Introduction
Social theory presents a powerful framework for learning more about societies, how they form their unique meanings, and the structures associated with them. From the lens of communication framework, mass media helps shape opinions, ideologies, and ideas at the local and international level. Traditional and modern tools of communication appear to deliver a unique form of representation whereby people get a wide range of information about a region’s language, culture, values, norms, and expectations from a single story. Genuine practice remains crucial if the overall process of mass media communication is to provide accurate representation and signification, thereby helping deliver the relevant messages and ideologies.
Social Theory: Mass Media as a Representation Tool
Modern communication technologies can be understood by examining their predecessors, their roles, and the anticipated outcomes. In the Canadian society, media has emerged as a powerful resource through which members of the society “come to know and understand the world” (Gasher et al., 2020, p. 3). By relying on the nature of information available from mass media, citizens can be involved in a wide range of issues, such as music, job opportunities, fashion, and technology. Individuals will be able to frame their viewpoints and ideas about the world, thereby being able to experience time, make informed decisions, and remain fully aware of their places and time. A detailed analysis of mass media can help scholars learn more about the aspects, cultural attributes, and ideas defining members of a given community.
The concept of representation appears to give true meaning to the definition of mass communication. Gasher et al. (2020) define the term as the process of encoding a wide range of ideas in the form of paintings, words, or even television programs. When presenting anything related to media, the audience would be exposed to the wider representation of the location, cultural attributes, and economic aspects of the specific region. This means that communication delivers a form of representation through which people can learn more about other societies and behavioral practices. Gasher et al. (2020) go further to introduce the notion of signification to describe the manner in which the intended people rely on the presented signs and images. It is through such portrayals that they find it easier to develop a wider picture or understanding of their situations. Consumers of mass media would be keen to translate the presented signs and make meanings out of them.
The power of mass media and communication has been observed to influence the notion of public sphere. In his work, Habermas (2000) identifies “public sphere” as the domain of human social attributes and the emerging public opinion. It represents a wider picture whereby all citizens are participants are converse with each other and eventually develop a public ideology. A good example would be when individuals come together in an effort to deal with issues affecting them (Adorno & Horkheimer, 1993). They can assemble, rely on social media to express their viewpoints, and consider how they can influence one another. These elements could wok synergistically to deliver what would be identified as state power. Members of a specific community could rely on the presented attributes to analyze existing issues, formulate ideologies, and be involved to pursue common objectives.
The emerging ideas from the studied materials reveal that the culture industry has tried to deceive human beings by guiding production and interpretation of images. As an artificial construct, this field has been keen to consider some of the practices and attributes that appear to make man what he is today (Adorno & Horkheimer, 1993). Some forms of mass media are designed in such a way that they identify enlightenment as the only way to go. Consequently, most of these trends have led to numerous challenges, such as the loss of ideologies and social differentiation. The emerging chaos has made it impossible for some of the people to pursue their goals (Adorno & Horkheimer, 1993). This kind of understanding could explain why there is a need for cultural groups to focus on the best approaches to promote their ideologies and be able to achieve their potential.
Through the power of mass communication, new functions and effects have emerged that could be studied a commodities. Specifically, mental entities have emerged that compel more people to ignore most of the realities associated with human life, such as education, entertainment, orientation, or messages. These subjective processes have emerged as a response to people views and interpretations of their lived experiences (Smythe, 2012). It is in the human mind whereby the equipment of communication and the process itself remains inseparable. These complexes result in commodities through which theoretical assumptions tend to be developed. People need to understand that mass communication is what helps them make interpretations regarding various issues, such as decision-making processes, marital relations, childcare, educational attainment, and even entertainment (Smythe, 2012). These elements help support the idea that mass media plays the critical role of helping communicate symbols and messages to the general population.
To gain a deeper understanding of social theory with the lens of mass media, it would be appropriate that people take into consideration the role of advertising. In his work, Wernick (1991) identifies the process as an ideology that helps companies and producers manifest their items within the wider social purposes. For example, some products could be marketed in such a way that they try to feature a prominent and supreme culture. Consequently, members of the wider global community who are exposed to such adverts would be encouraged to consider the promoted associations and make their interpretations. Additionally, the manner in which the adverts are portrayed would help take the concepts of signification and representation to the next level (Wernick, 1991). The emerging ideology could compel more people to start reexamining their concepts or focus on exotic ways of solving most of their issues or pursuing their goals.
The power of mass media in the Canadian setting has helped shed more light regarding the concept of representation. In the studied materials, the reporting of a Syrian-Canadian citizen who was detained and eventually sent back to Syria for being a terrorism suspect could present additional meaning on the subject matter (Hirji, 2014). Specifically, the incident revealed that the global society was facing the challenge of terrorism and members of different communities were part of the problem. The implication of the Canadian as a suspect could have helped more citizens appreciate that the country was not safe. Some people could have felt misled or represented negatively since the country was on the frontline to help fight terrorism (Hirji, 2014). These portrayals reveal that mass media goes deeper than mere reporting to offer a unique aspect of representation and signification in the Canadian society.
Within the same line of representation, it becomes critical that the involved stakeholders or creators of content become involved and ready to avoid all racist approaches. They should do so in a professional manner since any single news item or documentary could have greater impacts and ramifications. This understanding could help more people to become stakeholders in the manner in which content is created, transmitted, and eventually consumed at the global level. In the Canadian society, reporting approaches that tend to promote racialization and discrimination remain questionable if the country is to record meaningful social and economic progress (Hirji, 2014). The appreciation of this kind of understanding could guide all key stakeholders to remain involved, challenge negative discourses, and promote positive tones (Gasher et al., 2020). This aspect will ensure that right representation is achieved, thereby taking every society closer to its social and economic objectives.
Conclusion
The completed discussion has identified mass media as powerful field that has helped reshape and support the development of cultural attributes across the globe. The permeating nature and influence of modern technologies have made it possible for more people to borrow and acquire new ideas from other regions across the globe. Such developments have been informed by the processes of signification and representation associated with mass media. To remove bias and unnecessary consequences, producers of mass media content should avoid bias and offer true information that resonate with the intended issue or subject. This strategy is essential since it will ensure that communication serves its original purpose as a social tool.
References
Adorno, T., & Horkheimer, M. (1993). The culture industry: Enlightenment as mass deception. In S. During (Ed.), The cultural studies reader (pp. 29-43). Routledge.
Gasher, M., Skinner, D., & Coulter, N. (2020). Media & communication in Canada: Networks, culture, technology, audiences (9th ed.). Oxford University Press.
Habermas, J. (2000). The public sphere. In P. Marris and S. Thornham (Eds.), Media studies: A reader (2nd ed, pp. 92-97). New York University Press.
Hirji, F. (2014). The color of difference: Race, diversity, and journalism in Canada. In. L. R. Shade. (ed.), Mediascapes: New patterns in Canadian communication (4nd ed, pp. 390-409). Nelson Education.
Smythe, D. W. (2012). On the audience commodity and its work. In.). M. G. Durham and D. M. Kellner (Eds.), Media and cultural studies: Keywords (2nd ed, pp. 189-204). Wiley-Blackwell.
Wernick, A. (1991). Promotional culture: Advertising, ideology and symbolic expression. SAGE Publications.