Friday, July 8, 2011
Five Theories of How Media Impacts Culture
Media is an Originator of Culture
Media drives and creates culture by directly and indirectly impacting individuals’ attitudes, values, and behaviors as well as our institutions and collective, shared consciousness.
Media Functions as an Amplifier of Culture
Media Identifies and Directs the Culture to Consider What is Important
Media does not tell us how to think but what to think about. When certain events or topics are incorporated into current media, they are elevated to an important status. By deciding not to cover certain events or by omitting or ignoring topics, media therefore conveys the idea that they are not important and are not worthy of our consideration or discussion.
Media is a Reflector of the Culture
The Medium is the Message
The medium or the media is an extension of our ideas, senses and thought processes. The extension will always bring about some form of change within the culture. This change is often unnoticed, misunderstood and not necessarily linked to the medium or the extension. We tend to focus on the content of the message but overlook the character of the medium or the process of change which ultimately occurs within our culture.