• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

"Does the Mass Media Influence Youth Culture?"

Extracts from this document...

Introduction

"Does the Mass Media Influence Youth Culture?" A S o c i o l o g i c a l S t u d y a n d S u r v e y 1 . . . Introduction What is the mass media? The dictionary tells us that it is: "those means of communication that reach and influence large numbers of people." (Collins Pocket English Dictionary, 1981 edition) To many people, however, it is something much more sinister - a monster that seeks to manipulate and control public opinion. A flotilla of highly entertaining novels and films draw upon the idea of a tyrannical government secretly controlling zombie-like citizens, using the mass media as its weapon. Ironically, these conspiracy novels and films themselves are simply another aspect of the media. But perhaps - especially now, when we are more exposed to forms of mass media than any other previous generation - the seeming fantasies are not as fantastic as we might think. Certainly times have changed significantly since George Orwell first wrote his chilling novel, 1984. For example, Hitler's government proved that it was possible to persuade an entire nation to ignore - or even to condone - horrific acts of inhuman cruelty on a huge scale. This could be done only because of the recent expansion of the mass media to include radio, film and television, meaning that there were now more potential ways of influencing the general public. And making the most of this in numerous propaganda campaigns, it proved frighteningly easy to control what was considered to be a sophisticated and intelligent population. 2 . ...read more.

Middle

Likewise embarrassment can cause similar issues that perhaps would not be present in less personal, or more discreet, methods of research. Then there is the practical problem of having to record the interviewee's responses. Writing in most situations is not fast enough to record every detail, and audio/video recording equipment would be likely to faze the interviewee. There is also the less obvious issue of the interviewer's misinterpretation of the subject's responses which can potentially serve to provide a very different answer to the one intended by the interviewee. The final disadvantage is in converting the responses - which will on the whole be extended and, to a degree, digressive: the result of "open questions" - into useful, statistical information. This conversion is often complex and in significant danger of being affected by the researcher's personal interpretation and opinions, and this above all the other disadvantages convinces me that interviewing would not be a practical method to use in my survey. Questionnaires are the final appropriate method of statistical research that I could employ to collect the evidence necessary for my investigation. Questionnaires have several disadvantages. The researcher cannot be sure whether or not the participant has answered questions accurately and/or honestly, and the anonymity of questionnaires means that it is not even possible for the researcher to check with the subject on the validity of any dubious answers. Alongside this, the questions need to be easily and universally understood, which may be difficult yet is absolutely vital for reliable feedback. Nevertheless, despite these problems, questionnaires have advantages too. They are an inexpensive form of information extraction that can be employed even with large numbers of subjects. ...read more.

Conclusion

The eight-10 age-category vanishes completely in graphs 3:6, 3:7 and 3:8, signifying that Lacoste, Ralph Lauren and Alexander McQueen are targeting an older audience. Overall the middle two age groups - 14-16 and 17-19 - seem to be the most brand-conscious, with the most striking exception being Graph 3:8, in which the eldest two age-categories have the highest percentages of persons aware of the designer brand Alexander McQueen, which seems to suggest that this brand has a mature target audience in mind. Now if we look at the data gathered from Graph 4 and 4:1, and compare it with what we already know from Graphs 3-3:8, we should be able to get some idea of whether targeted advertising has worked. If we start by comparing Graph 3:1 with the appearance of Peacocks on Graph 4:1, there is really little if any correlation. Indeed, at first glance there seems to be no correlation between Graphs 3:1-3:8 and Graph 4:1 at all, suggesting that targeted advertising has not been successful. However, there are a number of small snippets of information we can glean. For example, a quarter of those over 31 years old have a preference for Alexander McQueen clothing. The 31+ age category was also that which was most aware of that brand-name. If we move on and compare Graph 4:1 with Graph 6:1, looking specifically at the 17-19 age category, we can see that Lacoste is the most preferred brand-name with 17-19 year-olds (alongside fcuk) and is judged as the most widely advertised by that age-group, indicating that Lacoste has had some degree success in its advertising. Likewise there is a relationship between Graph 4:1 and 7:1 - the majority of 11-13 year-olds share the same preference for fcuk as they believe their friends to. ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our AS and A Level Media section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related AS and A Level Media essays

  1. Media and the representation of Youth Culture

    One of the main messages that is presented by the media as one of the main problems in our society is a gradual lack of morals, they tend to present this as creating a new generation of less considerate individuals which are more likely to be involved in criminal activity.

  2. What are the advantages and disadvantages of Censorship.

    Adults should know what they like to watch and what they don't and have the ability to turn off the T.V.

  1. The issue of media ownership is a complex one and therefore, I look to ...

    Hence, there are numerous competition policies and the 1998 Competition Act in the UK, which allow for only a certain amount of market power, promoting efficiency through pressure from rival suppliers and providing solutions to the anti-competitive behaviour often present within the larger more dominant markets.

  2. Do the Media have the power to shape public opinion?

    However, there is little empirical evidence on which the theory is based other than, it seems, a deep understanding if Marxist ideology and is unsubstantiated by empirical evidence. Trained asphilosophers they were unfamiliar with todays standardised, sociological methods and so failed to conduce any evidenc eto support their theory They

  1. Assess sociological explanations of the relationship between crime and the mass media.

    Parents warned their children about becoming a mod and because of the nature of teenagers; it provoked them to do it more. However, at the same time, it amplified the deviance and glamorised the image of the delinquents who are being reported.

  2. Moral Panic and media folk devils.

    The idea of Satanism in the books is wrong though because Satan is not part of the occult and is a Christian entity who was formally God's favourite angel. This there for implicates that the bible is the most evil book in existence but is not true.

  1. To what extent does the Media affect body image in teens and their perception ...

    are more effective on us as a public, than those that don?t use any type of model and also to explore into the world of subliminal messaging and how it plays on the sub-conscious mind.

  2. Media and The Sexualization of Young Girls

    Listening to the messages of the media is why these young females are so confused and misguided on what it means to be a woman. I'm convinced that the media is a major factor in the high rates of teen pregnancies and STDs in the United States.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work