A Study on the Role of the Media and Its Effects on the Identity of Muslims (Part 9)
Factors Influencing the Acceptance of Media Messages:
Today’s world is often referred to as the age of communications, the electronic era, or the communication and information revolution. In this context, the development of tools for information transmission and the exchange of thoughts and beliefs—such as newspapers, radio, and television—has grown rapidly and expansively. These tools play a remarkably effective role in advancing social, political, and cultural life.
Undoubtedly, people influenced by mass media differ in many ways from those who lived before these tools became widespread. They possess distinct thinking abilities and perceptions. A person who has been exposed to media messages like television from childhood will differ significantly from previous generations. Today, people live in a time of information explosion and constant events, **entering** (consider **ushering in** for a smoother flow) a new era of connecting with others and engaging with the world.
Advertising is an unavoidable, pervasive, and costly endeavor, where effectiveness relies on the credibility of the message. Hence, social media has earned a unique place among companies and in their advertising efforts. This research aims to examine the factors that make media messages and advertising content more credible.
Media serves as a channel that transfers messages from one environment to another, taking various forms: radio, television, newspapers, magazines, annual reports, cinema, specialized publications, wall posters, murals, billboards, and more.
The study of how to persuade audiences and influence their minds and thoughts has a long history. Although its origins trace back to ancient Greece and Rome, scientific research on oral communication and its effects on audiences is still evolving. What once fascinated sociologists, like Gabriel Tarde, and led scholars to focus on interpersonal communication was understanding how one person could influence another through the way they communicate and present themselves.
In his research, Kurt Lewin demonstrated that one-sided conversations can only reinforce pre-existing beliefs. However, discussions and dialogues are more effective in persuading people and changing their attitudes (Henry, George Gurvitch, Foundations of Sociology). Experimental studies on persuasion show that four factors play a decisive role in convincing individuals:
1. Source of the Message: Who Delivers It:
The person behind the message, or the social status of the messenger, is as important as the message itself. The impact of prominent figures on persuasion has long been acknowledged. More than three hundred years ago, Aristotle, the first social psychologist, wrote, “The words of reputable men are more readily believed than those of others.”
2. Nature of the Message: How It Is Presented:
All communication tools influence our minds and beliefs. Their impact extends to personal, political, economic, aesthetic, psychological, ethical, ethnic, and social aspects, leaving no part of our physical or spiritual being untouched. In truth, they expand our physical and mental capacities, achieving complete success only when the message is appealing and audience friendly.
3. Characteristics of the Audience:
Not all listeners, readers, or viewers are the same. Some are harder to persuade. Factors such as self-esteem, knowledge, and pre-existing beliefs play a significant role in determining the effectiveness of a two-sided message compared to a one-sided message. A person with high self-esteem may feel conflicted when their opinion differs from that of an experienced and skilled advocate, possibly resolving this conflict by changing their opinion or maintaining their original stance.
4. Context of the Message: Conditions of Reception:
The environment where a communication tool is used can alter the message’s effects. As Ortega y Gasset said, “Man is man, plus his circumstances. If these circumstances change or transform, then man must also change and transform.” (Dadgaran, Sociology of Media, p. 146). Personality, social context, motivation, and accessibility (influenced by cultural, economic, political, and social structures) all affect the potential impact of media and its messages.
Successful media today possess the following characteristics:
1. Clarity and straightforwardness.
2. Friendliness combined with compassion.
3. Non-authoritarian tone.
4. Audience awareness.
5. Accuracy and truthfulness.
6. Conciseness and transparency.
The results of this research indicate that three factors are crucial for the effectiveness of media advertising content:
1. Message characteristics.
2. Media characteristics.
3. Audience characteristics.
It is worth noting that content creation in media begins with identifying the topic and message content, continues through its presentation format, and ultimately shapes according to the audience’s personality.
