“Assess the view that youth culture is created by the media”
Youth is a hard concept to define due to the many sociologists who have different opinions on the time period in which it takes place. However, youth is a social construction because of cultural relativity which means that what is normal in one cultural may be strange in another. Youth culture can be seen as being created by the media however it can also be seen as being created by consumption, style and the economy.
Youth culture can be seen as being created by the media because of the role models that it creates. Celebrities are portrayed in the media as being role models for the youth of today and youth desire to be like them. For example magazines are the most criticised for portraying and constantly promoting the specific way that people should look by showing celebrities at their best and worst times. These magazines are aimed at the youth culture and therefore the effect that they have is massive due to people idolising the celebrities. This shows that youth culture is created by the media because the norms and values of the culture are influenced by those shown in the magazines. The media also is seen to socialise us with the norms and values of society. For example the hypodermic syringe model suggests that the media has a direct and immediate effect on its audience. The idea relies on the theory that the audience is passive. This shows that youth culture is created by the media because it suggests that our culture gets its norms and values from what is presented in advertisements, tv programmes and music. The majority of these aspects of the mass media are aimed at the youth culture and therefore represent the ‘normal’ way to behave.
However, youth culture can also be seen as being created by consumption. The youth culture are targeted by big companies to tap at their disposable income. In the 1950s the youth had more disposable income than ever before. This created more subcultures. For example consumption has led to the Burberry chavs and Fred Perry
Youth culture can be seen as being created by the media because of the role models that it creates. Celebrities are portrayed in the media as being role models for the youth of today and youth desire to be like them. For example magazines are the most criticised for portraying and constantly promoting the specific way that people should look by showing celebrities at their best and worst times. These magazines are aimed at the youth culture and therefore the effect that they have is massive due to people idolising the celebrities. This shows that youth culture is created by the media because the norms and values of the culture are influenced by those shown in the magazines. The media also is seen to socialise us with the norms and values of society. For example the hypodermic syringe model suggests that the media has a direct and immediate effect on its audience. The idea relies on the theory that the audience is passive. This shows that youth culture is created by the media because it suggests that our culture gets its norms and values from what is presented in advertisements, tv programmes and music. The majority of these aspects of the mass media are aimed at the youth culture and therefore represent the ‘normal’ way to behave.
However, youth culture can also be seen as being created by consumption. The youth culture are targeted by big companies to tap at their disposable income. In the 1950s the youth had more disposable income than ever before. This created more subcultures. For example consumption has led to the Burberry chavs and Fred Perry