Conflict theories state that media is control by the dominant social group to manage and reinforce ideology and control circulation of ideas. Conflict theories see this as a social problem because society (according to their views) is based on a social struggle between the classes and their social power. Media is one of the main tools which help to control the circulation of ideas and beliefs and is used as “an opinion formation in a mobilized public sphere” (Schmidt 360). Using media, the dominant group promulgates its values and beliefs, social relations and ideology. This is a social problem because media influences the world perception and priorities of people. It is used to manipulate and organize habits and opinions of the society through false values and beliefs of the dominant social group. It manipulated the social machinery controlling the opinions and habits of middle and low classes. It is often assumed to be normal that a latent group, provided it does not encounter any obstacle or resistance and that it has sufficient ‘consciousness’ of the common interest, will act ‘naturally’ in advancing its interests. Latent groups are aware of their interests, and such awareness leads ‘normally’ to collective action aiming to advance the common interest. The sole obstacles which might prevent this collective action are, on the one hand, a delay in the appearance of an awareness of common interest, and, on the other hand, a resistance which derives from divergent or contradictory interests of other groups (Schmidt 363). Competition between groups whose interests are both legitimate and at least partially in opposition is a basic means of a concentration of power in modern societies. To start from the conflict between a value system and a norm system is to suppose that one or other is coherent when taken by itself. “Media reproduces the structural components of systems of interaction” (Schmidt 241).
Advertising is one of the most powerful media tools which popularize luxury and unique lifestyles.
Works Cited1. Schmidt, K.E. Contemporary Sociological Theory. Blackwell Publishing Limited, 2002.
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