How Do the Media Portray Applied Psychology - Coursework Example

How do the media portray applied psychology? This paper looks at the applied psychological basis and the manner in which media portrays the same. It speaks of the angle of consumerism as well as has a notion or two on the way in which psychology has to do with the media in the first place. Introduction Applied psychology makes use of the psychological theories and principles so that practical problems could be encountered with regards to different fields like business management, nutrition, medicine and law to name a few. Applied psychology is indeed a discipline as well as a profession when we see the same within the contexts of the organizational psychology and a number of other disciplines. (Fryer, 1950) Media is an important vehicle for getting the message across to the right frame of audience at the right time and in the right capacity possible. It would not be wrong here to suggest that the role of media in any field is more than any other social and cultural domain that has come of age in the recent times. Media can literally shake the very basis of the disciplines and professions which are existent in the current times and it would not be long before we find out for our own selves that the media would take over our lives and start ruling us like none other. The question however present here is of understanding the relationship between the applied psychology and the representation of the same in the different media forms like electronic, print, outdoors and others. (Guilford, 1950) Relationship of Media and Psychology The relation between the different forms of media and the psychological basis depends entirely on the way the dependents, i.e. the consumers and end viewers think of it. It means the values attached with the media portrayals are important in their relation of the psychological self. Role of Media in Applied Psychology The role of media in the ranks of the applied psychology brings into consideration the intricate aspects of gender portrayal as well as identity crisis at times. With this, there is the question of understanding the media activities and the players who actually run the whole show. (Groome, 2004) Applied psychology applies both at the industrial level within the media and also goes down towards the organizational basis. What this means is that the media stands at the crossroads of both of these significant areas. Media has a much larger role than it is perceivable at any point in time. Applied psychology regards the role of the media in the same light as it would give to any other significant feature within the cultural and social perspective. In all essence, applied psychology studies the mental processes and behavioral characteristics of the academic world and when we put the same within the context of the media we realize that the usage of applied psychology is indeed to quite a huge extent. However this does not mean that the two could be bracketed along each other, however for the sake of understanding what the two hold within them, we can picture these side by side so that the relationship could be comprehended in a head on manner. (Rest, 1994) The basis of Applied Psychology Applied psychology looks to solving the issues related with the psychological basis when the application for the processes is present. Media on the other hand looks to cater to the needs and wants of the people who attach their psychological self with it. In all essence, this means that applied psychology is a field which goes a little bit too far and it makes an understanding deep down inside when we compare it alongside the media field. (Saxe, 1986) Now the question which really raises quite a few eyebrows is the fact that the portrayal of the applied psychology in the media is something of a speculative type or otherwise? The answer to this could be in the form of different options, one such being the stereotypical representation of psychological tenets and different jobs. Stereotypes in the media exist amongst every society of the world in present times and same has been the case for so many decades now that all seems so very inevitable. However the manner in which this has been presented time and again needs to be stressed more on the lines of the programs that are shown across the board and the advertising that is done courtesy the different brands and products in the name of commercialism. These need to be looked at in detail and in this paper we explore the reasons as to why the same is so very rampant and what echoes the sentiments of these stereotypes to remain within the lounge rooms where our television sets are placed. We might care to say one thing or the other that is in complete opposition to these stereotypes but we do not dare do something about it. The whole thinking mindset thus needs to be changed for the better if we want to abolish the whole concept of the ever remaining stereotypes present within the media and more so within the tenet of applied psychology as we are discussing here. The media has always been used as a tool to educate and stimulate the audience’s minds. Media Portrayal of Applied Psychology In business terms, psychologically speaking, consumers connect with what is there on the electronic and/or print media for them in the form of a message that says a lot about their preferred brand and lists down the details as to how it could benefit the same person if he or she uses it. (Hogg, 1995) Therefore consumer is pretty much open to all kinds of messages which are fed up onto them and it is their prerogative as to how they like to respond to the very same. The racially and sexually inspired messages can be had in a pretty strong tone which means that the reactions can be hard to absorb in the real sense of the word. The manner in which applied psychology is manifested or portrayed within the media depends a great deal on the cultural aspects which more or less define the whole well being of the society and their related thinking mechanism as such. What this brings to mind is the fact that the society’s thinking ideology is more or less reflected through the portrayal of different values and sentiments within the media and this is something that must be discussed in the proper vein and perspective. Before moving any further, one must understand that the cultural norms and practices leave quite a lasting impression on the minds of viewers who are privy to the domains offered by the media and what is shown and presented is something that is completely dependent on the people running the show. Media effectively makes the mark when the portrayal of applied psychological basis is concerned and it more or less makes the definitive final move as far as its underpinning notion is concerned. The tag