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Document Details : Title: The Contribution of Mass Media Author(s): LIPOVETSKY, Gilles Journal: Ethical Perspectives Volume: 7 Issue: 2-3 Date: September 2000 Pages: 133-138 DOI: 10.2143/EP.7.2.503798 Abstract : An idea has been increasingly gaining currency in Western democracies since the 1950s and '60s, namely the idea of the omnipotence of the media, a power that has become more pronounced as the influence of politics has become steadily weaker. This omnipotence of the media manifests itself, firstly, in the fabrication of individualistic tastes and desires, and secondly in the fragmentation of public space and social relations, if not the explosion (and hence the disappearance) of public space and social relations. These are the themes to which I would like to return in the hope of not rewriting the story of Pangloss. I think no one will dispute the idea that the media has played, and continues to play, a crucial role in the dynamics of postmodern individualism. The norm of private happiness, the value of pleasure, and the ideal of intimate fulfilment are diffused throughout mass culture, the press and television. Thanks to the media, the fulfilment of these desires and the love of oneself has become a socially legitimated form of behaviour, an ideal for the masses. In celebrating private pleasures and private happiness, the media have undoubtedly contributed to the decline of tradition, strict moral codes and ideological commitments. Living in the present, living for oneself and in accordance with these desires have become the legitimate norm, and in this sense the media have without a doubt contributed to the culture of individualism. |
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