Aliou Cisse
Professor Sara Jacobson FIQWS 10108
10/16/23
Media’s Role in Shaping Public Perceptions
In the age of information spreading, news, stories, and videos are all seeking attention. The media stands as an extraordinarily strong source of how we view the world. Whether through traditional mediums like radio, television, newspapers, or even online news platforms, the media serves as our first source of information in the world. Its influence extends beyond the mere transmission of information; it plays a significant role in shaping our understanding of various aspects, from politics and culture to social issues and more. This powerful effect perpetuates stereotypes and sometimes causes huge splits between societies. Without a doubt, the media plays an enormous role in shaping our collective awareness. It influences everything from politics to culture, gender roles to racial biases. But it is unbelievably hard to understand the depth and the complexity of this influence.
In this essay, we will explore the media’s role in shaping public opinions, aiming to get a deeper understanding of how media forms the way we think and the role it plays in our society, seeking to find its power, acknowledge its limitations, and discern the potential for both positive and negative impacts. The media has a significant impact on forming public perceptions through deliberate language, powerful metaphors, famous individuals, and historical relevance. So, to comprehend the world through the media, it is imperative for individuals to actively engage with
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content, question framing, and language, and seek diverse perspectives, thereby contributing to a more informed and empathic society in today’s digital age.
Kövecses research highlights that “The words frequently associated with the phenomenon of immigration are the following: illegal, transit, undocumented, massive, uncontrolled, large-
ca le, high, unlimited, significant, restricted, excessive, unchecked, massive, large, vast and big.” (FLUMINENSIA, page 148) These statements give clarity on the media’s attitude and intent toward immigration, defining boundaries for how the public should perceive immigrants and emphasizing the critical role of conceptual metaphors in shaping immigration rhetoric.
When the media uses words such as “illegal” and “uncontrolled,” it portrays immigrants as lawbreakers, dangerous, and a potential threat to society. The use of “restricted” and “limit” conveys the need for stronger immigration laws and to be stricter on immigrants, influencing public opinion in favor of stricter limits. Also, verbs such as “control,” “discourage,” and “protect” suggest that immigrants should be dealt with or viewed as risks, this contributes to the perception of immigration as a challenge or problem. As a result of the media’s representation, the public may adopt similar ideas, influencing opinions and policies toward immigrants. The media’s choice of language actively shapes public opinions and, in turn, influences public policies and attitudes toward immigrants.
Additionally, Walter Cronkite, one of the most influential journalists during the Vietnam War, illustrates the media’s transformative on the public. Cronkite’s journey to Vietnam and later reporting on the conflict went against the main story and provided a unique perspective to the American people. He changed the U.S. public’s perception of the Vietnam War by publicly expressing his views on national television. His statement on national television, such as “It seems now more interesting than ever that the bloody experience of Vietnam is to end in
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stalemate” (Walter Cronkite) influenced public perception and presented the war as a stalemate that required negotiation. Cronkite’s willingness to express his opinion departed from the typical objectivity of news reporting at the time, leading to increased public debate and shifting public opinion. This incident formed a key role in the public’s understanding of the Vietnam War, exemplifying the media’s ability to challenge government narratives and stimulate public discourse during times of crisis and conflict.
Thirdly, Albert Mangual’s text about the printing press, “The Shape of The Book” emphasizes many profound impacts of media on shaping public perception throughout history. In the text, Mangual highlights that “Of all the shapes that books have acquired through the ages, the most popular have been those that allowed the book to be held comfortably in the reader’s hand.” (Mangual, Page 249) The mass production of books allowed information to spread more rapidly and reach diverse regions, fostering the growth of political and social movements.
Mangual also brought up a point about how the printing press facilitated the production of identical copies of texts. He said, “The codex had other extraordinary merits: originally intended to be transported with ease, and therefore necessarily small, it grew in both size and number of pages, becoming, if not limitless, at least much faster than any previous book.” (Mangual, Page 248) This quote shows how the codex format, which was suitable for reproduction and distribution, allowed books to grow a lot of numbers in pages. This decreases errors and mistakes in texts, keeping accuracy in the information delivered.
Printed materials have been instrumental in the development of political and social movements, including independence movements, civil rights, and social reforms. These media help in the development of an understanding of your community and in organizing and trying to know/gain public opinion. These media also helped to get their opinion and see what their
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standpoint is. All this causes information to spread widely, going to various places. So, although these media channels have facilitated greater community understanding and engagement, they have also contributed to conflicts among societies due to differing viewpoints.
