Magic Bullet Theory Analysis

Magic Bullet Theory Analysis ABSTRACT The theory of Magic bullet concept will be critically examine in this paper and its relevance to recent civilization. Historically this theory is an old media communication emanated since 1930’s assessment, which is recently challenged based on its relevance and scholar’s opinion along with the critics, assumptions and application which lead to general conclusion that Magic Bullet theory which as well as known as â€Å"hypodermic Needle† with regards to theory of media is still so significant still in this 21st century Keynotes: Magic bullet Theory, Propaganda, Audience, critics, advertising, Media communication INTRODUCTION Scholars projected that Magic Bullet theory on media effect and media behaviors was narrowed down to be passive and made influence in the people’s mind. In relevance to this theory, audience were seen to be homogenized when receiving information from the media. Thus make a great impact whereby contemporary audience is seem to be more differentiated. This foster a debatable augmentations amongst scholars that, this theory was proposed when communication media were still new, so its applications in western society is still very needful. This will also focus on the after effect of advertising on audiences to substantiate its relevance. This paper ague that advertising is seen as a form of propaganda tool, which is used by series of organisation or institutes to influence people mostly customers’ buying behaviors or stakeholders. A proposed research questions, methodology review and comparison with relevant literature will be critically examined. This will at the end nurture the relevance of the theory ‘Magic bullet’ and applicability amongst other critics of the theory. History of the Magic bullet theory also known as â€Å"Hypodermic Needle† will briefly be mentioned and propaganda will also be discussed in this paper, with structural argumentative relevance of the theory, using contemporary advertising strategy as an example of how the media inject propagandistic messages to perpetrate behavioral change. Having said these, there will also be a section which explains criticisms towards the theory, focusing on the notion of media effect to the audience. In the conclusive note, the implications of the occurrences will be illustrated. METHODOLOGY Research analysis of this paper is aimed at the relevance of Magic Bullet theory in today’s western society, with argument for applicability of the theory and evidence to back up this framework. Series of instances of propagandistic advertising will also be elaborated, based on theoretical framework. Use of scholar’s online journals, taught in class (The Hague University of applied science by Dr. Bruce Mutsvairo) and Mass media relations books is used to put up this paper together. Literature review Propaganda Defined According to Doob (1948) carefully illustrated that it is neither possible nor desirable to have a clear definition of propaganda because it links to complexity of behavior in different times and cultures. However, Jowett and O’Donnell (1992:4) criticized this and define propaganda as the deliberate and systematic attempt to shape perceptions, manipulate cognitions and direct behaviour to achieve a response that furthers the desired intent of the propagandist. He specified that without proper identification of the terms it will be highly difficult to analyze it. In the same perspectives, Pratkanis and Aronson (2001) recognized propaganda as the abuse of persuasion and it is regarded as a crafty deception. The basic information delivered by propaganda tends to control public opinion and shape their behavioral patterns. In view of some scholars propagandistic messages were created to influence the public’s view. In this contexts, this paper analysis contends that advertising is a form of propaganda and it is used by structural establishments to influence their audience. THEORETICAL FRAMEWORK Magic Bullet theory of communication also known as â€Å"Hypodermic Needle† widely believed by media scholars as the oldest mass media communication theories since 1930 during the Second World War (SWW) in both Germany and United states, this made influence in the mind of people. Scholars’ suggestion behind this story and Fourie, 2008 stated that is that media (needle) messages which contains idea, attitudes and value are directly injects in to the minds of audience and psyche, causes change. The Magic bullet theory cause changes in audience behavior towards the message. Audience are passive and they can’t resist the media message, it can penetrate most people defenses and condition them to act in ways useful to propagandist (Stanley B. 2009). During the world war, Harold Lasswell stated that people was a victims of this propagandist messages in which its influences audiences’ behaviour prominently. According to Grossberg et al, (2006) in their findings me dia messages irresistible influence on the mass of audience. Another renowned incident of Magic bullet scenario was the radio broadcast of H.G. Wells’ novel â€Å"War of the Worlds†. The radio broadcast news roused around that Martins had started invading northern New Jersey, as a result there lots of panic and fear in the minds of people to the extent people fled the city and starts relocating. Another example in the same contexts of identical