Anthony+Barbieri's+Individual+Research+Assignment

__ ** The lack of analysis and reflection in news stories amongst television news audiences ** __

The **television is a powerful medium** that is used by most people around the world. Television provides viewers with information about any topic imaginable, and not to mention, programs strictly for entertaining. There are shows about contests, reality TV, game shows, soap operas, and the list is endless. Although it may seem that **most of the programs on television are for entertainment purposes and have little academic content**, one of the most influential programs on television, within any country, is the **news**. News stations/programs are seen everywhere, and are accessible by everyone. Since most people would rather watch programs intended to entertain, the only academic/intellectual information television viewers receive are from news programming. Because **news programs are seen as "prestigious" and intelligent**, viewers may feel that whatever is said by a newscaster or by someone who appears to have an "intellectual image" must be true, and believed as fact.
 * __ An Introduction to the Problem __**

This report will discuss how most __television viewers do not question what they see and hear on television news programs, and that such programs can be deceptive, biased, and misleading__. Viewers do not question why or how certain stories are being covered and why such things are being said. The report will also state how __most people easily accept and believe everything that is said on news programs, without any personal analysis or reflection__. This report will discuss and analyze these issues, who the main stakeholders are, and any views/opinions there may be regarding these issues.

Most television news audiences **do not seem to analyze what they see and hear on television, and simply accept them as fact**. It has been said that "…uninterested (‘low involvement’) people…are influenced by, information if it is only abundant and striking enough" (Schoenbach & Lauf, 2004, p.170). This shows that people who are uninterested about current events, political matters, or any academic issue will not **show interest unless it appears important or is continually discussed on news programs**. An example of this can be seen during the recent **US presidential elections**.
 * __ The Abundance of Information and Image of Importance __**

During the elections, news stations, particularly CNN, continually covered, discussed, and analyzed the presidential race from the moment it began to its very end. This would be an example of **abundance**. Viewers began to realize that many news stations were continually covering the presidential elections, and therefore, must be important. The information conveyed by news networks may not have always been important/relevant to the elections, but viewers continued to tune in, as they attempted to gain as much "information" as possible. Due to the **abundance of information**, viewers may have begun to believe what they were being told, **without questioning any of the content**.

News Stations and Advertisers: One-Track Mind __**
 * __
 * News programs and advertisements** work together in order to **keep audiences interested and tuned in**. "Commercials are fast-paced, exciting, and colourful, and as a result, **influence the way the news stories around them are produced**…the whole news program takes on a rhythm and pace **designed to hold interest and build viewership**" (Postman & Powers, 1992, p.6). This shows that advertisements that follow during a commercial break are not coincidentally aired. This demonstrates how news programs are not only designed to provide information to the viewers, but also, to **help advertisers succeed in making profits.**

Since millions of people watch the news everyday, the **chance for advertisers to increase profits rises**. This leads one to think that **news programs may choose to cover stories that benefit sponsors** and increases product sales. News programs may air a story discussing what product is best, comparing similar products to one another. If a product belongs to one of their sponsors, positive things are likely to be said, while products belonging to the competition will result in negative things being said.

One famous example that emphasizes this is **ABC’s decision to not air a story regarding paedophiles working at Disney**. The Walt Disney Company owns ABC, which may have been the primary reason as to why the story was rejected. "David Westin, president of ABC News…**rejected it in an exchange that both sides described as heated**…" (Carter, "ABC Shelves Report on Parent Disney"). One feels that ABC rejected the story in order to avoid conflict or "negative relations" with its owner. ABC personnel may have feared losing their jobs, if such a negative story about their owners were to have been aired. This demonstrates that news programs practice strict **gate-keeping**, and only **air stories that are beneficial to the station, their sponsors, and their owners**. This is a perfect example as to why television viewers must question and analyze everything they see and hear on television news. If they do not, they are prone to being misinformed and misled.
 * __ A Famous Example: ABC __**

__** The Choice of Wording **__ The **use of wording** used by news anchors is key in **effecting audience beliefs and decisions**. One classic example is using **the term "‘freedom fighter’ over ‘guerrilla’**…could show how social forces [are] pushing the text one way or another" (Matheson, 2005, p.20). This shows how news programs can **sway public belief/opinion** by choosing to use specific language when reporting the news. Looking at the example stated above, a "freedom fighter" and a "guerrilla" are no different from one another. They both fight, kill, and use force in an attempt to get their way and support their cause. The only difference is that the term "freedom fighter" **connotes a positive image**, and is seen as being "good", while a "guerrilla" **connotes a negative image**, and is seen as being "bad." Language used in the media is key to promoting popular belief. The way the news media reports a story, and the attitudes they display, will most likely **trigger similar beliefs in the viewers themselves**. This shows why audiences must question what they are being told, and not simply accept every piece of information as an instant fact.

