Cafezinho 543 - How the media influences your mind
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In democratic societies, mass media are the driving force behind public opinion. Media sources such as the internet, newspapers, news programs, etc., play significant roles in shaping our understanding and perception of the events that occur in our daily lives. And media professionals know this, using some tools that influence our thinking. In this video, I want to talk about three of them. The first is called "agenda setting." This is when the media focuses its attention on selected issues on which the public will form an opinion. Someone, usually an editor, chooses which topics will be covered—or ignored—based on their own interests or those of the company they work for. For example, right now, when millions of people are demonstrating in Brazil, the editors of major newspapers have decided that these movements simply don't exist. They provide minimal or no coverage, withholding information from the public. They are the ones who define the topics that will be discussed by society.
The second tool is framing. It allows the media to select certain aspects of the issue and then make them appear more salient. For example, right now, the framing for popular demonstrations is that the people in the streets are "anti-democratic coup plotters who don't accept the election results."
The third tool is "priming," which is when the media repeatedly exposes certain issues to viewers and readers. The more exposure an issue receives, the more likely it is to gain more exposure. The greater the likelihood of an individual remembering or retaining information in their minds. Therefore, the same information is repeated and repeated consistently, until it is permanently engraved in people's minds.
Got it? Agenda-setting, framing, and repetition. With these three factors systematically represented by the media, our opinions are constantly influenced and shaped by it.
And if you think your opinion isn't, don't forget that the opinion of most of the people you interact with daily is.