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An Exploration Of Media And Its Effects On Social Rleationships: "Media/Society: Industries, Images, And Audience" By David Croteau And William Hoynes

2009 words - 8 pages

Media is becoming an important aspect of today’s society. Each and every day, people interact with media of many different forms. Media is commonly defined as being a channel of communication. “Our everyday lives are saturated by radio, television, newspapers, books, the Internet, movies, recorded music, magazines, and more. In the twenty-first century, we navigate through a vast mass media environment unprecedented in human history.” (Croteau and Hoynes, p. 3)This is also true when we say media companies do not impose their own control upon the information being supplied to media users. Since many people use media frequently, we can assume that it affects people. According to the text book Media/Society: Industries, Images, and Audience, by David Croteau and William Hoynes the effects of media are determined and explored through the main topics of homogenization of media, social inequality and media, and the effects of media on social relationships.
As a culture we understand homogenization to be the blending of unlike properties together. The mass majority of media, in the United States, are owned in operated by wealthy individuals as well as corporations. To understand how these corporations gain so much power we look at the term horizontal integration. This is defined as, “the process by which one company buys different kinds of media, concentrating ownership across differing types of media rather than “up and down” through one industry.” (Croteau and Hoynes, p 40) We understand conglomeration as, few media companies and the few owners are dominating these companies. Since the media corporations are privately owned and controlled by privileged power elite, much of the information reported to the American public, is the interest of these power elites, not that of the American public. With such power these corporations are able to infiltrate society with my aspects of their product. For example if company X, has a new box office hit coming out and they also own print, web, music, and various other such companies. Than they are going to promote that movie in all the dynamics that they can. Thus they are controlling what we are exposed and how we are exposed to it. These corporations want to be able to get the most for their "hard earned" money. They area going to fund projects that are dynamic and can bring them money through almost all the companies they might happen to own. The homogenization of such companies might be good for their wallets but how are these monopolistic companies affecting the public?
Having little diversity in the media product world today we are limited to what we are exposed to. Since there are a concentrated number of media moguls, we are forced to see their inertest represented through media outlets. Newspapers only print what the owner wants to read. Books are more likely to be printed in the corporations feels they can incorporate the book throughout many of the other companies they might own, such as...

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