Evaluate the view that globalisation and the development of digital forms of communication
have led to a society that is fluid and full of choice (16 marks)
One way in which society can now be seen as more fluid and choice-filled is through the
increase in the number of media products. Strinati argues that the media saturation. We now
have in society is beneficial to individuals and provides them with a greater choice of
products to meet their needs. Traditionally, television was limited to three channels, meaning
the range of products was very small. However, technology has enabled multiple streaming
sites, such as Netflix and YouTube, where an almost infinite amount of content is available to
watch. This shows people have more choice as there are simply more options on the
market.
Another way in which society can now be seen as fluid and have more choice filled is
through the availability of services and products around the globe. Postmodernist McLuhan
believes the idea of the world as a ‘global village’ because technology has made the world
very interconnected; therefore, it is now easy to access a range of products and ideas from
different cultures and countries from shops or online quickly. Before, it was very difficult to
access products; for example, a dress from Italy would take longer and be very expensive;
however, now it can take two days to get one. This shows that people have more choices
from other countries, ranging from products to cultures to ideas.
On the other hand, society can be seen as less fluid with fewer choices than we think, as
tech has been used as a form of control and surveillance. Foucault believes that while tech
is increasing, so is surveillance. This becomes a form of control to regulate behaviour and
reduce crime. This can also lead to narrowing the range of ‘acceptable’ behaviour for fear of
judgment for not fitting the norm. People may feel they can no longer choose how to be due
to social and structural pressure. For example, schools now have CCTV in corridors and
classrooms, while students have the choice to act as they want; the idea of a camera
recording, for example, shouting, may feel too risky. This shows that this reduces their
freedom and therefore their choices.
Another way society can be seen as less fluid with less choice is due to media control. Boyle
believes in the idea of narrowcasting, where the media is so broad they start targeting
people. This becomes controlling as they can play into people's fears or hopes, convincing
us to believe certain things, narrowing our choices. For example is media such as TikTok
targets a person with warnings of eating a specific food; that person feels compelled to avoid
it, and therefore reduces their choices. Therefore, limiting peoples choices as people
become targeted, reinforced with ideas that may or may not be factual, to get them to act a
certain way.
Lastly, society can be seen as less fluid with less choice due to the idea that everything has
become the same. Ritzer's idea of McDonaldization argues that modern society is
increasingly shaped where choice is standard and controlled rather than genuinely
expanded. Consumers are offered many similar options, which creates the illusion of choice.
For example, global fast food chains appear to offer a variety like McDonald's, but menus
are almost identical in every country with only a slight twist. Therefore, limiting meaningful
choice and fluidity, as people's options arealmost identicall.
have led to a society that is fluid and full of choice (16 marks)
One way in which society can now be seen as more fluid and choice-filled is through the
increase in the number of media products. Strinati argues that the media saturation. We now
have in society is beneficial to individuals and provides them with a greater choice of
products to meet their needs. Traditionally, television was limited to three channels, meaning
the range of products was very small. However, technology has enabled multiple streaming
sites, such as Netflix and YouTube, where an almost infinite amount of content is available to
watch. This shows people have more choice as there are simply more options on the
market.
Another way in which society can now be seen as fluid and have more choice filled is
through the availability of services and products around the globe. Postmodernist McLuhan
believes the idea of the world as a ‘global village’ because technology has made the world
very interconnected; therefore, it is now easy to access a range of products and ideas from
different cultures and countries from shops or online quickly. Before, it was very difficult to
access products; for example, a dress from Italy would take longer and be very expensive;
however, now it can take two days to get one. This shows that people have more choices
from other countries, ranging from products to cultures to ideas.
On the other hand, society can be seen as less fluid with fewer choices than we think, as
tech has been used as a form of control and surveillance. Foucault believes that while tech
is increasing, so is surveillance. This becomes a form of control to regulate behaviour and
reduce crime. This can also lead to narrowing the range of ‘acceptable’ behaviour for fear of
judgment for not fitting the norm. People may feel they can no longer choose how to be due
to social and structural pressure. For example, schools now have CCTV in corridors and
classrooms, while students have the choice to act as they want; the idea of a camera
recording, for example, shouting, may feel too risky. This shows that this reduces their
freedom and therefore their choices.
Another way society can be seen as less fluid with less choice is due to media control. Boyle
believes in the idea of narrowcasting, where the media is so broad they start targeting
people. This becomes controlling as they can play into people's fears or hopes, convincing
us to believe certain things, narrowing our choices. For example is media such as TikTok
targets a person with warnings of eating a specific food; that person feels compelled to avoid
it, and therefore reduces their choices. Therefore, limiting peoples choices as people
become targeted, reinforced with ideas that may or may not be factual, to get them to act a
certain way.
Lastly, society can be seen as less fluid with less choice due to the idea that everything has
become the same. Ritzer's idea of McDonaldization argues that modern society is
increasingly shaped where choice is standard and controlled rather than genuinely
expanded. Consumers are offered many similar options, which creates the illusion of choice.
For example, global fast food chains appear to offer a variety like McDonald's, but menus
are almost identical in every country with only a slight twist. Therefore, limiting meaningful
choice and fluidity, as people's options arealmost identicall.
