/_hp7UTpXuoRo/Sote4XSOl9I/AAAAAAAAAlA/sbctAzsui24/s320/nc.jpeg

POLITICAL
INFLUENCE
THE HALF EMPTY!
M&M: MEDIA MANIPULATION
In Media Control, Chomsky explains how a “spectator democracy” controls much of the media and influences the
American people.
His problem with the media is not that they are owned by the specialized class (which they are), it’s that they
don’t challenge their ideas.
The mainstream media is owned directly by large multinational corporations,
through their boards of directors are connected with a plethora of other major global corporations and elite interests.
TEN most common and effective strategies resorted to by the agendas “hidden” to establish a manipulation of the population through the
media.
1. The strategy of distraction (football matches)
2. Create problems, then offer solutions “problem -reaction- solution.“ (create an economic crisis to accept as a necessary evil retreat of social
rights and the dismantling of public services.)
3. The gradual strategy neoliberalism were imposed during the 1980s and 1990s: the minimal state, privatization, precariousness, flexibility, massive
unemployment, wages,)
4. The strategy of deferring (hat is how they radically new socioeconomic conditions ( “painful and necessary” “everything will be better
tomorrow” It is easier to accept that a future sacrifice of immediate slaughter
5. Go to the public as a little child (see Silent Weapons for Quiet War )
6. Use the emotional side more than the reflection (the use of emotional register to open the door to the unconscious for implantation or
grafting ideas , desires, fears and anxieties , compulsions, or induce behaviors…)
7. Keep the public in ignorance and mediocrity (Making the public incapable of understanding the technologies and methods used to control and
enslavement)
8. To encourage the public to be complacent with mediocrity (Promote the public to believe that the fact is fashionable to be stupid, vulgar and
uneducated…)
9. Self-blame Strengthen (To let individual blame for their misfortune)
10. Getting to know the individuals better than they know themselves
http://www.hinduterminal.org/2013/09/mainstream-media-is-most-obvious-in-its_19.html
http://fvanson.files.wordpress.com/2011/08/noam-chomsky-media-control.jpg

THE OCCUPY
MOVEMENT
THE HALF FULL!
POLIRIZATION
http://www.ipci.co.za/wp-content/uploads/2011/06/JOT.jpg
http://www.sodahead.com/united-states/why-cant-americans-look-past-islam/question-
167146/?link=ibaf&q=&imgurl=http://images.sodahead.com/polls/000167146/polls_War_2Bis_2BPeace_0132_713218_answer_1_xlarge.jpeg
As per all the Quranic verses presented, we understand the following:
1- Killing an innocent soul is a great sin in the sight of God
2- Suicide in any form is condemned by God.
3- The Quran does not promise Paradise to those who commit suicide but rather warn of great
retribution.
PEACE STRUGGELING AND STRIVING VIOLENCE
‫سالم‬ ‫جهاد‬ ‫ارهاب‬
ISLAM JIHAD TERRORISM

3. ECONOMIC INFLUENCE
http://www.bubblews.com/assets/images/news/1336841079_1380733679.jpg

DO YOU AGREE?

ECONOMIC
INFLUENCE
I TELL YOU .. WHO IS I?
THE HALF EMPTY!

ECONOMIC
INFLUENCE
THE HALF EMPTY!
ARTFITICIAL SYMBOLS OF
HAPPINESS
Luke 12:15 Jesus said… “Watch out! Be on your guard against all kinds of
greed; a man’s life does not consist in the abundance of his possessions.”
Luke 12:19 Jesus said “This is how it will be with anyone who stores up
things for himself but is not rich toward God.”
https://c479107.ssl.cf2.rackcdn.com/files/14641/width668/tjr7ddzd-1346032250.jpg

ECONOMIC
INFLUENCE
THE HALF EMPTY!
MINDLESS CONSUMPTION
http://www.infodocket.com/2012/01/09/statistics-consumer-media-usage-across-tv-online-mobile-and-social/
Those ads tell us we can trust a product or service and that many people we know are buying the product
or service and liking it.
• We buy what we see on TV or in the newspaper or on a Web page.
• We buy things to which our favorite celebrities testify.
• We buy goods that media tell us are fashionable and acceptable to society.

ECONOMIC
INFLUENCE
THE HALF EMPTY!
ARTFITICIAL SYMBOLS OF
HAPPINESS

ECONOMIC
INFLUENCE THE HALF EMPTY!
SUBLIMINAL MESSAGES
http://i676.photobucket.com/albums/vv126/kennyrk2/buyme.jpg
There's an old marketing idea that in order to sell us things
we don't need a connection to our identity must be created.
If that connection can be made, subliminally or overtly and of
course through manufactured peer pressure, almost anything
can be sold to the consumerist masses.
It's the same with what we buy into regarding politics and current
events. Propaganda depends on us identifying with certain
concepts, making them a part of our thought process and even
urging others to think like we do. We feel most comfortable when
we have a support group that we can identify with and it matters
little whether the solidarity is based on lies. This applies to some
but not all.

Further MEDIA INFLUENCE ON CONTEMPOTRARY SOCIETIES
http://www.cemp.ac.uk/timelines/media/
Occupy movement : http://occupywallst.org/
http://www.occupytogether.org/
Us Media owners: http://stateofthemedia.org/media-ownership/
Social media and Egyptian revolution : http://www.pbs.org/newshour/updates/middle_east/jan-
june11/revsocial_04-19.html
Mani[pulation http://mediablogs.keshacademy.com/kallama2blog/2012/10/04/target-audience-reaction-to-my-trailer/
http://www.academia.edu/1657351/Media_Constructions_of_and_reactions_to_paedophilia_in_modern_society#
media influence
Major events in communication http://www.doe.in.gov/sites/default/files/curriculum/timeline1.pdf

CONCLUSION
just think about how all the above have influenced your
life, and how much of it really was worth.
 Mass media is a tool, both more influential and more malleable than anything previously used for impacting people
and changing certain modes of belief within society especially in the political campaigns.
 it is rather dangerous, as the major part of the population consider the mass media to be independent and impartial.
 Thus people have to be vigilant because instead of merely helping us to live more efficient and healthy lives, the media
almost takes our decisions for us and despite our personal preferences. We shouldn’t take the information in all good
faith and ask themselves to look for other, different opinions and evaluate those facts by their own rather than blindly
believe in media’s version of the truth.
 The mass media should only be a mirror that reflects the reality without pinning any labels (and that is a challenge for
the conscious journalists). If used constructively, it can be…

Viewing the media
through this lens, you
become skeptical of any
public message. In
order to reach any level
of being truthfully
informed, you need to
ask experts yourself or
find media sources who
work outside of the
media machine. Anyone
have any suggestions?
What stereotypes
bother you the most?
DEBATE TIME

Media influence on contemporary socities

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