Monday, December 29, 2014

MASS MEDIA EFFECT ON INDIVIDUALS---A.XH.


                                                      The Orienting Reflex
Jacob is wearing his iPod while he walks across campus. He is listening to a song where a guy is complaining about not being able to meet women. While Jacob is concentrating on the song, he is also unconsciously monitoring all the sights and sounds of campus as fellow classmates jam the sidewalks while they hurry between classes on bicycles, skateboards, and on foot. Although all this traffic is a potential threat to Jacob’s safety he is not concentrating on any of it; instead, his brain is processing all the stimuli unconsciously.
Suddenly Jacob notices Emily on the sidewalk about 50 feet up ahead of him. Emily is a girl in his next class. Jacob desperately wants to meet Emily, but he is too shy to approach her. He has made it habit to sit several rows behind her in the large lecture hall so he can glance over at her and watch her take notes in the cute way she does. He realizes that he really has a thing for her and wishes there was some way to meet her. He watches as she arrives at their classroom building. As she is about to enter the door, she bumps into someone coming out of the building, causing her to drop the books she is carrying, Jacob sees this as his chance to help her, so he hurries toward her. But by the time he gets within 10 feet of Emily, another guy has started to help her. Jacob watches the other guy bend down to pick up her books and introduce himself to Emily. The guy and Emily walk into the building as Jacob watches sadly.
When Emily disappears from his sight, Jacob’s attention returns to the song. He finds himself humming along with the song about the guy who has such a hard time meeting women.
Analysis
Throughout the story, Jacob is in a stimuli rich environment with lots of activity. However, he is only paying conscious attention to the song. Then when he sees Emily, he experiences the first of two orienting reflexes. First his attention is triggered by Emily and he continues to concentrate on Emily while he stops paying attention to the song. But when Emily disappears into the classroom building, Jacob experiences a second orienting reflex when his attention is triggered back to the song, which has been playing on his iPod the whole time. 
Arousal and Fight/Flight
A week has gone by since Jacob watched Emily drop her books, and he has had to endure watching the guy who helped her with her books sit next to her in class. He found out that the guy’s name was Michael. Jacob hates Michael, whom Jacob regards as his competition for Emily.
Today as Jacob walks to class, he spots Emily up ahead alone into the classroom building. Jacob hurries to catch up with her so he can hold the door open for her and introduce himself. Suddenly he feels someone bump into him, knocking him off stride. Immediately his heart begins to race and his muscles tense as his body automatically gets him ready to respond to the threat. He spins around to confront the person who bumped into him and sees that it is Michael. His hatred boils over and he finds himself shouting, “Hey dude. Watch where you are going! Learn to walk!” Jacob feels a strong impulse to lunge forward and push Michael hard to the ground. Then Jacob notices that Michael is about a foot taller than he is and weighs about 50 pounds more – 50 pounds of hard muscle. Jacob brushes himself off and adds, “And don’t let it happen again,” as he quickly moves away from Michael as fast as he can.
Analysis
When Jacob was bumped, his brain immediately triggered a fight/flight response. It released hormones into his bloodstream to make his heart pound faster and more oxygen to his muscles at a higher rate. At first, Jacob wanted to fight Michael but then he switched to flight when he quickly realized that avoiding a fight was the better alternative.