To What Extent Does the Media Help Individuals to Learn Social Expectations?

In contemporary society, the media's pervasive influence on our lives is undeniable. From the moment we wake up to the time we go to sleep, we are bombarded with messages from various media platforms, including television, films, social media, and the internet. This essay will explore the extent to which the media helps individuals to learn social expectations, considering both the arguments for and against its influence.

Arguments for the Media's Influence

Proponents of the media's significant role in shaping social expectations argue that its omnipresence makes it a powerful force. We live in a media-saturated society where children and adults alike are constantly exposed to media messages. This constant exposure, from a young age, suggests that the media plays a crucial role in shaping our understanding of the world and our place in it.

Furthermore, the media often presents stereotypical representations of different social groups. For instance, women are frequently portrayed in traditional roles, while men are often depicted as dominant and assertive. These representations can influence how individuals perceive themselves and others, shaping their expectations of appropriate behavior for different genders. As sociologist Erving Goffman argued in his book "Gender Advertisements" (1979), the media often presents a "hyperritualized" version of gender roles, exaggerating differences and reinforcing traditional expectations.

Postmodernists like Jean Baudrillard argue that the media has become so powerful that it has created a "hyperreality," where the lines between reality and simulation are blurred. In this hyperreality, the media shapes our desires and aspirations, encouraging us to consume products and lifestyles based on media images and celebrity endorsements. This consumer culture, fueled by the media, profoundly impacts social expectations and interactions.

Moreover, social media has emerged as a new form of social control. Young people, in particular, are influenced by the number of likes, followers, and friends they have on social media platforms. This constant feedback loop can impact their self-esteem and shape their understanding of social acceptance and rejection.

Arguments Against the Media's Influence

However, critics argue that while the media undeniably plays a role, other agents of socialization are far more influential in shaping social expectations. The family, for instance, is the primary agent of socialization. Through primary socialization, children learn fundamental social norms and values from their parents and immediate family members. Parents use sanctions, both positive and negative, to reinforce acceptable behavior and discourage deviance.

Moreover, individuals do not passively absorb media messages. Research suggests that people exercise discrimination and choice in what they consume and are influenced by their peers when interpreting media messages. This active audience theory, as proposed by Stuart Hall, suggests that individuals are not simply passive recipients of media messages but actively interpret and negotiate meaning based on their social background and experiences.

Peer pressure is a powerful force, particularly during adolescence. Young people are often more influenced by their peers' opinions and behaviors than by media portrayals. This is evident in traditional societies, where age groups are united by rites of passage and shared experiences, shaping their social expectations and behaviors.

Education also plays a crucial role in secondary socialization. Schools not only impart knowledge and skills but also instill social norms and values. Through interactions with teachers and peers, students learn about teamwork, discipline, and other essential social skills required for the workplace and broader society.

Furthermore, other social institutions, such as religion and the workplace, significantly shape social expectations. Religion often provides a moral framework that guides individuals' interactions and behaviors. Similarly, the workplace has its own set of norms and expectations that individuals must learn to navigate to succeed.

Conclusion

In conclusion, while the media undoubtedly plays a role in shaping social expectations, it is essential to recognize that its influence is not all-encompassing. Other agents of socialization, such as the family, peers, education, religion, and the workplace, also exert significant influence. Individuals are not passive recipients of media messages but actively interpret and negotiate meaning based on their social experiences and interactions. Therefore, while the media can contribute to our understanding of social expectations, its influence should be considered within the broader context of other socializing agents.

**Sources:** * Goffman, Erving. *Gender Advertisements*. Macmillan, 1979. * Hall, Stuart. *Encoding/Decoding*. 1980.