Introduction
Introduction
In the contemporary world the use of new media, and in particular social media, has become an essential need in the society. Social media include Web sites that allow social interaction such as social networking sites like MySpace, Twitter, Facebook; gaming sites such as Second Life and Club Penguin; video sites such as Vimeo and YouTube; and blogs. Such sites have provided a fertile ground for communication and entertainment especially for the teenagers and the young adults. According to the prevailing studies, 75 percent of the teenagers are in possession of cell phones, and 25 percent utilizes them on social media, 54 percent use the phone for texting, and 24 percent uses phones for instant messaging (O'Keeffe et al. 2011). Similarly, the reality shows have gained momentum over the last decades. Consequently, the reality TV shows such as "Keeping Up with the Kardashians" have exposed audiences to sociological effects that are in all episode. Such effects include materialism and obsession with body image and wealth. Therefore, this paper shed light to the theories of mass media such as cultivation, priming, uses and gratification to explain the impact of social media and "Keeping Up with the Kardashian" S11E13.
On the impact of new media on individuals or audiences is that it has created its "reality" and over time, the audience perceives it as normal. This phenomenon can be explained by the cultivation theory of mass media. According to this theory, the new media can be considered pervasive in our society that it nurtures certain views across all segment in the modern society. In other words, it is evident that social media and reality television shows primarily shape and maintain the individuals' ideas of themselves, their society, and their role in it.
Although the cultivation theory was traditionally used to illustrate the impact of television on individuals, the same concept can be used to explain how social media has created cultivation of the modern culture. The fundamental idea of the theory is that heavy television viewers perceive the real world as more fearful and dangerous, and hence show how television influences the concepts of social reality. For instance, flashy cars and homes, Alexa device, and wealthy lives of Kardashian family allow some individual to escape the reality world and enter into the amazing world of this family. This phenomenon has shifted to the social media, which is more used than television in the modern world.
According to Lai et al. (2015), the advancement of Internet and technology appear to have diminished the significance of the cultivation theory in the today's society. However, Lai et al. (2015) suggest that the cultivation theory can be used to express the impact of the social media such as video game and music video on the society's perception of reality. In addition, reality TV shows such have also produced significant development of social reality beliefs. In the long term, media affect people by causing antisocial behaviors and affecting the interpersonal relationship.
According to Lai et al. "Media also cultivate individuals' mindset over the real world and media users may see their city as more dangerous or create dissatisfaction towards city authorities" (p. 15). Therefore, the social media creates long-term memory, which consequently helps to form social reality beliefs. For instance, heavy consumers of social media have shown consequences such as lower commitment to the relationship, risky driving behaviors, and body dissatisfaction among females. In addition, the heavy viewers of Kardashian family life are attracted to lavish and flashy lifestyle, and they might engage in antisocial behavior that would help them to have a wealthy life.
The counter argument to the adverse effect of media suggests that media only reinforces the existing cultural beliefs and values. The Institutions such as school, church, family and other socializing agents have more impact on shaping the cultural value and beliefs. However, according to the cultivation theory, the influence of media is determined by the degree of exposure (Baran, 2009). In this case, people in the modern society are more exposed to social media than the traditional socializing agents. In other words, the ‘modern society' is found on the social media and in lives of the Kardashian family. Consequently, "the traditional socializing agents have lost much of their power to influence in our complicated and fast-paced world" (Baran, 2009, p.126). Therefore, the social media and reality shows have taken the role of traditional socializing agents and hence increasing influence on the cultural belief and value. For instance, "Keeping Up with the Kardashian" S11E13 reflects the cultural icons of the modern pop culture that are even worshiped by many audiences.
In the contemporary world, people are increasingly using the social media to meet their need such as social interaction and information seeking. For instance, "Ease-of-access to information interactive nature of social media and on-demand availability of news are the primary reasons" behind the consumption of the new media (Rajendran and Thesinghraja, 2014, p.616). Therefore, the emergence and growth of the social media have resulted in an establishment of an environment where people can seek information and interact. In today's society, people especially young people have more interaction with people through social media such as Facebook and Twitter compared to face-to-face interaction (Whiting and Williams, 2013). The advantage of the mass media is that people can connect and interact with friends, family, and strangers irrespective of their geographical location. Consequently, this has influenced the process of globalization. In "Keeping Up with the Kardashian" S11E13, the episode and the entire show provides an opportunity for the audience to experience the life of pop culture icons such as Kanye West and Kim Kardashian. In addition, social media contains extensive information regarding health, marketing, fashion, politics, and education among others.
In addition, using the uses and gratification approach, the modern community is engaging in media to gratify their entertainment needs and sense of body image. Social media among other forms of new media are perceived as a source of entertainment. Common entertainment derived from social media include playing games, watching videos, and listening to music. In addition, social media such as YouTube, Facebook, and Twitter are providing fertile grounds for comic and humor relief. For instance, listening to jokes, watching funny clips on Facebook and YouTube, and reading funny comments are significant sources of entertainment. The Kardashian's sense of body image is an essential element for motivations and material for watching the show.
