Gain an understanding of the influence of advertising objectives in the media. Products of mass media are often supported by revenue generated from advertising. Although advertising is often viewed in negative terms by critics of its influence, advertising can also play a positive role in society. For example, anti-tobacco campaigns have increased public awareness about the risks of smoking cigarettes (see Reference 1). Thus, advertising is capable of being instructive and even ethical rather than simply bothersome.
Learn about who owns vital media outlets. Social theorist Noam Chomsky argues that ownership creates an intrinsic bias in the media. Whether or not news reporters say they strive to project objectivity and professionalism in their reporting, the truth is that the news they present is a product (see Reference 2). This product is sold to benefit the interests of a business enterprise. Thus, products created by reporters should not attempt to cripple the enterprise within which they are employed and must be created in agreement with unspoken rules or standards.
Apply anthropological concepts to media. Television, movies and music serve a vital educational role in society. They spread cultural values and provide people with a means to come to terms with their identities (see Reference 3). Mythologist Joseph Campbell argues that films such as "Star Wars" and literary works by authors such as James Joyce or Shakespeare are examples of Western myth, similar in function to stories told by primitive forefathers through the spoken word and paintings on cave walls. In fact, the way that people sometimes plan their schedules around television broadcasts is a clear example of ritualistic behavior that is inculcated by mass media.
Appreciate the media's appeal to practitioners of the arts. Some people are driven to participate in mass media out of a desire to share their talents with others. For example, thousands of contestants have competed to be involved in talent shows such as "American Idol," greatly out of the desire to gain public approval for their singing abilities. Many performing artists strive to gain interest in their work via mass media outlets, despite the fact that they may suffer financially in the attempt to do so.
Recognize the media's political force. The late political activist Malcolm X once said, "If you're not careful, the newspapers will have you hating the people who are being oppressed, and loving the people who are doing the oppressing." In making this comment, he recognized the power of the media to form public opinion. Politicians of every stripe as well as their opponents try to gain the attention of the media in order to bolster their causes. A well-aimed news camera, filming a handful of protesters, can often influence public opinion more effectively than the protests of hundreds of individuals who are not being filmed.