I. The media fosters myths about the American Dream
1. The media primarily sell the notion that buying the material things advertised will bring the buyer not only the trappings of success but more importantly a sense of peace and happiness, using methods of behavior modification in their advertising and programming.
II. A. Jack Solomon argues that media advertising is behavior modification meant to make us a nation of fantacizers.
1. The material success and happiness promised are out of reach for many if not most, creating discontent which the advertising further manipulates.
2. The status symbol is the stimulus and the purchase of (or desire for) the product is the response.
B. Ruth Sidel explores the ways the media sells the illusion of success and happiness in programming:
1. Example: Dallas, Dynasty, L.A. Law.: their impact on individuals with "significant financial deprivation."
2. Example: News show using "real" people who serve as reinforcers of the stimulus-response process of behavior modification used to sell American Dream.
III. Conclusion: The essays by Solomon and Sidel can be used to show that the media (in advertising, programming and even news shows) uses behavior modification to get consumers to buy not only the products shown, but also the happiness, power, and sense of belonging those products can bring.
The media foster myths about success in the United States, using methods of behavior modification in their advertising and in the content of their programming. This study will examine those myths, the role of the media in nurturing and promulgating them, and will give examples of how the media try to sell the illusion of success in place of actual success. The media primarily sell the notion that buying the material things advertised will bring the buyer not only the trappings of success but more importantly a sense of peace and happiness.
Jack Solomon writes that "advertis...