Aliou Cisse
Professor Sara Jacobson FIQWS 10108
11/23

How the Media Shape Public Perception in our Digital Age

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

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, danger, 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, illustrate 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

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.