Each and every day our lives are shaped by a variety of both internal and external forces. Everything we experience in a single day can come to have a great effect on what we do and how we perceive things, from the commercials that we see on television to the man who greets us on the street corner. There is no exact way to predict how the experiences that people are presented with every day will come to affect their lives and their perception of reality. However, there can be no denying that one of the most influential forces is that of mass media. We can easily be led to change our beliefs and actions based on a single news report. Quite simply, fear is one of the most dominating emotions a human being can experience, and it can have great power over a persons reaction, especially when used in conjunction with mass media. We are bombarded with fearful images from news sources every day, many of which seeking to elicit a specific reaction. Reports on violent crime and how they can come to effect anyone, warning on terrorism, and the color coding of our lives, threats of what may happen if actions are not taken; all of these example use fear to make people feel a certain way about an event. It is a perfectly logical statement to say that fear is one of the most, if the not the, most influential emotion a person can experience. Such a powerful influence on the part of the media is certainly a phenomenon, but theories do exist to explain how the media can come to have such a hold on human emotions and reactions. The uses of fear in the media and the cultivation theory have shaped our everyday realities and relentlessly form and reform our perceptions and reality.
When attempting to understand why fear is used so heavily in the mass media, it is perhaps much more important to understand how certain media techniques can lead to illusions on behalf of the viewer. A wide variety of the information that we receive by watching a single news broadcast can often be overwhelming in nature. Figures can be overestimated, interviews cut and edited, statistics distorted and opinion manipulated. Author LeAnn Greunke, of Colorado State University writes that, “It’s a bloody and cruel fact that television is becoming a primary educator in American households. This ‘new religion’ is thriving, and is supported as its influence grows tremendously”. Indeed, perhaps one of the most dangerous things regarding the images and information that we receive from news media is that it is so powerfully influential. The Cultivation theory of Mass Media tells us that people tend to base their perceptions of life around the images that they see on television. Increasingly significant to the ideas if the theory are the ever increasing violent ideas that we are exposed to through communication. General news programming focuses far more on violent or attention grabbing stories than anything else (Stossel). With the ever-increasing focus on violent events and terrorism, it becomes easy to see how media can exponentially increase the fear of nearly everything in our lives. Possible events discussed on television, such as acts of terrorism or violence are reported so often that the situations quickly taken on an air of reality in our lives (Becker). We can easily be overcome by fear through the communications that we receive from various media sources.
“Cultivation theory suggests that widespread fear of crime is fueled in part by heavy exposure to violent dramatic programming on prime-time television” (Romer). The question remains however, as to what exactly makes fear so prevalent in our current media system. “Mankind has learned to live with random and unpredictable acts of violence and destruction. Lightening strikes and kills, auto accidents kill and injure but we live through storms and keep on driving. Planes crash and we keep on flying and millions live in Los Angeles, San Francisco and other earthquake prone areas but don’t go about paralyzed with fear about another earthquake” (Linnell). There is something that is so prevalent and compelling about the violence and fear we are exposed to through communication and media. David Altheide, a Social Justice professor at Arizona State University writes that, “You feel overwhelmed. Information flows at you from every direction; at work, in the car, at home. It never stops. You’re continuously bombarded by the problem of the week, the day, even the moment. In a way, you’ve been framed”. Perhaps that is really the major factor in what promotes the overwhelming influence of the media, the fact that communication never really stops. What we may have heard occasionally in the past, we now hear at nearly ever-single opportunity. There is always someone telling us what we should be afraid of, and why (Palast 64). Media is a constant pressure, and it is incredibly easy to become overwhelmed with so much information constantly flowing through our minds.
