Many of the articles written about the topic were usually fashion on the impact of media to society and culture . Had there been any articles written on how the two institutions affect media, much of this were limited to a short analysis of a particular event that shaped media largely as a result of change and dynamic interaction between the three variables . However, society and culture just like any other force in the environment has a significant effect on media and how it is presented. This paper will identify and analyze the impact of these institutions—society and culture on media. This is done by particularly relating the influence of the society and culture on how media presents information and what information are specifically sold to the community for different purposes.
In an article written by Hjarvard (2008), the author focus on mediatization. It is a process by which media helps shape social and cultural perception. Hjarvard emphasized that media sells idea and social concepts (pp.107-108). Since media is run by influencial people by virtue of their shares in major broadcasting networks and publications, these personalities can influence the network to show what it wants society to believe. In controversial cases that involved renowned personalities like Donald Trump, who controls a large share in the National Broadcasting Company (NBC), the network will be very careful are censoring information that can be damaging to Trump’s reputation, otherwise, this could hurt the company more than it will Trump when he decides to withhold his investments. A perfect example of this was how Trump prevented NBC from airing The Miss Universe following a controversy that involved Trump questioning the Immigration Policy involing of Mexicans to the United States . It can also be recalled that at one point NBC questioned the policies and protocols of the prestigious beauty pagent which was one of the many franchises of Donald Trump, but the racist remark and derogatory comment of Trump was something that would hurt the company financially and socially if NBC continues to ignore it. However, this is not to abstain NBC from being crippled with the absence of Trump and his major franchises into the network like The Apprentice, The Miss Universe and World Wrestling Entertainment. More so, society and culture can also create the same impact to media and pressure the later into compliance. For example, society has long been partriarchal in nature. This implies that society condones the recognition that men are superior to women and that for social equilibrium to exist, this continuum should not displaced. To enforce this belief, society pressures media to comply with airing shows that manifest male hegenomy. In majority of advestisements, men are always potrayed as professionals, strong and intellectual, whereas women are often stigmatized to domesticated roles of being housewives or subordinate to men. Although no one would admit that this system occur, the invisible pressure exists because once media tries to tip the model into favoring women or showing the supremacy of women, consumers would patronize less of that product. For example, when a certain brand of clothes began using male models in procative ads to campaign a clothing line, we have seen how significantly low the reception of the community towards the ad. In comparison to when women were used and flaunted in their underwear on a billboard in Manhattan .
Overall, we have seen that society and culture plays a role at influencing media in a more subtle and indirect fashion as when media tries to influence society and culture. This implies that regardless of the structure the overall impression is that, money plays an object to the equation. Media, society and culture all want what can be sold to the consumers because it is what brings glory into the system.
Hjarvard, S. (2008). The Mediatization of Society: A Theory of the Media as Agents of Social and Cultural Change. Nordicom Review, 105-134.
Hodkinson, P. (2010). Media, Culture and Society: An Introduction. New York: SAGE Publication.
NBC. (2015, June 30). NBC Cuts Business Ties with Donald Trump Over Immigration Remarks. Retrieved from The National Broadcasting Company Website: NBC Cuts Business Ties with Donald Trump Over Immigration Remarks
Rosengren, K. E. (2005). Media Effects and Beyond: Culture, Socialization and Lifestyles. London, UK: Routledge.