The media is a powerful force in contemporary society, which determines our actions and identities. With reference to relevant sociological theory and evidence, discuss media effects.
Society relies a great deal on technology for news, entertainment and education. Mass media is seen as one of the greatest influential factors on the opinions and viewpoints of society in the modern world. Media includes a range of sources, for example, Magazines; Internet; Television; Books and Radio. All of these sources are what contribute to the beliefs of what society believe life and culture to be, which is sometimes heightened to unrealistic standards. Although media provides speedy access to various forms of communication, as with anything else, negative ones closely follow its positive attributes.
Socialisation and society is one of the main features in partnership with mass media. As seen in the contemporary society, norms; values; and way of life have changed to a great extent in comparison to the generations gone past.
A crucial aspect that a large media society has embraced is that it brings to the surface great awareness of the world around us. The media has exposed individuals of all ages to different aspects of the world that previous generation had no exposure to. This vast revelation has educated the youth, thus making them more aware and resourceful about the world today. Media delivers messages 'across the globe' in a matter of minutes, providing us with information about the most current events around the world. Media is actively transmitted on a day-to-day basis via millions of people and their access to resources.
An example is in the fashion world: it is media that creates the trends and genres of different types of clothing, also considered as 'identity'. The fashion world markets their clothing to society through the media (Crane,