One still must wonder though, as to why media outlets purposely create fear on behalf of their viewers. Benjamin Radford, author of Media Mythmakers, writes that outlets always have a choice as to how they want to relay information to the public. There is no reason that our news broadcasts must be filled with violent images, threats of terrorism or warning of imminent doom. “Normally, it’s fair to assume that when everybody is discussing something, it’s likely to happen, but that equation is warped a bit by people on television news shows – who will discuss anything” (Becker). Many even feel that those responsible for media news have a sort of liability towards providing “a resistance to succumbing to fear as a defining parameter to life” (Bialeschki). Much of the reasoning behind this deals with what catches the viewers attention. “In an effort to attract larger and larger audiences, media people have gone back into our cultural history and adopted a format that is time proven-the morality play. Many religions used the morality play format to teach concepts of right and wrong” Altheide explains. Far too often television and print news sources are based more upon monetary gains than actually providing reasonable and fair coverage to their viewers. “The results indicate that across a wide spectrum of the population and independent of local crime rates, viewing local television news is related to increased fear of and concern about crime. These results support cultivation theory’s predicted effects of television on the public” (Romer). Although it is a sad fact, there very little that sells more than fear. Because shooting and other types of violence are easier and cheaper to cover on news programs, community events and other “educational” programming are often left out. Non-violent material does not sell as much as the violent kind. It is no wonder why this type of programming prevails” (Greunke).
It is not even the idea that the media plays on the cultivation theory to increase viewers, it is the danger done to the populace and how exactly fear is used that makes it so dangerous to the public as a whole. “It would be interesting if the standards of Truth in Advertising were applied to television news as they sometimes are to television commercials. In that unlikely situation, TV news writers would be required to use phrases and words that convey accurate information – as opposed to the phrases and words they use today” (Becker). Indeed, very creative methods have been used of making events and situations seem more frightening or alarming than they actually are (Radford). As Altheide writes, “the awareness and expectation that danger and risk are lurking everywhere. Case studies in various books illustrate how certain organizations and social institutions benefit from the exploitation of such fear mongering. Unjustified use of fear when reporting news or even in press releases by members of political parties is dangerous. They promote false ideals and have a direct effect pertaining to what people believe and the actions they will take (Chandler). Fear is a powerful motivator for many actions. The simple act of introducing the element of fear or the possibility of a negative situation has the dramatic power to turn people to action or allow them to rally behind something (Radford 32). A recent release from CBS News criticizes actions on behalf of the Department of Justice and some of its terror warning. The article talks regarding the fact that the Department of Justice has a right to inform the people of America regarding threats, stating, however, that “scaring people is another matter. And it’s turning the Department of Justice into the Ministry of Fear” (Meyer). Much of the problem lies in the frame of which the information is presented. Various ideas of Communication theory can be applied in an attempt to understand how the prevalence of fear can come to greatly affect and even linger on people.
Altheide talks regarding the problem of “framing”, or the manner in which the stories are actually presented. Such framing actions make problems appear far more persistent and prevalent than they actually are. “The results from lots of opinion polls indicate that many Americans remain fearful despite clear evidence that most citizens are healthier, safer, and happier than ever before” (Altheide). Barry Glassner, author of the book Fear, feels that we “compound our worries beyond all reason”. It is not the act of presenting something as frightening that is the problem, it is the constant repetition of that idea, further drilled into the minds of viewers at every opportunity. It only stands to reason that if we are constantly told we need to be afraid of everything, than that fear will linger even if the initial warnings stop (Palast 54). “The problem frame often acts much like a magnifying glass” (Altheide). Cultivation theory states that we do not simply see what is on television as a portrayal, but as reality itself. Sensationalism has very long reaching consequences, many of which are direct results of the Cultivation theory, and the strong tendency of the media to rely on what could be called propaganda and fear to further their messages (Grabe 11). “Crime news is an easy example. The media pay a great deal of attention to violent crime and murder. People have become fearful about the prospects of becoming a victim of crime, despite the fact that if you are not involved in drugs or gangs, your chances of becoming a victim of violent crime are some of the lowest in American history. The actual number of violent crimes in the United States has been dropping, but the amount of fear has increased” (Altheide).
