Relationship between Media and Culture - Essay Example

Relationship between Media and Culture of of Introduction Culture refers to the dominant and relatively stable trends amongst a people (Barry, 2013). Culture refers to the relatively stable trends and aptterns amongst people and it defines the way people set up their values and choices in many instances and situations. Culture clearly defines what is right and what is wrong as well as what is preferred and what is not. However, the extent to which culture influences the arts and entertainment of a given nation or community is not very clear. This paper will undertake a critical review of the relationship between culture, entertainment and the media. To this end, the paper will critique the fundamental elements and aspects of culture and provide a review of how they define dominant trends and patterns in the society. The paper will undertake a comparative analysis and review of culture and how it shapes entertainment in two countries - China and the United States of America. To this end, there will be a critical review of various aspects of culture and the media in these two countries. Culture and Entertainment Fundamentally, the media captures contemporary issues and matters in a given society and community (Cowans, 2000). This is because the media often focuses on addressing dominant matters and situations as and when they unfold in the time in question. Thus, culture is central and important in defining what the mainstream mindset and expectations of the people is and what unconventional conflicts and issues come up to form an appropriate storyline for the media. "Culture provides a kaleidoscope within which human emotions are defined" (Rohn, 2009: p232). This implies that culture defines what is to be done in every stage in the human life from birth, puberty, adulthood, old age to death (Rohn, 2009). As such, the definitions of happiness and sadness is dictated by what the dominant culture values and identifies to be important. Typically, the media presents issues and matters that challenges the status quo and this is often a situation that is uncommon or unusual. This is because members of the society and audiences around the world will prefer to view issues and matters that do not really seem to be conventional or in line with the dominant practices and views of the society. Culture has a strong linkage to the media and the media has two main issues that converge to create this connection: dominant conflicts in the culture and new technology (Marsh, 2012). Marsh argues that in the normal sense, audiences to the media often seek to view things that are not in sync with the dominant culture (2012). This is because the more interesting and the more "unusual" a given storyline in the media appears to be, the more people will want to view it. In other words, the media is more prone to showing things that are conventional. And in this process, what is unusual or controversial is steeped in the dominant culture and dominant process. Additionally, the media uses contemporary technology to try to give off the best program and the best service possible to viewers amongst the targeted audience population. Culture affects sociology and philosophy and this forms the base system through which media processes and activites can be arranged and presented (Hammer and Kellner, 2009). The media is therefore interlinked to culture and communication because of the fact that they are more or less a representation of what actually happens in the society that are conveyed to the audiences and consumers. Social events like romance and humor are expressed through the culture that viewers and audiences are familiar with (Cowans, 2010). This is because the society sets the standard and expectations for these social phenomenon. The medias quest for credibility is judged on the basis of how well it replicates the realities and presents it to audiences (Cowans, 2010). Cultural trends define cognitive social and emotional aspects of affairs and matters (Bergen, 2009). Humor and romance are based on what the dominant society defines as such. Hence, the dominant culture and the dominant social life is depicted and portrayed by the media in order to present the realities of the society in order to attain credibility and clarity amongst audiences. Central Cultural Features of China and the United States Many authorities identify that Chinas culture is relatively more monolithic than the culture of different peoples around the world (Yu, 2009). Chinese culture is mainly steeped in the need for the maintenance of a single and relatively consistent social system throughout the vast nation. Identity, citizenship, ethics and mutual consent are central ideas and values that are preserved in China and form the basis of the countrys socio-cultural system (Yu, 2009). Although the new reconstructed bourgeoise or the "neo-tribe" of China has been adapting to the foreign media in the country, the vast majority of Chinese people are more likely to follow a trend of standardized practices and social systems (Wang, 2012). Although the new emerging Chinese super-rich provide the impetus for cultural osmosis, Chinas social system remains monolithic and the media reflects this trend (Willnat and Wilkins, 2012). This is because the process of reconstruction and renewed systems will take time and the old trends and processes which are organized and preserved by the Chinese Communist party are likely to remain in vogue. This is due to the fact that Chinas social system has been mainly centralized and controlled by the totalitarianism of the Chinese Communist Party which has been in power since 1949. Thus, everyone is encouraged to support the idea of nationalism and nation-building as presented by the Chinese Communist Party and its systems. However, empirical studies show that Chinese nationals exposed to western media have a reduced connection to Chinese values and are in the process of reconstruction (Willnat and Wilkins, 2012). This means that China is on the verge of attaining a cultural change. In spite of this, the cultural revolution of Mao Zhedong and other Communist leaders who came after him remain intact and defines the culture and social structures throughout most of China. On the other hand, the United States has a predominantly Anglo-Saxon cultural system (Steinberg et al, 2006). Americas culture remained monolithic for the first three hundred years, but the fact that the country was formed by migrants gave room for cultural groups and ideologies from different parts of the world to thrive in the United States. Towards the end of the 1800s, migrants from Central Europe, particularly migrants of European Jewish origins moved into the United States in large numbers (Steinberg et al, 2006). After this small but significantly influential group moved into the United States, they influenced the entertainment sector by controlling the early cinema and other forms of entertainment. These Central Europeans laid the foundation for the inclusion of minorities including African-American performers and media personnel in the