8.2 Media and Technology in Society
4 min read•june 18, 2024
Media and technology have profoundly shaped society, evolving from traditional forms like print and to digital platforms. This transformation has revolutionized communication, information sharing, and social interactions, impacting everything from how we consume news to how we form relationships.
Advertising plays a crucial role in this media landscape, influencing and . Through , targeted messaging, and the promotion of lifestyles, advertising shapes our desires, purchasing decisions, and even our societal norms.
Media and Technology in Society
Evolution of media forms
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Media Fragmentation View original
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A Principal's Reflections: Leading in the Digital Age View original
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- Traditional evolved over time to shape society
- (newspapers, magazines, books) allowed for mass dissemination of information and facilitated the spread of literacy and knowledge
- Radio provided real-time news updates and entertainment, enabling mass communication during times of crisis (World War II)
- combined visual and auditory elements for a more engaging experience, becoming a primary source of news, entertainment, and advertising
- forms revolutionized communication and information sharing
- enabled global connectivity and instant access to information, transforming the way people communicate and consume media
- (Facebook, Twitter) facilitated user-generated content and online communities, altering the way people interact, consume news, and form opinions
- and apps (smartphones, tablets) increased accessibility to media content and services, changing the way people consume and create media on-the-go
- Impact on society includes , , and changing social norms
- Democratization of information increased access to diverse perspectives and knowledge, reducing barriers to entry for content creators and journalists
- Globalization facilitated cross-cultural communication and understanding, enabling the spread of ideas, trends, and movements across borders
- Changing social norms and behaviors influenced the way people communicate, form relationships, and spend their time, raising concerns about privacy, addiction, and mental health ()
- of various media forms and technologies has led to integrated multimedia experiences and new ways of consuming content
Impact of advertising on society
- shape consumer behavior and cultural values
- Emotional appeals associate products with positive feelings and experiences, creating a sense of desire, belonging, or status (Coca-Cola's "Share a Coke" campaign)
- leverage the influence of well-known figures to promote products, transferring the qualities and appeal of the celebrity to the brand (Nike's partnership with Michael Jordan)
- uses consumer data to personalize ads based on demographics, interests, and behaviors, increasing the relevance and effectiveness of advertising messages
- Impact on consumer behavior includes creating needs and wants and influencing purchasing decisions
- Creating needs and wants convinces consumers that they require certain products to be happy or successful, encouraging consumption and
- Influencing purchasing decisions uses persuasive techniques to guide consumers towards specific brands or products, exploiting psychological biases and impulses to drive sales (limited-time offers, scarcity tactics)
- Shaping cultural values through promoting lifestyles and reinforcing
- Promoting certain lifestyles and aspirations associates products with desirable social status, beauty standards, or success, reinforcing or challenging prevailing cultural norms and expectations
- Reflecting and reinforcing perpetuates gender roles, racial biases, and other stereotypes through ad content, normalizing or questioning societal power structures and inequalities (portrayal of women in domestic roles)
Media's role in social dynamics
- is fostered through communication, , and
- Facilitating communication and connection enables people to maintain relationships across distances and time zones, fostering a sense of community and shared experiences online
- Mobilizing collective action allows individuals to organize and coordinate around common causes or interests, facilitating social movements, protests, and political activism (, )
- Promoting cultural exchange and understanding exposes people to diverse perspectives and experiences from around the world, encouraging empathy, tolerance, and appreciation for different cultures
- Social division can arise from , , , and online harassment
- Echo chambers and reinforce existing beliefs and limit exposure to opposing viewpoints, contributing to political polarization and ideological extremism
- Spread of misinformation and enables the rapid dissemination of false or misleading information, undermining trust in institutions, experts, and objective reality (COVID-19 conspiracy theories)
- and unequal access highlight disparities in access to technology and digital literacy skills, exacerbating social and economic inequalities based on factors such as income, education, and geography
- and online harassment facilitate the spread of hate speech, discrimination, and personal attacks, causing psychological harm and eroding social trust and cohesion (online trolling, )
- in social media and search engines can perpetuate and amplify existing societal prejudices and inequalities
Technology and Society
- suggests that technology drives social change and shapes cultural values
- skills are crucial for critically evaluating and interpreting media messages and their societal impact
- involves responsible and ethical behavior in online environments, including respect for others' rights and privacy
- refers to the commodification of personal data for profit, raising concerns about privacy and corporate power
- principles aim to ensure equal access to online content and services, preventing discrimination by internet service providers
Key Terms to Review (45)
#MeToo Movement: The #MeToo movement is a social movement against sexual harassment and sexual assault that emerged in 2017. It began as a social media campaign to highlight the widespread prevalence of these issues, particularly in the workplace, and to encourage victims to come forward with their stories in order to hold perpetrators accountable.