The increased usage of fear in the media can easily be seen today by turning on the television and watching a half hour or so of the news program of your choice. We are told that we need to be afraid of anything and everything (Moore 61). Their can be no doubt that fear is widely used today in nearly every possible angle, from news broadcasts of terrorism to what cleaning solution best sanitizes your counter. The reliance on fear to communicate a message becomes even more apparent with the current situation in Iraq and the struggle with terrorism. “The current ‘War on Terrorism’ is a good example of how leaders use the morality play to generate fear-inspired news reports. President Bush speaks about ‘evil ones’ and ‘evil doers.’ The nation remains on ‘alert.’ The next attack could come at any time” (Altheide). One needs to only look at a message such as this one to begin to understand how fear can provide such a catalyst for people. The way that the media uses fear to perpetuate a message is directly related to several theories of communication.
It is very difficult to offer an exact explanation to the rise of fear as a media device. However, regardless of the exact undertones, the impact that these new ways of relaying information have made to the field of communications cannot be ignored. Agenda setting, a well-known technique used to determine what news or programs are actually shown can also be applied to the ideas of fear in the media. Since fear is a primary motivator for people to watch a story, it only makes sense that in order to attract viewers networks use fear as a main component of advertising (Moore 89). Some may say that news programs are now anchored around providing this type of format for stories. “When certain problems can be cast with TV formats as arenas for disputes, disagreements, conflicts and struggle, and when these can be visually illustrated, one has the formula for good entertainment, good audience ratings, constant awareness of problems, and a sense of a very trouble world” (Altheide).
While agenda setting may explain how exactly media is structured to provide for the tendency of fearful broadcasting, one must look towards the cultivation theory to understand why the messages themselves are so effective. It is not uncommon for people who watch a large amount of television to come to base their realities upon the images they watch (Romer). The line between fiction and reality blurs and viewers become lost in the visions so easily given to them. Although cultivation theory does not entirely explain the strength of the message of fear, it is a major contributor to understanding (Chandler). The technique of using fear through the media as an act of persuasion has changed a lot regarding the communication field and how we can attempt to understand and react to our changing world. New theories have arisen, and some, such as agenda setting, have taken on an entirely new meaning (Palast 39).
Different voices and perspectives are constantly traveling through our eyes and minds. It is difficult to rationally accept and understand everything. There is no timeless message, there is no resounding cry, the waves of light and sound that travel through us are temporary and fleeting. We are told what to feel, where to go, how to feel, even our reactions are measured and justified to us. In a world such as the one we live in today, where there is no way to cease communication, it is only natural that we can become overwhelmed by everything. As different forces in the media enter the competition for our attention, we can expect them to use various ploys and techniques to take what they want. The use of fear in the news and across the spectrum of media is no different than any other tactic used in advertising. The messages of fear are incredibly hard to ignore, if we are told the same warnings over and over again every day of our lives, it seems nearly impossible to drive our cars, enter the buildings where we work, and even step out of our front doors with confidence. However, it is a fact that there are horrible things in the world, acts are committed which most could never justify, natural disasters rob thousands of their lives, and hidden dangers are really present in the world. Walking through our daily lives with blind ignorance can be just as dangerous and cowering in a corner. Nonetheless, each and every one of us has the ability to reasonably evaluate the world we live in and the situations in which we find ourselves. There is a thin line in the world between care and worry. As hard as it may seem, we must all, for the sake of reasonable living, find the strength to ignore the millions of messages and signals that attack our senses every day, finding out our own personal truth. Fear is a powerful emotion, but it is far from the only emotion we can experience. We do not have to live our lives in fear, we do not have to cower from dangers that most will never face, we have to find reason, we have to find value, and, above all else, we have to find truth. The truth in our lives, what really makes us happy, what we know in our hearts to be reality, that truth is what enables us to live, and we must never lose sight of it.
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