A Study on the Role of the Media and Its Effects on the Identity of Muslims (Part 29)
Considering the Role of the Media in the Formation of Public Opinion
Crisis creation is one of the functions of the media, achieved through new tools and levers. By employing strategies and meta-strategies to generate critical conditions, the media can significantly influence political, social, and cultural developments, thereby shaping public opinion. This is because media empires have formed a type of information tyranny, leveraging their rich resources to select and distribute exclusive information and news through information trusts and media cartels in light of the information revolution. Moreover, the widespread tyranny of the media utilizes technological tools and levers to capture global public opinion and present a distorted image of certain political systems, cultures, ethnic groups, or competing religions. Such media consistently endeavor to direct public attitudes, tendencies, and behaviors systematically. Some have even described this as a global cultural and information war, acknowledging the significant role of information in the international arena, as noted by scholars such as Alvin Toffler and Heidi Toffler.
One of the media’s most important tasks—perhaps its foremost task—is to enlighten public opinion and elevate the level of knowledge and awareness regarding societal issues. This task can only be accomplished with the honesty and goodwill of the people.
Definition of Public Opinion
Public opinion consists of the tendencies and judgments within the minds of a social unit, whether a group, population, community, or society, towards a flow, person, event, phenomenon, or government. The content of public opinion is rooted in religion, tradition, habits, customs, rights, and ethics, and is formed within a group context.
History of Public Opinion
Historically, before the advent of mass media, people’s thoughts circulated around certain axes and converged. Information spread through word of mouth, taking months for news of an event to reach others, which often diluted its impact. Rather than gaining volume and shape like a snowball, it melted away due to its slow dissemination. Public opinion was primarily manifested within closed environments such as villages, markets, neighborhoods, and social circles where communication was swift. Essentially, public opinion did not travel well; as it journeyed, it weakened, lost its potency, and effectively died out. People had to leave their homes and seek out friends and acquaintances in their neighborhoods to learn about events that had occurred days earlier.
The concept of public opinion became more organized and pronounced with the establishment of governments and various international political and cultural relations. Serious attention to public opinion dates back to the time of Plato and Aristotle. Centuries later, some authors referenced this phenomenon in their works. For instance, “John Salisbury” in 1159 saw public opinion as the support for parliament and government.
The emergence of the printing industry, publications, press, and mass media led to an increase in readership and viewership, thereby accelerating efforts to dominate public opinion. In the 18th century, many writers and experts identified and discussed the phenomenon of public opinion in various ways. After the 18th century, various thinkers began referring to public opinion as an extraordinary phenomenon with mysterious characteristics.
The formation of psychological warfare during the World Wars marked a shift in attention towards public opinion, with many countries recognizing its importance as a crucial factor for victory. As the Cold War intensified between the United States and the former Soviet Union, and with the rise of developing countries, public opinion gained significant strength. Governments recognized public opinion as an essential support for making critical decisions, adopting it as a slogan for defending and respecting public sentiment.
Meanwhile, the astonishing emergence and expansion of communication tools and mass media have led to a transformation in public opinion’s authority. Today, these tools remain among the most vital means through which governments communicate with the populace, inform them, gauge their desires, and attempt to influence their thoughts and behaviors.
Numerous books and articles have been written on public opinion, including the book “Public Opinion” by Lazar Jhudiet. Relevant articles on the subject include:
1. Public opinion as a little-known political force
2. Persuasion and methods for influencing public opinion
3. Investigating the impact of the media on public opinion
These works explore the nature of public opinion, its influence, and factors affecting it.
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