The media wields considerable influence as a formidable instrument that possesses the capacity to mould individuals' subconscious inclinations, perspectives and convictions. The widely accepted notion posits that the supremacy of an entity in regulating the media translates into their command over the masses, and to a substantial degree, this postulation holds validity. This essay endeavours to explore the veracity of the assertion positing that the media's dominion over the opinions and attitudes of individuals translates into sway over those who wield control over such channels. Furthermore, the question of whether there exists a de minimis capacity for redress of this state of affairs shall also be examined. 

The media undeniably exerts a noteworthy influence on individuals' cognitive and emotional dispositions. Media channels, inclusive of newspapers, television networks, and social media platforms, possess the capacity to mould public perception by strategically presenting curated information and framing pertinent topics in a specific manner. The aforementioned phenomenon possesses the significant potential to substantially impact individuals' perspectives on particular matters and has the capability to shape their political convictions and electoral tendencies. Empirical research has demonstrated that media bias holds substantial potential to affect the results of elections, particularly in the United States. 

Conversely, it is crucial to acknowledge that individuals do not assume a passive role as recipients of media. Individuals possess the capacity to undergo a process of critical evaluation of extant information and subsequently, generate their own perspectives. Moreover, the ascent of social media has provided regular individuals with a channel to disseminate their personal perspectives and judgments, thereby functioning as a mitigating factor to the predominant media. Moreover, an array of global organizations and oversight bodies endeavour to guarantee the equitable and impartial presentation of news by media establishments. 

In summary, it is indisputable that the individual or group that possesses dominion over the media wields a considerable degree of power with regard to shaping popular viewpoints. Despite such factual observations, it would be imprudent to contend that there is an inherent inability to ameliorate this situation. Individuals possess the cognitive capacity to assess the information presented to them in a discerning manner and synthesize their own viewpoints. Moreover, the emergence of social media and the efforts of watchdog entities can function as a corrective force to the dominant media. However, it is prominent to sustain vigilance and guarantee that media platforms are deemed responsible for their journalistic endeavours.

Scientific bibliography:

  1. Baumgartner, J. C., & Morris, J. S. (2010). The Daily Show effect: Candidate evaluations, efficacy, and American youth. American Politics Research, 38(4), 663-687.
  2. Bennett, W. L., & Iyengar, S. (2008). A new era of minimal effects? The changing foundations of political communication. Journal of communication, 58(4), 707-731.
  3. Cappella, J. N., & Jamieson, K. H. (1997). Spiral of cynicism: The press and the public good. Oxford University Press.
  4. Matczak, A., & Sierotowicz, T. (2016). Media a opinia publiczna: badania i refleksje. Studia Polityczne, (41), 7-31. (Translation: Media and public opinion: research and reflections. Political Studies, (41), 7-31.)
  5. McCombs, M. E., & Shaw, D. L. (1972). The agenda-setting function of mass media. Public opinion quarterly, 36(2), 176-187.
  6. Tsfati, Y., & Cappella, J. N. (2005). Do people watch what they do not trust? Exploring the association between news media skepticism and exposure. Communication research, 32(5), 603-624.

Important words to remember:

  • Media bias: the selective presentation of information by media outlets to influence public opinion
  • Public opinion: the views held by the general population on a particular issue
  • Watchdog: an organization that monitors the activities of another organization, typically to ensure fair and ethical practices
  • Mainstream media: the dominant, established media outlets in a society
  • Social media: online platforms that allow users to create, share, and exchange information and opinions