I don’t know about you, but I know that I don’t consider my perspective of the world as identical to everyone else’s. I don’t interpret information in the same way, and I certainly don’t come to the same conclusions. And yet when society is addressed in terms of cultural studies, and especially in the study of propaganda, we begin to hear the term “the masses.”
What is meant by mass society? Propaganda is often defined as a way of manipulating “the masses.” But with this description comes the assumption that each person is receiving and responding to information in an identical way. Given, it is valid that propaganda campaigns address people in this way. But the use of the term isn’t limited to this argument.
When we hear about “mass media” and “mass culture” as they appeal to a mass society, we are essentially being told that within society there is this uniformity, this simplistic structure that simply doesn’t exist. While there are definite similarities in terms of lifestyle (sources of information, entertainment, basic behaviors and decisions), this in itself does not mean that each individual is one and the same.
When analyzing any given society, it needs to be considered that each individual makes decisions and assumptions based on personal experiences and beliefs. