Influence of media

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Influence of media on addictive behaviour
The media develop ideas about dependencies in a public format , this affects their judgement on
addiction risks and likelihood of negative effects coming from their actions.
The internet has increased the amount of information that is circulated which affects large groups of
what could be vulnerable people to the development of addiction.
The music industry also highlights how in many songs and music videos that it is okay to go out
drinking all the time and how they are addicted to weed or get high to solve a problem.
The effects of social learning become apparent as when different age groups see people that are
role models to them from parents to celebs they copy their actions in order to aspire to be like them.
In the media they glorify some addictive behaviours and mask the real consequences by trying to get
the consumer to concentrate on the positive effects of the action such as being like a celeb rather
than thinking of the real consequences.
Gambling can be particularly aimed at consumers in the media as advertising techniques include
alerting the consumers of where the nearest place to virtually gamble is in your area how many
opportunities there are to gamble in different places such as online at a large chain supermarket or
the local corner shop. The larger the gambling firm gets the more than can grow as it allows them to
up the ante on their marketing strategy in order to alert more customers of the products at hand. For
example the National lottery company are constantly widening their marketing features from
television to massive billboards to try and generate gambling to be a normal and respected
The however has been used to try and reduce certain addictions by making people aware of any
health risks that will occur with their addiction. As television and the internet are so popular now
media is a perfect way to send out a message on a global scale as we now all have access to
information. This includes adverts hat are trying to persuade people to stop smoking and tell people
to reduce their alcohol intake and if they do drink always be aware.
Adverts on television films are all accused of glamourizing.
Sussan and Ames 2001 reported commercials associating smoking with excitement seeking cues
and social popularity are important influences on initiation of smoking, demonstrating how the media
influences choice of behaviour.
Walther 1999 reported on the increase in communication addiction disorder, where the disinhibition
of the internet makes it attractive to potential addicts who have problems with normal social
relationships. This illustrates the negative effects on media on vulnerable individuals.
Byrne (1997) Films play a major role in determining our ideas about a whole range of topics,
particularly those we wouldn't normally encounter. He believes films create our stereotyped view

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Therefore people don't think of the negative consequences only the
positive ones that are portrayed by the celebrities.
Faber 2007 found that SMA is increasing as people feel the need to constantly access social media
sites which is seriously affecting performance.
Signorielli 1990- amount of smoking has decreased from 1964-1982 therefore the developments
in media have had more of a positive effect on the rate of smoking and being able to advertise the
negative effects instead of the glamorisation of smoking and drinking.…read more


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