A study of cultural theory entails controlled focus on cultural practices and artifacts. This critical functional analysis is essential in prodding fundamental cultural and social norms. Both political and social practices, philosophical and literal texts, media technologies, as well as works of art fall under the focus of this research. In turn, critical/cultural researchers are more attuned to qualitative rather than other research types. During the process of critical/cultural studies, various methods and approaches are usually used primarily in the analysis of the mass media. Mass communication is a form of information exchange and impacts that affect broad ranges of people on an even larger scale. Therefore, due to its size, both functional analysis and critical/cultural studies use macro-analysis and acknowledge the facts that the media operates as an immensely powerful force in the society and that in different ways it exudes dysfunctionality. Furthermore, this approach relates the concepts of politics, social structures, hegemony and culture to the influence of the media in the society. Consequently, the critical/cultural school of thought presents a different way of thinking in concurrence to the questioning of political, social and economic norms. Most of the times, we see a society fixated in values that are non-ethical and non-sensible (Dominick, 2012). This political and social status quo has emanated from a controlled system whereby everything one is exposed to is influenced. This paper discusses the dominant ideology of capitalism and examines examples to support this basis.
To comprehend the overall significance of the critical/cultural theory, its origins and ideological basis are of the essence. Some scholars premise that this critical/cultural understanding came from the Frankfurt school. In the 1930s and 1940s, this school was fundamental in experimenting these initial frameworks of thinking, which ultimately led to a theory. Prominent groups of intellectuals committed to the analytical ideas of Karl Marx formulated the theory, which was eventually assimilated by sociologists all around the world. Marx principally noted that countries in the west used a particular system that glorified industrial capitalism (Dominick, 2012). Those who owned the production factories immensely got rich and this, in turn, created a societal tension between the “haves” and “have-nots.” In simple terms, capitalism according to Karl Marx exploits the working class, which in turn results to domination by the wealthy. As is evident in the contemporary society, the thinking of Karl Marx is becoming apparent in terms of colossal debts among the people and the ever-increasing gap between the wealthy and poor. This system is largely exacerbated by the fact that since capitalists are highly invested in creating wealth, they, in turn, work to ensure that this system of capitalism stays in place. Karl Marx was of the suggestion that if another system were in place for the equitable distribution of wealth, societal norms would not be the same again and that life would take on a more meaningful stance (Dominick, 2012). This position reveals in its essence, a truth that transcends contemporary thinking. Presently, our society is filled with immense stereotypes that the notion of free critical thinking is highly inhibited.
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The ideology of capitalism is a dominant force that started a while back and is still the preferred political and economic philosophy of the current world. As a dominant ideology, capitalism has affected both the ancient and primarily the contemporary world in highly substantial ways. Central to its impact on the modern world is the role of mass media in inculcating capitalist doctrines and in ultimately influencing the mind to accept pertinent societal norms and structures that are not equal. Capitalism commenced in its earliest forms as a trade among merchants in Western Europe in the Middle Ages (Kraidy, 2002). Its infancy grew from the North Western European countries such as the Netherlands, and England, which created the first banking and insurance systems. From this humble background, Capitalism has grown over a period of 500 years to become one influential ideology (Kraidy, 2002). Presently, the mass media is caught up in the nest of capitalism, which in turn produces coached content whose purpose has been to place the importance of capitalism and its values on a pedestal; leading to an acceptance of the political and economic status quo. According to the members of the Frankfurt School, the Marxist analysis is highly applicable to society’s cultural life. Although varieties of opinions usually lead to the idea that capitalism applies to products, the dynamism of the current world has led capitalism to affect social services and cultural determinants. In simple terms, just as large firms have control over the production of goods that affect the economy, other big firms as well have a monopoly on items of culture and other services that substantially determine socio political outlook.
