What is the relationship between media and culture?

Answer 1

The Relationship Between Media and Culture

We are social beings and in a world of advancing technology we must have a solid understanding of the effects these technologies have on us and be observant in how these technologies influence us as persons and intellectuals so we do not become consumed by these technologies.

Four theories of media culture to be considered:

• No effect: media and culture are not related

• Mirrored effect: media reflects our culture

• Determinist effect: media determine and shape our culture

• Mutual influence effect: our media and our culture shape each other

These four theories give us a direction in forming our own opinions on advancing technologies. When considering these four ideas we gain a better understanding of the topic and can form our own opinions based on what theories we feel are better representation of the effects these technologies have on us.

Bayms uses four frames of thinking to make sense of how we look at new media and concepts to help us analyse and take a perspective on the topic. The four frames of thinking are as follows:

• Technological determinism: new technology changes us and their active forces that humans do not have the power to resist

• Social construction of technology: people are the source of change in society and in technology

• Social shaping of technology: influence comes from both directions (technology, people and institutions all drive change)

• Domestication of technology: technology is taken for granted and no longer influences change

I believe that our media and our culture shape each other. Based on our current economics I believe that in order for media to shape our culture it must reflect our culture and in turn both have equal effect on each other. Media has to appeal to its audience in order to get into the audiences head to sell and promote images and products. The social shaping of technologies is prevalent in today's society.