scenario †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. This two scenario is defines a good example of Magic Bullet theory operate. The audience is given virtually no tribute for being able to discern the actuality from fiction. On the contrary to this theory in 1940 a study conducted by Lazarsfeld called â€Å"People’s Choice† about Franklin D. election campaign and the effects of media messages. Through this study it is disapproved by Lazarsfeld that Magic Bullet theory and added audience are more influential in interpersonal than a media messages. This are not really conceived by people because of the stimulus effect it brings. Figure 1.1 conceptual Model Source: Katz Lazarsfeld (1955) Discussion Relevance of Magic Bullet Theory in the 21st Century. According to great scholars like Jowett and O’Donnell (2012) stated that the modern form of Magic Bullet theory could be view in an unintentional advertising by corporations create media messages in audience mind and how audience react towards the message without any hesitation which stimulate behavioral changes. This scholars – Jewett and O’Donnell (2012) define this kind of advertising as â€Å"a series of symbol, appeal and information deliberately designed to influence receiver of the message to act in some specific impulse either negative or positive way or only retain a memory. In light of the definitions of Jowett and O’Donnell (2012, p.55) advertising is â€Å"a series of appeals, statements and symbols intentionally schemed to either influence the receiver of the message towards the point of view and act in some precise way or maintain a memory in the mind of the audience†. Meanwhile, Propaganda is inferred to be â€Å"the deliberate and systematic attempt to shape perceptions, manipulate cognitions, and direct behavior to achieve a response that furthers the desired intent of the propagandist† (Jowett and O’Donnell, 2012, p.7). So it will be argue against that advertising is a form of propaganda, and it is used by organizations to influence audiences. According to argumentative statement made by Exoo (1994, p.258), which was confer by Jowett and O’Donnell (2012) regarding advertising as a form of propaganda in which it was critically deliberated that, advertisers sell sort of ideas and appeals to customers as follows: Selling the â€Å"Good Life†: Advertisers aimed at passing a distinctive message across to the audience, by which products confer to us prestige, sex, power, love and indeed, complete satisfaction of life, which philosophers described as ‘Good Life’ Selling America. Nation loyalty is deduced from advertiser’s perception. The America learned early from this, that patriotism sells. It is capitalism’s idealized America, freedom of choice of product, freedom to life, freedom of speech. Selling therapy. The revolution of the century brought mindboggling change Americans ways of life. Advertisers make use of this revolution and prescribed capitalism’s own products as the therapy for injuries shaped by capitalism. Advertisement is like a cure for so many buying and selling conceptions. Sexism: Selling sexism is also deduced by advertisers, portraying women as beautiful creature and as domestic being. The ad industry also goes establishing a voice of liberation; gender equality for women, it’s widely perceived that women does not fit in a leader positions, they are seen as only domestic leaders , according to Bible (1 Cor. 11:3, 8, 9)as unto the weaker vessel women was described as weaker being. However, liberation widely spread to give capitalism for women in this regards. Philosophers articulated a great sense of advice to advertisers to focus more on human insecurities and fantasies, thereby the message will be more irresistible, which created an effect of propagandistic message called ‘Impoverishment of the self’ to consumers, which means â€Å"there is self-inadequacy rendered by advertiser; humankind, once thought of as spiritual being – God made, was abridged ‘hardly viable’ without products to cure its woeful inadequacies: corned feet, teeth, bad breath, crumple skin and so on in an endless indictments of uncommodified self† (Ewen, 1974, cited in Exoo, 1994, p.281). Magic Bullet theory, however suggests messages are injected with propaganda that are not able to resist by the audience. Then the â€Å"If†¦.then† strategy has been a wide attempts of deliberations by advertisers. Jasmieson and Campbell (1997) elucidated â€Å"A pretty woman uses a certain brand of lipstick in an advertisement, men flocks around her. Without making the argument explicitly define, it illustrated that if you use the product you will be beautiful, and if you are beautiful you will be more attractive to opposite sex in the context, If not†¦.then not† (cited in Baran, 2012, (p.33)) In this strategy, the ad has injected the message of beauty into consumer mind and will be more eager to purchase the products that will make them more gorgeous and attractive. In other words, Deceptiveness looms in advertisements sphere, which will always create wants in the mind of people. Behavioral effect of advertising, where things such as high expectation, consumerism and materialism McQuail (1987). It is also buttressed by Baran (2012), that America culture in tis 21st century has now become a culture of ‘ad freak’, where consumers depends. More so, Martin Agency in the US Jelly Helm, the