A statistics illustrate the Internet’s popularity has increased as it now reaches 146 countries, and involves 3 million computers and 40,000 sub networks. The Internet has become such an established form of media institution that its is often seen as a valuable tool to sell things over the web which is called the e-commerce. There are also 500 million users worldwide and the numbers is still immensely growing. In addition as computers are becoming cheaper, society is realising that you need to be computer literate to cope with the heavy demands of the business world. As more economically developed countries revolve around the computer.
Michio Kaku a sociologists state ‘that in the past decade, more scientific knowledge has been created that in all human history. Computer power is doubling every eighteen months and the Internet is doubling every year.’
Gilroy proclaims the Internet is still continuously growing he used California as an example of his Internet popularity research. He illustrates that California has dramatically expanded its share of high tech jobs in the US. In 1997 2000 thousands a month was being created. By 1996 there were 355 Internet hosts per 1,000 people in Silicon Valley a far higher ratio than anywhere else in the US.
Charles leadbeater states that ‘Internet usage is multiplying as five times the rate that television spread in the 1980’s’.
Users of the Internet are now beginning to chat, shop, and entertain themselves through the comfort of their home. However sociologists believe that the Internet has a threat to society as it begin to restrict people from socialisation they state that people will become unhealthy and mentally depressed. Tele working such as shopping, going to school will be replaced by computer links. People will be able to invade private lives through broad-catching as they can pick any information they want such as radio and T.V programmes. The Internet will force a downward spiral in the economy as people will no longer need to purchase products such as music from the stores but instead download e.g. Kazza.
Older generations worry that the Internet will have a negative impact on young people in society due to the fact that the Internet’s reputation is known for its quick reliable response 24/7. They explain that the younger generations live in an impatient and permanently depth less present, in which there is no sense of perspective and little sense of obligation.
On the contrary they is also many advantages of using the Internet for example the disabled tele-working would be more convenient. If you live under the pressure of the world then it also saves time as you can carry out daily tasks from the comfort of your home. Broad catching makes people access and pick any information they need at a quick and reliable speed and includes free downloads which save money. You will be able to communicate with people world wide at a free or cheap cost this is known as asynchronous communication. Society will soon be able to obtain a wide variety of information. Serial delivery will broaden people’s knowledge and we will be entertained quite easily. Copyright will become a thing of the past. Information will be the property of everyone and we will have access to everything. Most importantly it will reduce the importance of characteristic skin colour, gender physical attraction and sexual orientation will no longer be important in the virtual would of the Internet. Everyone will be viewed as equal.
The second media institution is video games. Video games can be played on several types of platforms: home consoles used with TV sets, computers, and computers with access to the Internet, coin-operated arcade machines, and handheld devices including games systems, cell phones and Palm Pilots. In the past these electronically products were not available highlighting the fact that they have become developed and more poplar.
Atari introduced video games in 1972; this was a ping pong game. Nintendo introduced hardware in 1986 and it is estimated that over 4 billion pounds has been created through them selling games. Other companies that are involved in producing games are Sony, Microsoft and Saga. As fashion and taste changes, so does the video games, and many companies try to change the correct theme of their games e.g. at the beginning of the football season a football game becomes popular e.g. Fifa 2004. This re-emphasises the idea that games are extremely popular.
Computer and video game sales in the United States are a $6.35 billion industry, with estimates of $16.9 billion by 2003. The major studies indicate that children ages 2-18 spend, on average, between 20-33 minutes a day playing video games. The amount of time spent playing video games varies by age. On average, 2-7 years old spend 8 minutes a day, 8-13 year olds spend 32 minutes a day, and 14-18 years old spend 20 minutes a day playing video games. Boys spend substantially more time playing video games than do girls, regardless of age. On any given day, 44% of boy’s report playing video games compared to 17% of girls. Another piece of evidence that shows that video games are becoming more popular is ‘Media technology in the home’. In 1986 10% had video games, 1989 11% had video games, 1991 12% had video games, 1992 17% had video games and in 1993 20% had video games. Overall these statistics accentuate that video games are becoming more popular.
