How Power Is Maintained Within The Society Media Essay

How Power Is Maintained Within The Society Media Essay gibe to Lukes (1986) cited in Scott (2001), male monarch is, in its close general sense, the production of casual effects. When it comes to the social power, probably the best kn give birth definition of all was introduced by a German sociologist Max Weber (1920). He distinguished trey kinds of power- traditional authority, legal authority and charismatic authority. Traditional authority occurred principally in early Middle Ages and in some of todays tribal societies. It is the most changeless form of power, non very susceptible to manipulation, because it is based primarily on tradition, which could be extremely difficult to change and the effects of much(prenominal) changes could be difficult to predict. Charismatic authority based on a personal ability to marcher peck, their dedication and trust in resemblance to the leader. No one else is able to perform such kind of power except of the person endowed with charisma . Legal authority is the least stable and its impermanence is appargonnt from the ease of manipulation of the legal standards that form the terms of legitimacy. The authority is a feature of the relationship, non an attri b arelye of personality. It is the impact on the partners in a mutual relationship.The aim of this essay is to show the delegacys, in which power is maintained inside the society, through and through the transmission of values and ideas. Media disregard contribute a lot to a society. It canful change opinions because they abide access to people and this gives it a lot of strength. This strength can both be used constructively by educating people or it can be used destructively by misleading the innocent people. accord to van Dijk article (1995) media uses their power in a really spread out right smart. Thanks to its persuasive power, mass media can influence and control the audiences minds. hence through such a mind control, the mass media can similarly indirectly affect the viewers or readers actions. Author argues besides, that the mass media consciously leaves a bit of independence to its audiences, just to make them better indifferent and encourages them to be actively involved instead of stay passive. Such a deliberate action of the media on the pass catcher, van Dijk described as a media manipulation. Author further explains, that the manipulation is the most effective when the recipients do not realize, they atomic number 18 universe a subject of the media manipulation. Furthermore, according to that, manipulation is frequently perceived in a negative terms and is also being seen as a kind of the power abuse in the media. It is because of people, who compel an image or certain argument just to support take in lay to restests. In effect, recipients accepts the news reports as a true and journalists opinions as a trustworthy.(van Dijk, 1995).There are many ways in which media manipulate their audiences inter alia sup pression by omission, labeling, face-value transmission, slighting of content, false balancing, or framing. The basic way to make people stop to listen certain arguments, is to divert their care elsewhere. The useful tool to do this is propaganda.(Herman, 2003) In Manufacturing Consent Chomsky and Herman explains that the vast bulk of the mass media companies are businesses, makeed by wealthy people or big companies, and therefore media are mainly looking for profit, and they are exchange airtime in TV or columns in newspapers to advertisers, who wants their ads to appear in a supporting environment just to secure access to the widest audience.Moreover, Herman and Chomsky introduced five factors actively involved in propaganda model. Those factors are ownership, advertise, sourcing, flak and anticommunist ideology.(Herman, 2003) Those factors works like a filters, every information moldiness pass through to get its final examination shape.Marxists also agrees, that ownership is an important factor. From Marxist point of view, if a newspapers are owned by the wealthy, it suggest that they will promote views of their owners. Another way in which the productivities of the mass media are affirmed, is through advertising. Companies pay large amounts of specie just to have their products advertised in the newspaper or shown in television system, and in effect the vast majority of newspapers or commercial television stations exists tho because they earn money from advertising goods and services. Nowadays advertisements are everywhere and for some people it is nothing more than letting to do what is new or worth to buy. But for Marxists advertising performs more functions than only informing people what is worth buying. (Berger,1982 Chapter 2) In his book The State in the Capitalist Society R. Milliband analyzed the functions of the mass media, and he found that advertising could be seen also as a kind of political tool, because it reinforces the existent soc ial order and highlights the rule of the capitalists. Milliband pronounced that advertising not only informs but mostly persuades. It not only tells to the potential buyer what to buy, but also suggests that capitalism is the best system. Consequently, the company not only sells goods, it also sells capitalism. Just to conclude propaganda model from the Marxist perspective, if a group own the production, they have