Issues in Researching and Developing Media Projects - Research Paper Example

Issues in researching and developing media projects Question 6: What is multiculturalism, & to what extent has it been driven by advertising in different media? Introduction The world in recent times has been witness to large scale assimilation and amalgamation of various cultures leading to a phenomenon called ‘cultural pluralism’ where communities belonging to socially and ethnically diverse backgrounds have integrated into the mainstream and predominantly white societies. Such cultural pluralism alternatively referred to as multiculturalism has been driven by advertising in the mass media – be it films, television adverts or books. According to Meien (2007, Pp.3) "Multiculturalism is the doctrine that several different cultures (rather than one national culture) can co-exist peacefully and equitably in a single country" The European media has always shown a well balanced approach towards depiction of multiculturalism in its popular media and particularly by the public broadcasting corporations. The portrayal of multicultural aspect of European society commenced during the 1960s in Britain and France with the key motive of creating awareness among the migrant populations regarding the host society’s customs and policies. However, the contemporary media, has a completely reformed agenda, that of assimilating and integrating the migrant and multicultural populations within the predominantly white communities and cater to their needs and demands at par with those of their counterparts. The European mass media, today, through its multicultural approach, largely aims to eliminate or reduce the cultural misunderstandings through representation of culturally diverse communities, as opposed to the historical approach, of merely educating the migrants about the way of life of their host societies. It seeks to eliminate discrimination on the grounds of race, culture or social backgrounds of the individuals and encourage peaceful co-existence through intercultural exchange (Alleyne, 2010). This paper seeks to explore the extent to and manner in which multiculturalism is driven by advertising in different media. For the purpose of this study, various forms of mass media i.e. advertisements, books and films have been analyzed to understand the effect it has on promoting and depicting multiculturalism. The advertisements of popular brands, such as McDonalds, American Airlines, and Dove Real Beauty Campaign among others; the book ‘Londonstani’ by Gautam Malkani; and the film ‘Somers Town’ directed by Shane Meadows are studied, analyzed and discussed to gain a broader understanding of the subject. It concludes that the depiction of multicultural ideologies in the mass media, and advertising has facilitated a greater assimilation of culturally diverse communities and has fostered their identification as significant strata of society which is also a lucrative business segment. This is the reason why advertisers are now increasingly targeting ethnically and culturally diverse population which is evident from the recent promotional campaigns, books as well as movies, released in recent times (Biagi, 2006). Theoretical Perspective Media and cultural studies have been primarily associated with the study of relationships between texts and contexts; contemporary technologies; the target audiences; as well as key practices and policies in the society (Hammer, Kellner, 2009). Such a study helps in providing a better understanding of the contemporary social trends and acts as a direct reflection of the society we live in. For instance, there is a drastic change in advertising in present times, where the advertisers are increasingly seeking the attention of the previously neglected multicultural population. Persuasive advertising has emerged as a dominant form of advertising which is driven by heightened competition in the market place. Thus the only way to survive and sustain one’s competitive positioning requires the firms, to attract and persuade different target segments. The adoption and implementation of such an approach, has led to a radical transformation in the advertising arena, where conventional thoughts and practices are replaced with modern multicultural outlook. The rising trend of multiculturalism in advertising is illustrative of changing attitudes of our society. According to Dillard & Pfau (2002): “Attitudes also serve an important social role, aiding in ones self-expression and social interaction. Holding particular attitudes can serve to foster identification with important reference groups to express ones central values, and to establish ones identity.” (Pp. 137 - 138) The same policy has been adopted by the popular brands McDonalds, American Airlines and Dove where the companies have suitably altered or modified their products to suit the tastes of their culturally diverse customers. Such strategy ensures greater accommodation of culturally diverse population into the mainstream society and generates greater revenues for the advertisers. McDonalds has a strong international presence and in almost all its international locations, the menu is suitable