This paper introduces and analyzes socialization—the process by which individuals learn to live within a given culture—and critically examines resocialization practices. While acknowledging limited cases where resocialization may serve a purpose, the paper argues that the practice raises significant ethical concerns regarding power, autonomy, and decision-making authority. The analysis then shifts to consumer socialization in America, demonstrating how advertising and media create and reinforce consumer desires from early childhood through adulthood. The paper contends that socialization through media has become fundamental to American economic and social life, shaping values, aspirations, and behaviors across generations.
The purpose of this paper is to introduce, discuss, and analyze the topic of socialization. Specifically, it will examine how socialization is the process by which we learn to live in a given culture, and explore the practice of resocialization.
There is something about the term "resocialization" that sounds just a bit authoritarian. While there may be some instances where this practice is valuable—such as in the case of habitual violent criminals—it seems like a practice that should be avoided for most of society. The implications of this process are significant. For example, who is ultimately to say that one set of beliefs and values is "wrong" and must be resocialized with a new set of "right" beliefs and values? Who decides what is right and what is wrong? Who has the ultimate power to make those life-changing decisions?
The ethics of this practice clearly come into question, as do the methods. How do we judge the effectiveness of this practice, and how do we choose who is resocialized and who is not? This practice seems concerning because it gives too much power to some, and does not consider a person's rights and autonomy. Resocialization may seem like a good idea in theory, but in reality, it is more of an authoritarian and domineering practice than a democratic one.
That being said, the practice of socialization is a common one in America, and one that most Americans happily submit to on a daily basis. We are socialized as consumers from a very young age. Advertising has long catered to the young, the powerful, and those with the most dollars to spend. America is a land of consumers, and when they cannot afford to buy what they want, they sometimes steal it, as the events during and after Hurricane Katrina clearly demonstrated. People were stealing to live, but they were also stealing because they could. It was not only food and liquor stores that were looted. People stole televisions, furniture, and broke into empty houses.
Consumerism is accepted and even applauded in America. It is what our country is built upon. Children learn about it as soon as they can sit in front of a television set and view shows geared to their age groups. There are advertisements for food, drink, toys, and clothing that all appeal to the young. Consider the fact that many mothers are buying designer name clothing for their toddlers. They see the advertisements and become convinced they must put their children in designer brands to demonstrate they are savvy, attentive mothers.
This socialization and training continues throughout our lives. That is why so many people are consumed with owning the biggest, most expensive cars and homes, the best clothing, the finest jewels, and all the other trappings of the "good" life. We are trained from a young age to want these things and even to believe we "need" them. The media shows us examples of the powerful and the wealthy, and we want to be the same as they are. The media shows us the newest trends in home décor, food and wine, and clothing and accessories, and we want to look like the wealthy and powerful look and live as they live.
Advertising is one of the biggest businesses in this country, and because of this, it has become extremely important to the economy and to the very fabric of American life. People are so immersed in the media that they believe just about whatever they see in it, and rarely verify whether the information is true. This is another aspect of our training that works effectively. Advertising is memorable, and it sticks in our minds, true or not. As socialization experts note, "the notion of memorable messages seems well suited to the study of socialization given its emphasis on message activity and its use in previous socialization research" (Barge and Schlueter 233). Advertising messages are certainly some of the most memorable messages we receive as a society. That is why commercial jingles and images have become part of the fabric of American life, and they linger on long after the commercials have disappeared from the media.
Socialization occurs on many levels, but the media certainly has an important role in the socialization of American society.
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