Media culture

In cultural studies, media culture subjected to the current Western capitalist society that emerged in addition to developed from a 20th century, under the influence of mass media. The term alludes to the overall affect and intellectual control exerted by the media primarily TV, but also the press, radio & cinema, non only on public idea but also on tastes and values.

The alternative term mass culture conveys the belief that such(a) culture emerges spontaneously from the masses themselves, like popular art did previously the 20th century. The expression media culture, on the other hand, conveys the idea that such(a) culture is the product of the mass media. Another alternative term for media culture is "image culture."

Media culture, with its declinations of advertising and public relations, is often considered as a system centered on the manipulation of the mass of society. Corporate media "are used primarily to equal and reproduce dominant ideologies." Prominent in the developing of this perspective has been the gain of Theodor Adorno since the 1940s. Media culture is associated with consumerism, and in this sense called alternatively "consumer culture."

Symbolic consumption

Consumers' decisions are exposed based not only on the economic concept of the utility material goods render but also from their symbolic service in terms of the search for one's self and place within the context of society and business identity. In other words, the products consumers purchase are component of devloping a story approximately who they are and whom they identify with.

Scholars view symbolic consumption as a social construct. A product is effective as an expression of identity only if the group shares a perception approximately the symbolic meaning of a product. These meanings are conveyed to consumers through advertising, magazines and television.

Jean Paul Sartre wrote that underconditions things, or even people, can become part of an extended concept of "self". Consumers may creation a narrative of their life based on their consumption choices to form on to or break continuity with their past, understand themselves and express reorganize in their sense of self. The establishment of a "lifestyle" connection through consumption may intend avoiding past patterns of consumption that represent the old self orsocial groups. The symbolism of goods is based on socially dual-lane beliefs.