early 1900s. Eventually, after the Second World War, when the Civil Rights Movement sought equality for all Americans, the American society opened up and moved onto a path of multiculturalism (Steinberg et al, 2006). Diversity is the theme of the American culture and this is supported by the concept of liberalism and freedom (Hamm and Smandych, 2005). Thus, the American society is steeped in the quest for a liberal and a free method of expressing arts through the media. Controls and checks in the United States are minimal. This is because the United States is mainly a country that was built on individual rights, autonomy and civil liberties (Hamm and Smadych, 2005). Thus, it is conclusive that Chinas media is a reflection of the cultural systems that is preserved by the Communist party. This include views and opinions that are required to forward national hegemony and values helpful to the agenda of Communist China. America on the other hand, preserves values and cultures related to diversity and individual autonomy. The media is therefore steeped in presenting information about matters and situations that are related to individuals views and opinions. Romance in China and the United States Media In China, romance is viewed as a private matter (Chen and Ma, 2012). And as a part of the national agenda, the Chinese Communist party has a policy of promoting marriage as a union between a man and a woman as a means of fostering national integrity and growing the nation (Chen and Ma, 2012). The Chinese media therefore provides a traditional view of dating and marriage (Galician, 2013). Due to this, popular stories like Cinderella and others are modified in order to eliminate excesses and present love stories in a way and manner that is appropriate for the Chinese society, as defined by the Communist Party (Galician, 2013). The Chinese press seeks national hegemony and due to this, the programs on Chinese media houses are regulated and there is a basis for reviewing romance and other programs (Sun, 2012). Therefore, most romance programs in China are designed to address middle class concerns and set standards for the average Chinese citizen to aspire to (Yi, 2010). Therefore marriage, faithfulness and duty are emphasized in Chinese media as a means to get viewers to understand and appreciate matters that the Communist Party believes to be best means for the nation and its people (Yi, 2010). In the United States, romance and other cultural matters are mainly steeped in individualism and the need for the attainment of higher ratings (Galican and Merskin, 2013). This means that The romance will often require a high degree of idealization and this will enhance ratings and bring a higher return on investment for the media house presenting the program. The free choice element of the American culture where people date and marriage is not considered to be a compulsory end for all persons means that people seek the best romance that makes them happy (Adrian, 2013). Therefore, viewers are attracted to programs that brings out the need for a better and more stimulating romance in the media. And in turn, the media reflects such trends in the society and storylines are based on the most intense romance rather than trying to provide an authoritative solution and authoritative information aimed at social change. Rather, the emphasis is on consumer interest and consumer reflection on issues and matters (Bauer, 2012). And in some cases, the most intense form of romance that seeks consumer attention is the most intense sexualization of images and personalities in movies (Rohrer-Walsh, 2010). This is deemed as generally inappropriate in Chinese culture. Humor and Culture in China and the United States Media Humor is not very popular in the Chinese media and adverts (Valero-Garces, 2011). Chinese linguistics are specialized and as such, humor is presented mainly in programs that are designated for humor (Valero-Garces, 2011). Humor is therefore highly filtered in China and these are often presented in ways that enhances the monolithic cultural system of the country (Li and Hong, 2011). On the other hand, Chinas specialist humor-related programs are developed by experts and are often exported outside the country (Zhang, 2012). On the other hand, in the United States, humor is presented on ethnic lines (Gillota, 2012). This is because amongst different groups of Americans, the idea of humor and laughter vary. Thus, what will make an Anglo-Saxon American laugh will either be provocative or not-funny amongst African-Americans (Cook et al, 2012). There are a few Americans who are considered to be universally funny in America. However, most American media groups approach humor on the basis of individual ethnic and cultural groups in the country (Lazere, 2012). Conclusion The media is a reflection of culture and social systems and structures. This is because culture sets the foundation on which the context of fun and entertainment can be defined. Culture is the main framework that defines what must be accepted and what must not be accepted. As such, the media plays a central role in presenting a system through which culture can be depicted and presented to consumers around the targeted market. The media in the United States and China reflect the unique and distinctive features of the cultures of the nations. In the general sense, the Chinese media system is influenced by the homogeneity pursued by the Chinese Communist party and its features as a nation that seeks to attain results as a unified nation. Thus, media processes are mainly aimed at providing a regulated media system. On the other hand, Americas media is influenced by the need to provide an expression of culture in a way and manner that is not restricted. Rather, media companies targets and higher rating forms the main guidling principle for the American media. In the area of humor, China has the most specialized systems and programs. Chinas media seeks universally accepted humor. On the other hand, United States humor is based on the cultural and social groupings of different people in the nation. In the area of romance, Chinas media presents romance in the traditional manner. The United States romance terrain seek to reflect the liberalism and free choice. References Adrian, B. (2013) Framing the Bride: Globalizing Beauty and Romance San Diego: University of California Press. Barry, D. (2013) Ethics and Media Culture New York: CRC Bauer, C. K. (2012) Naughty Girls and Gay Romance Berlin: Diplomica Verlag Bergen, D. (2009) "Gifted Childrens Humor Preferences, Types of Humor and Comprehension of Riddles" Humor: Intellectual Journal of Humor Research 22(4) pp419 - 436 Chen, G. M. and Ma. R. (2012) Chinese Conflict Management and Resolution Westpoint, CT: Greenwood Publishing Group. Cook, P. S., Gomery, D. and Lichty, L. W. 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(2010) Contemporary Chinese Print Media London: Routledge. Yu, H. (2009) Media and Cultural Transformation in China London: Taylor and Francis. Zhang, Y. (2012) A Companion to Chinese Cinema Hoboken, NJ: John Wiley and Sons Read More