Media & Popular Culture

Introduction

Many of the theories examined thus far have attempted to measure the effects of mass media on the public. Some of the theories have dealt specifically with the idea of meaning structuring. For example, cultivation theory focused on how one learns and understands the world based on exposure to mediated messages, while agenda-setting research uncovered how the news media influences what one views as important. While researchers have a desire to understand these media effects, many are interested in such research in order to learn how to apply it practically to areas like advertising, "political" campaigns, public relations, and other areas of social life.

Discussion

In Alias, music is used to tell the story and strengthen the already deep mood of this drama. At certain times the music dives to slow synthesised violin suspense, at other times it can lift the intense political mood to show hope and love in a romantic dulcet tune. Though there are many other theories that attempt to explain the same areas of behavior, these three are among the popular and serve the purpose of giving a more comprehensive understanding of the process of social influence (Sherif, 43-48).

Cognitive Dissonance Theory

In Alias, audio, visual and technical effects are used along with dialogue to shape the plot, themes and genre of the text. These theories hold that human beings desire consistency among their attitudes and beliefs. Festinger (DeFleur & Ball-Rokeach, 43-50) maintained that when one of these elements (which he referred to as cognitive elements) contradicted another related element, a state of cognitive tension would result.

This tension is what Festinger referred to as cognitive dissonance. For example, someone may hold the belief that smoking is bad for one's health; however, that same individual may have an attitude that smoking is fun. Festinger would hold that this ...