Due to technological advancements the media can easily be sourced through a variety devices and locations. The accessibility of media has become a fundamental part of our lifestyle, and with this accessibility comes controversy. Although the media can play an influence towards our opinions and values, it only portrays a small aspect of the individual. I don’t believe it is justifiable to say the media is the cause of physical and psychological impairments. For example, it is our choice to partake in eating unhealthy meals; I mean, Ronald McDonald isn’t blatantly stuffing cheese burgers down our throat, so how is it acceptable to say the media is the cause of obesity. There is no doubt they play a major advertising role but in the end it is the consumers choice, not the media’s.
Furthermore this idea carries onto violence, whether real or fictional. It is stereotypical to believe that violence itself causes people to behave irrationally, however there are many studies stating that cultural, economic and environmental issues are factors that plague violent behaviour, in fact those who have committed violent crimes in their youth are normally under privileged and are not exposed to such media platforms. This is reinforced in Ten things wrong with the ‘effects model’ By David Gauntlett “the young offenders watched less television and video than their counterparts, had less access to the technology in the first place”. The main purpose of the media is to entertain and inform. Their objective isn’t to create first degree serial killers or destroy the innocence of today’s youth, but to merely create interest.
If we take “The Simpsons”, for example, the long running cartoon hasn’t shied away from controversial topics. Violence is a prominent theme in The Simpsons, whether it’s Homer strangling Bart or Mr Burns eagerly letting the dogs out on his employees, but in the end it is only a cartoon, not a representation of society. It is up to the individual to make the differentiation between reality and fiction.