attached with the applied psychology is provided by media and it is this media itself that continues to rub it in negatively when the going gets tough for the industrial and organizational realms coming under the umbrella of the applied psychology. The role of media is governed by the authorities who rule the roost and bring about any activity which could literally hinder or change the perspective related with the applied sciences, however it has been seen that the negativity is more in line with the media basis than any thing beneficial to come out of it. Example of Social Influence of Applied Psychology The social groups to which the business consumers try their best to attach with have a lot of positive say on the sale of a particular category of fashion, as we quote it as an example here within the sub tenets of applied psychology. (Giles, 2003) This means that the clothes worn by the social groups of the particular consumers are very significant and they can make or break the fashion in a very small period of time. Their influence over the fashion accessories which they choose to wear or endorse is something that goes down well with the masses and the ones who like to call these social groups as their personal favorites. More specifically, we can refer to these social factions as the reference groups, meaning the referencing points for the consumers so that they can easily relate with the celebrities, sportspersons, models and so on. (Vorderer, 2000) The influence which is exerted by these reference or social groups is immense as it can literally change the thinking mindsets of its followers which are a very positive sign. Thus the reference groups really pave the way for the successful sale of fashion items and accessories and more than that tries its hand at spreading the same fashion things within the target audiences and even within the ones who are not actually very frequent buyers of it. It brings us to the question that whether or not these reference groups force the consumers, who are attached with them into making a purchase? The answer to the same question is pretty much true and holds a lot of basis as this would eventually bring a lot of revenue for the fashion houses; outlets and so on and in return boost the business manifolds. What is more important is the fact that people who are influenced in a very easy and cordial manner by the social or reference group are not difficult to turn away from when the relation is of the fashion outlet itself and the retention rate is also high as compared to new outlets which are tried in a very placid manner to say the least, on the part of the consumers who are fashion conscious and want to look their very best. (Zimmerman, 2004) Since the influence is tremendous by the social group, we expect to see the products of the fashion house or outlet to spread like jungle fire within the pertinent audiences and that too without any such wastage on the part of the fashion outlet when it comes to relevant expenditures and investments. The per capita is also low and the people reached is in higher proportions – a major plus for any outlet or fashion house which can afford to have a social or reference group for boosting up its sales and building upon a solid platform nonetheless. The speed with which the products diffuse within these people is something to write home about as well, when seen in the proper contexts. (Johnson, 1997) The role of applied psychology is pretty evident from this example since one can easily relate his/her own self with the business and hence the media’s portrayal of the psychological basis. What is more important is to comprehend the fact that applied psychology can take into consideration the different facets of the media and not just the business and consumer needs. Psychologically speaking, persuasion and influence in advertising can also result from publicity which has a lasting and more telling effect on the consumers rather than advertising itself. (Orlik, 2000) The publicity factor comes directly under the persuasion heading and has a direct psychological relation with it. Conclusion Hence no matter applied psychology is treated as a disciplinary basis or as a profession, the role of media is somewhat of an unambiguous one and there are discrepancies all round. What this accounts for is the fact that there have been concerted efforts to set the things right but nothing worthwhile has come to the notice of one and all. (Shrum, 2004) There is a lot of room for improvement as far as media portrayal is concerned and with the passage of time, we can expect some positives to come out of it. As a profession, applied psychology might just be the norm by now since there are so many industrial and organizational activities that are being discussed and hence shown on the media that people have started to feel at ease with what is happening around them. However as a discipline there still is a long way to go before one could comprehend the origin of applied psychology in the truest sense of the word. All said and done, there need to be sound endeavors at creating positive vibes with the applied psychological basis and it is only possible if the media understands its responsibilities and roles in the proper contexts and limitations that are imposed upon it. There is light at the end of the tunnel and one can surely expect something positive to originate from this muddle. BIBLIOGRAPHY Fryer, Douglas H. Handbook of Applied Psychology – Vol. 1. Rinehart, 1950 Guilford, J P. Fields of Psychology, Basic and Applied. D. Van Nostrand, 1950 Orlik, Peter B. Electronic Media Criticism: Applied Perspectives. Lawrence Erlbaum Associates, 2000 Groome, David. An Introduction to Applied Cognitive Psychology. Psychology Press, 2004 Rest, James R. Moral Development in the Professions: Psychology and Applied Ethics. Lawrence Erlbaum Associates, 1994 Hogg, Michael A. The Perceived Influence of Aids Advertising: Third-Person Effects in the Context of Positive Media Content. Basic and Applied Social Psychology, Vol. 17, 1995 Johnson, James D. Race, Media, and Violence: Differential Racial Effects of Exposure to Violent News Stories. Basic and Applied Social Psychology, Vol. 19, 1997 Zimmerman, Marc A. Beyond the Individual: Toward a Nomological Network of Organizational Empowerment. American Journal of Community Psychology, Vol. 34, 2004 Shrum, L J. The Psychology of Entertainment Media: Blurring the Lines between Entertainment and Persuasion. Lawrence Erlbaum Associates, 2004 Vorderer, Peter. Media Entertainment: The Psychology of Its Appeal. Lawrence Erlbaum Associates, 2000 Giles, David. Media Psychology. Lawrence Erlbaum Associates, 2003 Saxe, Leonard. Advances in Applied Social Psychology - Vol. 3. Lawrence Erlbaum Associates, 1986 Word Count: 2,118 Read More