ad pundit, see the ad created culture has produced America that is â€Å"sick†¦We work so hard so that we buy things we don’t need, things made by workers who are paid so little and threaded the survival of the earth. Helm, (2002) in addition cited that America will be remember as a culture of disposability and superficiality, a culture of poverty, vain, and violenc e, Culture of hedonism. Propaganda practices were seen to be more straightforward compared to its contemporary, which in my view takes the form of subliminal advertising because, Jowett O’Donnell, (2012) illustrated that it is becoming apparent that advertisers is a form of deception and use a discrete ways to carry out their research, in form of demographic and psychographic analyses of exact target market. Further explained that ‘many thousands of unsurpassed proficient minds have made it a profession to get into collective people mind†¦ to get inside to exploit, control and to manipulate’ (McLuhan, 1951, cited in Exoo, 1994, p.279) Magic Bullet Theory Critics It is debatable that media effect in communicating to the audience is reflected specifically based on assumption of human nature and it was not based on any empirical findings from research. The notion prove that audience are powerless to resist the media injected messages. Thus assumed to be homogenous and reaction effect towards this messages. It has been propounded that media effect were â€Å"limited by individual differences (for example in intelligence and education), social categories (such as religious and political affiliation), and personal relationships (friends and family)† (Lazarsfeld (1941) as cited by Baran 2012, p.363) Research indicated that Magic Bullet theory was perceived as an oversimplification effect of media, as such that Grossberg et al (2006) stated that â€Å"different people responded differently to the same messages and that some people may be more vulnerable to the influence of media messages†. Also the same injection (hypodermic Needle) do es not have a static effect whatsoever on every individual, some are healed and some are not whilst some are even passive when receiving the message. Metaphorically speaking Magic Bullet shot, still leaves room for different reactions to a different message to different audience. Just like how someone shot in the head may die but another may live to tell the tale. CONCLUSION I summary, Magic Bullet theory also known as â€Å"Hypodermic Needle† still has a huge significant in today’s western society. Though it is deduced References Berger, Arthur (1995). Essentials of Mass Communication Theory. London: SAGE Publications Garth S. Jowett and Victoria ODonnell. (2012) Propaganda and Persuasion. 5th ed. USA, SAGE Publications, Inc. http://insidepublicrelations.blogspot.nl/2010/01/defining-propaganda-and-pr.html (Assed: 19th Feb 2015) Stanley J. Baran, Dennis K. Davis (2009) Mass Communication Theory Foundations, Ferment, and Future by 5th ed. Wadsworth Cengage Learning. USA http://communicationtheory.org/magic-bullet-or-hypodermic-needle-theory-of-communication/ http://www.12manage.com/description_hypodermic_needle_theory.html(Assessed: 22 February, 2015) http://www.utwente.nl/cw/theorieenoverzicht/ (Assessed: 24 February, 2015) http://www.utwente.nl/cw/theorieenoverzicht/Theory%20Clusters/Mass%20Media/Hypodermic_Needle_Theory/

Developing the Leader in You Essay

Abstract Aristotle’s philosophy on leadership states, â€Å"Men make themselves leaders by performing acts of leadership†. This paper is written to bring forth a better understanding of leadership development. Following the understanding, will be an explanation of key factors that are salient to leadership, and why it must be covered. Great insight will be brought forth in elaborating on ‘collaboration’ as the key to developing great leaders. Life experiences will certainly have an impact on how effectively a leader develops good character, and how experiences can hinder and strengthen a leader’s ability to motivate others and create company growth. Flexibility and adaptability in spite of any circumstance can be the factor to make or break a situation, in coming toward the end of this paper it can be said that learning about continuous change can be deemed as extremely valuable in their leadership career in knowing how to bend when the wind blows. Finally, a lesson in life†¦ it’s not a fairytale, learning to accept failures and successes alike. The Leader in You The most important factors†¦ Leadership principles can be taught to the masses, although behaviors in a great leader is a learned trait; acquired over time. The crucial word in leadership is â€Å"trustworthiness†, a behavior that Cam, Caldwell, et al. (2010) state is associated with an individual’s perception regarding image, knowledge, and development style is of utmost importance (p. 500). Developing the leader within entails evolving through experimentation as a person learns new innovative approaches to solutions and problems. In time, new challenges arise that once seemed insurmountable, are now a part of the pragmatic approach that defines a leaders leadership style and strategic ability to overcome. To reach this stage in leadership empowers an individual, and reaffirms the persons ability to exert the skills to make informed decisions. This also means that the leader is in no way influenced by anyone in what to say