International Communication - Media - Essay Example

Because advertisers are trying to gain the attention of their target consumer group, they work hard to depict the ideals of the society. If young and slim is attractive, they will work that into their presentation in as many ways as they can. If macho and hard is the current fashion, this, too, will be reflected in the way a product is marketed. At the same time, by changing the way they combine different types of visual clues, these same media outlets can help to redefine a culture, to make it more tolerant of ecological issues, for example, or to change the way a society views gender roles.

It may even help to spread specific ideological or political agendas, such as making China more democratic in its thinking and approach. Social scientists have long identified the media as one of either bringing about social change by pointing out the social problems that are contributing to a declining society or of bolstering existing ideologies and social structures (Viswanath & Demers 1999). The international media can help bring more democracy to China by positively portraying democracy in action, illustrating how democracy functions to correct social wrongs and indicating how it might be applicable to all people.

Television is a truly democratic mass medium that spreads information uniformly without regard to wealth, position or education and has clearly broadened our political dialogue. The average community in the United States now receives over 30 channels of television with many receiving hundreds. These types of figures are increasingly applicable to much of industrialized China as well, with encroachment continuing into more rural areas. This diversity of programming presents perspectives regarding every conceivable characteristic of society and expands into the international community as popular shows from other countries are aired in China, disseminating their social ideals.

In addition, many