9.4 Theoretical perspectives on media and technology  (Page 3/16)

Of course, the downside to this ongoing information flow is the near impossibility of disconnecting from technology, leading to an expectation of constant convenient access to information and people. Such a fast-paced dynamic is not always to our benefit. Some sociologists assert that this level of media exposure leads to narcotizing dysfunction , a term that describes when people are too overwhelmed with media input to really care about the issue, so their involvement becomes defined by awareness instead of by action about the issue at hand (Lazerfeld and Merton 1948).

Conflict perspective

In contrast to theories in the functional perspective, the conflict perspective focuses on the creation and reproduction of inequality—social processes that tend to disrupt society rather than contribute to its smooth operation. When taking a conflict perspective, one major focus is the differential access to media and technology embodied in the digital divide. Conflict theorists also look at who controls the media, and how media promotes the norms of upper-middle-class white Americans while minimizing the presence of the lower class, especially people of color.

Control of media and technology

Powerful individuals and social institutions have a great deal of influence over which forms of technology are released, when and where they are released, and what kind of media is available for our consumption, a form of gatekeeping. Shoemaker and Voss (2009) define gatekeeping    as the sorting process by which thousands of possible messages are shaped into a mass media-appropriate form and reduced to a manageable amount. In other words, the people in charge of the media decide what the public is exposed to, which, as C. Wright Mills (1956) famously noted, is the heart of media’s power. Take a moment to think of the way that “new media” evolves and replaces traditional forms of hegemonic media. With a hegemonic media, culturally diverse society can be dominated by one race, gender, or class through the manipulation of the media imposing its worldview as a societal norm. New media renders the gatekeeper role less of a factor in information distribution. Popular sites such as YouTube and Facebook engage in a form of self-policing. Users are encouraged to report inappropriate behavior that moderators will then address.

In addition, some conflict theorists suggest that the way American media is generated results in an unbalanced political arena. Those with the most money can buy the most media exposure, run smear campaigns against their competitors, and maximize their visual presence. Almost a year before the 2012 U.S. presidential election, the candidates––Barack Obama for the Democrats and numerous Republican contenders––have raised more than $186 million (Carmi et al. 2012). What do you think a conflict perspective theorist would suggest about the potential for the non-rich to be heard in politics?

Technological social control and digital surveillance

Social scientists take the idea of the surveillance society so seriously that there is an entire journal devoted to its study, Surveillance and Society . The panoptic surveillance    envisioned by Jeremy Bentham and later analyzed by Michel Foucault (1975) is increasingly realized in the form of technology used to monitor our every move. This surveillance was imagined as a form of constant monitoring in which the observation posts are decentralized and the observed is never communicated with directly. Today, digital security cameras capture our movements, observers can track us through our cell phones, and police forces around the world use facial-recognition software.