The influence of mass media on culture and society

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Mass media is a staple in our everyday lives; it has been for a long time. Television, radio, newspapers, and magazines have all shaped what we believe in, how we perceive the world, and how we think and behave for decades now.  

However, the nature of the mass media dynamic is such that, as much as it has the capacity to affect the opinions and behaviors of large groups of people, it is, at the same time, shaped by the consumption habits of those same social groups.

That is to say, the media, society, and culture are all tied together and constantly influencing one another. But never has the influence of mass media on culture and society been so apparent as it is today – in an increasingly online world.

Media shapes consumer behaviors and preferences

Ads are everywhere – bombarding us with persuasive messages that aim to not only grab our attention but to convince us to buy a specific product or service. It’s no surprise, then, that this constant exposure to advertisements has had a major impact on purchasing decisions and behaviors.

Experts predict that, by the end of 2024, the global ad spend will be as much as 885 billion US dollars. The sheer amount of money spent on advertising around the globe every year is, in and of itself, a testament to the profound and far-reaching impact that mass media has on consumer behaviors and preferences.

It extends beyond “traditional” forms of media, too.

Internet and social media created an online space where individuals can now share their own experiences and opinions about products and services, further shaping consumer choices and the collective perception of different brands.

While media has been a valuable source of information and a way to educate consumers, this environment where consumer desires are cultivated and influenced has had a negative effect on individuals and society as a whole:

The constant exposure to advertising has essentially opened the door to a culture of excessive consumption, materialism, and constant desire for “more,” leading not only to financial strain but raising environmental concerns, as well.

Cultural homogenization vs. cultural diversity in mass media

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Media, and, more specifically, the Internet, have made it possible for information and ideas to be spread at a much greater speed – and over greater distances – than ever before in the history of humankind.

Movies, TV shows, music, and advertising have all helped introduce new ideas and played a crucial role in defining what is considered “socially acceptable” at any given time. In other words – media has had a profound impact on cultural norms.

As remarkable as that sounds, mass media turned out to be a double-edged sword that can both reinforce existing norms and challenge them, leading to cultural evolution:

On the one hand, it functions as a platform that has the capacity to promote cultural homogenization. We’ve witnessed the media’s role in spreading “Western” ideals and values throughout the globe, acting as an agent of globalization and inadvertently eroding the pillars of local traditions, values, and cultural practices in the process.

But on the other hand, mass media continues to play a major role in preserving cultural diversity. It’s been used time and again as a catalyst for promoting diversity and inclusivity – especially in countries with rich cultural heritage that are home to various ethnic groups.

In that sense, mass media can help reinforce the sense of national identity, while simultaneously bridging divides and honoring the multicultural fabric of a nation.

A tool for spreading political and social awareness

Online news outlets and social media platforms have proved to be indispensable tools for spreading information, raising awareness about important political and social issues, sharing news about local and global events, and even influencing political discourse.

More importantly, it has served as a platform for marginalized voices.

Individuals and social groups that were historically underrepresented from mainstream media now have a chance to share their stories and perspectives, shedding light on previously ignored social injustices and challenging widely accepted narratives.

It is, however, essential to be aware of the potential pitfalls that come with mass media territory, namely, the prevalence of misinformation and media bias. The latter is a persistent issue fueled, among other things, by political affiliation and financial interests.

It is of utmost importance for consumers of mass media to approach media literacy proactively and employ critical thinking when separating fact from fiction.

Otherwise, the spread of misinformation and biased reporting could distort the truth and hinder independent and informed decision-making to the point of harming the democratic process as a whole.

The effect of media on body image and self-esteem

The effects of mass media on body image and self-esteem have become burning questions in recent years, with research showing that it can be harmful to mental health:

There have been numerous studies that all point to an individual’s exposure to mass media as a contributor to body image issues, increasing the person’s likelihood of experiencing low self-esteem.

Traditional media – like magazines, movies, and TV commercials – have long been criticized for promoting beauty standards that, for the most part, were unattainable. And with the rise of social media platforms, users are now exposed to carefully curated and often edited images, fueling these feelings of dissatisfaction and inadequacy even further.

Simply put, the pressure to meet social media’s unrealistic standards of beauty leaves little room for self-acceptance.

There’s nothing inherently wrong with wanting to present the best possible version of yourself online, learn how to get more views on Instagram, or become more popular on these platforms.

It’s part of the world we live in today.

However, it is necessary to acknowledge the impact it has on users that spend most of their day on these platforms – especially teens who are more susceptible to social comparisons and issues related to negative body image.

There’s a glimmer of hope in that regard, though. We’ve witnessed the rise of movements that aim to challenge – and even redefine – the standards of beauty shown in mass media and embrace inclusivity and body positivity as the new norm.

This shift in representation is an ongoing battle, though. But by continuing to challenge these unrealistic ideals actively, media could soon evolve into a platform for nurturing a positive body image and celebrating the inherent beauty of every individual.