Tactical Responses To The Media

 

Globalisation has been shaped by economic, political and technological innovation including the mass media. Globalisation refers to an international community influenced by technological development and economic and political interests. Globalisation can lead to the homogenisation of cultures and multicultural groups. Globalisation can also be referred to as a global village because the world is so connected through technology and the Internet. The global village suggests that people can be brought closer together by the globalisation of communication no matter the distance (O’Shaughnessy and Stadler, 2012:458).

Cultural imperialism is also another factor contributing towards globalisation’s powerful force, cultural imperialism is the domination of the world maintained through the dissemination of cultural products and dominates traditional cultures It is also is the intrusion of Western culture on non-Western cultures through values such as consumerism (O’Shaughnessy and Stadler, 2012:465).

 

For some globalisation is a powerful force, however there are some ways in which ordinary people develop tactics for expressing autonomy and struggling against oppressive norms from the media. These tactics are used to take advantage of the media and globalisation to serve to interests of society and media activism.

 

I will be discussing some tactics that one can use to combat the media as well as whether these tactics are relevant to us to protect our perceptions against the media or not.

 

• Use the Internet to disseminate information about ethical consumerism in order for individuals to make informed choices about which products to buy and which companies to support and which to boycott (O’Shaughnessy and Stadler, 2012:470). This tactic is relevant and helpful to an individual as a consumer, it is good to know about which product, services and companies to support and which to boycott. Some companies do so much good for the community while others simply destroy the environment through waste and pollution. A blog or a website based on these kinds of companies will help the consumer to make informed choices about which products to support as well which are not harmful to us.

• The next tactic states that one should tap into open source software movement, which shares information instead of using the copyright law to serve the interests of companies such as Microsoft.  These open source software progrmas include Wikipedia, however, although it is better to use them i don’t think this is as relevant tactic because it is not easily accessible for everyone or an easy way of accessing information for those who are technophobes.

• Organising online networks of like-minded people and groups to work towards a common cause is another tactic that I think is relevant because I can help charities to support each other, I may help people combat similar depressions, issues or concerns by creating online sites, blogs or websites. I may help people who may not want to discuss concerns face to face with others but having an online community they feel more free and open to discussions. It will help individuals learn more about issues because they are all interested in doing so.

• Encouraging self representation and affirmation of the value of the local is also important because the local community in society need to feel just as important and need to be reassured of their values, cultures, beliefs and views on reality constantly in order for them to not fall under the media’s spell. Local dances and technology free days may help in this regard. Doing things outside and organising activities, enjoying your community and not longing to be a part of something bigger as stipulated on television shows.

• Creating and supporting independent media could help encourage diversity of content and the ownership of the media. It allows for you to say exactly what you wish to with regards to the media itself. You could talk about environmental topics as well as how the media criticise the youth with their fashion and beauty demands. It creates awareness for the individuals who do not see the media’s manipulative techniques.

• Lobby media policy designers to support and serve citizens and not corporate interests. This tactic is not as relevant to the individual but it is a relevant response to the media, because the media needs to realise that people want to be put first, it could benefit both the individual as well as the corporate interest to put the individual first. That way the individual may become more trusting in the media.

• Promoting media literacy and providing technical training is probably the most important tactic in my opinion, I say this because by helping people become media literate, it can help protect them from pressures from advertising and other media forms. These pressures include smoking, drinking, using drugs, having sex or eating unhealthy foods. Being media literate can help individual build communication skills, encourage them to consider multiple interpretations of media messages and improve media use habits. Media are dominant forces in our culture and an important part of everyone’s lives. Media should be evaluated and interpreted clearly. Media literacy is our best defense in resisting manipulation and keeping a perspective on the messages. Providing technological training can help an individual with his/her Internet usage and help them achieve their intended means for their media usage.

• Using ICT’s for promoting transparency and empowerment is a tactic that i beileve could help, being trasparet and honest will lead people into a postive light with in respect to technology and ICT's.

 

Through most of these tactics, an individual will be able to take into consideration the media’s power as well as identify their intended message aimed at the individual.