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How the Media Influences Society’s Views on Work

Posted by allanpross , 12 June 2020 · 273 views


During the past thirty years, the influence of media on the society has significantly increased due to the technological development. Within a single day, one person can receive up to four hundred persuasive and influencing appeals from TV, radio, newspapers, magazines, and other media. The media has rooted so deeply in humans’ lives that it became the major driver of their decisions. The appeals are very diverse, and all of them shape the society’s views on different things in general and on work in particular. People choose their future career or wish to change the existing one under the influence of media, even without understanding of it. Media has become a driver of social change, so it is extremely important to analyze and to understand the extent, to which media influences people’s perception of work in order to help the society to manage the future. Thus, media makes people wish only well-paid jobs, because nowadays it shows only beautiful and rich life almost everywhere as it is shown in argumentative essays https://cheap-papers.com/blog/argumentative-essay-outline.php.

First of all, media creates the consumer society that is characterized by mass consumption of material goods and the formation of an appropriate system of values and attitudes. Magazines, TV programs, newspapers, and films advertise products in such a way that people are persuaded to buy them. For example, when randomly taking only one example of The Sun newspaper, one can find 41 advertisements in it, which are located on 22 pages out of the total 66 pages. Thus, more than one third of the newspaper is full with advertisements, not including the page, devoted to the advertisements. Moreover, films also persuade people to buy. For example, the films about James Bond may show main characters, which use mobile phones, produced by a particular company that paid for it. By paying, the companies expect characters to show the logo of the product for the viewers closely. Thus, one of the James Bond episodes ‘Tomorrow Never Dies’ used such products as Visa card, Avis car rentals, BMW cars and motorcycles, Smirnoff vodka, Heineken beer, Omega watches, Ericsson mobile phones, and L'Oreal cosmetics. Additionally, after the chocolate sweet ‘Reese’s Pieces’ was depicted in the film ET, the sales of the sweet increased by 65 percent. It makes people want the things, advertised in the films, and to purchase them they will need money. Thus, they will need a well-paid job in order to be able to afford these things. In this way, media indirectly influences society’s view on work and make people search for it, taking into consideration only the salary level. High consumer standards are an incentive to make money and, as a result, to seek hard work, long-term studies, and professional development. However, on the other hand, consumption becomes the main purpose of the individuals, and hard work, studying, and professional development are only the ways to achieve it. The moral values of the consumer society deny the need for a comprehensive mental, moral, and spiritual development of a man. It leads to the brainwashing of people, the degradation of them as individuals, and to the decline of popular culture.

Second, media propagates beautiful life everywhere, thereby making people orient only on the salary level when searching a job. Newspapers and magazines not only include advertisements, but they also include beautiful stories about clothes, properties, travel vouchers, and other things, which make people think that it will bring more happiness to their lives. These stories may not advertise the product directly, but can indirectly create a desire to own that thing or to have such life what requires further earning of money. A great example can be Cosmopolitan, the best-selling magazine in the United States, in which almost all articles represent beautiful life, showing what the life should be like and encouraging people, especially women, to purchase the things they want. For example, different articles discussing what celebrities wear and what they do are published each month, and they confirm the above-mentioned fact. Besides, the article by Dines in The Guardian, also tells that nothing can make women more increasingly dependent on certain products than Cosmo. Moreover, when the Oscar award ceremony takes place, the media creates an artificial boom around it each year. The ceremony is broadcasted on many channels throughout the world. The looks and dressings of celebrities are widely discussed on TV programs, in magazines and newspapers, in the Internet, and in many other media resources. The example of it can be a constant rubric in Vogue magazine, dedicated to the Oscar. The same fact is true about Emmy Awards or Grammy Awards, because for these ceremonies famous actors also wear the best dressings and the media then discusses it broadly in different resources. All it creates the desire among people to imitate the style of these beautiful, rich, and happy celebrities and to strive for a better living. Additionally, MTV, an American channel, which exists almost forty years, broadcasts such program as “MTV Cribs” that shows the luxurious houses of famous and rich people. Even the description of the program tells that it aims to make people be jealous and strive for more. Moreover, the media representations of beautiful life can be shown not only in a positive form, but also in relation to crimes. Nowadays, the crime is present almost everywhere on TV, and it is shown to bring much money, and thus a beautiful life. The book Reefer Madness by Schlosser reveals how American black market has increased during the last decades. Many people perceive an illegal job as a better one. It happens due to the media that shows the beautiful life of mafia and criminal bosses. Thus, all these things and advertisements make people also want to be rich, and indirectly encourage them to view a well-paid or illegal job as a better one.

