Now, another player in culture
and driver in culture is Mass Media.
And we are really recipients of tons
of information that’s inundating us.
Mass media refers to a diversified
collection of media technologies
that reach a large audience
via mass communication.
So fancy way of saying, this information
is being given to us and it’s affecting
a large group of individuals typically in our
whole country, a whole mass or whole culture.
Things like radio, TV, movies, print, internet,
all of these things inundating us on a daily basis.
So the ads that we watch, what we read
and print, what we look at on our smartphone,
the pop-up ads that are on the internet.
These all will directly impact our culture.
We look at the mass media as a subset of society
that actually can influence and determine
the social messages and impact
that needs to be delivered.
Mass media can actually direct the
way the cultureship is going to go.
They are going to steer it.
So if mass media feels like right now, a certain
and initiative or something that’s a real importance
it needs to be brought to the
forefront they would do so.
You’ll find in a lot of print,
a lot of ads and all of a sudden
becomes a focus of attention.
An example I can use in today’s society
is right now a really hot topic in our culture
is the premise of privacy.
So nowadays with everything being on the
internet, Facebook, people posting things,
access to emails, access to your own
personal data, privacy is a huge issue.
Then rewind a 5 to 10 years ago
and privacy was even on the radar.
It was an annoying thing that you have to
agree upon when you’re installing something
and try to access it and says, “Do you
blah blah blah”.
Now, it’s a huge news topic. And part of
that is there has been a cultural shift
which has been propagated
by what’s out in mass media.
So you see in ads and new articles, it’s all
over the place… privacy, privacy, privacy.
To the point where is one of the largest
growing areas in terms of a personal data.
Pop Culture is another
huge driver of culture.
I mean the name itself is pop culture.
And it refers to popular culture.
So what are the ideas right now or
perspectives that are extremely popular
within our masses, within our culture.
So things like arts, images,
attitudes, customs, music
the things that are really,
really relevant and popular.
And it can be a social culture,
a social movement.
It could be straight up music,
artist a type of music, style fashion,
all of these things are directly
driven by what the masses want.
But then that is also influenced
and driven by what the mass media
is presenting to you.
So again, if we turn on the TV
every 10 minutes or seeing an ad for
the new Rihanna CD or for
a concert that’s coming to town.
It’s going to be on your radar.
You see this in food movements; you see
that all of a sudden you’re seeing
whole bunch of different ads for a
type of cooking or a style of cooking
or a type of food and that now shifts
the culture to move in that direction.
So mass media can influence pop
culture which ultimately affects
the culture that you and I experience.
Now, how is this information transmitted?
We have some called transmission
of culture, which is the process
of learning new information through
socialization engagement with those around you.
So I keep saying that mass media is helping
direct pop culture and what is that culture.
We’ll part of that is information
that we got to say through our family,
through our parents, through our peer networks,
people at work, the people we engage with.
That whole thing falls under
the umbrella of socialization.
So the more you socialize within
that culture environment,
the better you will
understand that culture.
So back in our previous example
of traveling, if you move to a new place,
the best way to really absorb
and understand that culture
is if you engage with that culture,
if you go down to the markets,
if you go down and speak to the
locals and try to understand exactly
how it is that their culture has been
set up. What are their values?
What are their norms?
What are their beliefs?