As one may have already guessed, the main **stakeholders** for this issue are the news stations, its sponsors, and owners. All of them have one goal – **to make money**. This is the case because "…__news departments and programs are now expected to make money__" (Postman & Powers, 1992, p.6). Why would a sponsor choose to sponsor a news program if they did not expect anything in return? One feels that sponsors donate funding to news programs in return for **advertising and financial gain**. The news programs/stations would want their sponsors to make profits, in order for them to keep **donating to the network**. If news stations were asked if any these "accusations" were true, they would undoubtedly say "no." But, that is to be expected. Why would any major television network or corporation admit to wrongdoing or **audience manipulation**? That would be unheard of. One feels that it is a constant cycle, with both the sponsors and the news networks benefiting. This is why certain stories are aired, in hopes of **capturing the attention of audiences** throughout the entire news program.
 * __ The Stakeholders __**


 * Television audiences** are the other **stakeholders**. They are not stakeholders for news stations, but rather for themselves. They are constantly fed misleading and biased information, making it **difficult to distinguish the truth from the not**. They are constan[[image:Y2K.jpg width="187" height="136" align="right" caption="Y2K Scare:"End of the World" / Disinformation.com" link="http://stillfootball.files.wordpress.com/2008/03/mushroom-cloud.jpg"]]tly being **manipulated**, all in the name of **profits**. A famous example of this was during the **Y2K scare**. News stations claimed that everything (computers, technology, etc.) would crash, lights would go out, mechanical devices would stop working, and that **people had to prepare themselves**. As expected, **everyone listened**, and rushed out to buy all kinds of items, such as canned foods, flashlights, bottled water, heating blankets, etc. But **once the year 2000 arrived, nothing happened**. Did major corporations already know that nothing was going to happen? Did news networks know this? Was it all just a big **scam** to get consumers to buy and spend more on unnecessary items that no one ever really needed to buy in the first place? I’m sure everyone, including the "experts" on television news programs and outspoken newscasters have all the answers. But, enough about what they have to say. What do //__you__// think?

The following clip was taken from the movie //"Network (1976)."// I believe, although it is "only a movie" it speaks volumes about what mass media has done to viewers, and how it has manipulated and taken over our lives.

media type="youtube" key="HFvT_qEZJf8" height="344" width="425" Taken from Youtube.ca http://ca.youtube.com/watch?v=HFvT_qEZJf8&feature=related

__** References **__

- Carter, Bill. (October 15, 1998). //ABC Shelves Report on Parent Disney//. New York Times. Online. http://query.nytimes.com/gst/fullpage.html?res=9F03E2DE133AF936A25753C1A96E958260&sec=&spon=&pagewanted=all

- Matheson, Donald. (2005). //Media Discourses: Analysing Media Texts//. Maidenhead, England: Open University Press.

- Postman, Neil, & Powers, Steve. (1992). //How To Watch TV News//. New York: Penguin Books.

- Schoenbach, Klaus, & Lauf, Edmund. (2004). //Another look at the ‘trap’ effect of television – and beyond//. International Journal of Public Opinion Research. World Association for Public Opinion Research. Vol.16. No.2.

__ Photos __

- "US Elections: Obama and McCain". BBC.com. http://newsimg.bbc.co.uk/media/images/45161000/jpg/_45161338_livenowuselex512.jpg

- "Walt Disney & ABC". Deadlinehollywooddaily.com. http://www.deadlinehollywooddaily.com/wp-content/uploads/2007/12/disney-abc.JPG

- "Public Opinion". Pewresearch.org. http://pewresearch.org/assets/obdeck/110-interior.jpg

- "Y2K/Atom Bomb". Disinformation.com. http://stillfootball.files.wordpress.com/2008/03/mushroom-cloud.jpg

__Videos__

- "Network 1976" Clip. Youtube.ca http://ca.youtube.com/watch?v=HFvT_qEZJf8&feature=related