Persuazivnost medija i medijski efekti na pojedinca i publiku

Abstract

The power of the media and the persuasive properties of the “seventh force” have always intrigued the public, as well as media theorists, sociologists, psycholo- gists and even physicians, who have investigated the influence of media content on hormone levels in the body or bodily deviations due to excessive use of media. In this paper, the effects of the media on individuals and the audience are sublimated through some of the most famous media theories, seeking support in the field of media psychology and social psychology. The persuasive impact of the media is described through the agenda setting theory and the theory of the spiral of silence, observing the effects of these theories, from printed to digital media. The paper also emphasizes the influence of the media through the decor and mise-en-scène in the TV studio, through advertising, market consumerism, and the importance of the information avalanche for the persuasive action of the media.