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The media approach dominates the media approach over the human-centered approach. If according to the first approach, people perceive the information they receive selectively, selecting only that part of the information that coincides with their opinion and rejecting information that does not conform to their perceptions, then according to the media-oriented approach the media affect people like a drug, which is impossible to obey because a psychophysical dependence has formed.
The resulting mosaic view of social reality created in the audience causes inadequate understanding and interpretation of new information entering the consciousness and consequently inadequate behavior in social reality and inadequate attitude to social reality. Accordingly, if in the first approach the adaptation of the media to the needs and requirements of the consumer is carried out, in the second – a person under the influence of the media introjectively assimilates information, which begins to be subsequently guided (Kumah-Abiwu, 2020). At the same time it is necessary to recognize the following fact – many mass media claiming to act in the interests of their readers and thus implementing the values of human-oriented approach, impose wittingly unattainable role models, which generate only irritation, aggression, protest intentions and sentiments in the society.
The problem lies not only in the exaltation of highly morally and socially questionable individuals as role models, but also in the wittingly unattainable. It is fraught with mass frustration and creates, especially among members of the young generation, a dissonant attitude that intensifies the feeling of social frustration and determines the search for a way out of this situation of preexisting social injustice by committing illegal acts that are not officially permitted by the law. Intense expansion into society of the criminal culture of non-white people, the normative system of the criminal world rebroadcast by some media is actively absorbed by certain members of society, experiencing a deficit of social values (value anomie) due to the initial low level of development of moral consciousness and a disdainful attitude towards the law.
Reference
Kumah-Abiwu, F. (2020). Media gatekeeping and portrayal of Black men in America. The Journal of Men’s Studies, 28 (1), 64-81.
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