Media And Culture


The issue of the relationship between the mass media and the popular culture has always been a controversial issue in social sciences. While the political economists insist on the role of the media industry in the creation of this phenomenon of the twentieth century, its advocates such as John Fiske argue that popular culture is actually the creation of the populus itself, and is independent of the capitalist production process of the communication sector. Basing his argument on the immense interpretive power of the people, Fiske believes that the audience are able to break all the indented meanings within a media message, and by giving new meanings to that specific message they can ...

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influenced by these directives, only up to a certain point we can protect ourselves, and 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 neighbor, with whom we have probably never talked before, but holding the same pair of socks or CDs, and we might never want to recall the TV commercial that had opened the gates of this path.
United States is the biggest economical power in the world today, and consequently has also the strongest and largest media industry. Therefore, it is essential 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 ...

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commercialist structure and their power of encouraging consumerism, but from the cult that they create. In November 1980, 70 million Americans turned on their televisions to learn the murderer of J.R in the Dallas series, and after the show, 150 TV stations 3500 professional and 2500 amateur radio stations announced the murderer in the news headlines and broadcasted commentaries about the issue. During the specific episode of the series, a one minute commercial was sold for 500 000 US dollars (Senyapılı, 112). The fate of an imaginary character had become the most important subject of discussion in the United States. In other words, 70 million Americans were not able to interpret ...

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PAPER DETAILS
Added: 8/6/2005 02:00:27 PM
Category: Miscellaneous
Type: Free Paper
Words: 2919
Pages: 11

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