Can media studies change our way of seeing? Why or why not?

The intrinsic power of media studies to cultivate one's societal viewpoints, and in general, to
significantly influence how an individual sees the world. As comprehensively dissected in the
provided video material, there are four specific facets of media studies, namely media language,
representation, audience, and institution that can further elaborate and support this claim as to
why and how media studies can actively play its part in controlling our societal lenses in several
aspects.

Firstly, media language is clearly one of the most vital factors among the aforementioned, simply
because there are countless ways on how media text can construct meaning — all of which can
be interpreted by the consumers in a myriad of possible approaches. As explained in the video,
there are both implicit and explicit codes that are used to be indicative of a certain aspect that is
essential to the storytelling and in the way a particular type of content is intended to be delivered
to its audiences. A simple change or emphasis in the use of a specific camera angle or in a
primary character's choice of clothing can really provide clarity as to how the consumers view a
particular type of media content. For instance, a character that wears bright-colored clothing can
indicate a positive attitude or demeanor, whereas the other that has skull icons and sharp
accessories may imply a negative vibe towards a particular person or element in a certain story.

There are more aspects beyond the enumerated ones in the video that encompass what media
language is all about and how it can really create meaning that is perceived by the consumers. In
addition, such details are not always as evident as they may seem since content creators in media
may even use the most minute, hidden elements that could potentially change the entirety of how
he or she initially perceived what is originally meant when these microdetails are spotted. In
totality, may it be through the kind of incorporated background music to the smallest nuances of
how one delivers their lines, the meaning can drastically change from one consumer to another at
an instant.

Apart from media language, the element of representation and the lack thereof also proves to be
very crucial on how media changes the way we view the world today. Oftentimes, one can argue
that there is no concept of universality in our general perception of reality. This debate may go
on and on without reaching an absolute conclusion, but as media and information literate
individuals, we must be able to decipher whether the content we consume are accurate
representations of our pre-existing notions of reality or not. In addition to that, if we are aware
that the content we are consuming drifts away from the truth, then we should be wise and
proactive enough to detach the manufactured narratives from what we know as actual truths.

As discussed in the video, two renowned British news publications in "The Sun" and "The
Guardian" had polar manifestations on their home country's decision to leave the European
Union in 2016. One considers the said move as a groundbreaking decision that marks the advent
of a new era, whereas the other has blatantly delved on the possible repercussions of the decision
that could play out as a disadvantageous measure rather than a monumental stance of
independence. All of these examples round up to the fact that as consumers, the wide array of
representations that are incorporated by the media in their products should be treated by the
consumers with skepticism and attention to detail. Before we draw ourselves to believe in what
we see on media platforms based on how they are represented, we must take initiative in assuring
that these narratives are grounded on the truth and are free from any detrimental biases.

Furthermore, the audience is an all-important element on how the global media landscape pans
out. A very notable takeaway from the video lecture is that one of the key driving forces of
media content and product creation is the intent to cater to a particular demographic and make it
appealing and consumable for them. Also, the area of audience studies can construct a better
understanding on why media texts are created as they are in terms of looks, content, and manner
of representation.

For instance, in terms of gender, male-centered media products may create societal narratives
that completely differ from the female-centered ones. The video takes two magazines as an
example wherein one is primarily aimed to mature male readers while the other caters to teenage
girls. In the most blatant details such as cover, content, and layout, it instantly gives the
impression as to which gender they would intend to cater their material to, and at the same time,
give a glimpse on who they believe would actually better suit the content they put out for the
public. All of these add up to the notion that apart from the media being a catalyst of change in
terms of social views and perspectives, it is also innate within us, media consumers, to decide
how we opt to shape and construct the beliefs and narratives that we will be holding on to.

Lastly, I personally believe that above all the aforementioned points discussed lies the element of
institution. The content creators, those who makes the media, are the ones greatly liable and
responsible for how consumers change the way they see things. The primary subject of the
matter I would like to raise in this final focal point is the inherent nature of human bias and how
it is omnipresent in all respects. There is no such thing as an unbiased view or person, which is
why in terms of the media, the content they bring up for public consumption are all driven by the
institutional biases of its creators. Whether such biases are highly political in nature or all the
way down to the simplest subject matter under the sun, the personal beliefs and principles of the
creators will certainly play a vital and definitive part in the content they make.

In this particular aspect of media studies, creators take two key factors into consideration,
namely funding and ideology. Leaning more towards the latter, their ideological views are
greatly impactful in deciding what to make, how to make it, how to represent their ideas, and
how their products are marketed and distributed. One may argue that a creator must detach his
own biases from the product he makes. Although to a certain extent this may hold true, but at the
end of the day, media institutions create in full accordance to their ideologies — those that
particularly prove to be marketable and profitable in a capitalist society. The demands of a
capitalist-driven society will always be put on a premium by media institutions, which is why all
of the content they produce will meticulously align to their institutional principles. Ultimately,
the product of the capitalist media agenda is what we end up consuming, and eventually, what
we end up believing.

In summary, with all of the abovementioned points taken into account, it can most certainly be
held true that media studies really does change our way of seeing, believing, and engaging in our
constantly changing world. A rapidly evolving society, now more than ever, is highly indicative
of a drastic change in the global media landscape — one that will ultimately alter the way we
live and breathe for the years and generations to come.