The Role of the Mass Media in Generation, Creation, and Manufacturing of Social Problems - Case Study Example

The Role of the Mass Media in Generation, Creation, and Manufacturing of Social Problems Introduction Organizations that use electronic means or print to convey information to a large number of people are collectively referred to as mass media. The media offers information on a number of issues including social relations, organization of the world and assumptions regarding people, gender and lifestyles. It is out of this assumptions, images and information that the people construct their daily lives (Biagi, 2007). In the modern society the mass media plays important roles of informing, guiding and forming people’s opinions on a number of issues. Social problems in the society arise out of actions by individuals. Once the media learn about a problem, they come in and give it sufficient coverage to bring awareness to the people. Social problems arise from the talk and thoughts of people. This follows a process whereby an individual or a group of individuals identify something to be unusual. The condition is perceived as alien thus need to be eradicated. Through mobilization the message is spread to other people. In the end the majority people are convinced of a certain ill in society (Blumer, 1971). At this juncture institutions come on board hence the issue is addressed through established institutions. On the other hand the public slowly withdraws attention. This however, does not deter the said institutions from carrying out research and continue to prove the existence of the problem. The media in conjunction with the institutions continue to define and sustain most of the social problems (Rubington and Martin, 2005). In Canada social problems such as drug abuse, missing children have been created and blown out of proportion by the media. As much as some of these problems have existed in the society for a long time, there continued existence is fueled by media attention. These social problems arise from simple individual acts that attract public attention. It is not long before such issues become a concern to everyone. There are attempts from different quarters to try and alleviate the problem. This becomes more challenging considering the media giving only a certain perspective of the problem. In most cases the viewpoint adopted by media does little to alleviate the social problem. Similarly, it becomes impossible for unsuspecting public to break away from these illusions (Altheide, 2002). Role of the Mass Media The media has a vital role in the society. As opposed to the past whereby information was slow in reaching a large number of people, today many people can receive information at the same time (Biagi, 2007). The media plays the role of informing the public about events. This information is vital as it makes people become prepared. It introduces the public to a variety of people i.e. local or international celebrities, victims of various catastrophes etc. Moreover, it gives opinions and views on current issues, make the public become aware of services and new products in the market. Lastly, the media plays an important role of offering entertainment to the public. In all these roles the media takes a center stage in the lives of ordinary citizens. According to recent estimates in Canada almost 100 percent of the households have at least a television set. On a daily basis Canadian viewers watch at least 4 hours of television on average. This actually means most Canadians depend on the media for information and to some extend direction. The media is instrumental in shaping messages and providing meaning to the unsuspecting viewers. As much as media scientists tend to agree that the media has little influence on people’s opinion, it sets the agenda for the public (Cohen and Jock, 1999). The strong opinion held by the people cannot be changed by the media. Instead people are normally selective on what they read and try as much as possible to avoid arguments which they disagree with. It is however from the presentation of the issue by the media which determines how it will be discussed. It is from this angle that media gets the blame for generating and creating social problems. The people are made to view a certain issue from a particular angle and stand no chance of changing such a perspective. Social Construction of Social Problems A condition perceived to be undesirable by a number of people in a community is referred to as a social problem. There are social problems which everyone agrees to such as poverty, disease, murder etc. On the other hand there are those problems which only a few people view as social problems. It is obvious that in some instances the public generally agrees that a certain behavior is undesirable (Rubington and Martin, 2005). However, on a number of issues the unpleasantness of a particular behavior is not general. For instance marijuana was recently legalized in Canada though to some people the drug ought not to. Similarly, in many countries cigarette smoking in public places continues to draw much debate. In some developed countries the habit is viewed as an undesirable social condition thus restricted to certain places or banned. The mass media churns out stories on a daily basis about certain conditions in the society that are considered undesirable (Spector and John, 2001). These conditions such as drug abuse, issues on the environment, violence and crime are experienced locally, nationally or on international levels. In order to get attention the media