Framing Class

I think that the question of whether the media mirrors or shapes society is sort of a chicken or the egg question. To appeal to its viewers, the media would have to display things that its targeted audience would accept and be comfortable with. If people didn't relate to the images being projected, they would have no interest in the product/show/whatever. However, that comfort level is not always indicative of reality. For example, professional models sell body care products. People don't generally look like models in real life, but they want to see beautiful products on TV. Maybe that product makes you beautiful like her? You should buy it and see if it does.

The same principle works for social inequality. Being rich is good, and if you have a lot of junk you will feel fulfilled because you'll have everything you'd ever want. Being poor is bad, so if we depict homeless people as inebriated losers, we'll feel better about ourselves. This is the big guys selling to an audience. We fear poverty and want to emulate celebrities, so it makes sense that the class extremes would be portrayed that way. Class depictions in the media may not consciously alter our perceptions, but I think they do help subconsciously stimulate stereotypes. In movies, the homeless guy is always a shabbily dressed black male, so when people happen to see someone who fits that description, they automatically lock their doors, even though he could just be taking his recyclables out to the curb in his pajamas. On the other end of the spectrum, all people who dress nicely could be perceived as selfish and conceited.

I do believe that watching TV leads people to rack up more credit card debt. Commercials show the sexiest brand of car they have, and when you walk in the door, you want THAT car, not that junker that's half the price. Ads encourage impulse buys: "Hm, I'm hungry. Doritos sound really good right now, but all I have in the house is celery. I'll go out and buy some Doritos." However, desire to emulate the upper classes is not a new thing. Even before the American Revolution, the "middle class" was always searching out the stuff that will make them feel richer than their neighbors. I just think that being constantly exposed to advertisements triggers this yearning more strongly.