Below is the link to the short video ...http://www.apple.com/trailers/paramount/waroftheworlds/theatrical_large.html
Source: Katz & Lazarsfeld (1955)
The classic example of the application of the Magic Bullet Theory was illustrated on October 30, 1938 when Orson Welles and the newly formed Mercury Theater group broadcasted their radio edition of H.G. Wells' "War of the Worlds." On the eve of Halloween, radio programming was interrupted with a "news bulletin" for the first time. What the audience heard was that Martians had begun an invasion of Earth in a place called Grover's Mill, New Jersey.
It became known as the "Panic Broadcast" and changed broadcast history, social psychology, civil defense and set a standard for provocative entertainment. Approximately 12 million people in the United States heard the broadcast and about one million of those actually believed that a serious alien invasion was underway. A wave of mass hysteria disrupted households, interrupted religious services, caused traffic jams and clogged communication systems. People fled their city homes to seek shelter in more rural areas, raided grocery stores and began to ration food. The nation was in a state of chaos, and this broadcast was the cause of it.
Media theorists have classified the "War of the Worlds" broadcast as the archetypal example of the Magic Bullet Theory.
It became known as the "Panic Broadcast" and changed broadcast history, social psychology, civil defense and set a standard for provocative entertainment. Approximately 12 million people in the United States heard the broadcast and about one million of those actually believed that a serious alien invasion was underway. A wave of mass hysteria disrupted households, interrupted religious services, caused traffic jams and clogged communication systems. People fled their city homes to seek shelter in more rural areas, raided grocery stores and began to ration food. The nation was in a state of chaos, and this broadcast was the cause of it.
Media theorists have classified the "War of the Worlds" broadcast as the archetypal example of the Magic Bullet Theory.
In my opinion, this is exactly how the theory worked, by injecting the message directly into the "bloodstream" of the public, attempting to create a uniform thinking. The effects of the broadcast suggested that the media could manipulate a passive and gullible public, leading theorists to believe this was one of the primary ways media authors shaped audience perception. Powerful effects thoery can thus predict strong and realatively universal effects of mass communication on all audiences.
The media has employed the technique of creating a movie in this case to transmit the messages for the viewers to decode. However, the receivers can be invisible as they can choose not to accept the message put across through the movie and communication can be terminated at will. The function of correlation which is analysis and evaluation is carried out here as viewers evaluate the motives of every scene in the movie. Media globalization is seen here as the movie can be shown in many ways, not only through movies, but also on radio and on televisions. With the granting of licenses to commercial radio and television stations, media now can carry out commercial broadcasting. Also, this movie is an example of a product of the dominance of US media, main supplier of motion pictures. The fact that this movie is shown in many countries also shows the dominance of media products abroad. What do you think?
4 comments:
Good application of theories!
This article actually shows how influential the media is and people rely greatly on it.However, I feel that it is unethical for them to conduct such an experiment, as i may leave traumas in people.
I agree that the target audience are assumed to be passive. Audience can be invisible as you mentioned however to a large extent people's thinking are still influence unconsciously by media.
Really great application of theories. The article like zhi ying said does show hpw it has influenced the people.
To be able to attract 12 million people in believing the boardcast is WOAH. But, to believe that an alien invasion is going to take over the world?? i think its nuts.
Anyway, this "Panic Broadcast" sure change history.
Talk about how powerful media can be!!Take for instance Singapore, due to the demand from the locals, there is an increase of bringing in foreign tv dramas and movies. Lets look at channel 5. Most of the programmes are dominated with variety shows, reality shows, dramas - most of which are from foreign lands such as the USA.
thus, i agree with your view.
yijing
i found your blog. I'm seacrhing for this theory..
thanx....
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