Understanding the Concept of Media Effect
In discussions delving on how mass media influence lifestyles, it is first important to tackle the concept of media effect. Rather than base conclusions swayed by popular opinions, a discussion must first offer a broader perspective of what media-effect covers.
Academic researches take a closer look into media effect by focusing not only on the positive or negative results perceived as influences borne by mass media. Most studies take into consideration other factors before arriving at a conclusion on how mass media influence the behaviors of a society.
Key Areas of Study in Analyzing How Mass Media Influence Lifestyles
Such factors include time span, as to whether media yields an immediate or delayed response. In relation to timing, studies also consider the duration of the purported effect; on whether the reaction is temporary or becomes a permanent posture.
Change therefore may happen, for a brief and temporary period or for a prolonged duration leading to permanency. The significance of such changes though depends on the intention of the content creator. Product advertisements for one, generally aim to persuade consumers to change into their brand of product.
However, the effect is temporary if after actually using a new brand, a consumer still regard their original brand as better. Long-lasting if the new brand delivers improved results or experience, when compared to what they have been previously using.
Then there is the matter of determining if the changes created by media occurred on a micro or macro level: and if it directly or indirectly affected the target audience or market.
Evaluating the Effects of Mass Media on Lifestyles
Evaluating the influence of mass media on lifestyles therefore, is not solely based on the frequency by which mass media is used as form of information resource or entertainment. Influences may be negative or positive, to which the impact depends on how long, how fast, how broad the coverage of the changes that occurred; and of the ability of that change to stay permanent in an ever-changing environment.
After all, the environment and the people in it, provides the ideas, the actual insight and behaviors of real life models used by lifestyle and product innovators. Mass media simply provides powerful platforms to present, depict, dramatize or sensationalize issues that are of particular interest to users.