Premium Essay

Media Effects Theory

In: Computers and Technology

Submitted By Machel313
Words 534
Pages 3
MaryRachel Young
Mass Communications
Professor Kelly
February 2016

Currently, when watching the daily news viewers will see instances of violence between law

enforcement officers and citizens. This is a perfect example of the Media Effects Theory. This leads

the viewers to believe that all white law enforcement officers are always antagonistic towards

minorities. Each news story about a law enforcement officer, reflects this same thought or attitude, that

white law enforcement officers hate those of different ethnicities.

One of the ways that these instances fit the Effects Theory is that, as a viewer, whether they

agree or disagree with these types news stories, they are powerless to change them. The words used

by the media in these situations are often very inflammatory. This encourages the audience toward

anger or hostility, and in some cases extreme violence. This example also gives the illusion that a

large percentage of the population agrees with the opinion of the media. Since people in general,

have a heard mentality, they want to feel affirmation in agreeing with the popular opinion. When that

opinion differs from the accepted, media directed opinion, questions arise that can cause

consternation with the differing opinions.

Here is an example of the Media Effects Theory: the Rodney King video of 1991.

https://www.youtube.com/watch?v=sb1WywIpUtY. This video has been shown thousands of times,

and every audience that watches it cannot possibly remain unmoved by the viciousness and brutality

demonstrated in the video by several white law enforcement officers against one lone, African-

American man. This video resulted in riots and upheaval across the country, especially in Los

Angeles. Even strangers trying to drive through this area at the time were attacked in retaliation. That

news reel was played over and over

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