Post Modernism in Media

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Post Modernism in Media Daniel Bhattacharya and Joanne Hooton

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7 Social Inequality and Media Representation Universal Television / Contributor / Getty Images The examination of media content traditionally has been the most common type of media analysis, perhaps because of the easy accessibility of media products. The production process takes place in the relative remoteness of movie lots, recording studios, and editors’ offices. In contrast, media products surround us and are within easy reach of the researcher. Whatever the reason, there is an enormous volume of research and commentary on the nature of media content. Rather than try to review this vast literature, we have organized this chapter on media content around the single theme of representation. We explore the question, “How do media representations of the social world compare to the external ‘real’ world?” As we will discuss, this is not the only possible line of investigation related to media content. However, given our sociological interest in the relationship between the media and the social world, it is a central one. Furthermore, our discussion focuses on the issue of social inequality. We argue that the creators of media content often reproduce the inequalities that exist in society based on race, class, gender, and sexual orientation. This is not to say that the media have acted as a mirror, passively reflecting the inequalities of society. Rather, white middle- and upper-class men have historically controlled the media industry, and media content has largely reflected their perspectives on the world. Therefore, the inequalities in the social world have affected the organization of the media industry that produces media content. In turn, activists have challenged the media to broaden their narrow perspectives. Some have developed alternative media and told their own stories through words and pictures. Over the years, progressive social change movements have succeeded in altering some facets of social inequality in society at large. This human agency has created changes in the social world, which in turn, have affected the organization of the media industry. Increasingly diverse contemporary media content reflects these changes to varying degrees. Finally, changes in media technology have facilitated changes in content. With more media outlets, content has shifted from being scarce to being abundant. This abundance can accommodate more content diversity.Comparing Media Content and the “Real” World Content analyses of media products have repeatedly shown them to be quite different from key measurable characteristics of the social world. This gap between the “real” world and media representations of the social world is the subject of this chapter. “How do media representations of the social world compare to the external ‘real’ world?” is an important question because we conventionally organize media according to how closely they represent reality. We talk, for example, about fiction versus nonfiction, news or public affairs versus entertai.

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