Read the file called PK Research and answer the questions in the file called Article Summary, Critique & Rubric Spring.
pk_research_.docx
article_summary_critique___rubric_spring_2017.docx
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Running head: ROLE OF MASS MEDIA
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Role of Mass Media in Personal Health Decision on Sunscreen
Name:
Running head: ROLE OF MASS MEDIA
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Over the years the mass media has grown to be a powerful communication and marketing
tool. Mass media involves the TV, internet, radio newspaper, outdoor media (billboards, live
screens and posters) moves among others. Today the mass media plays a number of roles which
include informing, entertaining and even reinforcing behavior. When it comes to the informing
role mass media incorporates advertising. The practice of advertising is essence means sustained
bombardment of carefully designed messages to targeted clients about a product or service. This
could be telling the use of a new product in the market or simply telling the benefits or the
product. Advertising influences personal decisions especially on the products that people buy.
When it comes to the choice of picking a sunscreen, different forms mass media play different
roles in helping the consumer pick the sunscreen that suits them best. The following forms of
mass media play the following roles.
Television
In the past television used to be a luxury that only the rich could afford. Television
content was mostly government developed in that it touched mostly on state activities. Today the
television is found in close to every home. This has brought about an explosion of television
stations each trying to satisfy a specific audience. In the 21st century there are TV stations that
major in global news, entertainment, animal documentaries or purely educational. The popularity
of the TV is driven by the fact that it has both picture and sound appeal (Pan,1991). Health
companies that make Sunscreen products have the ability to show the benefits of using sunscreen
in motion pictures to a large audience. The TV therefore has a stronger persuasive power. The
TV offers marketers the opportunity to present powerful visual presentations that may give
details on the effects that sun rays may have on the skin and how the sun screen protects the skin
from such effects.
Running head: ROLE OF MASS MEDIA
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Internet/Social Media
This is the newest form of the mass media brought about by the internet. The worldwide
estimated social media users is around 2 billion people, this makes it such a big marketing
platform. Social media has revolutionized marketing and created the present day powerful
brands. The social media includes Facebook, twitter, Instagram, Telegram, blogs among others.
The social media generally come with text and sometimes video and sound appeal. Companies
that manufacture sunscreen products have taken to the social media to tell their sunscreen story.
Through the social media emotional stories about a product can be written, detail videos on the
effects of the harmful UV rays can also be made. The critical marketing advantage of the social
media is that the audience can be segmented such that adverts appear on the timelines of people
who have interests on that particular product. A sustained campaign on the importance of
sunscreen products gives the audience the feeling that they really need the product in their lives.
(Redman, 1990).
Newspapers
The newspaper is one of the oldest forms of mass media. The newspaper was primarily
meant to inform the people on what was happening around them. Advertising through the
newspaper came a little later and since then it has grown such that the biggest newspaper
companies solely depend on the advertisements on their publications for survival. Newspapers
have the space advantage whereby companies such as sunscreen manufacturing companies can
buy the entire page to have the product pictures and also information touching on the product
written. Newspapers help create the product brand. When a newspaper has a big readership and
there is continued advertisement of the product then readers begin to have an impression about
Running head: ROLE OF MASS MEDIA
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the product. A positive impression of the product means that the product has high chances of
getting picked by the consumers. (Weiss, 1966)
Outdoor Media
The Outdoor Media is one of the most popular forms of mass media used in advertising.
Outdoor media includes posters, live screens and billboards. Outdoor media is effective in
informing consumers that a new product is available in the market. It can also be used to
reinforce a brand. On sunscreen, outdoor media plays the role of telling what sunscreen can do to
your skin. (Silverstein, 1986). This can be done by displaying varying images of skin damaged
by the sun rays and skin that is protected by sunscreen. Outdoor media that are placed in strategic
positions have the ability to change what people think of the sunscreen because people may at
first ignore the billboards but with time they will begin to pay attention. (McCombs, 1972)
Conclusion
The influence that mass media has on consumer minds cannot be ignored. Mass media
sets the day’s agenda and sunscreen companies have to strive to be part of that agenda. When a
product becomes the talk, the product becomes popular. When the popularity is positive the
product gets bought more. Sunscreen companies have to have different advertising materials for
the different forms of the mass media. This is because the different forms have different
audiences. The social media for instance is the newest and most effective marketing tool that has
the young generation as its biggest consumers. Sunscreen companies therefore have to segment
their consumers depending on the form of media that they wish to advertise from.
Running head: ROLE OF MASS MEDIA
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References
McCombs, M. E., & Shaw, D. L. (1972). The agenda-setting function of mass media.
