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Media and Social Inequality

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Media and Social Inequality

The Media promotes and reproduces societal values and norms, establishing common meanings and understandings among groups and individuals. These common meanings are portrayed in the media and put forward by the dominant culture; and for this reason the patterns of inequality that benefit the dominant culture are produced and reproduced. The media today are not only entertaining the people but also favor the spreading of certain information. The different media thus convey the messages of the dominant culture and provide subcultures with justifications for these relations of ruling. These patterns of inequality can be interpreted through four major sociological angles: structural functionalism, conflict theory, and feminism.
The term media is the plural of “medium” and is commonly found in association with the process of communication. “The mass media include newspapers, motion pictures, radio and television” (Curtis 304). These forms of communication have influenced in a greater scale society with the advance of technology in the last decades. The age of mass communication has made it possible for people to gain access to far more information than any society ever had. Information is indispensable to an advanced and complex civilization to the point of becoming a commodity for which individuals are willing to pay for. However, this commodity has not been a convenient tool when enhancing social values that promote social equality. In fact, it has become a crucial agent in determining various trends of inequality; being social class discrimination and gender discrimination key aspects that foster those patterns.
During 1950s structural functionalism was constantly used in studies of mass media, enabling sociologists to examine the role of media institutions (Curtis 305). Sociologists such as Lasswell and

Wright established that

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