The Role of Media

As I was sitting in my Cultural Studies class last week, my professor said something that really stuck with me. In the midst of a discussion regarding societal identity, we turned to the topic of mass media, which is generally the recipient of negative press as far cultural studies goes. Yet, in a truthful voice, he looked at the class and said 

"the media cannot be powerful and influential as well as reflect societal norms"

I guess this statement struck home within my mind due to all of the negative perceptions that surround my field of interest: advertising. It is constantly criticized for creating false wants and needs, forcing people to feel bad about themselves, and even promoting unhealthy or jaded values, yet through all of this, I ask you to imagine a world where advertising and mass media reflected societal norms. On top of not knowing what would constitute a societal norm (as it would be different to each individual person), there would be no possible way to embody or package such an idea into advertising or mass media. Perhaps we should look back to the Brady's for media that reflects societal norms, yet I'm sure you'd be hard pressed to find any family life that was quite like that. 

I'll admit, advertising and mass media do create various desires and problems among people, yet it is this influence that continues to positively redefine and influence the society we live in. Take mouthwash for example. If it were for media capitalists searching through a dental dictionary to find some sort of disease to fight with a new product, we could all be suffering from halitosis. Granted, halitosis was not a commonly known word at the time, but creating awareness for such a disease generated a new dental product line as well as resulted in better smelling breath worldwide. I'd count that as a win-win.

I guess the point of this post is to look at mass media and advertising through a positive lens. I know many of us would wish for it to display societal norms, especially in terms of body image, but it is up to each individual person to take the media for what it is, a powerfully influential force in our lives. Yes, I know it creates unwanted desires and causes distress in our lives, but it is up to each and everyone of us to decide how much this will influence our lives. What you see in media and advertising is not a forced sale against your will, it is a suggested way to improve your life.

Regardless of your opinion on this, we should realize that media is never going to go anywhere and thus, it is best to accept it for what it is. Of course, for all you naysayers out there, I have one question for you: look at where you are as you read this...what is around you...what you are wearing...do you look at each of these items as purchases as a results of mass media and advertising? Or do you feel that each has a proper role that has in some way made life easier or more enjoyable than if you didn't have them. 

On that note, I close with one word: iPod...