not only economic, but also political power. The state is being seen as an institution which helps to organize the capitalist society, while the workings secern people are said to hold values, ideas and beliefs, but their ideas are still being manipulated by the media. Marx saw capitalism as a system of unequal wealth distribution within group of the brawny people, and believed, that the masses will further give up with capitalism to fetch the less oppressive system. (Best, 2002 78-79) The Marxs theory of ideology was further continued by an Italian Marxist Antonio Gr amsci. Gramsci understood that each of the dominant political class dominates also the consciousness of others. Gramsci believed that the working class has not made a revolution because capitalism was on its cultural hegemony. Cultural hegemony in recitation is limited to fixing the content has already been imposed. Such content may be, for example lifestyle, religion, school programs or career patterns. All this is presented to a subordinate class in a knowledge-sense way, and it effectively prevents the proletarians from formation of their own culture, their own patterns of life, or their own ideas. In Marxs materialist concept of history, the conditions of scarcity and poverty bring into being antagonism between the classes. Antagonism, which leads to the hegemony of one class over another. Capitalism has not collapsed thanks to the cultural hegemony. The workers accepted the existing system of production as really reasonable and unassailable. Therefore that gave the ideologic al victory for the bourgeoisie. To succeed the revolution, workers must have their own culture and ideology. Therefore the key challenge for them is to even off to the bourgeois culture. (Gramsci, 1926-37)According to Turow, hypodermic needle theory implied that the mass media had a direct, immediate and powerful effect on their audiences. That model of media communication was introduced by S. Tchakhotine (1939) and was based on media war propaganda. Broadcasters using the targeted content continuously and consistently stimulate basic instincts of the recipients on a stimulus- response base. This model assumes passiveness and irrationality of behavior and a high susceptibility to the content of propaganda. A reflection of this concept in the context of the relationship between media and the recipient is a shot called a magic bullet theory or hypodermic needle injection. The basis of this theory is the assertion of total passiveness of the recipients and the lack of resistance to the transfer. It was assumed that the means reaches all units in the society, which each of them receives in the same way, and it leads them to a similar reaction. Every unit within the society lives a subject to bite specified by the message and whether it will be effective depends only on the dose. (Croteau and Hoynes, 2003, 240 Turow, 2009, 153)French sociologist jean Baudrillard in his book Simulacra and simulation argues that we live in an age of simulacra in which reality has been absorbed by its own representation, in an age in which truth, reference or objective reason ceased to exist. According to the philosopher people no longer perceive reality, only a simulation. In the opinion of Baudrillard simulacra has become one of the most important category in our culture. Media lead to the invalidation of reality, and to stem the flow of information. Each event is ground, which according to the author of Simulacra and Simulation leads to loss of feeling and the whole sequenc e of events. Simulation runs directly to enhance hyper-reality, which defines the reality even more real than the reality itself. Media offer us the beauty more beautiful than the beauty and truth truer than the truth. Baudrillard argues that there is no reality, which does not mean that we live in a world of fantasy, he says only that people can no longer reach the direct reality. Baudrillard says that the reality does not disappear, it vanished the difference between what is real and what is simulated. Our senses are no longer able to distinguish between images and simulacrum.(Baudrillard, 1994 21-23) Baudrillard also famously claimed that the disconnection War in 1991, did not happen, although its appearance in television. It is obvious, that the war really took place, but the meaning and the details of what happened are inseparable from television coverage.(Baudrillard, 1995 17). A man immersed in the hyper-reality, assess their real survival according to whether they tick off with the image promoted by the movies he watch, he sees himself in the mirror through the prism of ideal images in advertising. A sense of reality blurs for him continuously because of continuous invasion of images served by the media, what captures their understanding of the world.In conclusion, media therefore do not affect what people think, but affect it, about what people think and can focus our attention on some issues, round it (via omissions, etc.) from the other cases. The views of the unit depends largely on its perceived bias, the opinion plethoric in the social environment, and these in turn from the views presented in the mass media. The views of the media are easier than others reinforced by public opinion. The truth of this assertion depends on the activities of contestant groups, having the courage and strength to expression of alternative.