MEDIA PSYCHOLOGY

INTRODUCTION

1. INTRODUCTION TO MASS MEDIA

According to Arsyad (2003), The word of media comes from Latin and this is a plural
word of medium meaning intermediary or introduction. Media is an intermediary or
messages sender from sender to the recipient. Meanwhile, Basyiruddin (2002) argues that
"Media is any physical tool can present the message and stimulate the students to learn.
Media should be manipulate-able, viewable, heard-able and readable.

There are different types of mass media that we are accustomed to in this
day and age. Whether it's children, young people, or adults, we've all had our share
of media-related exposure every day.

Mass media refers to communication devices, which can be used to

communicate and interact with a large number of audiences in different languages.
Be it the pictorial messages of the early ages, or the high-technology media that are
available today, one thing that we all agree upon, is that mass media are an
inseparable part of our lives. Entertainment and media always go hand in hand, but
in addition to entertainment, mass media also remains to be an effective means of
communication, spreading information, advertising, marketing, and in general, of
expressing and sharing views, opinions, and ideas.

According to Satiadarma (2006) based on technological developments, the media can be

grouped into

(1) Printed media. Printing technology is a way of generating or delivering

material, such as books and static visual materials primarily through mechanical or
photographic printing processes. Media groups resulting from printing technology
includes text, graphics, photos or photographic and reproduction representation;

(2) Audio-visual media. Audio-visual technology is how to produce or deliver materials

using mechanical and electronical machines in order to present audio and visual
messages;

(3) Computer- based media. Computer-based media is a path that is generating or

delivering materials using micro-processor-based sources.

2. TYPES OF MEDIA AND CHARATERISTICS

 PRINT
 RADIO

 TV
“Television is electronic equipment which is basically the same with live image includes
image and sound. Television is the same as film, it can be seen and heard. Usually, the
form of television is in rectangular or cube-shaped with an increasingly diverse size and
model which can display images and sound at once, so it is no wonder that TV can also
be used as a learning medium (Hamalik, 1989: 134). "Yet television is not said as a
 medium of learning if it does not contain certain information or teaching materials to be
delivered. There are exceptions, for example, using television as a visual aid to explain
about the components existed in television and how it works, and then the used
television can function as a medium of learning (Susilana & Riyana, 2009). Then the
television is important in the learning device. It offers various
programs to appeal to the masses of different age groups. It is a popular means of
communication which provides both information and entertainment. This category
also includes electronic media like movies, CDs and DVDs as well as the
electronic gadgets.

 INTERNET

2. MEDIA PSYCHOLOGY
“Media”, the plural of medium, refers to a type of communication. A “medium” is an
intervening means through which a force acts or an effect is produced.Media psychology
flows from the application of theories in psychology to media. Specifically included are
the use of pictures, graphics and sound in all forms of new communications technology.
Media psychology is the interface between media and the human response.Implications
sometimes involve complex and unique legal and ethical challenges. One generally
learns psychology one theory at a time and begins to combine and apply theories based on
increasing insight. Media Psychology represents the convergence of psychology applied
to media, technology, communication, and is an art and science. Media psychology is
concerned with the inter- and intra-personal psychological dimensions underlying the
impact and use of any medium of communication, irrespective of the nature of the subject
matter being communicated. In other words, media psychology is concerned with the
social and psychological parameters of communications between people (or people and
other organisms) that are mediated by some technology or conduit other than simply air.
Media psychology is not concerned with the dynamics of speech as a form
communications per se. Nor is it concerned with the science and technology behind
devices for mediated communications per se. Media psychology is not concerned, for
example, with speech pathology except insofar as such pathology is better understood,
obscured, or affected by some mediated influence. Hence, it is of possible interest to
media psychology that the use of print as a communications vehicle can hide or obscure a
speech impediment such that people who correspond via the Internet and who have any
sort of speech impediment, can eliminate it from the ongoing communication equation.

 OBJECTIVES OF MEDIA PSYCHOLOGY

4. HISTORY OF MEDIA PSYCHOLOGY

5. ADVERTISEMENT
 INTRODUCTION
Advertising is multidimensional. It is a form of mass communication, a powerful
marketing tool, a component of the economic system, a means of financing the mass
media, a social institution, an art form, an instrument of business management, a field
of employment and a profession.

