MEdia in the Mirror

I began to understand the power of media the first time I saw the Barbie Townhouse. For me, Barbie was the representation of beauty, culture, class, popularity, wealth and success. She was "the girl with it all!" –or so it seemed through the view of cleverly, crafted television commercials- and who would not want to be all of those things? An excerpt from "Media As Industry", Introducing Media Studies by Scholar and Writer, Ziauddan Sardar examines how the Hegemonic Model works in regard to influencing and creating these types of false representations of the world through media. The reading examines how these representations begin to influence who we are; how we see ourselves; what we think. After all, my family did not live in a Townhouse, we did not own fancy designer clothes, and for my mom, there was definitely no Ken; but it did not stop me from dreaming. I digress. The Frankfurt School suggests, that “capitalist control of the mass media was one reason why capitalism survived in the post-war period.” The article discusses hegemony that is, the ability of the ruling class to rule by consent,” (telling us what to think).

fotographic 1980 FreeDigitalPhotos.net

Through Social Media we are seeing a shift from the Hegemonic Model to more of a Pluralistic Model, which describes the media as a reflection of the plural society, full of competing interest and different viewpoints.  “The main function of the media is to please the audience.  It therefore seeks to fulfill their needs, and its representations meet with their expectations.”  Sounds like crowd sourcing to me.

graur razvan ionut / FreeDigitalPhotos.net

"All media are extension of some human faculty - psychic or physical” - Marshall McLuhan

My relationship with technology began out a curiosity to better understand the influence of traditional forms of media (television, film, newspapers and magazines); to emerging platforms such as new media, electronic and now digital products; How they work to connect us faster, entertain us in the process, and even influence and/or change our perceptions of others; how we communicate. From the Fax (yes, I was around then), to the PC, and now Smart Phones, I remain intrigued. Many of my day-to-day tasks and personal communication are facilitated through the use of my iPhone, the Internet and increasingly, Social Media. I do not realistically see myself functioning in today’s world without these tools. We have moved from printing today’s headline on tomorrow’s papers, to instantaneously blogging, tweeting and receiving history-making news and information 24-7 from all across the globe.

With social networking, Internet video and online collaboration, future presidential administrations will need to become even more adept in public engagement from the digital perspective. The idea of the Pluralistic Model may prove to be effective in political strategy.  Many of these forms of communication may be considered art simply due to the use of collaborative ideas, in the same way that an advertising team brainstorms to create visual and print commercials.

Renjith Krishnan

The article also discusses and defines how cultural productions/products differ from mundane products.  It states that cultural products “contain meanings, values, ideas and are a form of communication [that] work on several levels.” Take the Montreal Jazz Festival for example, “some people attend the Montreal International Jazz Festival to see a specific show (artistic or central product), while others attend for the atmosphere (the experience).” Customers choose who they wish to see based on preferences such as who they wish to see, who has parking, or even which venue has a bar. I am only scratching the surface here. HEC Montreal. "Components ofthe Cultural Product"

In the future, digital technology, cultural productions and products will have even greater influence on relationships and culture by providing more access and readily-available information, through Social Media Platforms, Apps, Cloud-based software, QR codes, mobile communications and other “New Media” developments; but does that necessarily equate to better communications, and just how will our relationships and culture shift as a result? 


I welcome your thoughts and comments on the subject. 


McLuhan, Marshall. Fiore Quentin. The Medium is the Massage: An Inventory of Effects. Bantam Books, Inc. New York. 1967. P. 26. Print.  

Copyright 2012. This adaptive work is the Intellectual Property of Renee Collins Georges. All Rights Reserved.