Influence theory (Post 1)

Media is powerful and influential, especially when it comes to spreading messages and influencing the masses.

I have chosen to analyse the media impact on lesbian, gay and bisexual (LGB) individuals due to the increased gay elements in the media, be it in magazines, television or music.

Multimedia and other varieties of media have been fully utilised by gay rights activists to promote their cause. PinkdotSG is one good example. It tapped into social media like Youtube and social networking sites like Facebook and Twitter to reach out to more people.

The selective influence theory proposes the idea that everyone will assimilate, interpret the video differently and retain different details of the video. Hence viewers will react differently.

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Regardless of the negative reactions, social media is one tool that cannot be abandoned since according Teruelle, youths today adopt social media to demonstrate their activism. The posting and sharing of messages on social networking sites can get circulated amongst friends and their friends’ friends. This phenomenon is the many-to-many communication.

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With reference to the Pinkdot movement, we can see how new media is used to promote a positive message for the homosexual community as seen by the increase in attendees. New media creates awareness and support for the LGB community.

209 words

Credits:

Sources

New media a powerful tool, says poll – http://www.chinadaily.com.cn/china/2012-03/16/content_14845856.htm

Social Media and Youth Activism – http://utoronto.academia.edu/RhonTeruelle/Books/1156140/Social_Media_Usage_and_Impact

Pinkdot – http://pinkdot.sg/more-than-15000-singaporeans-at-pink-dot-2012/

Videos

PINK DOT 2011: SUPPORT THE FREEDOM TO LOVE – 18 JUNE 2011 –http://www.youtube.com/watch?v=FrIB5Ojbqns

PINK DOT 2012: SOMEDAY – http://www.youtube.com/watch?v=LvsZSR_hxJA

Graph was created by me using the statistics given here.

Screenshots of comments were taken using Snipping Tool. The names of users that posted the comments are concealed to maintain anonymity

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