Social Action Theory
Anderson and Meyer (1988) use the following terminology to understand the social action theory: “For most of the history of research in mass communication, content has been seen as a silver bullet shot from a media gun to penetrate a hapless audience” (Anderson and Meyer 48). Media affects can be related to the social action theory by evaluating the negative effects of playing violent video games on children. A television show by CBS News further places emphasis on the role video games has on making children aggressive. The show clarifies that independent studies have proven that there is a direct link between children being exposed to violent video games and display of violent behaviours. The television show also discusses that these days more and more children are getting exposed to inappropriate material through video games and parents need to control the media that their children are exposed to (CBS, 2014).
The show discussed a study comprised of 3000 children based in Singapore and they were interviewed for three times over a period of two years. The samples were taken directly from children and their responses were assimilated into developing the conclusion. The study revealed that the longer children play violent video games, the more aggressive their behaviour becomes. Several children reported that they learned certain words or behaviours through playing violent video games such as Grand Theft Auto. The television show also discusses that children are highly sensitive to the level of violence on video games and the time spent on playing video games teaches them bad behaviour that is replicated in real life instances. The virtual reality presented in the video games makes it easier for children to imagine themselves in the virtual environment and behave the way characters in the video games behave (CBS, 2014).
Agenda Setting Theory
Maxwell McCombs and Donald Shaw came up with the agenda setting theory that they explain as: “Not what to think, but what to think about” (McCombs & Shaw, n.d.). Media also plays an important role in agenda setting and a present issue of Donald Trump winning the Republican nomination. In this case, agenda setting is based on the fact that the media has played an important role in helping Trump win the nomination. The television show that threw light on the issue was ABC’s The View. The show panellists discussed that the television media has provided Donald Trump around 2 billion dollars’ worth of free advertising by giving him free air time. The reason for the free air time has been discussed by channel heads as they have clearly outlined that he is an entertaining character and having him on television means higher ratings.
The panellists also discuss that many of the television executives have claimed that despite knowing that Trump is bad for the country, they have their hands tied as he provides entertainment and ensures their channel makes money. The panellists also discuss another alternate agenda from Ted Cruz, who claims that Trump is a media fuelled politician and has been helped by TV channels. The panellists refute Cruz’s agenda setting claim by stating that despite media giving Trump free air time, it is logical to have Trump present on media broadcasts as he has been leading the republican polls and his large support base expects Trump’s views on issues. Overall, the panellists agree to the media agenda that many shows have Trump on deliberately as he is an entertaining character that ensured high rating, leads the polls and has a strong support base that expect to hear from him (The View, 2016). Therefore, despite understanding the negative impact Trump would have on the country in long term media is forced to concentrate on his political rise.
References
Anderson, J. A., & Meyer, T. P. (1988). Mediated communication: A social action perspective. Newbury Park, CA: Sage Publications.
CBS This Morning. (2014, March 25). Video game violence linked to bad behavior, study says[Video file]. Retrieved from https://www.youtube.com/watch?v=nJjf51n6PCo
McCombs., M & Shaw., D. (n.d.). MEDIA EFFECTS THEORIES. Retrieved 5 September 2016 from, http://oregonstate.edu/instruct/comm321/gwalker/effectsmedia.htm
The View. (2016, May 2). Ted Cruz Agrues Media Helped Fuel Donald Trump's Rise | The View[Video file]. Retrieved from https://www.youtube.com/watch?v=EM02EiIrU5o