or do; guiding and directing is the mark of an effective leader. The leader’s most effective tool is to constantly develop themselves; never stop learning. The most important characteristics of an effective leader are: to have their own identity, having openness to change, have self-respect, make good choices, be sincere and authentic, maintain a sense of humor, be willing to make mistakes-admit and learn from them, have an appreciation for cultural differences, genuinely care about others, maintain effective interpersonal communication skills, receive meaning and purpose from their work, be passionate about their work, and maintain healthy boundaries. Realize that no leader is perfect, and may not have all of these qualities†¦ Although, should strive to be well-rounded for the sake of the people they are mentoring, and themselves. Truth be told, the key or ticket to accomplishing the most vexing challenges—collaboration. Collaboration is the key to developing great leaders A collaborative relationship is based on mutual reciprocation of which is intended to assist each other in personal growth and development toward new levels of understanding to improve each others lives. In this section of the paper, the question that should be asked is, â€Å"What type of leader does a person want to be known for†¦and how do they wish to be perceived by the people they are developing?† This question has many answers, although to streamline it, the leader should be known for being innovative, results-oriented, and having a collaborative leadership style. This means that the leader will creatively expand the proverbial ‘pie’ into equal sections, and bringing in different talents and abilities to work together to solve a problem. One of the advantages of working together is that everyone is enthusiastic, motivating each other, and willing to implement the group plan because they developed it. There is organizational empowerment that comes with collaborative work like this, it is a win/win for a company and the leader due to the fact that within these groups there is always an opportunity to: train new leaders, get broader substantive results, and assist subordinates to bond; learning that two or more heads are better than one in accomplishing projects. Bali (2011) states that,† leadership is less about what we do and more about what we become—and in the process—how we influence and learn from those around us.† (p.11) People who aspire to become leaders, must know their strengths and weaknesses in order to develop either a stronger competence in the area they are weak in, or challenge themselves in areas where their strengths excel; this shows subordinates that you are not above personal self development and will encourage others to do the same. Competence is never enough for a great leader; it demands integrity and good moral character which influences the next generation of leaders. Leadership and good character Competence without integrity and character is worthless. A leader may know how to perform the job and lead the people to accomplish tasks, although without character they may cut corners if you will, and not always ‘do the right thing’. This behavior is detrimental to a company’s future, and those of the people under them. A leader with good character, integrity, and competence is steadfast and can be counted on to do the right thing, build a company’s reputation to be strong and unyielding, and establishes a foundation of trust with everyone involved. The purpose that character and integrity serves has to do with the specific times when their leadership road gets ‘rocky’, and at the edge of failure†¦ Time and time again it is seen in the media that people ‘fall’ from great heights within an organization, and instead of strategizing accordingly, their lack of integrity and character lead them to corruption, and sacrificing the ir reputations and principles for ‘immediate’ satisfaction due to their selfish need for self gratification. What is interestingly true, is that the leader who does have a strong-steadfast foundation within them, leads the organization in a smooth, effective, and successful manner so much so that because they have avoided potential threats a company may face†¦ most of the time they will not receive the credit due them because there wasn’t any catastrophe to see. This leader is defined as having intrinsic motivation in their leadership style that states they are internally motivated with their passion and vision to reach their goals instead of using external motivation like money and rewards. Eubanks et al. (2012), state that organizations should proactively develop leaders’ sensemaking skills so that they can better understand and enact ethical decisions (p. 2). A great leader is able adapt to change for the betterment of a company’s future endeavors and growth, and is perhaps the single most important leadership competency. Having to bend when the wind blows†¦ Flexibility and adaptability to change†¦ It helps a leader understand that they have control over their destinies in spite of the current circumstances and they can change it all by the choices they make in the present that affect the future; learning from the past in order to press forward. Leaders know that major change is hard enough, but continuous change is much harder. What is meant by this is that most companies have a strategy that