has to publicize anything that makes people tune in a particular TV show, buy a newspaper or magazine, listen to a radio program etc. The concept of a story being newsworthy arises from its ability to catch and retain the attention of the viewers (Hubbard, DeFleur and DeFleur B, 2001). The story therefore must always be emotionally touching, unusual and spectacular. The audience must be able to identify with the story every time it is presented to them. In Canada the media has not found a better way to catch people’s attention other than on matters regarding crime, drugs and missing children. These issues are perceived as danger in society making people keep track of the most recent events. Since the public has shown great concern for such kind of stories, the media continues to bring more of the same to its audience. However, most of the stories are not just centered on Canada as a country but taken from other countries. The people in Canada perceive the stories differently leading to worries and constant fears on imagined dangers (Altheide, 2002). The obsession of the media with hazards and crime has led to overestimation of the real danger in the environment by the people. They respond by exerting pressure on authorities to put in place stricter measures in order to effectively deal with the menace (Vesterman, 2005). As much as the danger is within society and affects some individuals, people are made to perceive it as a threat to the entire society. Drug History in Canada The media tends to create an impression that the use of drugs in the country only begun a while ago. This is quite contrary to the facts about drugs in Canada. British Columbia became a source for recreational opium both for domestic and international consumption in late 1800’s (Schneider, 2009). In mid 19th century there was an imposition of a 50 percent tariff on opium being imported into British Columbia. This exceeded by far the 12.5 percent of tariff charged on other imports. The increase on tariff resulted into smuggling of opium into Canada. This otherwise legal substance found its way into criminal world. In the 1960’s Canada acted as a leeway of smuggled drugs heading to North America from Europe (Appleton, 1990). This included drugs such as marijuana, hashish, and cocaine. As much as Canada has been acting as a conduit to illegal drugs, this trade tended to be more intense in the new millennium. The media in Canada has for the last decade or so continued to give too much airtime on matters relating to drugs. This is not only to do with relevant issues pertaining to the country but also related matters emerging from other countries. The mass media has seen to the continued publication of stories that highlight this trend. According to a 2002 report by the U.S. State Department International Narcotics Control Strategy, international drug traffickers are taking advantage of Canada’s proximity to the U.S, a porous border and less strict criminal penalties in Canada to traffic drugs through the country (Schneider, 2009). Apart from acting as a conduit to some of the drugs to other countries, Canada has also had a long history of production of some of the drugs. In the late 1800 British Columbia was already a significant producer of opium for both domestic and international market. During the same period British Columbia emerged as the main producer, exporter and importer of opium in North America (Appleton, 1990). However, later on at the close of the century Chinese merchants saw to the running of factories which were used convert opium into smokable form. In the 1970’s there were gangs which were well known for the production of “Canadian Blue”. This is one of the preferred brands in the black market. Finally in 1990’s the phenomena had spread throughout the country. According to a UN report in 2009, Canada is quoted as a main producer of methamphetamine in Northern America (Schneider, 2009). This trend had been tagged on gangs that operate from the centre of the country. On the report, it was noted that a great percentage 83% of methamphetamine recovered in Australia actually originates from Canada. This can be compared to 62% seized in Japan. Other countries such as the US, Japan and Australia are more than willing to point an accusing finger at the country of origin. On the contrary the report suggests that youth in Canada are indulging less in illicit drugs. Between the years 2003 and 2007 the use of drugs among high school students showed a significant decrease (Center for Addiction and Mental Health, 2009). This might come as good news only that it receives less media coverage. The emphasis by the mass media has always been on the negative side of surveys. The rest of the report that point to the positive side of the population is given little or no attention at all. It is left to few who are likely to access the full report. As much as there has been a rise in the level of organized crime in Canada, this phenomenon cannot be blamed on any one factor. The mass media tend to put the blame on lax criminal laws. However, considering countries with punitive criminal laws such as the U.S, China and Russia, similar challenges are experienced. The issue is therefore more complicated that it appears. It goes without saying that much of the menace comes as a result of globalization. A number of criminal groups have found it easier to base their operations in Canada thus able to export their drugs to countries such as the United States. It can also be pointed out that with technological advancement; trade in drugs has