Wednesday, February 1, 2012

The Role of Media in Creating Consumer Culture in Bangladesh

The neo-liberal and free market economic system and deregulated media situation have ensured introduction of numerous commercial media outlets in Bangladesh. These entire media world are dedicated to create and to enhance consumer culture in the country. They are engaged in selling audience to the advertisers. This article will critically analyse how the media sell the audience to the advertisers. The theoretical aspect the political economy of communication would be instructive here in the critical engagement and case studies would be the method to investigate the role of media in creating consumer culture in Bangladesh. The areas of investigation in the article would be some cases selected from the newspapers, private television channels and FM commercial radios.

Media Sells Audience
In course of time, the idea of audience had shifted from mass to market. As the media have become bigger business, the term ‘market’ has gained in currency (McQuail, 2005). Media usually sells the market or this set of consumers to the advertisers. Denis McQuail defined audience as an ‘aggregate of actual or potential consumers of media services and products, with a known social-economic profile’ (McQuail, 2005: 399). In recent times audience is treated by media not as a group of public, rather a set of consumers.