This week, I will be focusing on ideas linked with media and its effects, particularly related to the role that media plays on women. Media has many effects on individuals including changes in "cognitions, attitudes, emotions, (and) behavior that result from exposure to the mass media." (Straubhaar, 2010)
One of the main concepts dealing with media effects is the social learning theory. The idea stated that viewers imitate what they watch on T.V. and what they observe in advertisements through a process called observational learning. Most characters on television receive no penalties for their antisocial behavior and their actions are often glamorized. Television is overflowing with ideas of sex, violence, and prejudices that young adults generally imitate.
After watching commercials, advertisements, and shows dealing with the role of femininity in society, many young women begin to think and act similar to how the media encourages them to. Media images of femininity tells us that women are primarily seen as sexual objects or that women must be thin or they are not considered beautiful. Many ads are focused on pornography and most TV shows glamorize sexual behavior. The CW's hit show Gossip Girl has been linked to the sexual promiscuity of their viewers. This is a prime example of social learning because, as mentioned in Killing Us Softly, young women imitate the ads they are surrounded by and the behavior in the television shows they watch.
Image from: http://www.google.com/imgres?imgurl=http://www.nypost.com/r/nypost/blogs/popwrap/200807/Images/200807_New-gossip-girl-ads.jpg
Quote from: Media Now by Joseph Straubhaar
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