Social Norm Functions

Media and Technology SOCI 1306 Social Norm Functions In addition to being a means of distributing commodities and providing pleasure, the media, in all of its forms, is essential for socialisation because it upholds standards, values, and beliefs for future generations. Throughout our lives, the media continues to shape our thoughts and behaviours through socialisation. People are exposed to media messages from an early age that discreetly communicate what is considered desirable and excellent, prescribing suitable speech patterns, behaviours, and responses to certain situations. The books we read, the cartoons we watch, and the music we listen to all instill fundamental cultural standards in us as kids. These media platforms change as we get older, but their influence on how we see the world doesn't. During major national and international events, the media may establish cultural touchstones, which is one of the most fundamental ways it impacts socialisation. For example, many elderly people who witnessed the 1986 space shuttle Challenger explosion firsthand on television still carry strong memories of the tragic event. Similar to how millions of people saw the September 11, 2001 attacks and Hurricane Katrina's devastation in 2005 through television and the Internet, these events created shared experiences that went beyond personal distinctions and shaped the identity of the country as a whole. The public is informed by these events, which have received substantial media coverage, but they also influence society values and collective memory. Researchers are now debating the degree and effects of media socialisation, looking at both good and negative aspects. Anderson and Bushman (2011) emphasise the controversial character of this topic in their examination of media violence. According to Krahe et al. (2011), watching violent media content over time may lessen emotional reactions to violence and promote acceptance of aggressive behaviour since it has a desensitising impact and connects with aggressive thinking. In a similar vein, Gentile, Mathieson, and Crick (2011) found that children who are exposed to violent media have higher levels of physical and interpersonal aggressiveness, suggesting that early exposure might have an impact on early behavioural patterns. On the other hand, Savage's (2003) meta-analysis, which covers forty years of study, casts doubt on the idea that there is a clear connection between witnessing violent media and engaging in violent crimes. The intricacy of media effect is shown by this study, which also implies that while media might affect attitudes and behaviours, it is not the only factor. A person's standards and values are also greatly shaped by other socialisation agents, such as family, peers, and religious organisations. It is indisputable that media has a ubiquitous socialising effect, even in the face of conflicting data about the direct effects of violence in the media. People's imitation of the speech patterns, mannerisms, and attire shown in the media is clear evidence of this. Celebrities and other influential people swiftly popularise fashion trends, which demonstrate how the media can establish standards for what is seen attractive or trendy. The media's influence on communication standards is evident in the language and slang that are often used in films, television series, and online forums. The extent of the media's socialising power in comparison to other agencies is still up for discussion, though. One of the main socialisation factors, particularly in the early years, is family. The first role models for behaviour and communication are parents and siblings, who impart fundamental principles and convictions. Religious organisations reinforce social norms and ethics by providing moral frameworks and communal solidarity. Peers have a big effect because people look to their social groups for approval and validation, especially in adolescence. There is a complicated and dynamic interaction going on between the media and various other socialisation agencies. Religious organisations, classmates, and family may all promote values and standards, which the media can either support or contradict. A television programme that features a variety of family configurations, for instance, might challenge conventional beliefs that viewers' own families or communities uphold while broadening their understanding of family dynamics. On the other hand, as seen by the way that gender roles and racial stereotypes are portrayed in the media, these negative standards can also be reinforced by the media. The media environment is more individualised and fragmented than it has ever been in the current digital era. Online forums, streaming services, and social media platforms all offer personalised material that suits users' tastes and worldviews. Because of this individualised media intake, people may find themselves in "echo chambers," where the main sources of information are opinions that confirm their own. This can help to reinforce particular values and views, but it can also prevent critical thinking and limit exposure to opposing ideas. Furthermore, the popularity of user-generated content on websites like Instagram, TikTok, and YouTube has democratised the creation of media and made it possible for anybody to become an influencer in their own right. The process of media socialisation is made more difficult by the influencers' ability to alter trends, opinions, and behaviours due to their large followings. Influencers' words can have an especially powerful impact by blending the boundaries between human engagement and traditional media because of their relatability and genuineness. In spite of these complications, it is evident that the media continues to be a potent socialisation tool, constantly influencing our individual and communal identities through interactions with other society institutions. The function that media technologies and consumption habits play in socialisation will change along with them. Navigating the media- rich environment we live in, promoting media literacy, and critically interacting with the material we consume all depend on our ability to comprehend this dynamic. In summary, the media undoubtedly plays a part in socialisation, but its impact needs to be weighed against that of other important socialisation agents. A complex socialisation process is produced by the complex interactions between classmates, family, the media, and religious organisations. This process moulds our identities and perspectives on the world. Uncovering the media's multifaceted social influence will require continual inquiry and critical involvement as it continues to change.