Third, media influences the desire of people to engage in their own business. For example, Forbes, the most authoritative and well-known economic print media in the world, all the time publishes the lists of the richest people. There are many different lists, including the billionaire’s list, the richest people in America list, the richest person in each state, the global list of the richest, and many other ratings that are published every year. Almost each person from those lists has achieved such a success by engaging in his/her own business. Thus, Bill Gates, the first person in the list, is the owner of Microsoft, Amancio Ortega, the second in the list, is the owner of Zara, Mark Zuckerberg, the sixth in the list, is the cofounder of Facebook, Liliane Bettencourt, the eleventh in the list, is the owner of L’Oreal, Sergey Brin, the thirteenth in the list, is one of the founders of Google, etc. The list can be endless. Thus, by covering widely those rich entrepreneurs, Forbes makes people view the entrepreneurship as a better option, than working under someone, as it can enable them to appear in the Forbes’s lists of the richest. Moreover, YouTube, the video hosting site and the second most popular web-resource in the world by the number of visitors, has hundreds of thousands of video coaches and business channels that have a huge auditory, millions of viewers, and subscribers, Thus, it acts as media. They widely talk about entrepreneurship, discuss how to create own business, explain why a person needs it, and persuade to launch it. For instance, the channel “This week in startups” proposes many hours of talks and interviews on entrepreneurship from the businessman Jason Calacanis, the “Pando Daily” channel has many chats with the top entrepreneurs and VC’s, the “Entrepreneur” channel has more than five hundred videos from the world’s leading magazines for entrepreneurs, the “TED” channel has many inspirational talks on the role, which business can play in improving oneself and the world, et. Additionally, nowadays, the social media offers many opportunities for starting, promoting, and developing your own business. For example, such social media as Twitter and Facebook provide an opportunity to communicate with consumers and to keep tight contacts with them, as well as to advertise the business to the target audience. Seventy two per cent of business owners say that their activities in social media are effective. It puts the idea of starting their own business into the people's mind. Thus, the media also contributes to the fact that people prefer to have their own business rather than to work for someone.

Fourth, the media creates the image of a dream job for people, and especially for teenagers. According to the research, the dream job of young people correlates with the jobs of the TV characters. Hoffner et al. interviewed more than one hundred young people and concluded that the salary levels of their dream jobs, as well as the required educational level corresponds to the jobs of the TV characters. Besides, those jobs that required better education and were more highly-paid were held in greater respect. Films and TV programs can transform some careers into trends, such as “law enforcement, advertising, and journalism”, by idealizing and representing them in an attractive way. This ideal depiction can make people wish to enter these occupations. Thus, Office Angels conducted a survey of 1,500 young people and revealed that eighty two percent of respondents think that CSI and Spooks made them think about similar careers, as shown in these TV series. Although working in the field of media, music, and politics is still the most desirable, other popular options include forensics, government security agencies, journalism, chefs, and property development. Moreover, the research, made by Noshina et al. on the role of the mass media in the career selection of youth, also claims that media significantly influences the career choice. The researches sent the questionnaires to the students of Lahore University of Management Sciences and received 444 complete answers. They concluded that media has a growing influence on the process of choosing the future career by young people, as it shapes their personal thoughts. Besides, the research also proved the claims of other authors. Thus, young people are more predisposed to the media influence, which also changes the societal views all the time, and makes people imitate the jobs of media characters. Wroblewski and Huston claimed that TV is one of the important sources of professional information for young people, because it regularly shows work-related activities of fictional characters.

