Sociological and Culturalist Accounts Essay Example | Topics and Well Written Essays - 2750 words

Sociological and Culturalist Accounts - Essay Example Furthermore, the model shapes our culture. It gives us the necessary resources, cryptogram and tradition through which the society compose a universal culture, and that which enables us to fit in the very culture. The question of who possesses media power and the powerless, or even those that can implement might and brutality, and those who cannot is a clear display of the media and its associated culture. The centrality and influence of mass media in modern culture cannot be overlooked. This is a true demonstration of how a number of media sources mainstream information and messages to the society through such forms as internet, newspapers, articles, and Radio. Such information despite positive impact to the society creates an illusion of things not beneficial to the very culture. Mostly, media power proves to be symbolic and persuasive. The media primarily have the greater potential in controlling extensively the mind of readers or viewers but not their actions in a direct way. In such cases of physical, coercive force however, the control of action, that is often the ultimate aim of the exercise of power, is mostly indirect. Whereas the control of intentions plans, knowledge, beliefs, or opinions in mental representations that monitor overt activities is presupposed. Despite the pervasive symbolic power of the media, the audience will generally retain a minimum of autonomy and independence, and engage more or less actively instead of purely passively, in the use of the means of mass.