Issues in Researching and Developing Media Projects The WritePass Journal

Issues in Researching and Developing Media Projects Introduction Issues in Researching and Developing Media Projects , p. 1) when it was pointed out that: â€Å"Studies have shown that online participation varies with income.† Hence, it was stressed that individuals of a higher income were more likely to blog. Whilst this may be due to a lack of internet connectivity it is evident that the ideologies of the minority are not being represented. In addition, even where the minority do blog, it is unlikely that their views will reach the mainstream, which again signifies how the media is being controlled by a certain type of person. Antonio Gramsci and Hegemony (Long, P. and Wall, T. 2009, p. 285). Long and Wall believe that ideology is no longer considered relevant in today’s society. Accordingly, they believe that despite media perceptions as to how individuals ought to live their life, the constant changes no longer make this possible. Therefore, the ideological theory no longer represents society as it once did: ideology is not static and is subject to change – how we live and what we believe is different from the society of Marx’s day† (Long and Wall, 2009, p. 287). In accordance with this, it is therefore believed by Long and Wall that the media can no longer influence societal values and beliefs in the way that they could. This is very important in order to eradicate gender, class and racial biases which the media appear to have created, yet whether this means that the media no longer have an influence on society is doubtful. This is because, mass communication products will continue to influence the ways in which we think about things whether consciously or subconsciously and as asserted by Kenix (2010, p. 1); â€Å"Media both perpetuate identities to the public and are receptors of an ideology created and sustained within society.† It was also added that; â€Å"Media do not only send ideological messages out to the public but media systems are also interwoven into the ideological framework of society. Media also have their greatest influence on individuals over time.† Consequently, provided that the media continue to expose certain ideologies, it will eventually become embedded into all societies regardless as to whether it was disapproved of or not. This is because, regardless as to whether the media are a desirable influencer, it is clear that they shape individuals values and beliefs within modern society. Whilst attitudes may have changed over the years, the media is still the most powerful product which ultimately controls ideology through the perceptions in which it creates. This leads to much inequality, though â€Å"there is a widespread recasting of the ideal role of the state† (Garland and Sparks, 2000; p. 186). In order to prevent the media from influencing society in a way that leads to inequality, it is vital that public bodies â€Å"have a crucial role in helping people fulfill their potential and removing the barriers that hold people back† (White Paper, 2009) in effect, social inequalities must therefore be eradicated in order to tackle such media inequality. Thus, whilst Long and Wall make it clear that the media does significantly influence popular culture, they are still of the belief that ideolog ies are no longer relevant in today’s society. If these contentions are accurate, it would seem as though the underlying issues surrounding race, gender and sexuality are simply the result of individual perceptions. Consequently, it is evident that the relationship between the mass media and popular culture is still pertinent in today’s society, though the media do not have the same influence over individual values as they may have had in the past. Although this is considered important in preventing inequality, it seems as though the mass media should have a broader perspective on life as prejudice is still being conveyed. Conclusion Overall, it is manifest that there are significant social, cultural and psychological effects of media content and use. This is widely due to the fact that modern society is largely influenced by the ideologies that are created by mass communication. In addition, whilst different ideologies continue to be promoted, only certain values reach mainstream society. This leads to a great deal of inequality and illustrates how the media are capable of dominating the social world by conveying their own views and opinions. In Horkeimer and Adorno’s text, it became apparent that popular culture is swayed by the production of standardised cultural goods and that societal values and beliefs are thereby manipulated as a result of this. It was also made clear that cultural industries are only created in order to generate income for those that are most likely to profit and that the true needs of society are not being provided for. Whilst many will disagree with these points, it is palpable t hat the media can influence and change the ways in which society thinks. This is also due to the fact that the owners and controllers of the media are usually white middle and upper class men who communicate their own beliefs and values into everyday settings. Hence, media content does not hold a broad perspective, which ultimately leads to inequality as only certain issues are being dealt with. Because of the constant changes in society, however, it is believed by Long and Wall that ideologies are no longer relevant, yet given that the relationship between the mass media and popular culture is still very much existent it is likely that ideologies will still influence society. References Croteau, D. and Hoynes, W. (2003) Media/Society: Industries, Images and Audiences, Pine Forge Press. Deveraux, E. (2007) Understanding the Media, Sage Publications, 2nd Edition. Fiske, J. (2010) Understanding Popular Culture, Taylor Francis, 2nd Edition. Fitts, M. (2008) Drop it Like its Hot: Culture Industry Labourers and Their Perspectives on Rap Music Video Production, Meidans: Feminism, Race, Transitionalism, vol. 8, no. 1. Garland, D., and Sparks, R., (2000). Criminology and Social Theory. OUP Oxford. Horkeimer, M and Adorno, T. W. 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