Advertising Strategies: Advertising strategies refer to the various approaches and techniques used by businesses and organizations to promote their products, services, or brand effectively to target audiences. These strategies are designed to capture the attention of potential customers, influence their perceptions, and ultimately drive desired behaviors, such as increased sales, brand loyalty, or awareness.
Algorithmic Bias: Algorithmic bias refers to the systematic and unfair prejudices that can be embedded in the algorithms and automated decision-making systems used in various technological applications. These biases can lead to discriminatory outcomes, reinforcing existing societal inequalities.
Arab Spring: The Arab Spring refers to a series of pro-democracy uprisings that began in 2010 in several countries in the Middle East and North Africa. These uprisings were characterized by public demonstrations, civil disobedience, and in some cases, armed conflict, aimed at overthrowing authoritarian regimes and establishing more democratic forms of government.
Celebrity Endorsements: Celebrity endorsements refer to the practice of brands or companies hiring famous individuals, such as actors, athletes, or public figures, to promote their products or services. These endorsements leverage the celebrity's popularity, influence, and public image to enhance the marketing and appeal of the endorsed item.
Collective Action: Collective action refers to the coordinated efforts of a group of individuals working together to achieve a common goal or address a shared issue. It involves the mobilization and organization of people to take collective steps towards a desired outcome, often in the face of challenges or obstacles that cannot be overcome individually.
Consumer Behavior: Consumer behavior refers to the study of how individuals, groups, and organizations select, purchase, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and desires. It is a crucial aspect of understanding the complex decision-making processes that drive consumer choices in the context of media and technology in society.
Convergence: Convergence refers to the process by which different media technologies, platforms, and industries merge, overlap, and integrate with one another, leading to the blurring of traditional boundaries and the emergence of new forms of communication and content delivery.
Cultural Exchange: Cultural exchange refers to the mutual sharing and transfer of ideas, practices, and products between different cultures. It involves the bidirectional flow of cultural elements, allowing for the enrichment and evolution of cultural traditions and the fostering of intercultural understanding.
Cultural Values: Cultural values are the deeply held beliefs, principles, and ideals that shape the attitudes, behaviors, and norms of a particular society or group. They serve as the foundation for how individuals within that culture perceive the world and make decisions, influencing their interactions with media and technology.
Cyberbullying: Cyberbullying refers to the use of digital technologies, such as social media, messaging, and email, to harass, threaten, or intimidate an individual. It involves the repeated and intentional infliction of harm through electronic means, often with the goal of causing emotional distress, humiliation, or social isolation.
Democratization of Information: The democratization of information refers to the increased accessibility and availability of information to the general public, enabled by advancements in technology and communication. This process has transformed the way information is created, shared, and consumed, empowering individuals and communities to access and engage with a wide range of knowledge and perspectives.
Design patent: A design patent is a form of legal protection granted to the unique visual qualities of a manufactured item, covering its ornamental design, appearance, or shape. It ensures that others cannot use, make, or sell the design without permission from the patent holder.
