SBA 120: Media and Society

[Virtual Presenter] Welcome to our final lecture and review for Media and Society! In this lecture, we will review all of the chapters that we’ve studied, and I’ve bulleted the most important lessons to remember. Examples are provided, and that supplemental videos may also be included in the final exam. Let’s start….

[Audio] "Media shapes the way we understand the world, and every society depends on it to share information. One of the most important ideas here is media literacy — meaning we don't just consume messages, we question who made them and why. Audiences aren't passive; people interpret messages based on their own background and experiences. And throughout history, media has always been shaped by economics, politics, and culture. Understanding this helps us see why different countries tell different stories.".

[Audio] In Ukraine's case, you can clearly see how media evolved from heavy state control to today's fast, digital platforms. During the invasion, Telegram became a lifeline for quick information, and even memes played a role in keeping morale high and spreading messages globally. These examples show that media isn't just news or entertainment — it becomes a powerful tool during national crises.".

[Audio] "Media effects are all about how what we see and hear influences our thoughts, attitudes, and behaviors. Some effects are immediate, like reacting emotionally to a powerful image, while others build slowly over time. Agenda-setting is when the media doesn't tell us what to think, but tells us what to think about. Framing shapes how we interpret an issue, depending on which details are highlighted. And cultivation theory explains how long-term exposure — especially to dramatic or violent content — can shape our worldview. These ideas help us understand why media has so much power.".

[Audio] "We've seen strong examples in Ukraine since 2022. Coverage of Bucha deeply shaped global opinion, because the images were so shocking and unforgettable. The framing of Ukrainians as resilient and heroic boosted international support and national pride. And viral photos or videos — even short TikToks — can rapidly shift how people feel about the war, refugees, or the government. These examples show that media effects aren't theoretical; they directly influence real-world decisions and emotions.".

[Audio] Media technology is one of the biggest drivers of how communication changes over time. Convergence means that TV, radio, print, and the internet are no longer separate — everything blends together on our phones. Algorithms now decide what content we see, which gives them enormous influence. Smartphones have also turned ordinary people into reporters, especially during emergencies. But with new technology comes new ethical challenges, like misinformation, privacy concerns, and deepfakes. Understanding these tools helps us understand how modern media works. So lay off of Social Media, Anhelina! (Not telling which one).

[Audio] We've seen powerful examples of technology shaping communication in Ukraine. Starlink connections helped keep the country online when traditional infrastructure was damaged. Deepfake videos — like the fake Zelenskyy 'surrender' message — showed how technology can be used for manipulation. And drones have become tools not just for combat, but also for documenting destruction and telling human stories. These examples prove that technology is not neutral; it can protect truth or distort it..

[Audio] Media isn't just about information — it's also a business. Most media companies depend on advertising, which means their financial health affects the kind of content they produce. When a small number of companies own many outlets, we lose diversity in voices and perspectives. Paywalls create debates about who gets access to quality information. And because newsrooms must make money to survive, economic pressure sometimes influences editorial decisions. Understanding media economics helps us see why certain stories get attention and others don't..

[Audio] In Ukraine, you can see how economics shapes the news. Many TV channels are linked to oligarchs, which affects political messaging. During the war, some newsrooms had to rely on volunteers, donors, or international support just to keep operating. Online platforms also push clickbait because it brings in advertising revenue. All of these examples show how financial realities influence what we see, even during national emergencies..

[Audio] Good journalism is built on accuracy, verification, and fairness. Objectivity doesn't mean pretending to have no opinion — it means being balanced and responsible. News values help journalists decide which stories matter most, but in fast-moving situations, this can be challenging. Digital news has increased the speed of reporting, but also the risk of mistakes. And journalists often face ethical dilemmas, especially in conflict zones, where the pressure to report quickly can clash with the need to be precise..

[Audio] In Ukraine, war correspondents put themselves in danger every day to report from the front. The Snake Island story is a good example of how early reports can be inaccurate but later corrected as more information becomes available. Journalists also play a key role in fact-checking Russian propaganda and providing credible updates to the public. These real-world examples show the importance — and difficulty — of responsible journalism..

