With the electronic age, the cultural environment is
increasingly monopolized, homogenized, and globalized. The Internet has
contributed, but broadcasting is still the most concentrated, homogenized, and
globalized medium. The learning of culture is no longer associated with family,
schools, church or even community, but from television and that’s not a good
message.
In the US, top advertisers pay for network television.
Four networks are associated with transnational corporations that control the majority
of production and distribution. What is more, these entities shape the cultural
mainstream leaving out minority interests and views. To combat this, we need
more media and critical viewing literacy.
The dominant perspective can be challenged by a counterculture
that supports creative workers struggling for more freedom of expression which
no longer need to present life as a commodity designed for a market of
consumers. We must make a counterculture decision and mold ourselves into our
own image versus the one associated with the dominant view. So be the person
your dog thinks you are!
With lovingkindness,
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