Digital Citizenship: Digital citizenship refers to the responsible and ethical use of technology and digital platforms. It encompasses the knowledge, skills, and attitudes required to navigate the digital world effectively, safely, and with consideration for oneself and others.
Digital divide: The digital divide is the gap between individuals who have access to modern information and communication technology (ICT) and those who do not. This disparity can impact access to education, economic opportunities, and social services.
Digital Divide: The digital divide refers to the gap between individuals, households, businesses, and geographic areas at different socioeconomic and other demographic levels with regard to their opportunities to access and use information and communication technologies (ICTs). It is a multifaceted concept that encompasses disparities in access, usage, and the benefits derived from digital technologies.
Digital Media: Digital media refers to the various forms of electronic media that are encoded in machine-readable formats. This includes digital content such as text, images, audio, and video that can be created, stored, and transmitted using digital technologies. Digital media has become increasingly prevalent in modern society, transforming the way we access, consume, and share information.
Doxing: Doxing refers to the malicious practice of publicly revealing an individual's private or identifying information, such as their home address, phone number, or other personal details, without their consent. This act is often done with the intent to harass, intimidate, or cause harm to the targeted person.
The term 'doxing' is particularly relevant in the context of 8.2 Media and Technology in Society, as the widespread use of the internet and social media has enabled the rapid and widespread dissemination of personal information, leading to an increase in doxing incidents. This practice can have severe consequences for victims, including physical threats, financial exploitation, and emotional distress.
Echo Chambers: Echo chambers refer to online environments where individuals are exposed to information and opinions that align with and reinforce their existing beliefs, while opposing or contradictory viewpoints are often excluded or marginalized. These self-reinforcing information bubbles can have significant implications for media and technology in society.
Emotional Appeals: Emotional appeals are persuasive techniques used in media and communication to evoke specific emotions in the audience, such as fear, anger, or nostalgia, in order to influence their beliefs, attitudes, or behaviors. These appeals aim to bypass rational thinking and directly target the audience's emotions to achieve the desired response.
Evolutionary model of technological change: The evolutionary model of technological change suggests that technology develops through a process of variation, selection, and retention, similar to biological evolution. This model emphasizes the gradual improvement and adaptation of technologies over time as they interact with society.
Fake News: Fake news refers to the deliberate creation and spread of false or misleading information, often with the intent to mislead or deceive. It has become a significant issue in the context of media and technology, as the rapid dissemination of information online has made it easier for false narratives to gain traction and influence public opinion.
Filter Bubbles: Filter bubbles refer to the phenomenon where online platforms, such as search engines and social media, use algorithms to selectively curate and deliver content based on an individual's past behavior, preferences, and interests. This creates a personalized information environment that can limit exposure to diverse perspectives and alternative viewpoints.
Globalization: Globalization refers to the increasing interconnectedness and interdependence of the world's economies, cultures, and populations. It is the process by which businesses, organizations, and societies integrate and operate on a global scale, driven by technological advancements, the flow of information, and the exchange of goods, services, and capital across national borders.
Internet: The internet is a global network of interconnected computer networks that enables the exchange of information and communication between devices and users worldwide. It serves as a vast infrastructure for the dissemination of digital content, the facilitation of online services, and the fostering of global connectivity.
Materialism: Materialism is the belief that physical matter and possessions are the most important aspects of life and that success and happiness are primarily determined by the accumulation of material goods. This philosophical and sociological concept is particularly relevant in the context of media and technology in society.
Media Forms: Media forms refer to the various platforms and channels through which information, entertainment, and communication are delivered and consumed in modern society. These forms encompass a wide range of technologies, from traditional print and broadcast media to emerging digital and social media platforms.
Media Literacy: Media literacy is the ability to access, analyze, evaluate, and create media in a variety of forms. It involves developing a critical understanding of the nature, techniques, and impacts of media messages, empowering individuals to be active and informed consumers and producers of media content.