Public opinion quarterly, 36(2), 176-187. Retrieved from
http://www4.ncsu.edu/~amgutsch/Mccombs.pdf
Pan, Z., & McLeod, J. M. (1991). Multilevel analysis in mass communication research.
Communication research, 18(2), 140-173. Retrieved from
https://www.researchgate.net/profile/Zhongdang_Pan/publication/258130504_Multilevel_Analys
is_in_Mass_Communication_Research/links/569eeb6308ae2c638eb59de0.pdf
Redman, S., Spencer, E. A., & Sanson-Fisher, R. W. (1990). The role of mass media in
changing health-related behaviour: a critical appraisal of two models. Health Promotion
International, 5(1), 85-101.
Silverstein, B., Perdue, L., Peterson, B., & Kelly, E. (1986). The role of the mass media
in promoting a thin standard of bodily attractiveness for women. Sex roles, 14(9), 519-532.
Weiss, W. (1966). Effects of the mass media of communication.
TSEM 102.060
Mass Media & Medicine Spring
Article Summary & Critique 2017
Article Summary and Critique – (40 points)
Procedure: Each member of the group will choose a different scholarly article that is
relevant to your research topic. The article must be have least 5 full pages of text
before the list of references. After reading the article, complete parts one, two and
three of this assignment. Include a printed/hard copy of the entire article.
Format:
The assignment must be typed and double-spaced in APA style-12pt Times New Roman
font. Clarity, spelling, grammar, and organization will be graded. All information
must be cited and referenced in APA format.
Content:
Part One:
A. Print a copy of the article
B. Read and score the article using the Rubric for Evaluating Quality of Health
Care Information demonstrating how you evaluated the article. [See attached
sample.]
C. The score for each criterion must be supported with text/details from the article
or from another source and must include an in-text citation. This support
(evidence) must be a separate page from the Rubric. Each item must be cited in
APA format.[ See attached example.]
D. Attach the Rubric and the evidence to the article.
Part Two: Cite and reference information in APA format for each item below.
A. Briefly summarize the article in a few paragraphs (see the attached sample page).
B. As you read the article, finish the following sentences: (narrative, not numbered).
1.
2.
3.
4.
5.
6.
7.
8.
The main purpose of this article is . . .
The key question that the author is asking is . . .
The most important information in this article is . . .
The main conclusion[s]/inference[s] in this article is/are . .
The main assumptions underlying the author’s thinking are . . .
If we accept the author’s line of reasoning, the implications are . .
If we reject the author’s line of reasoning, the implications are . . .
When writing this article, the author’s point of view may have been influenced
by . . .
9. This article is relevant to our group topic because . . .
10. This article contributes to the content and credibility of the group project
because . . .
TSEM 102.060
Mass Media & Medicine Spring
Article Summary & Critique 2017
Part Three: A list of References including the article citation and sources used for
evidence to support scoring.
Sample summary
The author theorized that students’ television viewing habits and food choices
are influenced by their desire to be accepted in their society (Jones, 2013). In this
article, society is defined as “…the students’ subgroup of the college/university
population”, (Jones, 2013, p. 3). The author spent 2 semesters on a college campus in
the eastern United States collecting data using observations and interviews (Jones,
2013).
The main purpose of this article is to report research on the theory that
students choose television programs and specific foods based on their desire to fit in
with their group in college (Jones, 2013). The author asks two key questions. First,
“are college students watching specific TV shows to provide conversational context?”
(Jones, 2013, p. 2) when socializing with groups at college. Second, “are college
students choosing specific foods based those selected by other members of their
‘society’?” (Jones, 2013, p.2).
The most important information in this article….
____________________________________
The complete assignment will include1.
2.
3.
4.
5.
6.
7.
Cover/Grading sheet (not the instruction pages)
Summary of the article
Answers to questions 1-10 (narrative not listed)
Complete article
Rubric for Evaluating Quality Health Care Information
Evidence supporting scoring
References
• The list of sources used in an APA formatted paper is called References.
It is a separate page and has References in bold and centered at the top
of the page.
TSEM 102.060
Mass Media & Medicine Spring
Article Summary & Critique 2017
Your name:
Topic: (Your group topic: Your subtopic)
Article citation in APA format:
Criteria for grading:
Quality/appropriateness of article
Points
available
5 points
Points
earned
___________
Completion of rubric with evidence 10 points
to support scoring
___________
Thoughtful, complete & accurate
summary and responses to
questions in part one
10 points
___________
Presentation and quality of writing 15 points
-including proper APA in-text citations and
an APA formatted list References
___________
Total points
_________
40 points
…
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