Media and Social Issues

The influence media outlets can have on individuals is undeniable and television commercials and advertisements are in many ways are created to emulate a reflection of the values of society and are targeted toward certain demographics. Commercials are viewed by millions of families including young adults and children who are exposed to a predetermined social agenda pushed by advertisers and networks. Commercials are designed to grab your attention quickly and to imprint a message on your brain both consciously and subconsciously. Television viewing has been a popular pastime for decades and advertisers are eager to take advantage by the airing of specific advertisements during specified programming. An interesting commercial that recently aired on cable was geared toward a younger audience and had to deal with domestic and relationship violence. This particular ad stood out due to the serious nature of the issue being discussed. Suddenly viewers were reminded of a deadly social problem that exists across all demographics yet is rarely talked about.

Public service announcements are designed to raise awareness about issues and educate the public about how or why a problem is occurring within our communities. Similar commercials geared toward younger audiences include those that put a negative light on behaviors such as tobacco use, drinking and driving, and suicide prevention. Public service announcements and certain advertising campaigns do not aim to sell a product or service but are designed to inform the public and to influence change (Vitelli, 2013). Domestic abuse is a social problem that can only be remedied socially within our culture. This type of social issue affects men and women of all ages and background and exists within subcultures embedded in society. The commercial is actually part of a campaign called “#THATSNOTLOVE” and represents individuals from all walks of life making statements that an abuser might make to a partner. Relationship violence can affect young adults, teenagers, and students who may be fearful of a domestic partner and may not recognize the danger they may be in. Preventing domestic abuse is an important issue and encouraging victims to come forward and to seek help is a topic not typically discussed. Media research suggests that content viewed on television can be beneficial and may influence how young adults respond if in a similar situation (Vitelli, 2013). The One Love Foundation is a student-led movement that seeks to empower others to identify and prevent relationship violence and is dedicated to honoring college athlete Yeardly Love, who was beaten to death by her domestic partner (Wallace, 2016). Violence among teens in high school and college is a serious issue and by creating awareness about the dangers of escalating abuse from a loved one, we may begin to find a solution and establish an environment where victims feel safe.

This type of information given over a cable network can be impactful on viewers who may be in a violent or abusive relationship. Teenagers who struggle with discrimination, poverty, and neglect from peers or parents may look toward media sources for guidance and in order to break the cycle of behavior from social modeling or learned violence a positive message can be monumental. The ad begins with common statements that are exchanged between classmates, friends, and partners and the speech begins to take on a harsh and condescending tone that escalates into threatening intentions. In the end, the actors sharply assert “That’s not love” as if to confirm to the audience that this is wrong and advise that it’s ok to want to leave (One Love, 2015).  The ad campaign takes a stand to advocate for victims and to promote change. Public service announcements offer information opposite that of normal commercialized advertising and may get viewers to act on important social issues. While many households enjoy television programming for its entertainment value, it is also a great platform to inform and to reach audiences with topics and ideas intended to benefit mankind.

References

JoinOneLove. (2015, October 13). #ThatsNotLove campaign: Because I Love You. YouTube. http://bit.ly/joinolbily 

Vitelli, R. (2013, July 22). Television, Commercials, and Your Child. Psychology Today. https://www.psychologytoday.com/ 

Wallace, K. (2016, February 24). #ThatsNotLove: Helping teens spot signs of relationship abuse. Cable News Network. https://www.cnn.com/