Misinformation: Misinformation refers to false, inaccurate, or misleading information that is spread, regardless of whether there is an intent to deceive. It can take various forms, including fabricated stories, manipulated images or videos, and the spread of conspiracy theories or unsubstantiated claims.
Mobile Devices: Mobile devices refer to any portable electronic equipment that can be easily carried and used on the go. These devices, such as smartphones, tablets, and laptops, enable users to access information, communicate, and perform various tasks remotely, without being confined to a specific location.
Net neutrality: Net neutrality is the principle that internet service providers should enable access to all content and applications regardless of the source, without favoring or blocking particular products or websites. It ensures that the internet remains an open platform for innovation and free expression.
Net Neutrality: Net neutrality is the principle that internet service providers (ISPs) should treat all data on the internet equally and not discriminate or charge differently based on user, content, website, platform, application, type of equipment, or method of communication. It ensures an open and fair internet where access to information and services is not restricted or prioritized.
Planned obsolescence: Planned obsolescence is a business strategy where products are designed to have a limited useful life or become outdated quickly, compelling consumers to purchase new products more frequently. This approach not only drives continuous demand but also raises concerns about ethical consumption and environmental sustainability.
Print Media: Print media refers to the traditional forms of mass communication that involve the physical printing and distribution of information on paper, such as newspapers, magazines, books, and other printed materials. It is a longstanding and influential medium that has played a crucial role in the dissemination of news, ideas, and entertainment throughout history.
Radio: Radio is a form of wireless communication technology that uses electromagnetic waves to transmit and receive audio signals. It has become a ubiquitous medium for entertainment, information dissemination, and communication in modern society.
Social Cohesion: Social cohesion refers to the degree of unity, solidarity, and connectedness within a social group or community. It encompasses the shared values, beliefs, and sense of belonging that bind individuals together and foster a collective identity and commitment to the group's well-being.
Social Media Addiction: Social media addiction is a behavioral addiction characterized by an excessive preoccupation with social media platforms, leading to detrimental effects on an individual's personal, social, and professional life. It involves a compulsive need to constantly engage with social media, often at the expense of other important activities and responsibilities.
Social Media Platforms: Social media platforms are digital applications and websites that enable users to create, share, and interact with content, as well as connect and engage with others in online communities. These platforms have become integral to modern communication, information sharing, and social interaction.
Stereotypes: Stereotypes are oversimplified generalizations about groups of people that may or may not reflect reality. They can involve attributes related to race, ethnicity, gender, and more, affecting perceptions and interactions.
Stereotypes: Stereotypes are oversimplified, generalized beliefs about a particular group of people that do not account for individual differences. They are mental shortcuts that people use to categorize and make sense of the world around them, but often lead to prejudiced and discriminatory attitudes and behaviors.
Surveillance Capitalism: Surveillance capitalism is an economic model that uses personal data as a commodity to generate profits. It involves the extensive collection and monetization of user data by technology companies, often without the user's knowledge or consent, in order to predict and influence their behavior.
Targeted Advertising: Targeted advertising is a marketing strategy that involves delivering personalized advertisements to specific individuals or groups based on their interests, behaviors, and demographic characteristics. This approach aims to enhance the relevance and effectiveness of advertising by tailoring the content to the target audience's preferences and needs.
Technological Determinism: Technological determinism is the theory that technological development determines social change, rather than the other way around. It suggests that technology is the primary driver of societal transformation, shaping how individuals, organizations, and cultures evolve over time.
Technological globalization: Technological globalization is the process through which technology facilitates global communication and connections, diminishing the effects of physical distance between people and countries. It enables the sharing of information, resources, and cultures across the world with unprecedented speed and efficiency.
Television: Television is a telecommunication medium used for transmitting moving images and sound. It is a ubiquitous device in modern society, serving as a primary source of entertainment, news, and information for people around the world. Television plays a significant role in shaping cultural norms, influencing public opinion, and reflecting societal trends.