become even more sophisticated. This is not to mean that the effects are only to be felt in Canada, as portrayed by the media, but it is simply a worldwide phenomenon. The problem of drugs is also being heightened by government policy. Some of the government policies such as prohibitive taxes, criminalization of drugs lead to the creation of underground markets. What is considered an influx in the drug trade is in fact a reaction to the environment created by government policies. The most immediate effect is stiff competition among groups of individuals in the trade. Through stronger networks and capabilities, small groups are driven out of the market by means of violence and intimidation. Social Problem of Marijuana The first cases of the use of marijuana were reported in Canada in the 1930’s. An article published in 1934 in the Canadian Medical Association Journal report marijuana use in Montreal, Ottawa, and Toronto (Schneider, 2009). It also indicates its popularity in the pacific Coast. The drug was imported from West Africa, Jamaica, New York, and sold cheaply as cigarettes. Though prohibited in Canada in 1923, still some medicinal preparations contained the substance. At this time the use of marijuana was confined to minority groups who in one way or another had been denied access to legitimate economic opportunities. Studies done at this time contacted users who had no steady employment. Most of them were between the ages of 20 to 30 years. They were bored, idle and lacked initiative. The drug was a means to find distraction from their meaningless existence. Report conducted at the time indicates that most of the users were neither aggressive nor belonged to the criminal class. At this juncture it can be noted, the real problem in society was not marijuana but idleness, boredom and lack of initiative among the youth. In order to eke a living, groups of gangs participated in illegitimate economic activities. Nevertheless, the media was reluctant to disclose this trend among street gangs but acknowledged marijuana use among aspiring musicians. There was therefore little cause for anxiety simply because the media did not feel any. Conversely, other independent research during the same period indicated a more prevalent use of the drug. Marijuana became well known with thousands of land allocated to its cultivation. Majority of marijuana users terminate the practice due to change of status such as marriage, age or job. This means the use of the drug is confined to a certain class or group of people. Students’ especially those in high school and university mostly indulge in smoking marijuana out of curiosity (Center for Addiction and Mental Health, 2009). Though the practice is not sustainable with some users there are minimal cases whereby a user terminates the practice out of decisiveness. A critical analysis on these issue points to the fact that there is s deeper underlying problem. Marijuana is only a symptom and cover up of a real problem. For this reason it is faulty for the media to try and cure a symptom. The more coverage and attention is given to marijuana, the more it becomes complicated to deal with it. There have been concerns about legalization of drugs. As much as this step helps a great deal to curb underground markets it does little to completely obliterate it. Since there are taxes charged on legal drugs, traders try as much as possible to escape taxation. On the other hand there is tendency for buyers to turn to underground markets which offer good quality and cheaper products. Again, the existence of such markets is brought into public awareness through mass media. In addition numerous forms of news reporting by the Canadian media, sees to similar activities introduced to the public for discussion. Normally, there is no context for the audience to base their judgment and little time to carryout research (Martin, 1995). In this case the audience will want to believe everything presented to them. Literary there are no alternative channels to access comprehensive information. The practice of the news making is selective such that only certain voices of the society are made to reach the public. In most cases focus is given to bureaucratic news and few individuals that act as spokespeople. In this way only a limited and narrow version of the society is given notice. This is done strictly to abide to the criteria of an ordered society. On the issue of marijuana the real dealers and users of the drugs are either ignored or not contacted for opinion. Only a few stereotypes are covered by the media to give a certain impression. Most of the ills and undesirable behaviors reported through the media are defined by standards set by the status quo (Gentry, 1988). The audiences are therefore always policed by the media through language in an attempt to maintain social control and order. The marijuana problem continued to be dealt with in the media as a problem affecting a certain section of the population. It always comes under the disguise of objective reporting or freedom of expression. The impression being created is that a certain service is provided to the public through conveyance of information. The information is given the treatment of some form of cultural and social capital. This particular manner in which information is presented whether or not it is desirable does not purge it out of the society. In fact the more the media finds new terms and expressions to address certain elements, the more these elements become a threat and danger to society. The ills in society are therefore