Media Images and the Social Construction of Reality

Ideally, a media system suitable for a democracy ought to provide its readers with some coherent sense of the broader social forces that affect the conditions of their everyday lives. It is difficult to find anyone who would claim that media discourse in the United States even remotely approaches this ideal. The overwhelming conclusion is that the media generally operate in ways that promote apathy, cynicism, and quiescence, rather than active citizenship and participation. Furthermore, all the trends seem to be in the wrong direction—toward more and more messages, from fewer and bigger producers, saying less and less. That’s the bad news. The good news is that the messages provide a many-voiced, open text that can and often is read oppositionally, at least in part. Television imagery is a site of struggle where the powers that be are often forced to compete and defend what they would prefer to have taken for granted. The underdetermined nature of media discourse allows plenty of room for challengers such as social movements to offer competing constructions of reality and to find support for them from readers whose daily lives may lead them to construct meaning in ways that go beyond media imagery