Violence, Consumerism, and Mass Media

Most people think that mass media, specifically television, has a pervasive effect on society, especially on children. Today,
saying that younger generations are shaped more by mass media more than their genes is not an overstatement. This is
particularly true when one considers the significant presence of Internet-mediated technology in the lives of young people. In
effect, people have often blamed mass media for causing the violent behavior of children. Violent behaviors are also
commonly associated with watching movies and television.

The media process does not merely interact with the rest of society; it has a major impact on how the rest of society
understands and imagines itself (Couldry 2000, 54). McGuire (1986) noted several of the most commonly mentioned
intended media effects:

1. the effects of advertising on purchasing,

2 the effects of political campaigns on voting,

3 the effects of public service announcements (PSAs) on personal behavior and social improvement,

4. the effects of propaganda on ideology, and

5. the effects of media ritual on social control. These media effects work together to shape the behavior and thinking of
people.

Media, nevertheless, has important influences, and one of these is on the socialization of children. By providing "role
models" and stereotypes, children often adopt these as they engage with their families and friends. A case in point is that
during Halloween, children's costumes are based on their favorite horror movie characters such as vampire, Dracula,
werewolves, and zombies.

According to the American Academy of Pediatrics (AAP) (2014), children between the ages of 2 and 18 spend an average of
three hours a day watching television. A three- year National Television Study, reported by the AAP, found out that children's
shows had the most violence of all television programming Statistics read that some cartoons average 20 acts of violence in
one hour, and that by the age of 18, children will have seen 16,000 simulated murders and 200,000 acts of violence on
television. Young people are especially in jeopardy of the negative effects of television violence because "many younger
children cannot discriminate between what they see and what is real," reports the AAP (Committee on Public Education,
"Media Violence," http://pediatrics.aappublications. org/content/108/5/1222 full, retrieved September 10, 2014).

Recent reviews of media violence research have concluded that there are three primary effects of viewing violent television
programming on children.

First, ample evidence supports the contention that children can and do learn aggressive behaviors and attitudes from viewing
violence on television. For example, those who view relatively high levels of televised violence are more likely to see
violence as a reasonable means for settling disputes. Likewise, they develop an increased and exaggerated fear of becoming a
victim of violence. Finally, viewers of violence in television have shown a tendency to become desensitized to violence.

Among Filipino children, the situation is different. Based on a study conducted by the National Council for Children's
Television (NCCT) in February to March 2015, most Filipino children still prefer watching television when they get home
after a long day of school, and they prefer watching teleseryes or adult-oriented shows Most Filipino children watch
television for close to 3 hours during weekdays, and 6 hours during weekends. These figures are beyond the internationally
prescribed daily exposure to television, which is only one to two hours (Geronimo 2015).
[https://www.rappler.com/nation/115437-filipino-children-watch-teleseryes, accessed October 23, 2017]

Mass Media and Youth Culture

In the review of literature done by Lanuza (2003) regarding the mediatization of the Filipino youth, he observed that "mass
media exhibits ambivalent character in relation to the formation of youth culture." So, "while it carries modernizing currents,
yet at the same time, it also promotes traditional Filipino values. Hence, studies on youth and values promoted by television
would show the propagation of traditional Filipino values such as respect for elders, family solidarity, and reverence for
authorities." Furthermore, Lanuza showed that "mass media today, largely through advertising, operates as the major
harbinger of late modern culture."

Citing several studies, Lanuza pointed out that the following images are associated with female Gen X youth: aggressive,
expressive, conventional, and liberated. Meanwhile, males are depicted as optimistic, independent, adventurous, and wild.

Mass media also affects the way young people spend their leisure. In the same review of Lanuza, it is shown that young
Filipinos prefer to go to malls than in parks and museums. The situation may even be worse today, as today's youth are more
fond of going to shopping malls rather than spending time at historic places and public parks. Moreover, many young
Filipinos prefer to play online games than engage in traditional physical sports and games.

Among the major findings of the survey on Internet Access and Use by Filipino Schoolchildren, conducted by the Asian
Institute of Journalism and Communication (AIC), and commissioned by UNICEF in 2009, is that online gaming is another
favorite pastime of the Filipino youth with almost eight to ten schoolchildren connected to the net playing online games.

Mass Media and Gender Stereotypes

Another pervasive influence of mass media is the acquisition of stereotypes. Stereotypes are images that can be adopted about
specific types of individuals, groups or certain ways of doing things. These thoughts or beliefs may or may not accurately
reflect reality.

Stereotypes enable each member of society to deal properly with certain individuals and provide them with the right script on
how to act accordingly on a certain social situation However stereotypes can also be a product of prejudices. Prejudices are
prejudgments, or opinions that people have before knowing the full circumstances about a person or an event. In social
sciences, prejudice is often used to refer to negative or unfavorable judgments toward people or a person because of social
class, gender, age, disability, religion, sexuality, race and ethnicity, nationality, or other personal characteristics.

Mass media is a powerful tool in disseminating stereotypes especially on women. Movies and television shows, for instance,
usually portray women as mothers or housewives rather than as professionals. They are often seen as caregivers and taking
care of household chores, Meanwhile, men are often depicted as professionals and leaders. In advertising, sexy and young
women are often associated with alcoholic drinks and beverages. Young women are usually seen as obsessed with their skin
and hair. Mass media, therefore, is powerful in shaping not only the attitude and perceptions of people about women, but also,
more importantly, the minds of young women.

Studies also show that constant exposure to sexually explicit materials tends to affect family values. Compared to the control
group, the exposure group reported more tolerance for pre- and extra-marital sexual activity, less endorsement of marriage as
an institution were reported to want fewer children, and were more likely to believe that there were health risks in sexual
repression. Taken together, these results suggest a view that sexually explicit media content fosters exposure to deviance and
may undermine societal values.

Many feminist scholars support this view. They believe that the portrayal of women In mass media tends to support
stereotypes against women. These stereotypes include the myth that women want to be raped, that men are naturally
aggressive, and that women are passive objects that can be manipulated by men. Constant exposure to sexually explicit
materials also reinforces the idea among men that violence against women is morally acceptable.

It must be borne in mind, however, that while mass media may influence the viewers in forming their stereotypes and
prejudices about certain individuals or groups nevertheless, it must also be noted that mass media's Influence is mediated by
other factors such as the family, religion, and peer group. People who watch violent films with the proper guidance of adults
in the family may not necessarily develop and embrace prejudices against women or people with different skin colors or
religions. But people whose friends also watch violent films that glorify domestic violence against women may find
themselves embracing these stereotypes. A school that does not promote religious pluralism and tolerance may inadvertently
reinforce the prejudices in mass media about certain religious groups that are not part of the mainstream society. In short, the
effects of mass media are problematic and straightforward. Researchers also point to the intervening factors and variables that
either facilitate or depreciate the effects on stereotype-formation among young viewers.