The concept of culture is more complex. It certainly involves more than going to the opera. Culture is a shared consciousness of a particular society. It affects our behaviors, attitudes and beliefs. Culture, by its nature, helps to define our worldview and point-of-view. This process helps us to interpret the world around us and acts as a lens through which we view politics, religion, philosophy, and lifestyle choices. Culture also plays a major part in the development of our institutions such as government, schools, and churches.
Put quite simply, culture provides the framework in which society functions and operates. Obviously, not everyone within our culture thinks alike or has the same view of our world. But culture provides a baseline or foundation in which acceptable behaviors or customs are allowed to occur.
In theory, culture should drive and define our society. That’s the way it has worked throughout the history of mankind. But in the past few decades, something unique has happened to American. Where culture should drive media, today we live in a society where media defines and creates culture. That’s why I call it a media culture. In fact, the two are indistinguishable from each other. It’s impossible to determine where media ends or culture begins.
The media culture has had the added effect where we have created a society which is more uniform and harmonious. I’m convinced we are far more compliant and willing to conform to the central message driving today’s media culture. Many may argue how is this possible in light of a society which seems to be divided. Obviously, there is a great debate about the future of America. There seems to be a great divide between Democrats, Republicans, Liberals, Conservatives and Progressives. There is also a generational divide between baby boomers and millennials. But are we really that different in our philosophy and thinking?
I believe that below the surface of our public discord we will find a society that is far more influenced and controlled by the media culture than anyone can possibly believe. Although we may express our feelings and viewpoints differently, we are motivated by the same forces. Whether we are on the right or the left, we have embraced a philosophy that positions us in the center of our own universe. In other words, we are self-centered. Without a doubt, this is the core message of today’s media culture.
So some questions remain. Why do we have a media culture? Who benefits from it? And what proof can I offer to you of its existence and impact? First, why we have a media culture is a very long story. Chapter 2 of my book, A Media Culture, Crisis or Opportunity, The Rise of the Media Missionary helps to explain the origins and the development of our current modern media culture. Second, business primarily benefits from the existence of a media culture. In order to maximize profits, business must control the culture. But business cannot do this without the help and support of the media. It’s through the use and the manipulation of the media that business controls and dominates our culture.
Don’t get me wrong. I am not one to believe in conspiracies. No, I don’t believe that aliens crashed in Roswell in 1947 and the United States government participated in a massive cover-up. Nor do I believe in Bigfoot. And I certainly do not believe that JFK was assinated by the CIA or the FBI. And I don’t believe business leaders gather to discuss how they are going to dominate and control our culture in order to sell us their goods and products. Whether intentionally, unintentionally or organically, a media culture has emerged in our society.
And finally, what evidence can I offer you? I believe I could get a conviction in any court of law through direct and circumstantial evidence wherein I’m convinced no one could possibly have reasonable doubt to the existence of a media culture and its impact on our society. Here are my ten arguments.
1. We are defined by what we own and not by our character. You may not be a fan of Jimmy Carter or his politics, but Carter made a profound statement in the late 1970s wherein he said we are defined by what we own and not by what we do. The truth is in our society today character doesn’t matter. We are defined by the house we live in, the car we drive, the clothes we wear, the schools and colleges we send our kids to and the church we attend.
The question is who are we as a people? Have we lost our identity to the things we own? How we acted and how we treated people used to define us as a person. It seems that character has become an obstacle to our success and the ability to achieve. Is it possible that our media culture has helped us to embrace this view.
2. All media has become some form of marketing. Today every aspect of our life is lived in the “marketplace”. There is no space that exists between our lives and marketing, advertising, and branding. It surrounds and engulfs us. Everything within our society has been commercialized. How do we make money? That’s the first question that’s often asked in practically everything we do. The “marketplace” concept helps to explain why every sports arena or stadium now has a corporate sponsor tied to the name of the facility.
3. Consumerism is king. Has there ever been a society that has embraced consumerism as we have here in America? In fact, we have invented it. Our big-box stores are full of merchandise beckoning to be bought. But do we really need all of the “stuff”? We are encouraged to spend, spend, spend. After the tragedy of 9/11, President George W. Bush encouraged the American people to do their patriotic duty by “going shopping”.