modified to suit the local tastes. This is done to create a strong social identity and give the customers a sense of belonging which in turn facilitates them to identify themselves with the brand, without being alienated from its consumption (Sherry, Fischer, 2009). The European media has been largely a multicultural in its approach, a policy which is deliberately implemented as a reaction to the rapidly changing demographics and social external environment. Today, the culturally diverse population is no longer treated as minority, or perceived merely as migrants, but as an important revenue generating segment in the society. This is mainly the reason why, the media attention towards multicultural population has shifted drastically from assimilationist to multiculturalist over the years. Glimpses of portrayal of multiculturalism are often seen in contemporary print and television media. The recent examples include the book ‘Londonstani’ by Gautam Malkani, and the largely popular and critically acclaimed film ‘Somers Town’ directed by Shane Meadows. The implications and influence of media on multiculturalism as depicted in the two media are discussed briefly in the following section: ‘Londonstani’ by Gautam Malkani Literature plays a significant role in endorsing the dominant culture in society. It helps the readers in assessing and understanding the nature of society they live in, and relate to the social phenomenon with a view to broaden their understandings of the broader society. Books such as Londonstani, pave way for such the public to assess and explore the cultural diversity of the nation and promote diverse ideologies within a heavily Anglo centric society. The impact of mass media on multiculturalism can be viewed from the manner in which the mass ideologies of the public are channelized through press, films, literature, rituals, conversations, lifestyles etc., all of which are promoted and marketed on a grand scale by the mass media (Heblidge, 1979). Multiculturalism is a relatively new realm in the field of British literature, although the nation has been largely multicultural in composition since decades. Also, glimpses of multicultural content in British literature have been observed since colonial times, but they were, more or less, restricted to tales of heroic deeds or multicultural romance (Boehmer,2005). The promotion of multiculturalism in the British mass media, and especially in the literary world gained momentum ever since it was identified as a marketable product and the advent of literary awards such as the Booker Prize. The fiction publishing industry, has ever since, been persistent in promoting multicultural themed books, thereby influencing multiculturalism to a greater extent and on a wider platform. This trait is evident in the book Londonstani, where the author has depicted the life of multicultural British Asians. Books such as these play a significant role in promoting heterogeneity and cultural tolerance and hence the success for peaceful co-existence among a culturally diverse Britain, can rightfully be credited to the mass media. ‘Somers town’ by Shane Meadows Dominant ideologies are often encoded within media texts by way of sitcoms, advertisements or films; although the exact manner in which they are decoded by the target audience cannot be stated with acute precision, since it varies from one individual to another. Historical events, if merely transmitted through news, cannot be expected to have a significant impact on the audience in terms of its effectiveness in promoting multicultural ideologies. The media in order to promote such aspects, must relate the events in the form of a story with the audio-visual forms of television discourse (Hall, 1992). The mass media has the power and a unique ability to include and portray various key elements into the individual consciousness, which although present in our very social fabric, are either conveniently ignored or generally disregarded by the cultural community. According to Dines and Humez (2003, Pp. 62): "Owners and managers of media industries can produce and reproduce the content, inflections, and tones of ideas favourable to them far more easily than other social groups because they manage key socializing institutions, thereby guaranteeing that their points of view are constantly and attractively cast into the public arena". The film Somers Town directed by Shane Meadows, features the lives of three protagonists all of them belonging to culturally diverse backgrounds. The film was a hugely successful and is a glaring example of the impact mass media has on subtly influencing the viewers to perceive social roles as portrayed by them, through films or advertisements. This is perhaps the key reason why the mass media today, attempts to engage their target audience and influence the masses to adopt a more heterogenic approach. The inter relationships between the three central characters in the film, belonging to diverse social, economic and cultural backgrounds, was largely successful in drawing audiences and hence in promoting multiculturalism in a subtle yet firm manner. The images such as the budding friendship between the characters reveal