Media outlets are often a great source of information, but are there many long-term effects that could arise from viewing too much television. I wanted to learn more about the effects of media messages so I turned to W. James Potter’s book, Media Literacy for some insight. I conducted one of his exercises in the book and he wanted the reader to analyze a media effect with its pattern of factors that would influence the probability of the effect actually occurring. (Potter, 260)
Potter states there are 13 factors that define the influence on a person through various viewpoints and how they will be affected by these messages. I conducted this exercise and chose to investigate how a violent film might influence my behavior. Let’s say I’m watching Terminator. My emotional ties might hinder my judgment on what is right and wrong. This is especially true to a young child; Developmental Maturities have not yet developed enough to distinguish what is right.
To a four year old, Terminator would have a deep impact on that child’s cognitive, emotional, and moral maturity. When you reach a higher level of maturity, viewing such a film, would have little effect on you. Your knowledge structure has allowed you to developing a knowledge frame-work, or the skill to block out bad messages. There are factors that will allow me to make the right decision instead of acting violently. Socialization factor states that a set point is hard to increase when a person has been exposed to anti-aggression norms for a long period of time.
In conclusion, Potter’s exercise has allowed me to further expand on me ability to determine if I am being affected by media messages. Potter states, “People who have active lifestyles where they interact with many people and institutions are generally less affected by the media.” Media messages are affecting our lifestyles whether you know it or not!
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