The Powerful Effect theory of mass media has already been challenged by more researches in the field of mass media and their effect on the people. As Walter Lippmann says that people are more likely to believe pictures in their heads than come to judgment by critical thinking. It means that before exposing ourself to the messages of the mass media, we have our own world view based on the stereotypes and generalizations that our culture has inculcated in our minds.
Culture works as a filter for us when we look at the world, allowing only those images that reinforce our stereotypes, prejudices and demonizing of the 'Others'. As Kai Hafiz says that the media follow rather than lead, the mass media uses "monologic" rather than "dialogic" style of journalism in reporting international issues.
Since culture is a "whole" in which the mass media function and people live their lives, the news media cater to the information needs of people of their own culture. This gratification of needs of people of their own culture leads to fragmentation of the audience. People become selective in exposing themselves to a long list of mass media. At the same time, they also become choosy or picky while giving attention to and retaining certain information disseminated by a single media.
Therefore, in this age of globalization the mass media are fragmenting the world population instead of weaving them into a common thread of humanity. What the mass media do is dehumanizing the proverbial Other and reinforcing their typical publics' stereotypes and prejudices. Physically, the world has turned into a global village, but psychologically nations and communities have insulated themselves--and the mass media, instead of reshaping their world view, have sharpened their existing opinions.
I think the concept of the mass media enforcing rather than informing opinion is inevitable to some point. For instance, you mention how culture influences thought and action, and the media themselves work and are of a specific culture, albeit American culture in the United States. Also, the need for broadcasters to retain viewers is essential to their existence. However, this does not justify a dependence on government officials or bias in the news. As we have seen in our readings, the media has the power to bring people together "into common threads of humanity," its just a matter of to what extent they will.
ReplyDeleteI really don't expect mass media to suddenly change to a cosmopolitan viewpoint for just a couple of reasons. Media outlets both influence and are influenced by their audience. They are businesses, despite any journalistic morals towards unbiased reporting. In addition to this, assuming that most citizens of a given country have some degree of nationalism inherent to their personalities, this will tinge the types of stories that are covered (and the way that those stories are framed). To a certain degree, this is a perpetuating cycle, since potential journalists will be getting their information from these frames of reference. In some ways, it is good that we have private media companies, since it allows for individuals with differing opinions to all work in the same field. Of course, this is technically less freedom than in a purely public-owned media network.
ReplyDelete