As individuals we rely on the media in order to keep up with the latest issues and trends within our society. However, whilst it is both powerful and influential it can also be misinterpreted and misleading. The media is full of flaws, David Gauntlett’s “Ten things wrong with the media “effects” model” nicely pin points the current problems within media’s portrayal.
“The ‘media effects’ approach, in this sense, comes at the problem backwards, by starting with the media and then trying to lasso connections from there on to social beings, rather than the other way around.” – David Gauntlett
Constantly outrages statements are floating around the media such as “TV makes you fat” Although I look at my father and think yes, that is completely true! It really isn’t. It’s not TV that makes an individual fat there many other factors involved such as their physical and mental health, lifestyle, socioeconomic status, background, age, and gender. The media looks at society rather then looking at the individual, thus the media would rather make an assumption based on superficial evidence than look at the behavior of the individual.
Whilst exploring new music and goat videos on Youtube I came across a lung cancer campaign involving young children.
Unknown at the beginning of the video the children are presented with cigarette packets. The children describe the packets based on their physical appearance which brings me to “The effects model treats children as inadequate”. Children are often “considered not so much in terms of what they can do, as what they (apparently) cannot.” I disagree. Children are smart, they know how to react in certain situations and they know exactly what answers they should be giving.
Basically the media needs to stop taking short cuts and focus on issues in a logical way.