The Rising Influence of Mass Media
In recent times, mass media has emerged as a potent and influential presence in guiding individuals through their lives, encompassing the ordinary and extraordinary aspects. This phenomenon is particularly evident in the utilization of social media, the consumption of mainstream media, and their intersection with diverse political inclinations. While this observation may appear abstract, it underscores the need to consider particular elements that play a crucial role due to technological advancements in power and capitalism.
In practice, mass media extends beyond mere information transmission, whether that information is factual or deceptive. Frequently, it serves as a cutting-edge tool in the process of widespread consumerism, the establishment of dominance, and, some argue, as a temporary respite from the fatigue experienced by individuals in their work or daily routines, offering both entertainment and the commercialization of sexuality. Mass media can be likened to an expansive platform accessible to anyone, constructed through the interaction of various structures and agents, within which power dynamics are formulated. It, in turn, influences the development of public opinion and specific cultural norms within society. Maintaining a critical viewpoint regarding the power dynamics within the media and exploring the hidden aspects behind mass media is essential.
The Social Construction of Reality
Peter L. Berger, born in 1929, is a highly active and prolific sociologist who holds the position of professor in sociology and theology at Boston University. In contrast, Thomas Luckmann, born in 1927, serves as a sociology professor at the University of Constance in Germany and has collaborated with Berger on their jointly authored work, The Social Construction of Reality. Both scholars are intensely interested in the sociology of knowledge, religion, and the study of modernization and social change, all while considering the intricate connections between theological and practical political aspects. Berger once presided over the Society for the Scientific Study of Religion. In addition to their collaboration, Thomas Luckmann co-authored Structures of The Life World with Alfred Schutz in 1982. The confluence of these two thinkers ultimately led to the development of the concept of the sociology of knowledge.
Influence of Early European Sociologists
Berger’s intellectual foundation in the history of ideas can be traced back to European, mainly German, philosophy. He extensively studied the writings of early European sociologists such as Max Weber, Emile Durkheim, and Max Scheler. Additionally, Schutz, his mentor, played a crucial role in shaping Berger’s understanding of sociology. Berger was strongly influenced by Schutz’s commitment to the phenomenological approach, which fundamentally rejected the positivist paradigm. In his view, positivism was an ideology that overlooked the human element.
Meanwhile, the significant work The Social Construction of Reality, authored by both Berger and Schutz, emerged during a period dominated by two paradigms: empiricism and rationalism. The prevalence of these paradigms led Berger to develop his comprehension of both objective and subjective realities, which he saw as interconnected. This work will further explore the evolution of mass media and cultural hegemony.
The Concept of Social Construction
The idea of social construction posits that the organization of society or the social environment results from human creation, emphasizing that social conditions evolve through continuous human activities. The social construction theory was initially proposed by Berger and Luckmann in 1966. They argued that social reality has multiple facets, including objective reality, which reflects how the surrounding environment shapes the structure of humanity, and subjective reality, which regards individuals as unique organisms within a specific context, with both dimensions influencing patterns of interaction.
From Berger’s viewpoint, his theory should adapt and integrate into media development, shaping a societal framework that is no longer based on innate human structure. The impact of media and how media molds consumer culture and lifestyles results in the establishment of numerous societal standards. Following Berger’s ideas, this interpretation suggests that media goes through a process known as externalization.
Anthropological Significance of Media in Modern Context
The phase of media externalization involves initiating interactions through advertising messages or media content connecting with individuals or audiences via mass media, and this process unfolds in a contingent manner until it is confirmed physically and mentally. It has become a fundamental aspect from an anthropological perspective, particularly in the context of social media, television viewers, and the like. Essentially, it represents the outward expression of human identity through media, involving a variety of power dynamics and simulated enjoyment conveyed through symbols in both physical and mental activities. This cyclic process leads to establishing habitual patterns, accumulation, and traditions.
Regarding media, it is necessary to broaden the understanding of social interaction, recognizing that it goes beyond face-to-face interactions. In the contemporary era, media’s presence falls into a distinct category, warranting acknowledgment as a significant component of the social fabric due to its profound influence on society. This idea, referred to by Berger as social interaction as a subject matter, encompasses the dynamics between individuals and society and the interactions between media and society.
Subject Matter and Personal Interpretations
According to Hanneman Samuel, the concept of subject matter centers on the notion that every individual is rooted in personal interpretations, representing their intentions and objectives, while similarly, media is built upon these subjective interpretations, making social interaction the focal point where two entities, humans and artificial intelligence, converge. One of the most concerning aspects of technological progress, especially in the media realm, is that media has now gained an in-depth understanding of individual nuances, deploying this knowledge for specific purposes like media conglomerates, political campaigns, consumerism, and the diffusion of Western culture.
Antonio Gramsci’s theory of hegemony is intricately connected to three interrelated domains: the economy, the state, and the populace. Evolving from the influence of media in shaping social practices, modern media wields its authority in constructing a distinct social reality. The author argues that this perspective is only complete by considering Gramsci’s insights into how media shapes knowledge into an artificial reality.
Understanding Social Media Hegemony
Social media hegemony can be understood as a digital-based influence, control, and power serving as an alternative means to achieve specific objectives. The interpretation of hegemony is not inherently positive or negative; its connotation is neutral and hinges on the stage of internalization and the orientation toward the continuity of hegemony. In line with Gramsci’s belief that media influence necessitates scrutiny to uncover its underlying impact, the issue of media hegemony in Indonesia is conspicuous in the proliferation of media conglomerates in politics, the hyperreality generated by media stemming from the evolution of capitalism, and the infiltration of Western cultural values via media.
Media as a Tool for Capitalist Hegemony
Three noteworthy points regarding media hegemony come to the forefront within this context:
- Media is an alternative method for the capitalist system to steer society toward complete immersion in capitalist society’s hegemony through a relentless advertising barrage.
- Public consciousness is dulled as natural awareness is supplanted through media transmitting knowledge and cultural influence.
- The existence of visualization technology can stimulate the imagination to become an integral part of the media itself.
The influence of media in shaping society’s social reality does not preclude the possibility of counter-narratives that deviate from the current mainstream media, as media initially emerged in a neutral position. Nonetheless, this neutrality has led to various media models tailored to individual orientations.
Bibliography
- Berger, P. L., & Luckmann, T. (1967). The social construction of reality: A treatise in the sociology of knowledge. Anchor.
- Cospito, G. (2016). The rhythm of thought in Gramsci: A diachronic interpretation of Prison Notebooks (Vol. 130). Brill.
- Schulte Nordholt, H. G. C., & Samuel, H. (2004). Indonesia in Transition. Rethinking ‘civil society’, ‘region’ and ‘crisis’.