Mass Media's Societal Impact and Consumerism Dynamics

Mass Media's Societal Role and Influence

The media are part of our daily lives; they inform, communicate, and entertain, offering us certain values and lifestyles.

Intercommunication among different peoples and possibilities has increased dialogue and understanding of the world.

Mass Communication (MC) has contributed to global spread.

Communication Systems (CSM) have become key elements in shaping the way we live and think.

We call CCS systems transmitting information and opinion among individuals.

Technical development enabled the improvement of traditional media and caused the emergence of new ones.

This has allowed faster, simpler, and more economical access to information, contributing to closer understanding between societies and individuals.

Television (TV) has become the medium of information and communication par excellence.

The Internet habits and family household have become the most effective means of dissemination and entertainment more accessible.

The Internet is the sum of all media and has created a parallel world in which there are no distances.

Advertising is the source of funding for all media; it has great social impact, as it discusses and modifies customs and creates new expectations.

CS affects people beyond the family and school.

Fundamental Rights and Media Ethics

• Freedom of expression is an internationally recognized right.
• The MCS must be in the service of truth.
• Manipulation is a form of lying.

When information is manipulated: opinions are censored, subjects are silenced, and there is no difference between factual information and opinion.

For the MCS to contribute to development, they must respect the dignity of all people and closely reflect what happens in reality.

Advertising and Consumerism

Industrialization, economic growth, and the development of technology make possible the production of consumer goods in large quantities for output production.

The economic problem: selling the products.

This is achieved by the artificial creation of new and ever more numerous consumer needs.

The real factory of desires are advertising companies.

From them emerges the phenomenon of consumerism.

Production creates needs in consumers through advertising.

Advertising techniques are becoming more sophisticated and use various means and different messages.

Advertising Messages

Different messages: target adults, children, and youth, or a female or male audience.

Advertising informs about the product to sell and tries to connect to the innermost desires of the buyer.

Advertising presents the most favorable image possible.

It has built a new type of human being: the consumer.