The Sociologist SKIRROW quoted that: ‘Video games are unattractive to women since they are apart of a technology which is identified with male power, and they usually involve male characters acting in aggressive way. Women also state that games are sexist because they tend to have no main role in the video game e.g. they are being rescued or need saving by the main character. Women characters in the game are also not identified by their name but for example someone’s girlfriend. Most games are targeted towards the males so most games examine boxing, racing, football and fighting. Overall most games are based on real life situations, this means that they put real life situations into the game e.g. Sims. Its not the producer’s fault but the nations fault, as this is how the society operates.
Provenzo states that ‘There does seem to be a significant relationships between aggressive behaviour and subjects playing video games’. Provenzo also quoted that ‘ women tend to have no action in video games’, ‘women have no names’, and ‘many video games are masculine’.
The fact that the invisible culture is increasing illustrates that children enjoy being in controlled of something, but are they really in control or are they being influenced negatively. Many games are become extremely realistic reflecting real life situations where too much exposure to a premature mind such as a child can affect them permanently.
Video games have been evaluated and its been concluded that they are not just entertaining but also have effects which can be positive and negative. The positive aspect of gaming is that it has an education impact as it provides individual’s with detailed insight on computer literacy, the design feature in the most popular interactive games are extremely detailed, which sociologist believe improve skills such as visualisation, visual attention and concentration. Playing violent games allows them to explore their feelings, master their rage, improve strategically thinking and empower themselves against life challenges. The negative aspect of participating in playing games is that it sometimes interferes with homework and academic performance. It increases verbal aggression and physical aggression. People that spend time playing violent games are probably more likely to be in fights than people that don’t play at all.
Television is also known a media institution, in 1922 the first public broadcasting began by a private company. Other companies joined in the business and they set up their own channels which was to be presented on T.V. These were the BBC (1935), Channel 4 (1982), Sky (1984) and Channel 5 (1995).
Television has definitely increased it occupies a large, and often the largest, part of most peoples leisure time, to the extent that entertainment and social life in general is sometimes organised around the television (mass media). Statistics and facts show this. 99% of the population have a TV set. More people have a TV than own a phone. Television popularity has increased over the years as in 1986 the daily viewing was 78 hours, 1991 was 79 hours and in 1993 was 82 hours. These statistics illustrates a positive correlation meaning that it’s obvious that the hours have increased in 2003.
Since Television was becoming more popular, politicians scrutinised the TV and this lead them to set up the ‘Peacock Committee’. This was set up by Professor Peacock.
The disadvantage of TV is that research has confirmed that the roles are allocated to the sexes on television are highly distorted. The stereotypical role of man portrayed on T.V is that they tend to be assertive, tough and dynamic. On the contrary the female role is that women tend to be soft, deferential and, whenever possible, physically attractive. This can be emphasised by an important factor in T.V, commercials (advertising). Women have the traditional domestic role in the household, as they tend to show how to use the vacuum cleaner or what kitchen appliance the consumer should purchase e.g. cooker. This is significantly clear that this would be targeted towards the female audience, as this is how western society operates, women tend to do most of the domestic duties. Products aimed at men involve women as being sex objects e.g. Lynx ‘the Lynx effect’.
The advantage of TV is that we can get a wider perspective of the knowledge world wide society learns about different cultures such as religion music, food, clothing etc. Also we are quickly entertained from the comfort of our homes
In conclusion, I believe that the media institution is gaining power and will come to eventually directing and determining the culture of society rather than respond to or reflect society culture.
Overall sociologist believe that the mass media is increasingly becoming more popular as the term ‘meditation’ describes this process of mass recognition. The media has begun to replace our local knowledge and awareness. This suggests that the media has become very popular and important in society lives due to the fact that they have replaced community-based forms of social and cultural life.
