Sociology: Control Circulation of Ideas - Essay Example

It is used to manipulate and organize the habits and opinions of the society through false values and beliefs of the dominant social group. It manipulated the social machinery controlling the opinions and habits of middle and low classes. It is often assumed to be normal that a latent group, provided it does not encounter any obstacle or resistance and that it has sufficient 'consciousness' of the common interest, will act 'naturally' in advancing its interests. Latent groups are aware of their interests, and such awareness leads 'normally' to collective action aiming to advance the common interest.

The sole obstacles which might prevent this collective action are, on the one hand, a delay in the appearance of awareness of common interest, and, on the other hand, a resistance which derives from divergent or contradictory interests of other groups (Schmidt 363). Competition between groups whose interests are both legitimate and at least partially in opposition is a basic means of a concentration of power in modern societies. To start from the conflict between a value system and a norm system is to suppose that one or other is coherent when taken by itself.

"Media reproduces the structural components of systems of interaction" (Schmidt 241).Advertising is one of the most powerful media tools which popularize luxury and unique lifestyles. Vivid images of millionaires and luxury goods (like Mercedes or stylish clothes from Gucci) appeals to emotions of potential consumers creating a positive image of wealth and power. Social values are influenced by the impact of class relations on society. In this way, class power affected the thoughts and desires of its 'victims' without them being aware of it.

Another example of a strong ideological influence is talk shows. Many talk shows invite famous businessmen or political leaders popularizing luxury style and prestige (Schmidt 364). Talk shows (e.g. Weekends at the D.L, Oliver's Twist, Soap Talk, etc.) have taken up the idea of a society inhabited by individuals who choose their way to be free from political priorities and social prejudices. Through talk shows, popular singers and businessmen depict a new faith for the strong and the weak persons.

This view of civil society also suggests that morality in a class society should be regarded as a matter of class struggle. Another example is the American movie industry popularizing the image of luxury lifestyle and power as a part of social relations. The image of power and prestige is described through lifestyle and cloths, fashionable cars, and prestigious jobs (Schmidt 351). In sum, media is the most powerful tool which influences the ideas and beliefs of the society creating their social images and traditions.

In this case, the 'dominant ideology' is a social problem because media does not portray the diversity of human beings and social classes paying special attention to the power and prestige of a small social group. Through media, people perceive solidarity with the outside world, partly because of their common status and desired social status.