 OBJECTIVES
 The first important advertising decision in developing an advertising program is
setting the advertising objectives. The decisions of the past about the target
market, marketing mix positioning serve as a basis for the
determination of the main job of advertisement in the total of advertising
program. An advertising objective is defined as a particular task of
communication that should be completed with a particular target audience
and in a particular duration of time frame. Following are the four forms of
advertising objectives.

I. Informative Advertising:
Under this objective, customers are informed about the new product or its
new features or the primary demand is built through it.
II. Persuasive Advertising:
In persuasive advertising selective demand for a brand is built by
persuading the buyers about the offering that is best for their investing
money.
III. Comparison Advertising:
In this objective of advertising a brand of a company is compared with the
brand of some other company either directly or indirectly.
IV. Reminder Advertising:
For the advertising of mature products this kind of advertising is adopted in
which customers are educated to consider the product continuously.

 PURPOSE OF ADVERTISEMENT
 MEDIA AND ADVERTISEMENT
 SOCIAL MEDIA MARKETING

6. ISSUES OF MEDIA PSYCHOLOGY

 MEDIA AND REGULATION
 CULTURE SHAPES MEDIA
 MEDIA SHAPES CULTURE
 CULTURAL IMPERIALISM

7. DEVELOPMENTAL ISSUES RELATED TO MEDIA

 FANTASY VS REALITY
 SOCIALIZATION
 STEREOTYPING
 VIOLENCE

8. INTERACTING AND EMERGING TECHNICAL ISSUES OF SOCIAL MEDIA

Notions of technological addictions (Griffiths, 1996) and computer addiction (Shotton, 1991)
have previously been studied in England. However, when Internet addiction was first
introduced in 1996 at the Annual Meeting of the American Psychological Association
(Young, 1996), it sparked a controversial debate among both clinicians and academicians.
Unlike chemical dependency, the Internet offers several direct benefits as a technological
advancement in our society and is not a device to be criticized as “addictive” (Levy, 1996).
These benefits range from practical applications such as conducting research, performing
business transactions, accessing libraries, and communicating with colleagues to making
vacation plans. Books have been written outlining the psychological as well as functional
benefits of the Internet in our daily lives (Rheingold, 1993; Turkle, 1995) and by comparison,
chemical dependence is not an integral part of our professional lives, nor does it offer any
direct benefit. Furthermore, many researchers argued that the term addiction should be
applied only to cases involving the ingestion of a drug (e.g., Rachlin, 1990; Walker, 1989).
However, defining addiction has moved beyond this to include a number of behaviors that do
not involve an intoxicant, such as compulsive gambling (Griffiths, 1990), video game playing
(Keepers, 1990), overeating (Lesieur & Blume, 1993), exercise (Morgan, 1979), love
relationships (Peele & Brodsky, 1979), and television viewing (Winn, 1983). During the past
decade, a growing body of peer-reviewed literature adapted the term Internet addiction,
and its acceptance as a legitimate disorder grew (e.g., Ferris, 2001; Greenfield,1999; Hansen,
2002)
 SOCIAL NETWORK
 ISSUES ABOUT SOCIAL MEDIA
 CYBER BULLYING
 IMAGE BASED ABUSE
 FOMO – FEAR OF MISSING OUT
 UNREALISTIC EXPECTATIONS
 NEGATIVE BODY IMAGE
 UNHEALTHY SLEEP PATTERNS
 SOCIAL MEDIA ADDICTIONS COMPUTERIZED VIDEO AND CD GAMES

9. MEDIA AND ETHICS

 INTRODUCTION
 HONESTY AND FAIRNESS
 RESPECT FOR PRIVACY
 DUTY TO DISTINGUISH B/W FACTS AND OPINIONS
 DUTY NOT TO ENDANGER PEOPLE
 DUTY NOT TO SPREAD HATRED
 GENERAL STANDARDS OF DESCENCY & TASTE
 DUTY NOT TO PREJUDICE THE GUILT OF THE ACCUSED
 APPERANCE AS WELL AS THE REALITY OF OBJECTIVITY
 OPPORTUNITY TO REPLY TO CRITICAL OPINIONS

10. REFERENCES