made popular and soon people are able to recognize them as common. Marijuana is now a household name in Canada. Even the most susceptible members of the population, the youth, are introduced to the drug earlier than expected (Center for Addiction and Mental Health, 2009). Interestingly, only the negative facet of the drug is presented through the mass media. An alternative perspective is sort from peers or through thorough research. Nevertheless, every time the issue is discussed, it becomes less important to bring in background of the menace. Images are pre-established in the mind of the audience such that little or no effort is made to dig to the root cause of a problem. The mass media is aware of means to catch attention of viewers, readers or listeners. Stories must be shocking, strange and unusual. This implies only what meets these criteria is reported and continues to be reported. The audiences are clueless of the criteria used to filter news presented to them. Discourses on drugs are not critically examined and given sufficient attention as required. Instead the debate tend to be one sided as in the case of marijuana. It is common to come into discussion on whether of not the drug ought to be legal, illegal or decriminalized. In some cases the discussions centre on its social and physical harm. There are very rare cases if any where some of its benefits such as medicinal purposes or regulation of some varieties are discussed. It is important for people to realize debates on drugs are constructed by society and in this case the mass media. Social Problem of Missing Children The majority of Canadians acquire information about missing children through the media as opposed to first hand experience. Stories covered in newspapers, radio, television, books and magazines shape the views people have on missing children. There is little effort on the part of individuals to confirm their suspicions or fears from authorities (Forst and Martha-Elin, 2000). The case of a missing child involves the police, parents or guardians, social services, healthcare systems and the media. Normally, the other parties withdraw from the search leaving parents with emotional and financial burden. The case of missing children is both complicated as it is common. However, the whole truth is not reported to the public as it is supposed to be done. For instance as much as cases of missing children are reported often, majority of the cases are runaways. These group accounts for almost 80% of the total number of children reported missing. The other reasons are abductions 1%, unknown reasons 16%, lost or wandered off 2%. According to records over 90% of the children reported missing are located (Reingold, n.d). The number that is returned to their parents is not certain. On the mass media this dilemma is generally reported as a trend. There is little follow up of specific cases thus making the entire public worry about safety of their children. As a result authorities start to respond to information received from the media. This manner of dealing with the issue creates a spiral among minors as some are tempted to wander off or runaway from their homes. It is basically from this coverage that criminals take advantage of the situation. Considering majority of missing children are female and in their teenage years, most can be easily lured into prostitution and similar activities (Reingold, n.d). Conclusion The media is a powerful force in any society through its role to select and report issues to the public. In Canada problem issues such as missing children, opium and marijuana have been given ample coverage by the media. As much as media boasts of objective and fair reporting, most stories are intended to catch attention of viewers, readers and listeners. The end result has been a continued existence of social problems that in turn see to existence of the media. According to media specialists a story develops, meaning once reported media expects people to react. There are different angles to address same issue. This fuels further discussions and analyses seeing to continued existence of social problems. As much as one may argue some social problems have existed since the beginning of time, the media is selective in acquiring information on the same. The perspectives sort to address or highlight a particular problem is limited. For this reason the public is presented with stereotypes about problems affecting them. Alternative views and opinions may never get the chance to be expressed. It is therefore unfortunate mass media continues to cover social problems it helps to generate. There is little if any effort to try and come to the root cause of problems such as missing children. These problems can only be effectively tackled if the media genuinely seeks different perspectives from all stakeholders in the matter. The ability to go deep into contentious issues and cooperate fully with affected people will see to mitigation of some of the social problems. References Altheide D. L., (2002). Creating Fear: News and Construction of Crisis. New York. Aldine de Gruyter Appleton, P. L. (1990). The Drug Invasion of Canada: Billion Dollar High. Toronto: McGraw-Hill Ryerson. Biagi, S., (2007). Media/ Impact: An Introduction to Mass Media (8th Ed). Belmont, CA: Wadsworth/ Thompson Learning. Blumer, H. (1971). Social Problems as Collective Behavior. Social Problems 18: 298-306 Center for Addiction and Mental Health (2009). Marijuana Use on the Rise among Ontario Adults. CAMH Report. 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