Social Construction of Reality

Media and Technology SOCI 1306 Social Construction of Reality In the contemporary world, media has a significant impact on the symbols and stories that serve as the foundation for our collective knowledge of society. Theorists that emphasise the social creation of reality and operate within the interactionist perspective place special emphasis on this idea. This point of view holds that reality is a process in which people continuously develop and interpret their subjective perceptions of the world around them rather than a static thing. The media, in all of its manifestations, plays a vital role in this process by shaping our reality in a variety of deep ways. Among the most prominent ways that the media shapes reality is through the establishment of reference and main groups. Primary groups are small, unofficial gatherings of people closest to a person; these groups usually consist of close friends and family members. Nonetheless, in today's media-dominated world, the figures and characters we see on television occasionally assume the position of a major organisation. These media personalities have a lasting impact on our lives, offering us emotional support, direction, and a sense of connectedness that sometimes even exceeds contact with people in real life. This phenomena emphasises how much media may influence our social and personal life, making it harder to distinguish between fact and fiction. Many others use the media as a source of reference. A reference group is a group that people utilise to benchmark their decisions and self-evaluations. It affects our attitudes, actions, and ideas of what constitutes success and failure. Numerous real-world situations demonstrate the media's influence as a reference group. For example, we may be happy with our existing smartphone until we see people from our favourite TV shows using the newest model or until we witness our classmates showing it off between classes. This comparison influences our purchasing habits and drives our cravings, frequently causing us to seek and buy things we had not previously thought necessary. The media is not a homogenous organisation, even if it frequently propagates the viewpoints and agendas of dominant socioeconomic groups—typically wealthy, White men. According to Gamson, Croteau, Hoynes, and Sasson (1992), media discourse fosters the creation of alternative reality conceptions. This diversity is especially evident in the advertising sector, where innovative tactics are used to convince people to purchase goods we don't need or desire. By deftly manipulating our feelings, desires, and fears, advertisers push us to engage in a cycle of spending that powers the commercial system. But economic interests do not completely control the media environment. There are several channels and platforms that provide an alternative to the consumerist narrative. For example, social media platforms such as Freecycle offer a venue for individuals to exchange and seek goods without the need for payment. By encouraging the reuse and repurposing of things, this trade without any commercial gain undermines the foundations of traditional economic theory and advances sustainability. These platforms provide a counter-narrative to the prevailing consumer culture and serve as examples of how media may foster community development and ecological concern. Furthermore, a variety of voices and viewpoints that contradict the narratives promoted by mainstream media may be found on the internet. People can express their experiences and opinions through blogs, vlogs, and social media platforms, which frequently include unconventional lives and choices. Many blogs, for instance, chronicle the lives of those who want to live "off the grid," rejecting involvement in the commercial economy in favour of selfsufficiency and simplicity. These narratives provide substitute lifestyle options that cast doubt on the value and need of unrelenting consumerism and economic expansion. Media and society interact in a complicated and multidimensional way. The media actively shapes reality rather than just reflecting it. The media impacts our attitudes, behaviours, and perceptions through the pictures it provides, the tales it tells, and the ideals it upholds. People are both impacted and able to alter media material in this dynamic process. As engaged citizens, we contribute to the continuous creation of reality by interpreting, negotiating, and occasionally resisting the messages we come across in the media. It's also impossible to overestimate the influence of the media on the development of society norms and values. The way that gender, ethnicity, class, and sexuality are portrayed in the media defines and perpetuates preconceptions and expectations in society. These representations can be places of contestation and change, but they also frequently serve to uphold the power structures and disparities that already exist. For example, rich and varied character portrayals in TV series and films help dispel preconceptions and encourage a broader awareness and acceptance of marginalised communities. The ability of the media to shape reality includes the ability to affect political processes and public opinion. In particular, news media is essential for educating the public about topics and current events. Public views and impressions may be strongly influenced by the way news is conveyed, including the language used, the topics presented, and the stories chosen. Public opinion on significant topics can be influenced by media coverage, which can also influence political agendas and election results. In conclusion, there is a significant and wide-ranging function for the media in the social creation of reality. Our views of the world and ourselves are shaped by it, and it also affects our actions and attitudes and advances the continuous process of characterising and comprehending reality. A more varied and dynamic media environment is fostered by the media, which, whilst frequently reflecting the interests of major society groups, also gives room to opposing voices and ideas. We participate actively in this process as media consumers and producers, deciphering and navigating the messages we come across and adding to the shared creation of reality. We may influence the media landscape to reflect and advance a more fair and equitable society by critically interacting with media material and advocating for varied and inclusive portrayals.