Learning Outcomes
- Discuss how structural-functional theory views culture and technology
Functionalists view society as a system in which all parts work—or function—together to create society as a whole. In this way, societies need culture to exist. Cultural norms function to support the fluid operation and continued stability of society, and cultural values guide people in making choices. Just as members of a society work together to fulfill a society’s needs, culture exists to meet its members’ basic needs.
Functionalists also study culture in terms of values. Education is an important concept in the United States because it is valued. The culture of education—including material culture such as classrooms, textbooks, libraries, dormitories—supports the emphasis placed on the value of educating a society’s members.
Functionalism and Technology
Because functionalism focuses on how media and technology contribute to the smooth functioning of society, a good place to begin understanding this perspective is to write a list of functions you perceive media and technology to perform. Your list might include the ability to find information on the Internet, television’s entertainment value, or how advertising and product placement contribute to social norms.
Commercial Function
Figure 1. TV commercials can carry significant cultural currency. For some, the ads during the Super Bowl are more water cooler-worthy than the game itself. (Photo courtesy of Dennis Yang/flickr)
As you might guess, with nearly every U.S. household possessing a television, and the 250 billion hours of television watched annually by people in the United States, companies that wish to connect with consumers find television an irresistible platform to promote their goods and services (Nielsen 2012). Television advertising is a highly functional way to meet a market demographic where it lives. Sponsors can use the sophisticated data gathered by network and cable television companies regarding their viewers and target their advertising accordingly. Whether you are watching cartoons on Nick Jr. or a cooking show on Telemundo, chances are advertisers have a plan to reach you.
And it certainly doesn’t stop with television. Commercial advertising precedes movies in theaters and shows up on and inside public transportation, as well as on the sides of building and alongside roadways. Major corporations such as Coca-Cola bring their advertising into public schools by sponsoring sports fields or tournaments, as well as by filling the halls and cafeterias of those schools with vending machines hawking their goods. With rising concerns about childhood obesity and attendant diseases, the era of soda machines in schools may be numbered. In fact, as part of the United States Department of Agriculture’s Healthy, Hunger Free Kids Act (2010) and Michelle Obama’s Let’s Move! Initiative, a ban on junk food in schools began in July 2014. It’s worth noting, however, that this program’s implementation varied from state to state, and that in 2018 the USDA weakened enforcement of the act.
Entertainment Function
An obvious manifest function of media is its entertainment value. Most people, when asked why they watch television or go to the movies, would answer that they enjoy it. And the numbers certainly illustrate that. While 2012 Nielsen research shows a slight reduction of U.S. homes with televisions, the reach of television is still vast and the amount of time spent watching is substantial. On the technology side, as well, there is a clear entertainment factor to the use of new innovations. From online gaming to chatting with friends on Facebook, technology offers new and more exciting ways for people to entertain themselves.
Social Norm Functions
Even while the media is selling us goods and entertaining us, it also serves to socialize us, helping us pass along norms, values, and beliefs to the next generation. In fact, we are socialized and resocialized by media throughout our lives. All forms of media teach us what is good and desirable, how we should speak, how we should behave, and how we should react to events. Media also provides us with cultural touchstones during events of national significance. How many of your older relatives can recall watching the explosion of the space shuttle Challenger on television? How many of those reading this textbook followed the events of 9/11 or Hurricane Katrina on television or the Internet?
There is ongoing debate over the extent and impact of media socialization. One recent study (Krahe et al. 2011) demonstrated that violent media content does have a desensitizing effect and is correlated with aggressive thoughts. Another group of scholars (Gentile, Mathieson, and Crick 2011) found that among children, exposure to media violence led to an increase in both physical and relational aggression. Yet, a meta-analysis study covering four decades of research (Savage 2003) could not establish a definitive link between viewing violence and committing criminal violence.
It is clear from watching people emulate the styles of dress and talk that appear in media that these depictions have a socializing influence. What is not clear, despite nearly fifty years of empirical research, is how much socializing influence the media has when compared to other agents of socialization, which include any social institution that passes along norms, values, and beliefs (such as peers, family, religious institutions, and the like).
Life-Changing Functions
Like media, many forms of technology do indeed entertain us, provide a venue for commercialization, and socialize us. For example, some studies suggest the rising obesity rate is correlated with the decrease in physical activity caused by an increase in use of some forms of technology, a latent function of the prevalence of media in society (Kautiainen et al. 2011). Without a doubt, a manifest function of technology is to change our lives, sometimes for the better and sometimes for the worse. Think of how the digital age has improved the ways we communicate. Have you ever used Skype or another webcast to talk to a friend or family member far away? Or maybe you have organized a fund drive, raising thousands of dollars, all from your desk chair.
Of course, the downside to this ongoing information flow is the near impossibility of disconnecting from technology, which in turn leads to an expectation of constant access to information and people. Such a fast-paced dynamic is not always to our benefit. Some sociologists assert that this level of media exposure leads to narcotizing dysfunction, a result in which people are too overwhelmed with media input to really care about the issue itself. In this state, their involvement becomes defined by awareness instead of by action (Lazerfeld and Merton 1948).
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Click through this interactive to learn about three ways that technology contributes to a functional society.
Celebrities and Social Media
When a celebrity announces that they are quitting social media, it’s big news (especially on social media). Depending on the star’s status and their reason for leaving, the decision is met with a blend of astonishment, dismay, concern for the individual or others they affect, and discussion about larger problems like bullying or online toxicity.
Why do they quit? Their reasons vary, and many eventually return. Lizzo left Twitter after claiming there were “too many trolls.” Lorde indicated that the stress of continual updates, “having front-row seats to the hellfire” necessitated a break (Kirkpatrick 2020). Other artists, like Coldplay, never formally deactivated their accounts, but went for long periods of inactivity. Rhianna took a six month hiatus; Justin Bieber and Adele also went without for some time. No matter what the reason, if a popular artist quits social media, a slew of articles and interviews will focus on the decision and the reasons behind it.
What makes these decisions newsworthy? A person deciding not to use a particular app doesn’t affect our day-to-day life. Or does it? What if that person shared intimate aspects of their life, offering a sense of connection to their followers? What if the singer provided continual updates on the progress of their new album, or gave their followers a better chance of meeting them? What if that singer posted or liked new remixes or playlists of their material, giving their fans new music to try?
Beyond the relationship with the artist, the social media presence gives fans a sense of community. Recall the discussion of groups. In traditional terms, a musician’s fanbase would be a secondary group: The group creates community, but the members aren’t close and are unlikely to serve expressive functions. But social media can easily turn that secondary group into a primary one. Follow a Reddit thread about a new video, and you’ll see dozens of people who seem to know each other well, who affirm or argue with each other along familiar lines, as if they’re cousins reuniting over a dinner table. They’ve never met in person and probably never will, but they may know intimate details about each other’s lives; they’ve shared ups and downs in the manner similar to a local, close-knit group.
Selena Gomez has had a complicated relationship with social media. She has announced several times that she is quitting, and went through periods of regular downtime. She’s indicated that many of her updates are posted from friends’ devices. “As soon as I became the most followed person on Instagram,” she said, “I sort of freaked out. It had become so consuming to me. It’s what I woke up to and went to sleep to. I was an addict, and it felt like I was seeing things I didn’t want to see, like it was putting things in my head that I didn’t want to care about” (Haskell 2017).
How do you think a functionalist would explain this complicated relationship that many celebrities have with social media?
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