Social Psychology – Media Analysis and Representation

Question 1

“The next time you see an ad, watch a film or a TV show, ask yourself, whose voice is telling this story and who is it trying to represent.”

This line comes from “How the media shapes the way we view the world – BBC REEL” (https://www.youtube.com/watch?v=kVAztNx0rHQ). Develop your understanding of social psychology in the local context as you review local contemporary events in order to examine two examples of local media (e.g., ad, film, TV show, or social media) relevant to the psychological concepts brought up in this BBC Global clip.

That is, upon watching the video clip, describe and discuss relevant theory from your social psychology syllabus aligned with the video content. Following this, apply these concepts to explain and analyse their relevance and applicability to two selected local media examples, akin to how this BBC Global video had, for example, explored how dated US films and sitcoms have shaped racist attitudes over decades.

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Understanding the BBC idea

The role and implication of media on perception is clearly indicated in the given quote using representation and framing. The most significant social psychology theories that are considered includes the social identity theory which categorises people into us vs them groups, stereotyping where media reinforces simplified group traits, cultivation theory which indicates the impact of repeated media on beliefs about reality and framing and agenda setting which reflects the influence of media over audiences in interpreting issues.

Local media example 1: Advertisement of a fairness ads

Analysis – A fairness ad focuses on displaying the lighter skin as more successful or attractive. The emphasis is always on the beauty stereotypes and social comparison.
Theory application – the most suitable theory that explains the fairness ads scenario is stereotyping which normally associates success with appearance. Social comparison theory is also applicable in the given situation which explains that the views compare themselves to idealised images.
Impact – the impact of such kinds of ads is persuading youth by influencing their self esteem and identity.

Local media example 2: Films

Analysis – Films based on poor income group people would demonstrate limited or stereotypical roles such as domestic workers or lower income group individuals.
Theory application – the best suitable theory describing the situation is the social identity theory and implicit bias which implies that the repeated portrayals directly influences the perception of the audience.
Impact – the impact of such films is significant as they can lead to prejudice and reinforce social inequalities.

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