Chapter Summary

CHAPTER 14: PROBLEMS IN THE MEDIA

The media plays a vita role in the daily lives of many people. But as saying goes, “there can be too much of a good thing.” Not only has industrialization produced mega-giant media corporations, it has also produced video game junkies and Internetaholics. Neither “addiction” includes withdrawal symptoms or the same social problems as drug and alcohol addiction. There can be, however, an over reliance on the World Wide Web. Abrupt separation from the web may be accompanied by psychological effects when disconnected from the information, communications, and entertainment it provides.

Media Industries are major businesses that own or own interests in radio and television production or broadcasting; motion pictures, movie theaters, and music companies; newspaper, periodical (magazine) and book publishing; and Internet services and content providers, and that influence people and cultures worldwide. Research shows that the average American spends half his or her waking hours in some media-related activity.

Contemporary media industries have grown to their massive levels to be known as “Big Media” through technology. Four major corporations own the bulk of all media sources. These four “Big Media” conglomerates are News Corporation, Time Warner, NBC Universal, and Walt Disney. The merging and accumulation of media sources have made billionaires out of those who own media conglomerates. At the same time it has reduced the representation of culture available to the public and has narrowed the voices, ideas, and opinions available to the general public. Information “fed” to the public may be unverified and biased. Other problems associated with the concentration of media power among such a small group worldwide may contribute to the development of “neoliberal democracies” where the people have the right to vote but the wealthy hold the real economic and political power. They may also be responsible for exporting a popular American culture that promotes escapism, consumerism, violence, and greed.

Other negative influences media promotes are the portrayal of aggression and violence and the presentation of race, class, and gender stereotypes. Whether or not being exposed to violence through the media creates violent behavior among people is a debated topic. Most scholars do not believe the media causes aggressive behavior in people. Others, however, believe the continual depiction of violence tends to desensitize viewers and create values that contribute to aggressive behavior. Media advertising also tends to treat women as sexual objects, placing them in compromising and subordinate positions.

There is a long documented history of stereotyping of racial and ethnic subordinate groups in films, television programming, and other media forms. Exaggerated “natural” ability of African Americans in sports, Italians as crime bosses, and suggesting that certain groups look alike or act alike are just a few examples. Gender stereotyping includes under representation of women, exaggerated emphasis on the beauty and femininity of women, and portraying women as “seducers,” “bitches,” and “bimbos.”

Sociologists study the media from the three major sociological perspectives. Their approach to media-related problems is based on the underlying assumptions related to each perspective. Followers of the symbolic interactionist perspective believe that the media have a minimal effect on the attitudes and perceptions of individuals. Symbolic interactionists also rely heavily on social learning theory to explain the effects of media.

Functionalist approaches to examining the media focus on the functional and sometimes dysfunctional effects the media have on society. The media provides important functions to society. It provides news and information, facilitates public discourse, passes on cultural tradition, provides a source of entertainment, and confers status on individuals and organizations. The dysfunctions of media include the weakening of other social institutions such as family, education, politics, and religion and when media contributes to a reduction in social stability.

Conflict theorists see the media as a primary source of reinforcing the capitalist economy and perpetuating class differences. It legitimizes class differences and creates a false consciousness among viewers that lulls the poor and middle class into complacency. Not only are the owners of the “Big Media” a privileged class, those who support the media through sponsorship of commercials and advertising are also a privileged class. Combined with the media’s reliance on government creates a social situation where the consumer is victimized and exploited.

The social issues associated with the media will continue in the twenty-first century. The Internet will continue to grow and will probably become even more important in everyday life. Families without home computers will find themselves at even greater disadvantages in education and daily activity. New communications technology will undoubtedly continue to make changes in the lives of people worldwide.