Does Society Rule Media, Or Does Media Rule Society?

Juliana Croce 

julzc314@gmail.com

So Who's In Charge? 

Society's role in media has been a long-standing concept for the journalist community for decades, and yet the question still remains: who influences whom? 

According to The Elements of Journalism, journalism has created a sense of community for society, as they are the audience for the media writers. Society has a desire to know what is happening in the world around them, and how they can play a part in the bigger narrative. Because of this, it seems as though society would be the main influence for the content of media, as without an audience there would be no need for journalists.

However, the point is made that the media also has a direct effect on those who consume it, because of how the news is tailored to fit certain audiences. This is where concepts such as confirmation bias and self-responsibility come in to play, further influencing how media has developed over the decades. Taking a look at the media objectively, there are also three main elements as to what controls media/society and that is the economy, technology, and politics. 

The Vicious Cycle

Those three influences create a vicious cycle for those trying to come to a conclusion about who controls whom. This is because economy, technology, and politics are not just influenced by the society, but they also influences what society does. 

Society tends to turn to journalism for a plethora of reasons, but according to The Elements of Journalism, Chapter 10, many people engage with it because the media draws attention to inequalities and injustices in society around them. People want to know that their voices are being heard, and often look at journalists to tell their stories. The more that the public supports and engages with the media, the more there is a need for content to be dispersed. 

Picture source: Lux-writes.com

The Other Side 

Although society influences what journalists write about, media has the power to influence the ways in which a society thinks. As stated in The Rebus Press Article "Media, Society, Culture and You", media has become much more collaborative in the 21st century. The more media consumed, the more network platforms try to control what is being put out into society. 

Politics is fueled through the use of media, and technology acts as the medium for which the news is communicated. This leaves society a victim to the source of their information, and opens the door fore confusion between differing members of a community. 

Coming To A Conclusion? 

After all that people still try to conclude about who truly influences whom in the realm of media. Shouldn't someone try and make sense of it all? Or maybe society just continues along the path of perplexity, awaiting a sense of enlightenment on this subject. 

Suppose society is influencing itself, which influences media, which influences society ... see where it gets tricky? 

Perhaps the media influences perception which influences each person's reality...

Or, suppose there is no black and white, and society is just one giant smudge of grey area.