Similarly, the social media users turn to this genre of new media because the Internet allows them to access and share information anytime and anywhere. In other words, the audiences prefer social media because it provides convenience utility gratification. According to Whiting and Williams (2013), some respondents in their study suggested that they use social media because it is readily available and does not restrict on the time of use. Compared to the tradition media such as newspapers the social media has created a platform where the users can interact any day anytime as long as they have access to the internet (Li, 2013).
Similar to other genres of the new media, social media also provides an opportunity to learn new things. Therefore, audiences tend to use the social media so that they can learn new thing such as political history uploaded on YouTube inform of documentaries among others. Whiting and Williams (2013) found that people are engaging in social media so that they can watch others. Many social network users and reality show viewers access the respective media with an intention to know what others are doing and then try to keep up or copy what others are doing. For instance, to learn about the fashion from the Kardashian family such as the clothing brand launched by Kylie in Australia. In addition, in schools, students are using the social media to connect and interact with one another so that they can effectively complete their group projects and homework. In some schools, blogs are used as teaching tools, which have enhanced creativity and skills in English and other subjects (O'Keeffe et al., 2011).
However, one flaw in the uses and gratification approach is that it fails to capture the truth that much of the media consumption is unintentional (Baran, 2009). For instance, while the users are committed to using the social media such as Facebook to gratify his/her interaction needs, online ads may capture their attention. In addition, use of social media for constructive purposes or needs presents the users with an adverse situation such as sexting and cyberbullying. O'Keeffe et al. (2011) argue that cyberbullying occurs when the digital media users communicate embarrassing, hostile, or false information about others. In this case, social media consumers who have legitimate needs might fall victims of such adverse impact without knowing. Additionally, an individual might engage in chat for interaction or sharing information. However, sexting, which is sending, forwarding, or receiving sexually explicit contents via the digital media, might occur (O'Keeffe et al., 2011). Therefore, the impact of social media is not only active but also passive. The same case applies to the reality shows. An audience might attract to the show such as In "Keeping Up with the Kardashian" S11E13 because they want to know the pop culture better. However, the lavish and flashy lifestyle might affect the individual and make them hate their reality conditions, especially when the audience is financially constrained. For instance, when Kim realizes that their new house is not complete, she starts complaining that she is tired of living in her mother's house. As a result, this might psychologically affect people who live in their mother's house.
Another impact of the social media is the priming effect. In other words, the impact of social media on its audience is enhanced by a basic perception that people make decisions from the preconception already stored in their memories. According to Scheufele and Tewksbury (2007), "Priming occurs when news content suggests to news audiences that they ought to use specific issues as benchmarks for evaluating the performance of leaders and governments." (p.11). However, in the case of the reality show, the audience are convinced that the life such of Kardashian family is better than the real life they live. For instance, Kim suggests that living in mother's house is crazy, and there are so many people in and out. Therefore, this might affect people's decision, especially the young adult who stay in their mother's house and hold a perception that staying there is a bad idea. On the social media, the political campaigners and strategies have realized that social media plays a significant role in helping people to make a decision regarding voting. Consequently, social media has become an effective tool for shaping the voter's decision, especially during the national elections. For instance, in various parts of the world, mass media has become a significant predictor of people's decision-makings and judgments considering political issues or candidates (Scheufele and Tewksbury, 2007).
The priming effect of the social media is not only political but also economic and social. For instance, the participation of the social media has exposed people to preconception about fashion, design, and aggressive behaviors and perceptions. Therefore, this has significantly influenced the consumption behaviors and societal behavior among the users in the modern society. For instance, children who are heavily involved in video games have high chances of engaging in illegal car races and other reckless driving behaviors (Lai et al., 2015). On the other hand, the Kardashian family life influences the heavy viewers to increase their spending on designer items so that they can "keep up" with Kardashian.
In conclusion, it is evident that mass media impacts are not only positive but also negative. The theories of mass media such as cultivation, priming, uses and gratification illustrate that social media and reality TV shows have both positive and negative on individuals in the contemporary society. The cultivation theory has suggested that social media creates its reality that pushes individuals from the real world. For instance, the use of music video and media game is significant development of social reality beliefs. The uses and gratifications approach suggest that people are active rather than passive on media because they use social media and reality TV shows to satisfy their needs and immediate gratification such as materialism. However, the desire to satisfy these needs exposes the media users to adverse effects such as sexting and cyberbullying among others. Finally, the priming theory suggested that the impact of social media and a reality show on its audiences is enhanced by a basic perception that people make decisions from the preconception already stored in their memories. This is highly experience in the political arena where social media is thought to have a significant influence on voters' decisions.
References
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