Media Effect - New Media

New Media

Theorists such as Louis Wirth and Talcott Parsons have emphasized the importance of mass media as instruments of social control. In the 21st century, with the rise of the internet, the two-way relationship between mass media and public opinion is beginning to change, with the advent of new technologies such as blogging.

Mander’s theory is related to Jean Baudrillard’s concept of ‘hyperreality’. We can take the 1994 O.J. Simpson trial as an example, where the reality reported on was merely the catalyst for the simulacra (images) created, which defined the trial as a global event and made the trial more than it was. Essentially, hyperreality is the concept that the media are not merely a window on to the world (as if a visiting alien were watching television), but are part of the reality they describe. Hence (although additionally there is the question of navel-gazing) the media’s obsession with media-created events.

It is this which led Marshall McLuhan in the 1960s to say that "the medium is the message", and to suggest that mass media are increasingly creating a "global village". For example, there is evidence that Western media influence in Asia is the driving force behind rapid social change: “it is as if the 1960s and the 1990s were compressed together.” A notable example is the recent introduction of television to Bhutan, resulting in rapid Westernization. This raises questions of ‘cultural imperialism’ (Schiller) — the de facto imposition, through economic and political power and through the media, of Western (and in particular US) culture.