Media Culture

Topics: Mass media, Sociology, Corporation Pages: 5 (859 words) Published: October 3, 2014
Anna Bloore

Joanne Devine


25 February 2014

Society and Media Culture

The advancement of technology over the past decade has impacted the lives of individuals and changed our culture within the United States. These advancements have created an entirely new type of culture that is heavily focused on media usage. “Media culture” has reinforced society’s reliance and attachment toward technology. Additionally, the media has practically been transformed into the sole vehicle of accessing information. Large corporations, the public, and even the government have used the media to reinforce many democratic ideals and commercial culture within the United States. Whether it is through advertisements on television, the Internet, and/or social media or through news channels promoting certain political messages, the media is a vital asset to transmit messages and ideas within our nation.

The content of the media lies in the hands of powerful multinational corporations. These corporations form media conglomerates that have the ability to sensor what messages are transmitted to consumers. Elite corporations like Walt Disney and Time Warner are in control of almost all mass media that the public receives daily. In addition, these multinational corporations have monopolized the market and media simply because they provide the funds to have these advertisements published. These corporations do not solely control film, television, and advertisement industries but also are in control of news, sports, theme parks, print media, video games and more. What society sees through mass media has been filtered to the multinational corporation’s liking. Society has become accustomed to advertising in their daily life and has created a large influence in our culture. Although advertisements have been around for many decades, they have developed an overwhelming influence on its consumers. People believe that companies attempt to present the life that one should be living to their audiences on screen. Recently, many new companies have based almost their entire income on advertisements. For example, the music playing application Spotify allows its users to play all the music they want at no cost without downloading it, but in turn, they must listen to commercial breaks. Advertisements have also become more personalized. Due to advancements in technology, it is now possible to track a person’s most visited websites, which can generate personalized advertisements for their specific products on social media sites, and other websites, making someone even more inclined to purchase something. The idea of advertisements as the new source of revenue successfully attracts consumers and serves as a vital function of media culture.

Politicians and government executives have developed a reliance on the mass media for campaign and legislation purposes. News channels have created partisan bias within the media by supporting policies and legislation from specific candidates within the government. In the recent years, media has become split between the right and left and has become less neutralized. The ability to attain a more wholesome perspective on events and stories speaks to the idea of media culture as a democratizing force. Because of this, society has become more willing to voice their opinions and address issues through social media and other forms of mass media.

Media is an important resource in order to mobilize social movements within society. Social media and Internet usage have provoked recent social movements that have inspired democratic ideals domestically and globally. The Arab Spring movement in 2010 became a global, rather than domestic concern, due to the use of social media. The Arab Spring movement was in response to the oppressive government system and incredibly low-living standards within the Middle East. The use of social media alone promotes democratic ideals of freedom of speech and freedom of the press....

Cited: "International Journal of Communication." The Arab Spring| Digital Media in the Egyptian Revolution: Descriptive Analysis from the Tahrir Data Set. N.p., n.d. Web. 24 Feb. 2014.
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