Incarrying out research based on the effects of the various mediaitems, such as mass media and social media, several approaches haveproven very instrumental. Some of the techniques that researchershave applied include surveys, laboratory experiments, contentanalysis, observations, field experiments, and panels. The approachwill mainly influence the outcome, though all are the same. Eitherway, the main determinant of the success of a research is thereliability and accuracy of the findings of the research.
Forthe purpose of this research, the researcher used the survey method,which entailed the use of questionnaires. The respondents were mainlystudents from the University of Liberty. The main reason forselecting the university was its background, which emphasizes onChristian morals and values. As such, the belief was that thestudents would take a very neutral ground as not to provideirrelevant answers because of having some alignment of a kind(Bringham, 2010).
Thevery first question aimed to establish the viewing habits that therespondents had. In order to come up with this questions such as,how many movies they watched per month, how often the movies theywatched contained sexual elements, violence, profanity, and obscenitybecame very instrumental. Based on their level of acquaintance withthe movies, it was believed that the respondents were in a betterplace to know how much the movies could or could not influence theviewers.
Thenext question was aimed at coming up with the idea that therespondents had with respect to the level the movies influenced them(Bringham, 2010). Such questions include the effects that the movieshad on their morals, self-esteem, or values. The questions hereallowed the answering on a scale of one to five, one being the mostpositive and, five the most negative. In addition, they wererequested to imagine themselves coming up with a production and thekinds of things that they could include or not. From the questions,several findings came up, as outlined below.
Forone, the frequency at which the respondents watched movies was quitehigh. Most of the respondents accepted seeing movies ‘fairlyoften’. This constituted about 40 percent of the total number ofthe sample. All accepted having seen movie at one point or the other.With respect to the elements of sex in the movies, about 52 percentresponded that they saw them occasionally, 6.2 percent very often,and only one person responded “Never.” In terms of violence, allaccepted seeing such movies, and quite often. In terms of effectsthat the movies had on their morals and values, about 68 percentrecorded not affected, and 32 accepted having their self-esteemaffected by the movies.
Besides,media has relatively varied effects on the viewers. The findingsindicated a relatively high percentage of people having immunityagainst the impact of social media however, the very percentageaccepted that movies could greatly influence viewers. When asked thecontent they could include in their productions, most mentionedviolence, yet this is one very controversial element in the variousthemes of discussion with respect to media content (Bringham, 2010).It is very evident how little the students think of the unintendedimpacts such elements could have on the viewers. This is especiallyin cases whereby the students argued the inclusion of violence as away to portray the message regarding how bad such acts are.
However,it was quite ironical that the students accepted being able toinfluence others, yet they still expressed immunity that they couldbe impacted the least by media content themselves. How possible couldit be to be able to influence the moral and values of another yetyourself remain immune? Well, from the study, it was very evidentthat media has very significant influence on the users, some may bevery good and others too detrimental. The conclusion of the research,as such is that media is very influential on the various users, andthe influence comes in various ways.
BringhamD. (2010). Media Effects and Effectors. AStudy on the Possible Effects of Media and the Intent of Future MediaEffectors to Use Media to Influence Others. Accessedon 13 June 2015, from:http://digitalcommons.liberty.edu/cgi/viewcontent.cgi?article=1182&context=honors.