Our economy would collapse without maximum spending by the American public. We have built a society based on consumerism. We have boxed ourselves in. We are not encouraged to save but to spend. Only a media culture could convince us to accept this idea.
4. Runaway debt. Not only are we encouraged to spend, but we are equally encouraged to charge, charge, charge. They make it easy. Swipe that card. Individual credit card debt is out of control in our society. We hear so much criticism of our politicians who have run up record-breaking deficits. But, in reality, we have all engaged in the same practice. Congress is no different than the general American public. We want everything. And if we can’t afford it, we just put it on credit. The media culture has helped form a narrative that has made this practice acceptable and convenient.
5. The redefining of the American Dream. For decades we have debated about the origin and the definition of the American Dream. For many the American Dream is about family, home ownership, justice, freedom/security and fair play. But many argue that today the American Dream is more about wealth, power, materialism and consumerism. Today we believe in a “bigger is better” concept. I’m convinced that today’s media culture manipulates images from the traditional American Dream to create a new mythology that supports and reinforces a new American Dream, which is “You deserve to have it all”. Or in other words, it is my right as a human being. Therefore, the American Dream must always be expanded. It’s not enough to own two cars. Now each member of the family must have a care. There’s no stopping this expansionist view even if it’s detrimental to the development of our society. Those who argue against this concept or believe that we should live within our means or perhaps live with less are branded with severe criticism.
6. A new value system. What values are being communicated in our media culture? What’s important to us, and what occupies our time and interests? Today our media stars have been embraced and turned into gods. We are in love with celebrity. But what really motivates us and what we seek is what celebrity represents—power wealth and fame. This is the new value system that preoccupies our society. Movie stars, athletes, models, and TV personalities are who we emulate and desire to be.
But what about those who contribute the most to society? Teachers, public servants, social workers. Are they exalted and well paid? How we view celebrity reveals a great deal about who we are as a people.
7. We no longer have a moral compass. There was a time when there was a clear right and wrong. Today’s modern media culture has convinced us that everything is ambiguous; therefore, the individual must decide what is right or wrong based on current circumstances. How else can you explain millions of abortions since the early 1970s or the fact that over 40% of children born in the United States are from unwed mothers. Only a media culture could explain the rapid collapse of basic moral principles that have occurred in a relatively short time.
8. Judeo-Christian ideas and philosophy are fading. Whether or not America was ever a Christian nation, our nation was most certainly based and established on Judeo-Christian concepts. Whether you are a Christian or not, historically you respected the integrity and truth of the Judeo-Christian message. That’s no longer true today. We are moving from a Judeo-Christian society and transforming into something completely different. No one can say with any certainty what that will look like.
9. The rapid rate of change. Culture, in and of itself, changes over the course of time like a meandering river. In other words, it takes time for change to occur. Within a media culture, change is rapid and sudden. Isn’t that the world we currently live in? Worldviews seem to change like the sifting sands. Nothing is solid. Obviously, technology plays a part in this rapid and ever-changing media culture in which we find ourselves. But it is the ideas that really drive the forces of change.
10. The psychology of selling. We are convinced that our next buying purchase will truly lead us to fulfillment and happiness. Today’s marketing is enormously complex and dependent on psychological manipulation. A product today has the ability to transform and define our lives. We become the person we have always wanted to be through the use of the product. It can make us look younger or older. Or it can create the image that we wish to project. In some ways, we become the product. In fact, our lifestyle is based on its use. Only a media culture could create this type of influence and impact.
Final Thoughts
When we think of the media or try to understand it, we don’t view it in terms of a “media culture”. But we see it as the images on our widescreen televisions or the images projected in our multiplexes. Obviously the media and the general concept of a media culture is much more than this. The media culture can be a difficult concept to embrace, but its existence is as real as the air we breathe. Think of it as an invisible force that surrounds us. In some ways, it affects every part of our lives and the choices we make. Just like radiation, we cannot often see it, feel it, touch it or taste it. But the media culture is just as real as the damaging effects from low dosages of radiation. Both have the ability to change us from the inside out.
I have presented my evidence. Do you believe I can get a conviction? The real question is what can we do to change our current situation? A Media Culture, Crisis or Opportunity, The Rise of the Media Missionary offers five key concepts that can change our culture and the course of our media culture. They are practical and obtainable. What we don’t need are theories or theoretical solutions but solutions that are practical and obtainable.
