Propaganda Reflection

It is acceptable for a government to try to shape public opinion through information campaigns.

I strongly disagree with this statement. The two case studies of Pat Tillman and Jessica Lynch highlight the government’s exploitation of public figures in order to heighten support for the military at times when public morale falters. American media was able to manipulate the events of Tillman’s death in a manner which antagonizes the enemy forces despite the human cost of allowing Tillman’s family to attain emotional closure. However, I would like to focus on the grand impact social media can have on youth culture.

As an avid social media user, I can affirm that we are all subjected to a bombardment of advertisements- whether we are scrolling through our Facebook feeds or notice a company promotion amidst our friends’ tweets. Even though most of us have probably developed a filter that allow us to ignore these funded messages, there is something to be said about the prevalence of media conglomerates in the domination of popular culture in youth.

            At a population of 33 million people, teenagers form a significantly large market segment worth an estimated $150 billion a year, and thus they have become the primary targets for advertising companies. In order to hunt for the “next big thing” that will grab the attention of these teenagers, these marketers undertake a complex research process which involves numerous surveys and focus groups; desperately seeking to understand what is “in” or “trendy”. Essentially, these marketing professionals become creators and sellers of popular culture who have made teenagers the most profitable consumer demographic in America. However, when have they gone too far in their attempts to appeal to these adolescents- and their wallets?
            Through their lucrative, underhanded tactics, marketers infiltrate the world of teenagers for the sole purpose of exploiting their interests into sources of profit. But, in the process are they stoking a cultural infatuation with music and imagery that glorifies violence and sex as well as antisocial behavior and attitudes?

As everyone from record promoters to TV executives to movie producers overwhelms teens with marketing pitches, teenagers increasingly look to the media to provide them with a ready-made identity based on today's version of what's “cool”. Rather than empowering teens, the incessant focus on their wants and desires leaves them adrift in a sea of conflicting marketing messages, and as more and more teens look to the media to define what they should think and how they should behave, they lose a sense of themselves. The persistent teen quest for identity and connection has migrated to social media and exposes how companies trailed teens to this platform. The increasing correlation between teens and the companies that are working to target them has outreaching effects that extend far beyond the companies’ checkbooks.

Teens have focused all their attention on social networking, even though these are the days where a politically-aware and socially-mindful generation is needed the most. It is imperative for teenagers to become more involved in the world they will soon inherit from their parents, including its many problems.

The media has obviously become a driving force in today’s society, especially with increased usage of technology.  Much of today’s communication of information to and amongst the younger population is done through means of technology and the media, so naturally the messages presented by both greatly influence the thoughts and opinions of young minds, as they sometimes serve as the only source of considered information on subjects such as politics. Thus, marketers that dominate media have acquired a significant social clout among the teen population.

Pop culture is yet another factor with blatantly apparent influence on teens and young adults. By glorifying the celebrities that promote their products, marketers have created an environment of distraction for teens. In grocery stores, I’m sure we’re all guilty of reaching for the cover of Teen Vogue rather than TIMES. Teens have become so preoccupied with the life and glamour of celebrities and the entertainment industry, acquiring almost an artificial happiness through keeping up with the latest gossip tabloids and living their idols’ lives through the photographs and headlines of these laminated pages. Even magazines have become an outdated mode of spreading information by today’s standards. The use social media has increased our connection to pop culture, whether we follow celebrities on Instagram or Twitter or Facebook.  And it certainly does not help when advertisers make sure we see them everywhere- from the walls of billboards, to the walls of our Facebook accounts.

While mostly dealing with affairs and happenings within the world of entertainment, political messages tend to find their way to be expressed.  As many actors, singers and athletes hold high positions by the public eye, they are often looked up to as inspirational figures.  What they say is many times taken in to very high regard, especially when virtually no prior knowledge on the subject is had.  As teens listen to the messages delivered by their idols, they begin to think they believe the same thing.  While these messages can sometimes lead to a realization of some type, it is difficult to assess how genuine one’s personal opinion is when there was a lack of one to begin with.

Over time, an almost brain washing-esque process can be seen, as the development of independent thought diminishes and public opinion begins to lean more towards Hollywood’s crazes and fashion statements of the current times that happen to manifest themselves in social media.

We need to break the ties of this complex, entangled relationship with media conglomerates and recognize how it is impacting society as a whole. We need to awaken from our dazed, oblivious state and realize that marketers are the ones secretly pulling the strings behind the stage of the world we are conveniently presented with through social media and tabloids- that they are the ones who truly hold the upper hand while we are misled to believe in our empowerment. In our desperate search for identity, we have fallen into the traps of media conglomerates as we mindlessly let them dictate our understanding of the popular. When will we redefine our individuality and stop this blurring line between consumer culture and our culture?