How each theory applies to mass media; how they are similar and different
The functionalist school of thought presumes that every component of society is correlated such that it contributes towards the entire functioning of society. Functionalism holds that mass media is a coordinator of various components of the social system. Functionalists believe that if one component fails then somehow the entire society will be affected. Consequently, social consensus needs to take place through mechanical solidarity (Maintenance of similar values) and organic solidarity (existence of varied types of beliefs and values).
The media is an agent of socialization because it transmits certain elements of culture and values thus contributing towards common ideals of democracy, law, individualism and many others. Conversely, functionalism can look at the functions of human behaviors which can either be latent and unintentional or manifest and obvious. Manifest functions of the media include components such as selling products and encouraging demand for products thus leading to profit making for businesses.
Latent functions on the other hand refer to sustenance of the status quo by reinforcement of gender or racial stereotypes and also exclusion of certain groups. Functionalism therefore explains why the status quo is often maintained.
Conflict theory differs from functionalism because while functionalism tends to do dwell on how mass media contributes towards the correlation and hence overall functioning of society, conflict theory holds that mass media mostly fosters class domination. In other words, conflict theories are more cynical. In the conflict theory, it is stated that the mass media may appear autonomous but it is really focused on the capitalists who have monopolized media houses. The dominant culture is actually a representation of the material interests of those who really have power. Only the dominant class has the ability to carry forward meaning systems which are propagated by mass media.
Although sometimes mass media may try to question some of these roles, it often clear that the media lacks alternative modes of expression for those concerned. There are limitations inherent in the mass media as a social institution that make alternative views quite untenable (Gitlin, 2000). Overly, the conflict theory has the most negative view in social cohesion in society.
Symbolic interactionists hold that people tend to give meaning to their surroundings based on their experiences. Life is characterized by certain symbols which tend to have certain meanings and those meanings eventually affect how people interact with one another. The media plays a role in facilitating interactions among people because it often initiates most societal cues. Many people learn about slang or acquire particular behaviors from shows that they watch or the movies they like. Consequently, one can assert that mass media contributes towards people’s understanding of certain actions. They form part of people’s experiences or act as mirrors that reflect actual experiences that people have undergone thus enforcing those perceptions (Baudry, 1975).
All theories are similar in that they attempt to explain the fundamentals of society with regard to mass media. They all attempt to make explanations as to how mass media influences the actions of society through their views and belief systems. Functionalism, interactionism and conflict theories all accept that societies tend to have common knowledge because of the mass media. In terms of the differences between the theories, the conflict theory is the most cynical theory because it looks at how society’s divisions hence conflict is propagated through mass media.
Interactionism on the other hand differs from the other theories because of too much focus on the micro environment over the macro environment. It looks at how mass media influences interactions and realities of people. Social change is regarded as problematic in the functionalist society. Therefore, mass media reinforces the level of solidarity between these groups (Littlejohn, 2002).
How the theories affect views of the individual who is part of mass media
Functionalism holds that every single individual is somehow related to the larger component of society. Therefore, the audience, which is a major component of mass media will take on cues suggested by mass media. For example, a person who watches violent movies may develop a tolerance for aggression. On the other hand, this may be offset by the other person who learns a few tricks on handling aggressive people from the same movie. Views of individuals can be affected either positively or negatively in this school of thought because when a certain theory causes problems to a certain person, it is often neutralized by the benefits gained by other individuals’ new views.
Individuals tend to be pacified through the mass media as explained in the conflict theory. Here, assertions are rarely questioned by individuals because they trust the mass media so much. Indeed, individuals’ opinions and views are highly dependent on editors’ discretions as well as their choices. People’s reality is reliant on what gets reported by the mass media. Also, individuals’ views often perpetuate the continual domination of the elite through enforcement of consumer culture.
Various mass media outlets are supported and run through advertisements. They also inform individuals about trends and fashion. The media has a very strong effect on the youth as their purchases and behavior often reflect endorsements in the media.
For instance if a new style is in, media outlets will write stories about it, pinpoint celebrities who are wearing those outfits and display images of that trend. In the end, a young person is likely to be interested and will try his/ her best to purchase items that reflect that style. As a result, makers of the garments, shoes, shades will end up making more money and will keep being affluent. Mass media therefore perpetuates a materialist culture amongst individuals who then bring business to creators of those fashion trends and this keeps them in their social class.
