Media influence on decision-making, ethical and unethical practices Research Paper

Media influence on decision-making, ethical and unethical practices - Research Paper Example More than subliminal messaging, media utilizes various other techniques to present information; the public in general lack understanding of even these techniques and fall easy prey, thus taking decisions that they would otherwise not. Pharmaceutical marketers argue that advertising and promoting drugs allows for the patients to be more informed and know their options when it comes to therapy or medication (Buckley 4). More than often the media and marketers have been known to presents information in a manner which can be misleading. In a survey conducted in USA in 2012 it was reported that 60% of all Americans do not trust the media to report the news completely and accurately (Morales). When it comes to news the media is only having an effect on the opinion of the people but when it comes to health marketing and communication it is the health and lives of people and consumers which are at stake. Media Pressure and Persuasion Media pressure means to exercise influence over the ideologies, practices, opinions and values of people (CYH). Hirsch & Gandolf believe that health care advertising agencies use a lot more than budgets allocated for media advertising and innovative ideas; persuasion and its various techniques are employed to market healthcare products to the medical community in specific and public in general. Persuasion has been a strong technique to influence control over the people by controlling and manipulating their behavior (Shanti).