How The Mainstream Media Polarizes The Masses

by Andrew Martin

With widespread coverage of selected terror attacks it is difficult for the average viewer to determine just what is real, what is manufactured, what is propaganda, what is the truth, and what are the root causes of these terrible events. It becomes apparent in times of blanket media coverage that people become polarized to the circumstances at hand. Sides are chosen over who is to blame and what we should do about these horrific acts of violence. Emotions and feelings of hatred, revenge, and retribution are aroused and fostered through 24/7 media coverage of certain incidents. Regardless of the circumstances, people form strong beliefs and opinions without fully understanding the background and facts. Why do we form such strong emotive beliefs when we are far removed from the facts and reality of these events?

Social Proof Influences You More Than You Know

Have you ever walked past a crowded restaurant and thought, “That place must be good, we should go there some time?” Have you ever waited in line to get into a nightclub only to find that when you get in there the place is only half full? Or have you ever seen your favourite celebrity advertising a product or service and then went out and bought it? If you have, you are a victim to social proof. Social proof is a psychological phenomenon which influences individuals to reflect the behaviours of groups or other individuals for a given situation. Psychologists refer to social proof as a ‘decision heuristic,’ a shortcut for making decisions.

Social Proof Helps People Make Decisions Without Having to Do Their Own Research

“The information age is actually a media age. We have war by media; censorship by media; demonology by media; retribution by media; diversion by media – a surreal assembly line of obedient clichés and false assumptions.” John Pilger

Social proof is a shortcut, allowing people to avoid critically thinking about a decision, favouring instead to copy someone else’s behaviours. The behaviour is driven by the belief that if others around us are doing something then our decision to do the same is confirmed. It stems from an inability and insecurity to make decisions. More importantly, social proof assures us we are making the right decisions which conform with our friends, colleagues, and society in general. Research shows that our buying decisions are significantly influenced by the reviews of others — hence why marketers use testimonials, reviews, and celebrity endorsements so often. These help us justify purchasing various products and services, alleviating any concerns that we may be making the wrong decision.

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