In interactionism, the mass media invents ‘truth’ but also enforces ‘truth’ as experienced by people in their lives. People’s identities are constantly being changed owing to the information received by readers, listeners or viewers (Goffman, 1999). However, different people have different interpretations of what they view on television or what they read on the papers. This will depend on the extent of internalization by those groups concerned. On the other hand, some unrealistic depictions on the media sometimes contribute towards unrealistic understandings of the world by individuals. For example, sometimes small and fragile looking heroines may overpower twelve strong men in a fight and this may distort actual understandings of what the world is really about or how it works.
How the theory affects approach to social change in mass media
Functionalism looks at social change as a creator of a ripple effect in other areas of life since all components of society are related. Therefore, it is desirable for the status quo to be maintained. This theory would therefore hold that mass media supports enhancement of status quo and thus makes social change a problem. It would make society dysfunctional and thus impede its workings. In society, this can be seen by the fact that many media houses often select what items to cover and which ones to ignore in order to act as society’s gatekeeper. The mass media can mute certain differences in society; such as the under representation of gays in order to minimize social change.
On the other hand, conflict theory holds that social change is desirable because that is the only way that the proletariat can upset dominance of the bourgeois. Therefore, mass media may sometimes foster these conflicts even though this may not happen frequently. Many movies will portray inequalities in terms of race, economic well being or gender and will thus set the stage for conflicting values that may lead to social change.
On the other hand, the conflict theory looks at what may be considered as social change by other theorists as a way of dominating the masses. Mass media will often display humanitarian efforts in the news. To adherents of the conflict theory, this is seen as a capitalistic design that focuses on controlling the proletariat so as to ascertain that the poor remain in their place by giving them minor offerings (Baudry, 1975). Other theories would interpret such actions positively.
How each theory affects society’s view within mass media as an institution
Functionalism affects society’s views in this social institution because mass media acts as a method of observing the environment and disseminating information to the public. For instance if a certain legislation has been proposed in parliament, the public will learn through media reports that teachers’ salaries will remain low. This in turn implies that society will be more informed and politicians will be more accountable. Consequently, society will be more democratic.
Society becomes functional (transparent) through an active mass media. Social solidarity is yet another function that contributes towards society’s views of who they are. In the US, for example, everyone considers themselves as part of the nation because they know about a certain character on television like spider man. This causes people to relate with one another and thus promote social solidarity.
Adherents of the conflict theory believe that views of society are affected by mass media in a manner that spreads hegemony. In other words, this theory holds that mass media is just another agent of the dominant class. Ideas that are held by the dominant class usually become the major ideas accepted as normal and this serves their interests. For instance, many Americans think of McDonalds as a cultural symbol as depicted in media outlets; even soldiers in the Middle East talk about burgers from McDonalds.
Fancy advertisements intended on drawing on consumers’ patriotic sentiments have led to these opinions. However, preference for fast foods provides a great market for food manufacturers and restaurant chains thus serving the interest of the proletariat. The major contribution of the mass media in influencing society’s views according to adherents of the conflict theory is with regard to creation of materialistic and egocentric views (Gitlin, 2000).
An interactionist perspective would hold that making sense of realities is facilitated by the mass media. Journalists often explain the meaning of certain occurrences in the political, economic or social realm. Eventually, this contributes towards shared attitudes and interpretations. On the other hand, mass media also affects the manner in which communication takes place amongst regular persons. It contributes towards the spread of certain ways of talking or slang.
For instance, rap/rock music as displayed by various media outlets perpetuate the use of certain street slangs. Political campaigns have been characterized by the use of common terminologies that keep getting renewed with every election.
References
Baudry, J. (1975). Ideological effects of the basic cinematographic apparatus. Film quarterly, 28(2), 39-47.
Gitlin, T. (2000). Prime time ideology: hegemonic process in television entertainment. Social problems, 26(3), 251-266.
Goffman, E. (1999). The presentation of self in everyday life. NY: Doubleday.
Littlejohn, S. (2002). Theories of human communication. Belmont: Wadsworth.