works and they stick to it, and then establish a system that ensures it will always work for them. Most companies will find that when the bottom line is not being met, they place as much as much effort as they can to try and reboot or resuscitate a system doomed to fail because they have not established long term back up plans. So what is left, is a company in a position where stagnation is festering. In order to improve, great leaders will recognize they have to change and adapt to new innovative ways so that the company can work its way out of stagnation and into a position of growth; reinventing the structure of the company forcing stabilization. Mastery in this level of leadership involves someone who is seasoned enough to know that through many experiences throughout their carrier, it is flexibility and adaptability that is the core driving a company to new heights. A company knows that the value within doesn’t come from the people filling in positions, but the skills they bring to the table that make a company thrive! It is because of these skilled individuals that an effective leader can motivate and guide people to reach their potential and achieve tougher and challenging goals; especially in uncertain times (Nixon et al., 2012, p. 208). Leadership is a fine art, where hope, aspirations, and innovation are the catalysts that bring forth new approaches from different perspectives which lift the constraints of old practices that hinder the progress of a company. The flip-side to great leadership is that things don’t always turn out the way they are suppose to, and the results can be anything but a fairytale! Leadership, anything but a fairytale! Reality is the last thing that would ever be discussed in a fairytale, much less the detrimental repercussions of the characters actions. Nearly everyone’s world begins with parents reading their child fairytales, and their impressionable minds continue to believe that life will go on this smoothly. Although the underlying reason is to give everyone hope, imagination, and to strive for that happiness—in the business world, and leadership positions†¦ people are being set up for failure; high expectations are great, as long as they aren’t unrealistic. Penner (2009) states, â€Å"The problem arises when we benchmark our lives with these greats. We find that in the real world life is generally not perfect, that we do have to work hard at what we do and sometimes we are not successful.†(p.2). Innovative minds come from creative thinking outside the box, which does come from fairytales, but have to be used constructively. Steve Jobs, leader in technology, will be the first to tell you, ‘People who are crazy enough to think they can change the world, are usually the ones that do.† Conclusion Throughout this paper, I have expressed my thoughts on the development of leadership and effects on a company, collaborative relationships, adaptability and change, why good character in leadership is important, and the most important factors in leadership†¦ This paper is full of valuable insight for those who plan on enhancing their careers in their current field of leadership, or those whose future career may depend on the knowledge. Leadership is a gift, one that directly affects the lives of others, in developing the skills for future leadership positions. In finishing this paper, one can conclude that leadership traits can influence the success and failure of a company, and mentorship of one or many individuals. References Bali, V. (2011). Leadership lessons from everyday life. Leader to Leader, 60, 7-11. Caldwell, C., Hayes, L.A., & Long, D.T. (2010). Leadership, trustworthiness, and ethical stewardship. Journal of Business Ethics, 96(4), 497-512. doi: 10.1007/s10551-010-0489-y Eubanks, D.L., Brown, A.D., & Yberna, S. (2012). Leadership, identity, and ethics. Journal of Business Ethics, 107(1), 1-3. doi: 10.1007/s10551-012-1295-5. Nixon, P., Harrington, M., & Parker, D. (2012). Leadership performance is significant to project success or failure: a critical analysis. International Journal of Productivity and Performance Management, 61(2), 204-216. doi: 10.1108/17410401211194699 Penner, D.S. (2009). Leadership: Facing the fairytale. Journal of Applied Christian Leadership, 3(1), 7-10.

Cyber Bullying And Its Effects On Society - 1283 Words

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Technology and the Effects of Cyber Bullying Bullying and negative peer pressure has been a dangerous and serous issue occurring among children and adolescents for many of years (Merrell et al., 2008). Normal bullying, or traditional bullying, as it is referred by some researchers, is where physical harm is being carried out. This traditional level of bullying have evolved to what many believe is a more powerful level of bullying. In the past recent decades, due to the quickness and growing advancement of technology, new doors have been opened in the world of bullying (Kowalski ET at., 2012 andShow MoreRelatedCyber Bullying And Its Effect On Society1536 Words   |  7 PagesBullying has been an extreme issue all around the world for hundreds of years, and since modern technology has advanced, so has cyber bullying. â€Å"‘Gimme’ your lunch money† has turned into texting and posting gruesome threats and embarrassing material all over social media. 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