An Analysis of the Media and Culture Issues of Society :: Media Cultural Essays

The issue of the relationship amongst the mass media and the popular finishing has always been a controversial issue in social sciences. The semipolitical economists insist on the role of the media application in the creation of this phenomenon of the twentieth century. Though, advocates such as John Fiske, argue that popular culture is really the creation of the populous itself, and is independent of the capitalist production process of the communion sector. Basing his argument on the immense interpretive bureau of the people, Fiske believes that the sense of hearing is fitting to break all the indented meanings within a media message. He also believes- by giving new meanings to that specific message they roll in the hay oppose the power block that is trying to impose its ideology to the public. Consequently, this anarchistic activity of the audience creates the popular culture as a defence mechanism. Even when we cause Fiskes ideas, we can not disregard the manipulat ive power of the media and its effectuate on cultural and social life. Everyday we are exposed to millions of divergent visual messages, which tell us what to eat, what to wear, what to watch and what to listen. No matter how knotty we try to avoid being influenced by these directives, we can only cheer ourselves to a certain point. After that, no interpretive power can be helpful. Media then leads us to a path that ends up in the same department store with our neighbour, with whom we have probably never communicate to before. Ironically, we are holding the same pair of socks or CDs, and we might never want to recall the TV commercial that had opened the gates to this path. The unify States is the biggest economical power in the world today, and consequently has also the strongest and largest media industry. Therefore, it is immanent to take a look at the crucial relationship between the media and the popular culture within the social context of the United States for a better understanding of the issue. For a simpler analysis of the subject we shall divide the media industry into three main branches Entertainment, News and Commercials (which is the essential device for the survival of the industry, and shall be considered in integration with Entertainment). Researches have shown that the most popular reason bum TV viewing is relaxation and emptying the mind.