7.4 Theoretical perspectives on media and technology  (Page 2/16)

Entertainment function

An obvious manifest function of media is its entertainment value. Most people, when asked why they watch television or go to the movies, would answer that they enjoy it. And the numbers certainly illustrate that. While 2012 Nielsen research shows a slight reduction of U.S. homes with televisions, the reach of television is still vast. And the amount of time spent watching is equally large. Clearly, enjoyment is paramount. On the technology side, as well, there is a clear entertainment factor to the use of new innovations. From online gaming to chatting with friends on Facebook, technology offers new and more exciting ways for people to entertain themselves.

Social norm functions

Even while the media is selling us goods and entertaining us, it also serves to socialize us, helping us pass along norms, values, and beliefs to the next generation. In fact, we are socialized and resocialized by media throughout our life course. All forms of media teach us what is good and desirable, how we should speak, how we should behave, and how we should react to events. Media also provide us with cultural touchstones during events of national significance. How many of your older relatives can recall watching the explosion of the space shuttle Challenger on television? How many of those reading this textbook followed the events of September 11 or Hurricane Katrina on the television or internet?

But debate exists over the extent and impact of media socialization. One recent study (Krahe et al. 2011) demonstrated that violent media content does have a desensitizing affect and is correlated with aggressive thoughts. Another group of scholars (Gentile, Mathieson, and Crick 2011) found that among children exposure to media violence led to an increase in both physical and relational aggression. Yet, a meta-analysis study covering four decades of research (Savage 2003) could not establish a definitive link between viewing violence and committing criminal violence.

It is clear from watching people emulate the styles of dress and talk that appear in media that media has a socializing influence. What is not clear, despite nearly 50 years of empirical research, is how much socializing influence the media has when compared to other agents of socialization, which include any social institution that passes along norms, values, and beliefs (such as peers, family, religious institutions, and the like).

Life-changing functions

Like media, many forms of technology do indeed entertain us, provide a venue for commercialization, and socialize us. For example, some studies suggest the rising obesity rate is correlated with the decrease in physical activity caused by an increase in use of some forms of technology, a latent function of the prevalence of media in society (Kautiainen et al. 2011). Without a doubt, a manifest function of technology is to change our lives, sometimes for the better and sometimes for the worse. Think of how the digital age has improved the ways we communicate. Have you ever used Skype or another webcast to talk to a friend or family member far away? Or maybe you have organized a fund drive, raising thousands of dollars, all from your desk chair.