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Journalism & Communication
Pages 4 (1004 words)
Name Instructor Class 24 September 2012 The Media and the Cultivation of New Cult Cultures As media increasingly fights for advertisement space, numerous consumers oppose the intrusions of advertisements into their everyday existence. Frontline produced The Persuaders to examine the effects of the media on social norms and behaviors.
Conflict Theory asserts that people with economic power control the formation of culture through media and other basic social institutions (Andersen and Taylor 73). Symbolic Interaction Theory believes in the power of human agency in shaping culture and media products (Andersen and Taylor 73). The media is actively shaping culture through its code of norms and morals that have become increasingly insistent in consuming the visual and auditory landscapes, although consumers continue to struggle in controlling their cultural development through selective media consumption. The media uses its economic resources to send messages about cultural norms and behaviors that benefit the economic elites, according to Conflict Theory. This theory asserts that culture rests on and supports social inequalities (Toland, and Barbara Mueller 92). The Persuaders show that the media does not definitely always or openly show the support for these inequalities, and yet these media messages contain values that divide people from one another. A good example is the relationship between mainstream media and the sexualization of women. Globalization is a phenomenon that has made it imperative for the media to find themes that transect cultural differences (Albarran 299). The media then bombards people with messages of sex and violence, which are universal themes. ...
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