Media's Role In Communication

For those of you who tuned in last Tuesday to one of America’s highest-ranking nights on television, you fell witness to what is at the very core of every girl’s aspirations. Not that all women dream of growing up to become flawless super models that prance along a glitter-ridden stage in nothing but their knickers. No, that’s not the kind of dream I’m talking about. This one has a smidge more substance to it, which allows the female population to thoroughly thrive off it. It is the burning desire for confidence, which sadly falls much too short these days.

In an era where digital technology allows for a rapid and efficient communication experience, the media plays an astonishing role in shaping the viewer’s perspective. The media has access to reach millions, while simultaneously controlling the power of priming, agenda setting, and framing. When a news station or media outlet reports information, they have full disposition over what importance to place on certain issues, how to emphasize or exclude these facts, and even convincing their viewers how to think about particular issues.

 It is no wonder that with so much power, the media is successfully able to affect the opinions of majority of its recipients. Such a case can be seen when examining this year’s annual Victoria Secret Fashion Show. In an article written by Erica Ritz, she proceeds to narrate the racial dispute derived from a Native American motif worn by a model in the show. She states “model Karlie Kloss was seen in the fashion show last week with a massive headdress that reached the floor, turquoise jewelry, animal print clothing and tasseled heels” (Ritz). With increased publicity, the story eventually succeeded in eliciting a response and the company "apologizing....[pulled] the look from future broadcasting and advertisements"(Ritz). This call to attention of even something so meaningless as who-wore-what is simply a reflection of the media’s power. So what happens when the media starts to tell young girls that they have to be a size zero to be considered beautiful? And what risk do we face in exposing our youth to it by allowing them to fall witness to such atrocity? 

The Victoria Secret Fashion Show depicts women of confidence who are proud of their femininity and aren’t afraid to express it. They allow camera access to the mystery that backstage beholds, where they are vulnerable, and in the process of getting their hair teased and makeup airbrushed. This radical display of confidence, though it may represent an unrealistic body image, allows girls to know that it is okay to feel good about themselves and put themselves out there. It is the media reports and coverage after the show which cause so much controversy. By reporting that the VS fashion show makes women feel insecure about their bodies, the media is inadvertently telling their audience that it is an important issue to address and should be emphasized. While instilling their particular point of view is never the goal of a non-biased journalist, the cant but help to bestow it upon their audience.

Notice: Did you see model Karlie Kloss being interviewed? I almost didn't recognize her without her

luscious locks and headdress. 

Ritz, Erica. "Racist? See the Controversial Victoria’s Secret Outfit Yanked From 2012 Fashion Show." The Blaze. N.p., 12 Nov. 2012. Web. 11 Dec. 2012. <http://www.theblaze.com/stories/racist-see-the-controversial-victorias-secret-outfit-yanked-from-2012-fashion-show/>.