Analysis of "Persuasion in the Media Age" (part 10)

Television

Television is the dominant medium in the United States. America is awash in television. We spend on average 5 hours a day watching television. Men and women are relatively equal in their viewing. Television's influence on persuasion is profound.



Technological Advances

As the viewer gains more control over television programming, that very same technology allows persuaders to more specifically target their messages to audiences. Persuaders must adapt their methods of reaching audiences.



Cognitive Effects

Television has changed the way we view time and space. We can view live events taking place many  miles from where we live. We are thus transported by television to those places. The impact of the electronic media on our culture is profound.

Television has changed the way we process information and view the world around us. The introduction of television to our society created subcultures of individuals who perceived the world differently than did those who primarily used print or radio media sources. The world became fragmented when individuals began to view society in different ways. With numerous cable channels audiences are subdivided into many distinct units. Advertisers must deal with these smaller more fragmented audiences in new ways.

Social influence

Television is a profound socializing force that persuades us to accept a certain view of the world. We find television sets in many locations around the house: the family room, the living room, the kitchen and the bedroom.Televisions are now standard features in some automobiles and we can receive television broadcasts on our workplace computers, meaning we are potentially exposed to television all of our waking hours.

Internet

Persuaders design messages specifically for the internet as well as use the Internet to disseminate messages traditionally conveyed through other media. The Internet is a unique type of media and signals a shift to the concept of convergence.

The Internet actually began in the 1960s as a way for military leaders to communicate in times of crisis. After commercialization was allowed, the Internet exploded providing a fast inexpensive way to communicate with others. The Internet has no central control and no one owns the Internet. 

Four Important Features of the Internet

• The Internet  has erased the boundaries of time and space
• The Internet's use of hypertext has given audiences of persuasive messages more control over how they process information
• The technology of the Internet allows for interactivity
• The Internet has greatly enhanced the ability of persuaders to target specific audiences

Convergence: The Blurring of Media Boundaries

Convergence describes the integration of voice, video and data technologies. In the past radio, television and print media sources were separate entities. Audiences would obtain information separately from each medium. However, development of the Internet and the Telecommunications Act of 1996 facilitated the development of new broadband systems. Now, different media sources, and even telephone, are combined into a vast network. Television and radio networks broadcast on the Internet. Newspapers and magazines are published online. As the equipment with which we access media becomes a single unit, the possibilities will be virtually limitless 

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