Introduction
The term “lifestyle” has not only become part of contemporary common sense but also is part of a contemporary consumer culture (Bell, and Hollows 5). The mass media tools that advertisers use include movies, magazines, internet, advertising radio, television and so much more.
According to Wright et al., societies, communities and individuals are constantly bombarded with information, surveys and messages (74). Not only does this information promote products but also attitudes, moods and a sense of right and wrong. Media saturation has not always been this high.
In 1970s, there were only a few television networks and most middle class homes did not have a TV set. The most common media of mass communication is the television. Research has shown that an average person in the United States spends 40% of his/her time watching television programs (Adams 118).
Additionally, in 1990, the U.S Bureau of Census reported that 98% of all households in the U.S have television sets and that 76% of the total population spend time watching television programs especially during prime time. Most TV programs are aimed at impressing people irrespective of their age and incline their interests towards a certain product.
Advertising
The income of each radio, newspaper and TV station is proportional to the advertising it offers to the marketers (Pozo 59). Competition becomes intense as each newspaper fights for its stake in the industry. In light of these circumstances, advertisers have a strong influence on content and message being portrayed (Giroux 22).
Although considered unethical, such influence is hard to avoid (Aronowitz, and Giroux 197). Media houses hire salespeople and other personnel to attract advertisers. To do this effectively they create a “buying mood” by discussing issues related to the advertised products and on the flipside refraining from any criticism of commercial products and consumerism (McManus 102).
Media print news reports that make people buy their newspapers, tune in to their TV shows and watch through the commercials and stay tuned to their radio stations (Powell, and Prasad 12; Nichols et al. 82). For example, advertised products cost more than the unadvertised ones no matter how the customers are willing to buy the expensive ones due to media influence. The extra money funds the advertising.
Modern advertising does not give consumers enough information about price and quality. It actually relies on button pushing and psychology. Though they claim to be independent and autonomous, the mass media advertisement-free state based TV stations are now being impacted indirectly by program sponsors (Nichols et al. 91). This is so because most of the events they broadcast are bankrolled by sponsor money.
Cultural, sporting and entertainment events are sponsored and even organized by advertisers. Entertainment programs and films are now fully sponsored by advertisers. Therefore, they endeavor to maximize their sponsor’s exposure by placing advertisements below the content window in their films.
Lifestyle
Information and the symbolic designs of lifestyles are highly valued. They allow for those who specialize in such culturally specific materials to increase their understanding based on not only their education but rather on their knowledge of the aesthetic values of goods and services in all forms.
The ‘enculturalization’ of markets requires advertisers to act as creators of meaning and as an authoritative voice on the connotations of appropriate consumer choice which operates on highly abstract terms (Powell, and Prasad 113). The ‘encultured’ market is maintained and legitimated by its internal logic.
The value of goods creates an entirely new social order whereby there is an increasing trend of the sense of collective identifications which is informed by the market choices and guided by the rhetoric nature of advertising and the television celebrity expert(s). Advertizing culture and mass media has created the concept of lifestyle in the 20th century through:
Perceptions
The rise of mass media in the last 50 years has created what has been referred to as a global village. The media gives news and then analyzes it for the audience. Viewers and listeners become lazy participants in the already crowded “mass society”. It helps in shaping the society’s shifting concerns, perceptions and beliefs.
Mass media would be a very important cultural phenomenon if we could understand and get informed instead of being influenced by it. Mass media entails much more than publications and print. It involves also theme parks, museums, and churches, sporting events, catalogues, concerts and political campaigns.
Interestingly we rarely consider most of these forms as mass media. The mass media tactfully exploits our emotional arousal to shape our responses, knowledge and opinions. For instance, charities use stories and testimonials of suffering people to encourage donors to contribute to their organizations.
Owners
A very small group of individuals control the content in the mass media (Weber 181). Rupert Murdock’s News Corp owns more than 1000 radio stations, 150 newspapers and publications and 20 cables TV networks across the globe. This is a clear testimony to how a single corporation and its management can influence a whole generation through the mass media.
It is inevitable that owners, shareholders and investors will have political opinions that shape their decisions. As such, they will one way or another use their position and power to influence the public on social, economic and lifestyle trends.
