Do you remember seeing in the background of a movie or television, a scene at McDonald's? Have you seen on a screen, a box of Captain Crunch on the kitchen table in a TV sitcom? This a practice used by a marketer to advertise their product in the media. It is called product integration and is a method used for many years. The practice started in the era when radio was the form of media service. Shows sponsored by the companies such as The Bob Hope [Frigidaire] Comedy Hour and the Colgate Soap commercials started in the 1950's. The way the product is integrated into the script has an effect on the psychological processes used by the audience to perceive the product, whether consciously or subconsciously. Shrum (2012), says, "With respect to the stealthy nature of the marketing communications, the concerns are that people are receiving commercial messages without being aware of their commercial nature." (p 15). There is a psychological interaction between media According to Lane (2015), in Media Psychology, The Gale Encyclopedia of Psychology, "There are different theories on how we understand what we see and hear." What and how things are perceived depends upon the senses and memory (Lane. 2015). Even though, some changes are influenced by the environment; it is the interaction and perception of the consumer to the media where the need for study is necessary. Media Psychology is required because of the increased interaction of the media and consumers and because interaction causes changes.
Media Psychology is the study of the relationship between the media and consumers. There is a need to understand the effect of the Media on individuals. Carl (2001) stated, “The majority of the public receives its information about community and world events from the news media.” The consumers receive and distribute most of their information through media sources. These sources...