Module 4 Readings
The Terry Dungan videos were very informational. I have had previous experience with some of the information through other classes so it was very interesting to see how connected to media they are. The parts of the series about culture were probably my favorites. I find culture incredibly interesting and have even taken a cultural anthropology class. Looking very specifically at media’s believed and actual effects upon the populous and culture was definitely enlightening. Both Dungan and Sternheimer seen to agree on the fact that media is very often blamed for many of society’s misgivings. In Dungan’s words, media is a “convenient villain”. While there are most certainly many issues in media, it is not at all the single cause for something bad that happens. Sternheimer demonstrates this through such topics as violence, sex, and health. There are always other facets to every problem. Turning media into a scapegoat by putting all of the blame on it is simply running away from the larger issues in life.
The conflict between dominant culture and bounded culture is particularly thought provoking. America has always been hailed as the melting pot society and yet, it is not as smooth of a mixture of cultures as it is given credit. It is extremely evident that there is a great divide in American society. People and cultures conflict with one another, especially when the dominant culture is trying to be enforced, which have led to problems and hardships. It is somewhat ironic that there is such a strong, domineering American culture that tries to overtake others. Being called a melting pot country should be a symbol of pride. Having people from all over the world who can come and share their own cultures, perspectives and knowledge should be a gift rather than something that is considered “un-patriotic” and needing of change. The media has the ability to play a large role in the ways that people see other cultures and this is very important to be aware of.
The 8 elements in the communication seemed very beneficial in being able to understand. When creating media, every element is extremely important to think about. As we have learned, everyone experiences the same media in a different way. This idea is a key point to keep in mind when trying to form your own message. According to Dungan, the creator of a message has about a mere 50% of control over it. So you need to take the time and thought in viewing your own message in other perspectives because if it is not very clear, it could be decoded in ways that you had not initially intended.
Lastly, some of the information about symbiosis and convergence could be somewhat disconcerting. The immense powers in which corporations hold and the influence that they have on media, products, and our everyday lives is unhealthy. While it can make information more widespread, our perspectives, information, and choices are also narrowed which is not at all to our benefit. As corporations become larger, the individual person becomes smaller and unheard. Money has become speech and influence. We can especially see this in media with the invisible, ignored poor and the prevalence of wealthy stars or corporate “experts”.
The Sternheimer chapters provided excellent light to the connection of sex and health with media. A particularly astute point that Sternheimer made was that people always point their fingers at children for acting in promiscuous fashions, when in reality it is adults who are far more likely to be sexually active. People then continue to put the blame on the media for loss of control in children’s’ knowledge and actions. While there is certainly an abundance of sexual imagery in media culture, which has to do with it becoming a profitable product of society, it is not the sole reason for children’s sexual behaviors. Family monitoring, support, communication, politics, race, and poverty are all very important factors in children’s choices. Children also have sexual encounter not by choice, but forced upon them. Rather than looking more closely at these problems, research continues to focus on popular culture. Popular culture does not necessarily have as strong of a hold over children as some people may think. Some of the reasons that children gave in watching content considered to be sexual were very interesting. Children are very impressive and we do not give them enough credit. Their reasons included, “using adult themes from television to try to demonstate adult-level competence and knowledge” (Sternheimer 157) and to construct their own values and identities. Especially because the topic can be such a taboo, media can be children’s primary source of knowledge. There are some major issues with this however. One of the most critical points that Sternheimer makes is demonstrated in the following quote:
Controlling information about sex has historically been used in order to maintain dominance over others. Withholding knowledge about birth control keeps many women in developing countries in poverty, and withholding information about sex from children is a way to maintain adult authority (Sternheimer 161).
This is so important to understand. This knowledge can be a very powerful form of control. We need to be able to understand why certain ideals are being enforced or encouraged and the effects that they will have upon society and individuals. Sexuality and gender stereotypes are also very strong in media. By ignoring the problems or trying to keep children away, “we will have done nothing to address gender inequality” (Sternheimer 159) and sexuality. It is therefore extremely problematic to ignore sex and its portrayal and prevalence in media.
Health problems have been largely blamed on the media as well. Sternheimer states that, “although images in popular culture reinforce often impossible standards of beauty, the roots of these messages run deeper than popular culture” (197). Just as with violence and sexuality, race, ethnicity, and poverty have a very important connection. As was noted in the chapter about violence, children in low-income areas are unable to live in the safest environment. They do not have the luxury to run around and play outdoors and often are unsupervised because of parents having to work. They are better off staying inside and doing something safe. Available food options for people in poverty are also extremely limited. In poor areas, there is often an abundance of cheaper fast-food restaurants. Healthy foods at a grocery store can cost a lot of money and it is better to have unhealthy food to eat than to have no food at all. It is the effects of all such factors that can cause weight gain, not just by the action of watching television. As for eating disorders such as anorexia and bulimia, research “suggests that rather than creating eating disorders, the fashion industry may draw some who are already anorexic and validate their behavior” (Sternheimer 204). Other countries have created laws in which to deter media from the encouragement of this behavior, but unfortunately the U.S. has no such law because it would supposedly be in violation the First Amendment. Just as with everything else, eating disorders have their origins from places other than media and sometimes are even a form of coping with major problems. Sternheimer mentions that the real greatest threat to children’s health is the lack of health care. Health insurance has become increasingly unaffordable and businesses may be unwilling to provide such benefits. Hopefully by understanding where the problems truly arise from, we will be able to change and media will be able to reflect an improved society.
