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One frame is worth much more than 1,000 words: on the power of communication
One action that should have been taken for granted a long time ago - the placement of an Arab commentator on prime-time television - completely changed the discourse in Israel.
What has long been proven in psychology came to us only in the third decade of the 21st century
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Studio Friday
Dana Pan Luzon
Tuesday, March 30, 2021, 3:44 p.m.
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Suddenly it seems natural - Muhammad Majadele and in the background the tweet "The Days of the Messiah" (Photo: screenshot, Channel 12)
One action that should have been taken for granted long ago - the inclusion of an Arab commentator on prime-time television - completely changed the discourse in Israel.
What has long been proven in psychology has only reached us in the third decade of the 21st century. The
value of a television frame is worth quite a bit.
The power of television has been talked about dozens if not hundreds of times, and yes - it is also reflected in the fact that you have to pay a lot to buy screen time.
So if we all know very well and clearly how significant this power is, how is it that we are not using it properly?
After all, television affects consciousness, and since the last election campaign one can only regret and wonder why we did not internalize it before.
The just-concluded election campaign not only brought us back to reality, it also put us in a corner.
Beyond the fact that politics is stuck, everything is complex, divided and divided.
Reality also sent a clear message - the Arab sector is here and it is time to take it into account.
Immediately after the results became known, a reality was formed that should have been clear for years - a voice from the sector, the Arab political commentator Muhammad Majadele.
Finally a stage for an entire sector that was stuck in the back.
He did not get the sleepy Friday afternoon broadcast, but sat on the panel of the evening news, of Studio Friday, on an equal footing with senior commentators, while watching the climax.
So how do you know that television is shaping consciousness?
The network was filled with tweets, posts and calls, most of them cheering.
How was one of the tweets written?
"Arab commentator - the days of the Messiah have come."
Do not rush to rejoice, it did not happen in all channels.
We have not yet reached the end of days, but it is possible to make a change with the help of the media and shape consciousness.
Studies in psychology call this the "touch hypothesis."
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How many people have been looking for "chess" in the last five years?
Note November 2020 (Photo: Screenshot, Google)
One of the most researched and talked about topics in social psychology in general is prejudice and stereotypes.
Psychology is trying to figure out how to break free from prejudice in order to move on to a less toxic reality.
Contact hypothesis is a theory that suggests that prejudices and conflicts can be reduced if members of different groups communicate with each other.
The first to propose the theory was Gordon Alfort, who also published the book The Nature of Prejudice in 1954.
The definition says that prejudice can be reduced by equal status contact between the majority and minority groups, who seek a common goal.
According to studies, the effect of touch will be increased and the goal will be achieved - it will reduce negative emotions and replace them with positive ones.
Studies have shown that in order for the contact hypothesis to be successful, a number of other conditions must be met, such as institutional social support and equal status among group members and cooperation between groups.
A TV channel can completely give the first boost.
Why believe that there is such a power to shape consciousness?
Why make so much noise from a combination of an Arab commentator?
Because the screen keeps proving over and over again that it has the effect.
In recent months, there has been a high increase in interest in the game of chess.
Google has shown search data for the term "chess" in the last five years and the graph has left no room for doubt.
Nor is the increase in sales of chessboards, which have reportedly risen by hundreds of percent in the United States.
The reason, of course, is "Queen Gambit," the mini-series that garnered a lot of resonance on Netflix.
If television has such an impact power, why waste it only on consumerism and series?
If television has so much power of influence, why exploit it only for campaigns of division and hatred?
After all, it is possible to mobilize it for our benefit and strengthen the contact hypothesis.
When we need it we know well how to use its power.
Dana Pan Luzon (Photo: Nir Keidar)
Politicians know a thing or two about media exploitation.
When they wanted to vaccinate the citizens of the State of Israel and ask everyone to wear masks, the television was filled with advertisements and appropriate content, although it took a good few months.
It is very difficult to instill thought and create a new reality.
Looking back we see how difficult this task was.
Why not invest the same efforts to change stuck thought patterns and produce new ones?
Why not continue down the road and dispel stereotypes and prejudices?
This may not be something that happens from today to tomorrow, after all what is happening on screen now is just a small touch, but the media has the power to make a change in social and political thought and perception.
Finally, another example - the ship that got stuck in the Suez Canal.
This story, the image of the ship anchored diagonally, went viral within seconds.
Thousands of tweets and memes, many of them in Israel, were published on networks with countless metaphors - the blasts of the matzos, the blasts of people in traffic jams and, of course, our political life.
The water represents a flow, so it is inconceivable that a ship that is supposed to sail in them gets stuck for six days.
Equally, it is inconceivable that we too are stuck, even though we have the necessary tools to make a political and social change of mind.
The author holds a bachelor's degree in communication, economics and psychology.
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