Abstract
Often our judgment related to certain people or groups in the society are created with no actual contact and with superficial cues. In nowadays society the information we got on the world are much greater, as a result of increasing of the role media plays in the society. Today media using major achivements of communication tools&techniques, manages to reach every member of society. In particular, the extraordinary growth of the Internet has become an enrmous tool to access media which to uses this new channel of communication, in addition to other traditional channels such as television, radio or newspapers. This access has made society utterly dependent and on the other hand has made media an important factor which creates perceptions and even affects the education of whole society categories. In particular, the impact is greater among children and young people with less life-experince. They create shared convictions and beliefs influenced by the media. In this context, in many cases, if a media creates stereotypes of various persons or social categories, they are transmitted through it to a large part of society, affecting primarly those with less life-experince. This a how, often, a stereotype is communly believed as truth. This phenomena can be observed greatly even in the Albanian media, which commonly categorizes people of different social groups, based only on one point of view. This impacts society greatly in creating prejudices that affect directly our lives and those of others. This article assumes precisely analysis through focus group discussions with students of communication sciences. These students are able to think critically about the role and influence of stereotypes in the media and give their opinion on this phenomenon. DOI: 10.5901/ajis.2015.v4n3s1p618
Highlights
Often our judgment related to certain people or groups in the society are created with no actual contact and with superficial cues
We can assert that stereotypes are widespread in the media
Today's society creates its opinions in most cases through the media and and in the same way chooses to define certain social groups
Summary
Many analyzes in the field of cultural studies say that the media is the process of transmitting messages to viewers, by defining the situation, and further transmit ideology. To understand our culture and society, as Jonathan Culler said, is to not think individually, but to build perceptions on the basis of a system of symbols. This is the meaning of the combined individual objects and behaviors, which creates the university system and the people around us and society (Culler, 1981: 25). Wober and Gunter analyze that "through analysis of the relationship between reported customs of individuals, viewing television, especially the amount of time they spend watching and their perceptions of their social and cultural environment, is able to reveal the contribution and influence TV has on attitudes, beliefs and values that people hold about the world in which they live "(Wober & Gunter, 1988: 3). Today everything is about how you look, your image, your style, and how the appearance constitutes identity; and it is media culture that increasingly provides materials and resources to build the identity (Kellner, 1995)
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