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Volume 4 | CSPU Conference 1 | 2023 Ta'lim jarayonida raqamli texnologiyalarni
MEDIA CULTURE AND ITS PERVASIVE INFLUENCE ON SOCIETY
Shahlo Muhammadalievna Yulchieva
Lecturer, Department of Information Technology, Fergana State University,
Uzbekistan
ABSTRACT
In the 21st century, media culture has become an integral part of our lives, shaping our perceptions, beliefs, and behaviors. From television and radio to the internet and social media, the media wields immense power in influencing public opinion and shaping societal norms. This article delves into the multifaceted role of media culture in contemporary society, exploring its impact on individuals, communities, and the broader socio-political landscape.
This scientific article provides a comprehensive analysis of the intricate relationship between media culture and society. It delves into the multifaceted impacts of media on individuals, communities, and the broader socio-political landscape. Drawing on interdisciplinary research, this study explores the evolution of media culture, its influence on public opinion, social norms, and political discourse. It also examines the challenges and opportunities presented by the digital age in reshaping the dynamics of media consumption and production.
Keywords: media culture, society, public opinion, social norms, digital age.
Introduction
The media has a significant impact on people's lives. A specific medium used to deliver a message to a sizable, anonymous, and diversified audience is referred to as media in the field of communication. [1] Media depictions of various cultural groups are examined, as well as the impact of media on audiences. According to Pearce (1995), social construction is predicated on the notion that there is no such thing as objective reality. Scholars that support this approach, on the other hand, underline that all knowledge is historically and culturally distinctive [2]. A person's perception of reality is significantly shaped by the media, a potent social system. Even those who deliberately limit their media usage can be affected by it. [3]
The concept of media culture has undergone significant evolution over the years. Traditionally, it encompassed print media, radio, and television. However, with the advent of the internet and digital technologies, the landscape has expanded exponentially. Today, social media platforms, streaming services, and online news outlets dominate the media landscape,
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providing unprecedented access to information, entertainment, and social interaction. [4] It is for this reason that it is important for every viewer or user to have a sufficiently developed media culture to be able to sort out the broadcasts, publications, commercials and content available to everyone on the Internet.
Methods and Discussion
The potential of media culture to alter perception through representation is one of its most influential elements. The media serves as a reflection of societal values, norms, and hierarchies. They have an important role in determining what is considered "normal" or "deviant," influencing how various groups are portrayed and perceived. In this context, the media has the ability to either contradict or perpetuate stereotypes, influencing society's opinions regarding race, gender, sexuality, and so on. Furthermore, media culture has a significant impact on the agenda of public conversation. The media can determine which topics receive attention and which remain on the periphery by selectively covering and emphasizing specific themes. In addition, media framing - the manner in which information is presented - can influence how viewers interpret and respond to news. This potential to mold narratives has far-reaching consequences for political, social, and cultural developments.
Media culture is inextricably tied to consumerism and popular culture promotion. Advertisements, product placements, and celebrity endorsements are just a few ways the media industry encourages consumerist behavior. Constant exposure to these messages effects not only purchasing behavior but also the formation of individual and collective identities.
It must be acknowledged that the rise of social media platforms has transformed the way information is disseminated and consumed. It has democratized content creation, giving individuals and groups a global voice. However, it has also introduced obstacles such as disinformation propagation, cyberbullying, and privacy concerns. Understanding the dynamics of social media in the context of media culture is critical to understanding its impact on modern society.
According to some academics, the interaction between children and media has gained significant attention in academic literature and popular conversation. [4] Most children now have unparalleled access to media for a variety of objectives. [5] Many scholars emphasize the topic of internalization, arguing that children internalize media messages, which can influence their attitudes, beliefs, and behaviors. For example, there are concerns regarding the impact of media on females because of how girls and women are portrayed in the media. Stereotyping, idealization, objectification, and sexualization are among the issues raised. Boys and men are typically represented as dominant, aggressive, and/or extroverted [6], whilst girls and women as subservient and domestic. [7] For girls and women, there
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Chirchik State Pedagogical University Effectiveness of Introduction of Digital Technologies in the Educational Process
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is a prevalent ideal of thinness that is deemed hazardous and deceiving. Objectification, like sexualization, is prevalent, pervasive, and growing. [8]
Most of the time, the negative effect of media on children's psyche is related to factors such as immaturity (concrete thinking) and the child's inability to discern imagination from reality, particularly when programs imitate "real life" circumstances. Furthermore, television consumption affects time spent on other beneficial activities such as sports, physical activity, community service, cultural events, and family time. Children who watch more television than their peers show major deficits in story comprehension, an important skill for academic success [9].
The media can also shape our opinions and ideas about specific problems. This is particularly true of the news media, which frequently impacts our political opinions. The media has the ability to impact public opinion and even public policy. This can have an impact on public policy and leadership. Similarly, entertainment programs like television and movies can impact our attitudes and ideas about a variety of social topics like race, gender, and sexuality. The media can also have a significant impact on our behavior. They can, for example, shape our attitudes about substance misuse, aggression, and sexual conduct. Exposure to violence in the media has been demonstrated in studies to enhance hostility and violent conduct in children and adults. [10, 11, 12]
Conclusion
Because of its broad reach and ongoing influence, the media has the unique capacity to shift perceptions and affect the opinions of large numbers of people. Indeed, the media impacts our perceptions and comprehension of numerous situations and occurrences.
Media culture is a tremendous force that pervades all facets of modern civilization. Its impact on representation, agenda setting, consumer behavior, and political discourse cannot be emphasized. To traverse the complexities of this media-saturated landscape, we must develop media literacy and critical thinking abilities that allow us to understand and engage with media material. The ability to critically analyze and evaluate media messages is referred to as media literacy. Understanding the persuasive strategies employed in advertising, recognizing bias in the news media, and assessing the veracity of information offered in various forms are all part of this. Only with a deep grasp of media culture can we manage its intricacies and harness its potential for positive social change. Individuals with media literacy abilities can make more informed decisions about media intake and reject harmful influences. They can also assist in the development of media messages that promote positive social norms and values.
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REFERENCES
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