An example of capitalistic proliferation in the media industry exists predominantly in advertising. Advertising, which is an audiovisual or autonomous form of communication that promotes openly sponsored and non-personal messages concerning products, ideas or services is keenly favored in the media industry. As a result, there is prioritization of the ideologies of capitalism as an official and well-preserved socio-political status. Such ideas appear in advertisements and subsequently reach the mass media. Ideologies of capitalism were highly inculcated in almost every product or facet of life being portrayed by the media, in particular through advertisement. Jolly individuals paid handsomely to represent the significance of products and ways of life frequently greeted the television screen and is now present in all occupations. To enlarge the tentacles of capitalism in mass communication, studios of the motion picture, the radio industry, and magazine and newspaper industries all worked to proliferate and glorify capitalism and the benefits, wittily sidelining its adverse consequences to the society (Kraidy, 2002). Throughout the late 20th century, the turn of the century and even up to now, advertisements chiefly elevate capitalism. In a dynamic and highly progressive world, capitalism’s true face of “every man for himself,” is evident in the inescapable chaos that ensues within society.
Another far-reaching influence of mass media on capitalism indoctrination is in the cultures preserved and presented in films that range from musicals and comedies to dramas, horrors and presently, even science fiction. As we trudge on to the future, the influence of movies, TV shows and a number of entertainment forms will evidently still be in our lives. Here, a good example of capitalistic indoctrination was during the 1930s depression. During these times, Hollywood, a premier film industry, did not concern itself with advocating for a more favorable political and economic system. They merely reiterated the glory of capitalism by depicting ostentatious comedies and musicals that portrayed individuals making it despite economic depression. Such subtle sub conscious suggestions through media influence indicate societal indoctrination, which subsequently morphs into societal norms. According to statistics, more people are regarding the watching of films as forms of entertainment; making this a natural outlet of indoctrination. Throughout the 1950s, most television shows depicted families that are well off and content with their livelihoods. This delineation, in turn, influenced the masses to accept societal norms imposed by capitalism and further entrenched through its practice (Kraidy, 2002).
A specific film that influenced the preservation of capitalism is the comedy-drama film, Forrest Gump. This movie was produced in 1994 from a novel with a similar name written by Winston Groom. The video represents a classical portrayal of a good-natured and dedicated kid who grows to become perseverant and eventually attains the American dream. In it, capitalism is glorified in the sense that a slow-witted kid from rural Alabama eventually ends up owning a large company that supplies shrimps nationally. The film gets increasingly shallow concerning Forrest Gump’s business ascent that in the end, the audience deduces that business success is a simple matter and that capitalism accords tremendous opportunities. Another film that exalts the ideology of capitalism is called “In the Pursuit of Happyness.” This movie is highly potent since it is a biographical drama and successively illustrates actual events. The culture and mentalism of capitalism are profoundly embedded in this particular set. Produced in 2006, In the Pursuit of Happyness depicts the story of a belligerent sales representative trying to make ends meet. In his economic cycle, the principal character stumbles upon a chance to make it through becoming an insurance broker. Towards the end of the movie, the main character achieves success, becomes a top sales man, and eventually builds his own company. Here, capitalism as a socioeconomic norm is decidedly represented in the life of the main character and most of his endeavors. Conversely, in reality, the film goes a long way in depicting capitalism as an accepted status quo within all societal fibers.
The role of the media in designing and implementing societal norms is highly evident. Not only are its influences in the things we perceive, but they are also in the ideas forming the foundational basis of the global media industry. Through this discussion, we see a careful construct of societal norms especially on the dominant ideology of capitalism. Here, the media is central in communicating indoctrinating ideas sub consciously through various media channels. Ultimately, in a contemporary dynamic world, the media remains to be a formidable instrument of social conformity or social revolution.
References
Dominick, J. (2012). Dynamics of mass communication . New Delhi: Tata Mcgraw-Hill.
Kraidy, M. (2002). Globalization of Culture through the Media. Encyclopedia Of Communication And Information , 2 , 359-363.
