Role Of Advertising In Shaping Culture

3378 Words 14 Pages
In contemporary society, what role does advertising play in shaping culture? Researchers, scholars, and media critics have strongly identified advertising as an analytical approach to offer products and services to the consumers. However, advertising is also seen as an important method of social communication within society. Advertising is central to the processes through which our desires are activated. Fifty years ago the methods of communication for advertising were limited to newspapers and radio. With the advancement of technology and media, communication can function using broader, more affordable and direct targeting methods. The rise in accessibility to media heightens audiences exposure to advertising causing higher consumption, …show more content…
Advertisement was through The People’s Daily”, the oldest and largest national newspaper since the founding of the PRC (People’s Republic of China). Due to the growing wealth in China overnight, researchers initiated an investigation with the focus on sociological and cultural changes. They found a country once believed in wealth within their borders, is now a country enjoying products of goods from outside of their normality. As a result of an ideology anti-consumerist country, the rise of advertising became a strategy Chinese communist use in their campaigns to gain votes for their party. In the end, as reported in this article, advertising both transform ideological schemas, political symbolism in China, to a consumerist nation leading in promoting social construction that resonates with social changes that promotes radical changes in society …show more content…
He states that media replicate and reinforce cultural attitudes and values, which viewers can identify with thus forming a relationship between the media and the viewer. The core assumptions of the cultivation theory are outlined as two groups of viewers, ‘heavy viewers’ and ‘light viewers’. Heavy viewers are exposed to more media, and are more likely to be concerned about the safety of the world than the light viewers. Gerbner’s research revealed that heavy viewers were more likely to be fearful of walking alone at night and had an overestimated opinion on how many serious crimes are committed. This is a useful source as it holds a strong theory of the relationship between media and its viewers identity.

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