meanings and messages to the audiences in the form of signs and hints of a specific kind, through codes, which in turn are decoded by the receptive audiences. However, dominant social ideologies cannot be hoped to dramatically transform the present society. In order to promote hegemony and break through the dominant social structure of the communities, such methods of social distribution of ideas through mass media must be continually and persistently circulated. The British mass media has successfully done so, through the persistent representation of multiculturalism through books, films as well as through television advertisements. Analysis and Discussion: The European television and print media have consistently pioneered breakthrough journalism by representing multicultural and immigrant population and their tribulations and struggles as they strive to assimilate into their host countries. The European broadcasters have successfully adapted to such changes in the society and catered to the demands of contemporary communities. Furthermore, along with the public broadcasters the mainstream European media has also taken giant strides in portraying the dilemma faced by the immigrant and multicultural populations through their special programming slots. Such attempts on the part of the mass media help the nations in establishing policies which aim towards a peaceful co-existence of their multicultural society, as opposed to the historical policy of the 70s – that of educating the migrants to adapt to the majority culture (Hargreaves 2002). The depiction of cultural pluralism in popular media, provides access to marginalized populations to voice their grievances and present their perspective on a broader platform. It further helps the advertisers to understand their needs and the government to resolve the issues faced by them. Portrayal of such sections of the society thus influences multiculturalism and encourages greater assimilation of such minorities within the mainstream or the dominant groups. It also provides them with a platform to present their viewpoints which are usually not available in the fixed journalistic patterns. The mass media, facilitates and broadens the understanding between the multicultural and the dominant groups, regarding their lifestyles, cultures, and problems faced by them, and share the same on a wider platform. In the words of Roger van Boxtel - the Dutch minister for Urban Policy and and Integration of Ethnic Minorities, as stated during an awards ceremony, greater understanding of multiculturalism can be fostered: ‘… by searching for the human stories behind the ethnic groups that enrich our societies; stories that invite us to look again at our neighbours and ourselves; By making the unknown known to us’ (NPS, 2011). Conclusion The fundamental aim of public as well as private broadcasters, in present times, is to promote multiculturalism in reality as well as fiction through depiction in films, books as well as through television and print advertisements. This would help in promoting a healthier and culturally tolerant society. Although the diversity in advertisements does not always guarantee greater social integration it does goes a long way in creating basic awareness regarding the phenomenon and building a mutually cooperative community, which has greater tolerance for “outsiders” (Wicks, 2001). The depiction of multiculturalism discourses in texts has more or less the same impact as that generated by television – i.e. advertisements and films. Where the texts perceive multiculturalism as a montage of diverse cultures, religions, and ethnicities television on the other hand – tends to promote social harmony through depiction of emotions and struggles faced by all individuals. The cultural consumption would only help in improving social inter-relationships among the multicultural populations and go a long way in establishing a mutually cohesive habitat in the long run. References Biagi, S., (2006). Media / Impact: An introduction to mass media, Cengage Learning Publications Dillard, J. P., Pfau, M., (2002). The persuastion handbook: developments in theory and practice, SAGE publication Hammer, R., Kellner, D., (2009). Media / Culture Studies: Critical Approaches, Peter Lang Publication, Pp. 11 - 25 Malkani, G., (2006). Londonstani, New York: Penguin Press Meien, J., (2007). The Multiculturalism Vs. Integration debate in Great Britain, GRIN Verlag Publication, Sherry, J. F., Fischer, E., (2009). Explorations in consumer culture theory, Taylor & Francis Publishers Heblidge, D., (1979). From Culture to Hegemony; Subculture: the unnnatural break, In Doughlas & Kellner (2006). Media and Cultural Studies: Keyworks, Wiley-Blackwell Publications, Pp. 145-147 Boehmer, E., (2005) Colonial and Postcolonial Literature: Migrant Metaphors. Oxford, Oxford University Press.Pp.13-57 Hall, S., (1979). Culture, media, language: working papers in cultural studies, Routledge Publication Dines, G., Humez, J., (2003). Gender, race, and class in media: a text reader, SAGE Publication NPS (2011). Prix Iris Europa [Online] Available from: http://www.nps.nl/nps/prixiris/info.html#2001 [Accessed: 1 Feb, 2011] Read More