She indicates that social research is often manipulated by the concerned parties with malicious intentions and turns their focus elsewhere to achieve motivated goals. To increase the popularity of their products the marketing managers of multinational companies apply financial resources at the wrong end to support their viewpoints and for the alleged popularity of the products they quote manipulated statistics. They profess to do so in public interest, but the whole game plan is to secure their private interests. The author pleads for identifying the real threats to the youth like poverty, exploitation, discrimination than highlight the fictional bogeys that allegedly threaten them. Media has become an opinion-generating machine, and many make-believe situations are created by repeatedly asserting falsehoods, and half-truths as whole truths. Social disparities have been there even before the advent of television and video games. Instead of attaching importance to floating issues, she advises the decision makers to engage in a thorough study of the complexity of problems arising out the ground realities involving of race, gender and poverty to know the fundamentals.Sternheimer’s theme is new and her views are challenging. Her articulation on popular culture is like the gush of fresh water. Her viewpoints may not find ready acceptance. The present younger generation is not waiting to get devastated by entertainment utilities like television and internet. Undoubtedly they have some influence, for that matter every scientific discovery leaves some impact on the society but the younger generation is not foolish enough to get bowled over by what they see on the television. They know it is entertainment, and what is to be accepted and the things to be ignored. The youth is also guided by the parents and family members. Majority of the youth is fired by ambitions and wish to achieve something tangible in life. Economic constraints block the chances of youth. The purpose is well served if the social scientists, teachers, media analysts, scholars of cultural studies, sociologists and psychologists are able to understand the need to take a fresh look from their rigid and fixed opinionated statements about the disposition of youth and their being impacted by the popular culture. Conventional notions need rethinking.What is alarming is the astounding growth of the print and the electronic media. With dozens of
Sternheimer, Karen (2009) Connection Social Problems and Popular Culture:
Boulder, Colorado: Westview Press.
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