[Audio] Entertainment isn't just for fun — it reflects and shapes culture. The way people and groups are represented in films, TV, and music can influence how society sees them. Globalization also allows entertainment to travel across borders, making cultural exchange easier than ever. But entertainment can also reinforce stereotypes or simplify complex issues. It's important for audiences to understand that entertainment is crafted storytelling, not always reality..

[Audio] In Ukraine, a great example is 'Servant of the People.' A comedy series unexpectedly helped shape Zelenskyy's public image and later his political career. Hollywood films often rely on stereotypes about Eastern Europeans, which affects how audiences abroad perceive this region. And globally, we've seen the huge influence of K-pop and Asian dramas on young people. These examples show how entertainment can shape identity and even political narratives..

[Audio] Advertising is all about persuasion — whether through emotion, logic, or credibility. Brands use ads to build identity and loyalty, and digital platforms now target users based on their behavior and interests. But this also raises ethical concerns, especially around manipulation, stereotypes, and marketing to young audiences. Influencers blur the line between genuine content and advertising, making transparency more important than ever..

[Audio] We've talked about how companies sometimes misread cultural contexts — like Pepsi facing criticism in Ukraine. Students also shared examples of targeted ads they receive on social media, showing how personal data shapes advertising. Humanitarian organizations use emotional messaging to encourage donations and awareness. These examples highlight how ads influence not just our buying decisions, but our values and emotions too..

[Audio] "Public relations is all about managing relationships and building trust between organizations and their audiences. During crises, PR becomes crucial — people expect fast, clear, and honest communication. Storytelling is a powerful tool because it humanizes an organization. Transparency is especially important in moments of conflict or uncertainty. And unlike propaganda, PR aims to communicate responsibly and maintain credibility.".

[Audio] In Ukraine, the government's communication strategy during the war has become a global example of effective crisis PR. Regular air-raid alerts and updates are also forms of public communication that build trust. We've also looked at international corporate PR failures, like United Airlines, which show how a bad response can damage a brand. These examples make it clear that PR can protect or destroy an organization's reputation depending on how well it handles communication..

[Audio] "Media plays a major role in shaping political attitudes. Political ads are carefully designed to persuade, sometimes through emotional manipulation. It's also important to distinguish between persuasion and propaganda — the intention and truthfulness matter. Social media has introduced new challenges, with bots and fake accounts spreading misinformation. And around the world, governments still try to control media access, especially during crises or elections.".

[Audio] "We've seen strong examples of information battles during the Russian invasion of Ukraine. Russian propaganda spreads false narratives, while Ukraine uses communication to maintain public morale and international support. Zelenskyy's messaging style has become a case study in strong political communication. The EU also invests heavily in fighting disinformation. These examples show how political communication directly influences public opinion and global decision-making.".

[Audio] Global media shows how information crosses borders and cultures. Western media dominates much of the global market, which means certain perspectives become more visible than others. To reach different audiences, companies use localization — adapting content to different languages and cultures. Global news networks also help shape international understanding of events. And because digital platforms have no real borders, media now moves faster than ever..

[Audio] We've seen examples like Netflix creating Ukrainian-language content to appeal to local viewers. BBC and Al Jazeera played major roles in shaping global awareness of the war in Ukraine. At the same time, Asian dramas and K-pop have become popular with young Ukrainians, showing how cultural influence flows both ways. These cases highlight how global media can spread culture, information, and even values..

[Audio] Social media affects what we see because algorithms decide which posts get attention. This can quickly spread both accurate information and misinformation. Many people also build parasocial relationships — they feel connected to influencers or creators they've never met. Social media has become a major part of the economy, especially for influencers. But it also raises concerns about mental health, especially among young people..

[Audio] In Ukraine, social media has been essential during missile attacks — Telegram channels often deliver alerts faster than traditional news. TikTok has become a surprising source of frontline videos, although accuracy can vary. We've also discussed cases of online harassment and how students themselves experience pressure from social media. These examples show both the power and the risks of social platforms..

