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"For postmodernists, the debate on whether the mass media has created a mass culture is no longer tenable. Evaluate this claim"
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However, in this globalised world, these geographical lines have blurred due to the far reaching media. That is, omnipresent media reaches various territories cutting across geographical lines and covers the activities of specific cultures and broadcasts or reports in a certain way, so that culture becomes a mass culture.
In today’s age of technology and information, media influences every aspect of human life. The thinking and the attitude of the people towards a particular issue is shaped by the media or shaped by how the media shows or broadcasts or reports. The manner in which cultures are represented in media has a major impact on the way people look and imbue that culture. The mainstream mass media in the form of television, movies, newspapers, internet, etc has the ability to dominate the airwaves as well as the ‘mind waves’ of the spectators or audience, ‘injecting’ their view as our view. This form of injecting their view as our view mainly leads to the creation of mass culture. From earlier centuries, it is a common knowledge that for a nation to reach the top echelons, its armed forces has to be strong. But, now along with the armed power or “hard power”, the concept of “Soft Power” or mass media is turning out to be one of the vital factors for a nation’s development and importantly for the development of mass culture. With media entering majority of the homes and thereby minds of majority of the world population, it is used by nations, organizations and many other entities to optimally tune the people’s mind, making many of them exhibit specific behaviours, thereby leading to the formation of a mass culture. Thus, mass media is playing a major and influencing role in the creation of mass culture and this notion has found favour among majority of the Postmodernist thinkers.
Jean Baudrillard, French sociologist and a
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What is represented by the term, mass media is a matter of contest but still general agreement has it that mass media comprise of “TV, radio, movies, videos, CDs, audio tapes, the Internet, newspapers, magazines and books” (Brym and Lie, 2006, pp.108).
Just to mention but, a few, improved communication has improved international relations, trade, and access to information, entertainment, and improvement in education among others. However, these benefits have not come without a price. Improved communication has promoted crime including international terrorism, robbery, fraud, while some other kinds of mass media are blamed for negatively influencing children.
A couple of decades back, even movies and TV shows had some morals in them which the producers and writers wanted to put across to the world. They were a source of entertainment but in addition to that they were also a source of beneficial lesson or information. This has changed today. Today the media is market driven. They show the masses what they want to see.
Mass media is term used for a type of media that is approachable by a large group or number of the population of a particular nation. The audience of the mass media is very larger in size and they can easily reach and view the contents of the media. The definition of mass media is given below,
Ironically, in this age of information revolution the audience has also become a part of the consumer calculation with media advertising and cultural studies defining their audiences of journalism, fiction or popular media genres as target groups. The marketing views them as consumers of media products and target groups of advertisements, or as potential consumers for their products or services and its ultimately is about selling an idea.
, Adorno rejects these categories as a basis for making a distinction between serious and popular music. Adorno stressed that the works of early Viennese classicism were rhythmically simpler than the common arrangements of jazz. He further pointed out that based on melody, the wide intervals of “Deep Purple' and 'Sunrise Serenade' makes these much more difficult to emulate compared to Haydn.
Everyone is influenced, to some degree, by the numerous games, videos, songs, magazines, and media outlets in daily life. From the moment we are born we are told what to buy, what to think, and pervasively told how we should perceive the massive amounts of information that we receive about the family, society, and the global community at large.
The coming together of different media has led to the merger of an astounding variety of media networks. This has in turn resulted in the emergence of the mass media as a public space wherein the masses can not only interact but also express their individual opinions.
In mass media, this phenomenon ensures that the culture of consumerism is deeply entrenched in the masses. Advertising solidifies capitalism by redefining values that were needed to feed the mass-production machine.
The power of advertising lies in
Sometimes we feel amused by the lives of rock stars even when we understand that it is not virtuous at all. The point is that it is the mass media which creates an opinion about different thing or subjects,
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