The impact of media coverage of courtroom trials : agendas and perception

Abstract

In this study, the researcher evaluated whether the media could influence the public's perception of individuals, stories, or to and create controversy in some cases in our society; and how the media should act to prevent such issues The research methodology used in this study to analyze the effect of media on individuals is comprised of both qualitative and quantitative methods. These methods are used to understand how individuals perceive different complexions and media coverage in court trials. Since vital factors are provided by both qualitative as well as quantitative market research, it is the main method being used in this research. The researcher worked on an experiment by distributing two different questionnaires to the same group, each having a visual of an individual having a light vs dark complexion. It is measured by having two different groups introduced to two different photos as the first group was introduced to the lighter complexion of individuals and the second group got exposed to the darker complexion visual. To prove the core finding for Media Controversy – Light and Dark Complexions, the researcher asked the audiences exposed to the light complexion visual “Do you believe this individual would commit a crime?”. The majority were of the view that the person would not commit a crime while when the same question was asked by the audience exposed to the dark complexion visual, the majority believed that it is possible that he committed the crime.