Campbell alludes to media culture as a force that enhances both democracy and consumerism. Media culture refers to the ultimate effect and intellectual guidance that is exerted by the media existing in the society. It is a product of all the restrictions that are imposed on the media as well as the freedom of expression that is provided by the constitution of a particular country (Campbell R, Martin R & Fabos B, 30). Different governments across the world impose different rules that govern the conduct of the media houses within the territory of that country. This creates the enables effective reporting of the episodes that occur in the political, social as well as economic settings.
In enhancing democracy and social progress, media culture determines the extent to which the checks and balances are put on the political arena. Abraham Lincoln defined democracy as a government of the people, for the people and by the people. Media stations participate in the education of the public on their constitutional rights as the citizens of the country (Campbell R, Martin R & Fabos B, 32). This includes education on the kind of leaders to be elected and election process.
Mass media also report on the violation of constitution by various leaders and institutions including the president. This promotes the civic awareness of the public hence creating an obligation on the incumbent governments to deliver their campaign promises. Such exposition also occurs on the embezzlement of the funds of the government as well as corruption activities hence ensuring that there is accountability of the government (Campbell R, Martin R & Fabos B, 34). No major revolution is possible without the participation of the media! A lenient media culture will enhance democracy in a country whereas restricted media rights promote tyranny and totalitarianism.
Consumerism is also an important function of the media. This is because media provides a platform for the producers to advertise their products. Such advertisement creates awareness among the consumers who will then select the best product in the market according to their tastes and preferences (Campbell R, Martin R & Fabos B, 35). Media culture will provide the avenue for the interaction between the forces of demand and supply hence the establishment of market equilibrium. A non-biased media culture will give all the players fertile ground to display their products hence fair competition for all the players.
Work Cited
Campbell R, Martin R & Fabos B. Mass Communication: A Critical Approach in Media and Culture. Boston: St. Martin's. 2012. Print.