Moreover, media creates the gender inequality by making women engage in house holding activities and refuse from the full-time jobs, as well as by making people perceive job as more suitable for men. Thus, the research, made by Puchner et al., shows that though sex discrimination in the workplace has been illegal since the 1964 Civil Rights Act, men and women still remain largely in sex-segregated occupations. For example, women are still only a minority in the physical sciences, mathematics, engineering, and computer science professions. The research claims that these stereotypical views come largely from the media. Media represent men as the main subject, engaged in action behaviors, portrayed as financial providers, and shows him engaged in occupations, related to science, technology, engineering, and math (STEMP). At the same time, women are frequently depicted as wives, mothers, or sex objects. They are frequently presented in the teaching, nursing, social working, sex working, or being a secretary. Thus, such representations make women engage in the jobs, portrayed in the media, because they see them as more appropriate. Additionally, according to the Geena Davis, media does not equally show women and men in the workplace, and it significantly influences the career choices of young girls. Her team found that near eighty percent of all jobs in the films is done by men. They also found that in the films for kids, women do not work as CEOs, politicians, medical scientists or lawyers. Instead, these positions are occupied by male characters. This seems important since people tend to judge their value in society by seeing themselves “reflected in the culture. So if girls aren't seeing themselves, and they aren't seeing themselves in important positions, in positions of leadership, then it doesn't occur to them it is an occupation they could pursue. Moreover, the researchers claim that in the STEM fields, the number of male characters in correlation to female ones is fifteen to one. However, in reality there is a high demand for women in these fields, and they try to get more female workers. In fact, it is not what is shown on the TV. The researching team states that there exists one occupation that media shows as suitable women. It is the profession of a forensic scientist, because CSI and Bones show only women as forensic scientists. The effect is that 60 percent of women are studying forensic science at colleges. Furthermore, the Chapman’s article about women in the American media also reveals that media leads to a negative perception of women, and that the jobs are reserved for men, so that women have a desire to be housewives, instead of being employed.

However, on the other hand, some media representations make more people engage in such kind of work that they will like and that will bring a moral satisfaction. Media broadly covers the stories of famous people that engage in the favorite activity that brings them much money in various recourses, such as magazines, newspapers, and TV programs. For example, if one types “Bill Gates story” in the Google search, he/she will be provided with a huge amount of articles. Bill Gates liked computers and programming, so instead of becoming a lawyer like his father, he leaved the university and started his own beloved business and later founded the Microsoft. The same can be said about the stories of Steve Jobs, Henry Ford, and many other people that engaged in what they loved. There also exist many articles about Steve Jobs, who was always interested in electronics and eventually founded Apple that brought him huge income. The story of Henry Ford, who continued to do the things he believed in (creating an automobile) although almost everyone was telling that it would not work, is also widely covered. Therefore, media makes the society view work as something that should bring pleasure and not exclusively money. However, it is rather an exception from the rule. The book Do What You Love by Miya Tokumitsu reveals that there is a growing frustration in the United States of America. People work hard, their productivity is now higher than ever, but since 1970’s the wages of American workers stay approximately at the same level, they are working long hours, but they do not receive anything in return. At the same time, media shows the privileged class of workers such as Oprah, Gwyneth Paltrow, and Steve Jobs, who in comparison to the hard workers do nothing and receive huge money. Thus, it creates a growing frustration among people in relation to the work. Additionally, it confirms the Theory of Justice, published by John Adams. He tells that at first, person estimates how many efforts he/she made in comparison to another person. If the other person made less efforts, the first person has to increase motivation, otherwise he/she will start to make fewer efforts and will become less productive. Thus, such media representations of famous people can form views on the work in the society.

In conclusion, media stimulates the desire of people to achieve more. Not only does the media create awareness and inform people, but it also makes their mind change. It has a very powerful impact on the society’s views on work. It creates the consumer society, thereby making people yearn for a highly-paid job, propagates beautiful life, thereby making people orient only on the salary level when searching a job, and makes people engage in own business. Moreover, it leads to the fact that the dream jobs of young people correlate to those, shown on the TV, and perpetuates gender inequalities, which encourage women engage more in house holding, as they feel that STEM occupations are not for them. In addition, media makes more people engage in what they like, even though it is just an exception. Indeed, it makes people feel frustration towards the work. In fact, the media will not have any influence on individuals, who do not wish to fully rely on it, do not trust its message and do not take it too close.






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