Media and Society Essay Example | Topics and Well Written Essays - 3000 words

Media and Society - Essay Example The researchers used a survey sampling method and a panel design technique in which the same samples were observed at different points in time (Lowery and DeFleur, 1983) . Locational parameter was in Erie County in Ohio because it was culturally homogenous with a population of 43,000 being stable for 40 years. The people living in Erie County were all white and the farmers and the industrial labor force were evenly distributed. Thus, this would help in classifying the respondents. It was also relevant that the tri-media were present; 3 newspapers, 2 radio stations and all major network channels were represented. Importantly, Erie County had the record of deviating a little less from national voting pattern as far as the twentieth century was concern. During the study, there were 3,000 sampling respondents, 600 persons each for 4 stratified samples referred to as "panel" and 600 persons each also for the 3 control groups. Panel and control groups were used as there were qualms that th e process would greatly affect the results which eventually turned out to be the otherwise. There were several influential factors that could affect voters of Erie County and that included political index, religion, demography, socio-economic status and cross pressures among all others. There were three main patterns of change in cross pressure voting. According to the study, 28% were crystallizers (Lowery and DeFleur, 1983). They changed vote up to the last minute. On the other hand, 15% were waverers. Waverers were those whose decision pattern was like a wave. They started out with a clear decision then during the campaign period slowly changing sides but then later vote on their original choice. Finally, the party changers were self-explanatory and composed 8% of the samples. Cross pressure votes were simply a delay of the final decision of the voter. As such, potential voters whose low interest in the campaign and the cross pressure voters became media campaign targets. The challenge with media-mediated campaign was how to effectively deliver the message that a certain candidate was way far better than the others. The problem also lies on media exposure. How well-spread was the exposure. Surprisingly, radio comprised 50% of those surveyed when asked about the most important source of political information (Lowery and DeFleur, 1983). The media however, was a big contributor in political campaigning through three major patterns of influence; activation (awareness), reinforcement (continuing justification) and conversion (switch sides through persuasion). The two-step flow of communication stated that ideas and arguments would from the media to the opinion leaders then finally to the less active portions of the population. It was emphasized in this chapter the importance of mass media in influencing the voting behavior of the people. There maybe other factors that can affect any individual's vote but media-mediated campaign can greatly affect voter's decision up to the last second of the election period. Therefore, with all these political propaganda and strategy using mass media, Franklin D. Roosevelt won the political race. Chapter 5 Audiences for Daytime Radio Serials: Uses and Gratifications In the late 1930's, America

Part5 Essay Example | Topics and Well Written Essays - 250 words

Part5 - Essay Example Another exercise myth is that it’s dangerous to exercise when at a given old age if you did not do the same when young. www.fitnessmagazine.com should state that one can always choose the exercise that best suits their age and health. The third myth is in the use of supplements to build body muscles in www.ideafit.com. The media needs to specify that if you eat healthy and visit the gym regularly, you do not need these supplements. The fourth advertised myth is the lie that exercise helps one lose weight quickly as i www.askmen.com. This makes people get frustrated when they spend hours at the gym and still fail to see a reduction in their weight. What the advertisers should specify is that losing weight at the gym depends on more than just exercising for long. It includes a tolerance for intensity so as to burn calories. The advertised belief that soreness that sets in after exercise is due to the build-up of lactic acid in muscles is also a myth. It is important for the medi a in www.dailymail.co.uk/home/.../fitness-report to note that immediately after a workout, the body gets rid of the lactic acid produced. The resulting soreness is due to muscle tears. Advertisers and the media push for these myths so as to lure people into their gyms or exercise routines that they provide, which will in turn earn them money (Larsen, 2011). Larsen, L. (2011). Fitness and exercise sourcebook: Basic consumer health information about the benefits of physical fitness, including strength, endurance, longevity, weight loss, bone health, and stress management, with exercise guidelines for people of all ages and tips (4th ed.). Detroit, MI: