Module 4 Reflections

In Module 4 I learned how culture plays a major role in values and beliefs reflected in the media. Sternheimer and Dugan explain that culture is learned. Dugan (2010) states, “A person’s culture is unique, made up of traditions and our own life experiences” (What is Culture Part 1). We have actually learned this concept in every Module so far in class. For example, the way each of us deconstruct and advertisement differently or how we see different connotations and denotations in the media based off of our own perceptions, beliefs, values, etc. However, as I have continued the process of becoming media literate, I have also learned to admire other views, especially because it reflects one’s culture. Dugan even explains that each of us are made up of many different cultures (Dugan 2010). I have never thought of culture in this aspect, but he is completely right. I have my work culture, school culture, a culture with my friends and one with my family, Each one of those are in one way or another, uniquely different, The previous Modules have focused on individual culture, Module 4 raises the question, “How does mass communication influence common culture? (Dugan, 2010). Dugan answers the question by saying it creates shared meaning. We are constantly learning from mass media. This can come relate to all different aspects of mass media.

 

We watch the same news, hear the same stories reporters post online, watch the same movies that come out in theatres, every medium has a way in creating shared meaning, weather it is television, newspapers or social networks. That is why the media has gained popularity and has actually become one of the most important and used form of communication in our society. Both Sternheimer and Dugan believe that although the media creates a common culture, it does not necessarily shape our culture. I disagree, especially recently and how media has completely grown through out the last decade. Younger generations have grown up on media. I was in LAX last weekend waiting for a flight, and I saw so many young children sitting in their strollers, holding an iPad and completely zoned into a show or movie. It is hard for me to believe that whatever they are watching or listening to is not shaping their culture and beliefs. This goes into the idea of body image. Sternheimer states, “How can watching images of mostly underweight people on television make viewers want to eat both more and less at the same time?” (2013, p. 196). I do not believe that it necessarily makes people want to eat less or more, but it gives children and even adults the idea that, that is what we are supposed to look like. For example, the Victoria’s Secret Fashion Show. I see so many tweets, instagram, and Facebook posts when the show is airing, about girls saying the need to eat less and work out more. This is only one example, but there are many more through out the year. Although many argue that the media does not shape your culture, I believe it does and that is why we need to teach media literacy in youth.