[Audio] Privacy is one of the biggest concerns in modern media. Platforms collect huge amounts of personal data, often more than most users realize. During wartime, the balance between privacy and security becomes even more complicated. Concepts like the 'right to be forgotten' raise questions about whether people can control their digital footprints. Surveillance technologies also create risks, especially for journalists and activists. Understanding privacy issues helps us protect ourselves online. And prevents Sofiia's stalker from harassing her!.

[Audio] In Ukraine, privacy risks became very real when people accidentally revealed military locations through geotagged photos. TikTok videos have even exposed troop movements. The government regularly warns the public about cybersecurity threats. Journalists must also protect the identities of sources who could be in danger. These examples show how privacy isn't just a personal issue — it can have national security consequences..

[Audio] Media ethics helps professionals make responsible decisions, especially when the law doesn't give a clear answer. The four main pillars are truthfulness, fairness, privacy, and responsibility. Ethical reporting means trying to avoid harm while still telling the truth. Transparency builds trust with audiences. And in many cases, there isn't a perfect option — journalists must choose the most responsible path based on the situation..

[Audio] We explored ethical dilemmas like whether journalists should show graphic images of fallen soldiers. Leaked documents also raise questions about accuracy and verification. The Will & Grace 'breast check' scene helped us discuss how different cultures define obscenity and harm. These examples make ethics feel real — they show how journalists must constantly balance the public's right to know with the need to protect individuals..

[Audio] Media law exists to protect free expression while also preventing serious harm. A free press is essential for democracy because it keeps the public informed and holds leaders accountable. Libel involves publishing false information that harms someone's reputation, and courts look at whether the journalist acted responsibly. The Miller Test helps define what counts as obscenity. And during wartime, governments may try to restrict information, which creates tension between national security and press freedom..

[Audio] We discussed how early reports about Snake Island needed correction, showing how fast reporting can lead to mistakes. The Will & Grace episode helped us analyze obscenity in different cultural contexts. And Ukraine's experience with war reporting shows how difficult it is to balance transparency and privacy. For example, sharing images of soldiers can inform the public but also affect families. These examples show how law interacts with real-life journalism..

[Audio] Media professionals have a responsibility to consider the impact of their work. Representation matters because it shapes how societies view different groups. Ethical reporting helps build trust, especially during crises. Media literacy empowers audiences to think critically and avoid manipulation. During conflicts or emergencies, responsibility becomes even more important because misinformation can cause real harm..

[Audio] We looked at how journalists report on war casualties and how different approaches can either respect families or cause unnecessary harm. Misleading war content online shows how dangerous irresponsible reporting can be. Students also debated ethical choices in real scenarios, sharing how media influences their own perspectives. These examples make it clear that responsibility is not optional — it's part of the job.

[Audio] The future of media will be shaped by rapid technological change. AI is already creating text, images, and videos, which raises important questions about authenticity. Newsrooms are shrinking, so more journalists are working independently or as freelancers. Deepfakes make it harder to trust what we see, while VR and AR create new ways to tell stories. And across all fields, digital and ethical skills will be essential for anyone entering media careers..

[Audio] This course showed you how powerful media really is — how it shapes attitudes, cultures, and even public decisions. Throughout the semester, you practiced looking at information critically instead of just accepting it. The real cases from Ukraine helped connect the theory to your lived experience, especially when we talked about ethics, responsibility, and wartime reporting. We also explored how modern platforms like Telegram and TikTok influence communication today. And by studying law and ethics, you learned how journalists navigate difficult and emotional moments. By the end of this course, you've become more aware, more confident, and much stronger as critical media users..

[Audio] Media shapes how people think and make decisions You practiced analyzing information, not just accepting it Ukrainian cases helped you understand ethics and responsibility We connected theory to Telegram, TikTok, and wartime reporting You learned how law and ethics guide journalists You finished the course more confident and critical as media users.