According to Niclas Luhman, everything we know about the world nowadays, we know it through the media. He states, “Whatever we know about our society, or indeed about the world in which we live, we know through the mass media.” (Luhmann (1996: 1) The media is the primary source through which we access information, profoundly influencing the information available and shaping how it should be perceived. The media not only selects which stories to emphasize but also frames them in ways that influence our emotional responses. Therefore, it is crucial to be critical consumers of media, questioning the framing, language, and seeking diverse perspectives.
First, the media decides which stories are important and need to be shared with everyone. They choose what news to tell us. For example, if there is a big event like a sports championship or a major discovery in science, the media will make sure we hear about it. Next, the media tells the story in a way that they think we can understand. They use words, pictures, and sometimes even videos to explain what is going on. They want to make sure we get the full picture. But here is the thing: the way the media tells the story can affect how we see it. They can use certain words or images to make us feel a certain way about the news. Like, if they use exciting music and cheering crowds in a sports story it makes us feel excited too. If they use sad music and pictures of people in trouble, it makes us feel sad. As a result, the media not only informs us about what is going on but also helps us determine how we should react to it. That is why it is critical to consider what we see and hear in the media. We need to think for ourselves and ask questions. Are they telling us everything? Are they displaying opposing viewpoints? By doing
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so, we can become more informed news consumers and have a better understanding of the world around us.
Some argue that individuals can seek alternative information sources, which limits the media’s influence on public perception. While this is true, the vast and overwhelming array of media sources, each with its agenda and bias, makes it challenging for the public to navigate and assess the reliability and authenticity of sources in today’s information-rich society. Many people rely on trusted news sources, reinforcing the significant impact of established media organizations. Moreover, even when people seek out various sources, there is no guarantee that they will be exposed to a wider range of ideas, as certain news organizations may share similar viewpoints or biases.
In conclusion, the media is crucial in creating public opinion and affecting how we understand the world around us. One important part of the media’s power is its capacity to structure and portray stories. Kövecses’ research on metaphors elucidates the media uses language and images to portray complex themes such as immigration. The media’s effect extends beyond language and metaphors.
We can see how journalists, such as Walter Cronkite, can impact public opinion on prominent issues such as the Vietnam War. This case demonstrates the media’s ability to challenge government narratives and spark public debate, even during times of disaster. Furthermore, Albert Mangual’s analysis of the printing press emphasizes the importance of the media in molding public views throughout time. The evolution of book forms aided in the distribution of knowledge and information, which contributed to the growth of political and social movements. As Luhmann emphasizes, the media is the key source of information in today’s world, shaping how we interpret society and the world in general. While others argue that
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individuals should seek out alternate information sources, it is essential to recognize the difficulties in navigating an overwhelming media landscape and the possibility of bias even among diverse sources.
Lastly, the media’s influence on public perception cannot be denied. It molds our worldview, impacting our viewpoints, beliefs, and actions. To be informed and critical media consumers, we must actively engage with the content that is offered, question its framing and language, and seek multiple perspectives to gain a full understanding of the complex issues that affect our society. Our ability to comprehend and analyze media messages is critical to transforming our collective awareness and creating a more informed and empathic society in this digital age.
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Digital rhetoric. (2023, October 14). In Wikipedia. https://en.wikipedia.org/wiki/Digital_rhetoric
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Sources
Achenbach, Joel. “Did the News Media, Led by Walter Cronkite, Lose the War in Vietnam?” The Washington Post, WP Company, 19 July 2018, www.washingtonpost.com/national/did-the- news-media-led-by-walter-cronkite-lose-the-war-in-vietnam/2018/05/25/a5b3e098-495e-11e8- 827e-190efaf1f1ee_story.html.
Mangual, Albert. “Chapter ‘The Shape of the Book’.
Santos, Íris, et al. “The Media’s Role in Shaping the Public Opinion on Education: A Thematic and Frame Analysis of Externalisation to World Situations in the Portuguese Media.” Research in Comparative and International Education, vol. 17, no. 1, 2022, pp. 29–50, https://doi.org/10.1177/17454999211057753.
Karabuva, Željko. “The Role of Media in Shaping Public Perception of Immigrants.” Fluminensia, vol. 33, no. 1, 2021, pp. 143–67, https://hrcak.srce.hr/file/377871
Digital rhetoric. (2023, October 14). In Wikipedia. https://en.wikipedia.org/wiki/Digital_rhetoric
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