Celebrities and Pop Culture
Without the ability of magazines, movies, reality television, radio and mass media to reach people across wide regions, cities and countries; people would not become famous. In the past only business leaders, politicians and war heroes were famous. Today radio and TV presenters, singers, athletes, actors and disc jockeys (djs) to name but a few have attained immense wealth and fame.
These celebrities enjoy a massive audience not only in Europe and America but also across the globe. They yield too much influence in social matters, spending habits, fashion, music and even politics (Seitz 230). A good example is Opra Winfrey, a former popular talk show host.
At her prime the Forbes Magazine named her the most powerful person in the world. So much was her following such that her 2008 political endorsement of Barrack Obama for president shifted the opinion poll numbers in the aspirant’s favour. Mass media is a key component of the American culture.
The influence of celebrities and pop culture can be clearly seen in tabloids, body image, music, use and abuse of drugs, secularism and politics. Fox News commentators like Green Beck and Bill O’Reilly have greatly influenced debate on immigration in the United States of America (Golash-Boza 290).
Fashion has a great influence in people’s lifestyles. African American hip-hop artists popularized sagging Blue Levi jeans across the globe. They did this through their music videos, live concerts, merchandise sales and song lyrics. A notable popular fashion brand in the 90s was Sean John which was hugely associated with hip-hop mogul Puff Diddy Combs.
Other fashion items popularized by celebrities include: sunglasses, sports cars, watches, jewellery, handbags, cowl necked sweaters, pencil skirts and mobile phones. These fashion designs influence both fashion designers themselves as well as customers. Lifestyle magazines keenly follow the latest trends in fashion to inform their huge audience (Kitch, and Langlois 376).
Media influences on beauty ideals and body image has been quite evident in the past few decades (Morrison 71). An ideal thin body for women has been a key focus. This has led to many people across the globe to embrace fitness practices such as going for a work out in gyms (Castle 16).
Some cultures have expanded due to mass media. One of such cultures is the American hip hop culture which has influenced youths to join the culture irrespective of their native cultural practices as well as beliefs. Movies and music videos showing people smoking have great impact on our adolescent’s opinion about smoking.
Anti-smoking campaigns through the media are shown to create good awareness about drug abuse (VonHodenberg 377). However, pro-smoking messages have stronger influence than anti-smoking messages (Hirschman, and Thompson 50).
Media campaigns against driving under the influence of alcohol and alcoholism have not been well established. This is due to a high advertisement budget on alcoholic drinks by brewery companies.
Celebrity endorsements on key products have been wildly adopted as a way to sway the masses. Companies like Gillette (male shaving products), Nike (Shoes & sports wear) and Coca- cola (soft drinks) have signed multi-million contracts with famous entertainers and sportsmen to market those products to the youthful population. These expensive marketing plays a lead role in a high expenditure on such products by customers who identify with such celebrities.
Internet
The internet, the most modern form of mass media, has affected generally all facets of life. Businesses, churches, NGOs, governments, institutions, schools, universities, relationships and individuals have been in one way influenced by the internet. Most recent advancement of the web has been the launch of social networking sites.
These include Twitter, Facebook, LinkedIn, Skype and so forth. Most of these sites are funded and run by media gurus (Tsu 371; Cheng 262). They have really transformed social lifestyles with live news streams, live scores, live stock updates, online chats, tweets and blogs.
The Internet has completely transformed career lifestyles through the availability of work from home jobs. Travelling has also changed for people relying on easy to use and accurate online (Google maps) to get directions (Fam, Waller, and Henry 17). The hospitality industry has not been left behind as customers use mobile applications to get restaurant reviews.
Conclusion
Mass media and advertisements have impacted every aspect of the contemporary society’s lifestyles. Lifestyle is manifested in the choices we make regarding several aspects in our life. Some of the choices that characterize one’s lifestyle include the interior design of their homes, the food they cook and serve. In a normal setting, such choices portray our sense of self and social positioning.
This brings in the aspect of celebrities, through mass media, in influencing people’s lifestyles. It has created new industries and has greatly affected our opinions on everything. Information moves faster than ever before. What is trendy today will be tramp tomorrow. It can break or make fashion styles.
The advertising culture and mass media were fundamental to the current concept of “lifestyle” in the 20th century, and will continue right through the 21st century. Our lifestyles can no longer exist without the influence of advertising and mass media. Sometimes people do not realise that they are reacting to these influences.
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