Lecture 9: Cinema and Television

Tutorial question: Name your favorite television and film. Explain how the film could shape a person's identity.

The mass media is known to be one of the most influential factors of human behavior, in forms of cinema and television different sub-cultures are formed. According to a Karen Dill's study, (2009) 3700 hours per year are spend on using the mass media, it is hours like these that unconsciously transmit the underlying ideologies of the movie or television series. Dill suggested that these mediums is the center of reasoning to how individuals act in society, "learning stereotypes of gender and race reinforced by the media and conforming to the feelings and behaviors shown in the media."

According to Rosengren, (1994) media is a one of the most important agency of socialization. It develops the cultural, social and material system which leads to the ideal practice of the ideology of the society. For example, the news is an agency to set control to the society, transmitting the right and wrongs of the law and how individuals are being punished. Furthermore, movies and television series also transmit ideology such as gender roles, however, stereotyping them into sub-culture social groups of the society. (Curran, Smith, 1987)

For example, take the well-known Disney film: Beauty and The Beast. This movie is targeted for children, little do they know that this movie has gender stereotypes. The young girls who are watching this video are unconsciously taught to act like a princess, being sweet and polite. When Belle was captured by the Beast, she was comforted by household items. What does this indicate? Women are meant to be indoors and cook, clean and be submissive to the men? Generally, analyzing this movie yes, Belle portrays the ideal image of a woman of society.

In the movie, Belle loves to read, this however did not suit Gaston, he believes women are purpose in life is to get married, bear children, and care for the family. This does not settle well with Belle, yet she does not defend her rights to read, or treat Gaston with ill matters.

On the order hand, Beast, the is a great example of the challenges if a man does not conform to the ideal man of society. Beast is compared to Gaston, the handsome, strong and masculine "prince charming" with a not-so-charming personality. The ideal man is to become the breadwinner and leader of the society. As Beast struggles to conform to the ideology, slowly he changes for the sake of love and for the sake of being able to me changed back into a man.

In conclusion. mass media does shape the identity of an individual, as it is a major agency of socialization. Gender roles are shaped by how the media portrays men and women, unconsciously they conform to the needs to be masculine and feminine to be accepted in the society. Other ideologies and cultures are also transmitted for society to follow, this may be another way of institutionalize the individuals to avoid chaos and uncertainty to belong social group. 

References:

Curran, J., Smith, A., (1987) Impact and Influences: Essays on Media Power In The Twentieth Century. London.

Dill, K. E. (2009) How Fantasy Becomes Reality: Seeing Through Media Influence. New York.

Rosengren K. E. (1994) Media Effect and Beyond: Cultural, Socialization and Lifestyles. New York.