Media, Even Today, Has Such a Profound

¶ … media, even today, has such a profound impact on popular culture as that of print media. Since man first scribbled and chiseled onto stone tablets, words have persuaded and guided people to do, to conform, to think in certain ways. With the advent of Johannes Gutenberg's printing press, and the consequent development of movable type, words have served to mold and conform ideas. With the 20th century development of "yellow journalism," newspapers went beyond simply conveying information, beyond providing news to people, and served to sway people as journalists sought. This paper will discuss the roles that print media have had on the development of American popular culture as well as discuss some of the trends created by print media and how such trends have influenced consumerism, work, social responsibility, happiness, the human body, as well as justice, law, and order.

Print media has had a profound and significant impact on all individuals throughout history, but perhaps no other society has been so inundated with print media as has been the case in the United States. Every day, we are bombarded with messages and innuendos, proclamations and absurd claims, from the well respected New York Times to the oft maligned "Enquirer," we are besieged with information seeking to gain some foothold on our thoughts, on our opinions, on our voting preferences. Such unabated assaults on our collective and individual psyche in America has prompted scorn, ridicule and disdain for drivel, but such opinions or truly in the eye of the beholder; what we read, we believe, and often, what we believe, is confirmed by what we read. This selective process only provides fodder for those who seek to rebuke "the other side" of an issue.

Print media has evolved from the earliest iterations of printing presses and type writers to large conglomerates ruled by big business. Print media is a booming industry that thrives on ever increasing profits and readership. Consequently, the importance of communicating imperatives to gain some profit are significant, but perhaps there is a larger goal with print; to convince others how to think and behave and act and vote and eat and live. Of course, as with any big business, such devices are not altruistic; they are designed to bring others into the fold. How could we not be swayed given the constant delivery of messages, the constant presence of signs and banners and bulletins must certainly affect the mindset of individuals in significant ways.

The simplest forms of such persuasive messages involves, of course, advertising. Every day we are unwilling participants in a game designed to get our business, our patronage, our trust and, most importantly, our money. Creating idealized notions of beauty, of wealth and power, of fame and fortune are key in advertising media. We read of the importance of buying the latest clothes, the most current perfume or cologne, and of the absolute necessity of consuming to "fit in." This message affects the young in particularly pernicious ways. Children are witness to repeated pleas to buy the new Power Ranger with the kung fu grip, or the latest iPod so that they can continue tuning in to the great slogans and metaphors in advertising circles.

The Consumers Union (2005) notes that there are in excess of 160 magazines directly targeted to children and, disturbingly, children under the age of 18 are 45% more likely to see advertisements on beer and 27% more likely to view ads for distilled spirits than adults are subjected to in non-child-based magazines. The effects of viewing such advertising in children's magazines tend to create a sense of acceptance in children. Such a trend in print media, of course, is not isolated; many trends such as physical stereotypes and food consumption preferences permeate print media such that people are lead to believe that only the most beautiful, the most physically fit, the wealthiest, are truly the chosen ones. The rest of us are left wanting to be someone else, even if only in our own minds. Print media provides templates for people to fix themselves, to buy more and we are convinced of the need to do so, less we choose poorly, and suffer the consequences of social exclusion.