"I vote because I fell in love, and I wanted to matter."
- Neil Patrick Harris
We cannot deny the effect that the media has on us. Whether it's watching an advertisement on television, briefly pausing to glance at a poster while walking on the streets or hearing the DJ talk about something on the radio, in one way or another, we are bound to be affected by them.
Let's refer to the above video. The video was created as a series of public service announcements to encourage the youth of America to vote. The non-partisan PSAs, produced by DiCaprios Appian Way, were created to engage and inspire young people to vote and participate in the upcoming election.
The clear use of the media to send a message out to the masses can be seen from the video. Well, all of us (especially the younger generation) are somewhat influenced by the celebrities we idolize or admire. Imagine seeing your favourite actor/actress on television smiling and persuading you to buy a certain product. A good example would be those skin care and make up ads you frequently see on television; wouldn't you be at least a little swayed by the celebrity in the advertisement's good skin into wanting to purchase that particular brand of skincare endorsed?
In this video, the media is used to create awareness for the importance of voting for the youth of America. Instead of simply airing this PSA on television, the makers decided to put it up for free viewing on YouTube instead. Why? Well, it's pretty obvious how much time youths spend online nowadays. I daresay, they may even spend more time online than sleeping. To most of the youths of America, the Internet is probably their main source of media and are greatly influenced by things they see or read about online. Thus, it was a smart move to air the video on the Internet.
The tactic that the makers of the video went for was really smart. In addition to using celebrities as their spokespeople, they went for 'reverse psychology' instead of the traditional "Please do this - do that" preachy method which probably serves to bore most people.
"Don't Vote. It's Ridiculous! You don't care, I don't care."
"I'm voting because when I was growing up, my father told me that if you don't vote, then you have to shut up."
- Will Smith
In a way, the agenda-setting function of the media was applied in this video too. The important issues of why everyone should vote was addressed such as Darfur, the war in Iraq, education and the economy. Other major issues that were mentioned in the video constantly were the abortion and gay rights issue. Are these necessarily the most pressing or important issues in America and really the main reasons why American citizens should vote? Well, that brings us to how selective the media gatekeepers (people who control what issues to address) are.
Media influences can be good or bad, and in this case, it most definitely is for the greater good. Afterall, why waste your right to vote? Do leave a comment telling me any thoughts you may have about this week's entry (which will be the last by the way)!