Giddens influences on media and theorists. ref to 'the self'

When our group met to discuss our findings on how Giddens has influenced other theorists in media studies, we found it difficult to draw direct correlation. However, Giddens has influenced sociological thinkers, academics and politicians through his social analysis. His theories offer a perception about our social world which can be applied to the study of the media. His work concentrates more on society as a whole than directly to the field of modern media. Yet his theories and concepts of modernity and theoretical writings on society are of importance to analysis of social life.

I now attempt to take Giddens works and concepts on the issue of modernity and illustrate how the media is influencing us. Giddens book ‘Runaway World’ briefly shines light on the idea that the creation of ‘celebrity’ has been created through globalisation and modernity (pg 12). The creation of celebrity is something to which our society is now heavily influenced by. The power and influence is not surprising as new technologies mean that information can be distributed to the masses instantaneously (globalisation). As our identity is no longer handed to us by society, but constructed by our societal influences, after consuming these texts we are offered a huge variety of ideas and choices which then influence our everyday decisions and lifestyle. ‘Genres’ of lifestyle have been manufactured to which celebrities demonstrate the ideal image of. We then can aspire to these when constructing our own lifestyles. From singers to politicians, sportsmen to actors, the wide-spread range of celebrity and lifestyle saturates us from a local and universal scale is endless. This glorification of certain ideal ‘types’ of human provides an incentive for us to reflect on our own lifestyles, and influences how we shape our own identities (although this is not always conscious). (1)Although the chances of achieving idealistic lifestyle are slim, we are still encouraged to reflect on ourselves by these images. Giddens sees this as a corruption of, and a threat to, the true quest for self. The media in modernity offers possibilities and celebrates diversity, but also offers narrow interpretations of certain roles or lifestyles.

(1)http://www.theory.org.uk/giddens4.htm