We use cookies to give you the best experience possible. By continuing we’ll assume you’re on board with our cookie policy

Assess the Postmodernist Views of the Mass Media Essay Sample

essay
The whole doc is available only for registered users OPEN DOC
  • Pages:
  • Word count: 736
  • Category: media

Get Full Essay

Get access to this section to get all help you need with your essay and educational issues.

Get Access

Assess the Postmodernist Views of the Mass Media Essay Sample

M argue mass media are central to the PM theory, as the decline of traditional communities, time-space compression and flexible production – all derived through the media. PM argue the global society is media-saturated, making it harder to distinguish between reality and hyper-reality, and making culture fragmented and unstable. PM challenge viewing audience as passive and easily manipulated, as they use media images to construct individual identities. The major criticism of PM is that their argument is based on abstract concepts and a lack of empirical evidence. Marxists criticise PM for ignoring inequalities in media access, and that the media messages can mislead the audiences, as the main effort behind them is maintaining profit for capitalists.

PM argue the society today is media-saturated. BAUDRILLARD argues the media messages dominate and distort the perception of the world. People live media-led virtual lives, spending time on social networks (eg. Twitter) or playing such video games as Second Life. Media-saturated society had created increasing uncertainty in the world by making it hard to discern reality from fantasy. BAUDRILLARD notes people are bombarded with the mass media daily. As a result, the media define our sense of reality and self-perception. To support, BAUMANN suggests people live in a liquid modernity, where we base our identity around consumption, and pick n mix identities. BAUDRILLARD agrees that identity is driven my media-created pressure to consume. However, Marxists argue capitalism is behind media-created pressure to consume, and the growth of consumerism represents the success of capitalism rather than diverse media messages. Nonetheless, BAUDRILLARD still argues that identity is formed by media images, rather than class and imposed values.

PM argue the media actively create reality. BAUDRILLARD argues media images have replaced reality to such an extent that we live in hyper-reality, i.e. reality structured by electronic communication. In turn, the media present simulacra (artificial copies of real events), which is hard to differentiate from reality. There is no longer separate reality for things like TV programmes, highlighted by media stories about fictional characters. TUCKLE notes that the lives of TV characters have become more real to the audience than actual communities. For example, people felt so strongly about TV show Cheers that they created Cheers bars in America, similarly to creating Central Perk coffee shops after popularity of Friends.

Moreover, the media can create realities of such major events as wars. BAUDRILLARD argues that the First Gulf War was a simulation created by the media, noting that ‘the war only happened on TV’. While not denying the existence of conflict, he criticised its portrayal in western societies. However, the impact of hyper-reality and simulacra is uneven between social groups. They are only significant to those who can access them. PM are criticised for ignoring that media images can increase perception of inequality. More importantly, PM ignore concerns over concentration of media ownership and ideological function hyper-reality may perform. Marxists suggest the RC may create the hyper-reality to reinforce their ideology, whereas Feminists suggest some aspects of hyper-reality, particularly games like GTA, reinforce patriarchy and misogyny.

PM highlight the increasing importance of popular culture promoted by the media. STRINATI notes the mass media have caused a breakdown of distinction between high and popular culture, making popular culture dominate the way people define themselves. Popular culture has more influence on our lifestyles than social structures, as opposed to Marxist view that the media owners influence the media output thus influence our identities. However, PM are criticised for not being able to empirically prove the link between popular culture and creation of identities. PM conducted small scale ethnographic research, as they reject possibility of discovering objective truth about social world. However, it severely undermines their argument. In support of PM, however, neo-functionalist PUTNAM found empirical evidence to highlight the breakdown of the real world social interaction and declining social capital due to the influence of the media, and especially new media.

In conclusion, PM view of the media is influential in drawing attention to the impact of the media on creation of identities and how consumption influence people’s ability to create their identities themselves. However, the major limitation of PM theory is reluctance to recognise the significance of the market forces and concentration of media ownership in understanding the media impact on the society. Moreover, PM do not acknowledge the media’s role of promoting and exacerbating inequalities among audiences.

We can write a custom essay

According to Your Specific Requirements

Order an essay

You May Also Find These Documents Helpful

Parents Guide to Children & Media

Parents in modern time have a lot on their plates, and having to balance the life of home and work can be overwhelming. As parents, it is very tempting to turn to technology because of how deposable it is at the touch of your fingers. So, some parents don’t even think twice when they let their children use or own a smart phone at an...

MEDIA! Boon or Curse?

The role of social media in criminal justice is growing. Americans are fascinated with crime and justice. Crime receives a significant amount of attention in the mass media like news, television, movies, music, the internet etc. Media can portray the criminal justice system in both positive and negative ways. It has the power to persuade the general public and change their opinions about the crime....

Social Media Today

Do you value your personal belongings more than yourself and your family? We, as human, recognize ourselves and others by what we have and what we wear. We buy everything just to fit in so that we wear and use certain brands of clothing, technology and more. People become too materialistic because of; people more relying on technology this day, materialism affects our society and...

Cause and Effect of Social Media

In today’s century, it is expressed by its fixation on technology, mostly focusing on the younger generation. Facebook, Twitter, Snapchat, Instagram are all examples and share the same purpose of meeting new people through social media. Although there are numerous positive effects of social media, there are also plenty of negative effects as well. Technology gives us the ability to continue to stay in touch...

The Devices and Techniques Used by the...

The Media is present in our day-to-day life and has a constant influence over the public; there are various ways in which the media do this. I will demonstrate these techniques and devices with the use of a holiday advertisement from a Thomson holiday brochure. The first thing I noticed when looking at the advert is that there are many large and colourful images of...

Get Access To The Full Essay
icon
300+
Materials Daily
icon
100,000+ Subjects
2000+ Topics
icon
Free Plagiarism
Checker
icon
All Materials
are Cataloged Well

Sorry, but copying text is forbidden on this website. If you need this or any other sample, we can send it to you via email.

By clicking "SEND", you agree to our terms of service and privacy policy. We'll occasionally send you account related and promo emails.
Sorry, but only registered users have full access

How about getting this access
immediately?

Become a member

Your Answer Is Very Helpful For Us
Thank You A Lot!

logo

Emma Taylor

online

Hi there!
Would you like to get such a paper?
How about getting a customized one?

Couldn't Find What You Looking For?

Get access to our huge knowledge base which is continuously updated

Next Update Will Be About:
14 : 59 : 59
Become a Member