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Media Analysis Sociology

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I first conducted a broad search within the University of Newcastle online library and data base sources to gather a wide-ranging amount of examples that relate to the topic at hand. At this point I narrowed down my research into a topic that I knew I would have additional resources on at home, hence focusing more on how social media shapes an individuals’ perceptions of themselves and others. I gathered academic books I have in the areas of Sociology and searched for particular chapters addressing social media and its cultural impacts on society. I was able to apply this information to my report as one of the books specifically had an entire chapters on digital sociology, media and popular culture which could relate to the approach …show more content…
With the concept of fake news it is important in contemporary society that individuals are aware that all media messages are fabricated and have a purpose to an extent which is further than simply profit, social change. Marjoribanks outlines that media analysis involves understanding key roles of representation and its effects applied in a cultural and societal context, therefore demonstrating how significant the analysis of representation in media is, as it can have the effect of creating a negative discourse about a particular individual or group (4). Certain representations, often associating with a sponsorship of a brand, can have a negative social impact as they can suggest unhealthy habits and negative and problematic views about body image (Lupton, 7). For example, popular online celebrity, Kim Kardashian West (@kimkardashian), faced a virtual scandal due to post she made on her Instagram account promoting the company ‘flattummyco’ with their recent release of ‘appetite suppressant lollipops’. As an online influencer with over one hundred million followers, her endorsement of this product lead to a community backlash and it was majorly viewed that she was promoting negative body image ideals by suggesting her …show more content…
Specifically, this includes certain groups such as the LGBTQIA+ community and other minority groups that may be based around religion, race and/or ethnicity. Throughout the month of June, as coined Pride month as a dedication to LGBTQIA+ cultures and identities, various celebrities and companies have shown their support of the community by posting images to social media of rainbow flags with inspirational quotations (Carrasco & Kerne, 1). With mainstream companies such as @netflix and @converse_anz alongside with hundreds of influencers and internet content creators, are showing their love for the community with the Pride hashtag which unites individuals and attempts to break down the negative stigma in mainstream society about the community. In saying that, Poole writes that with more and more public same-sex relationships increasing each census since 1996, representation in this day and age is crucial to socialise children into accepting the LGBTQIA+ community as valid ([2015], 17). Therefore demonstrating that diverse representation in the media allows for tolerance of minority groups and with acceptance becoming prevalent within a majority of Australia, a nationwide ballot took part to take on political change of marriage laws to allow same-sex couples to get married in

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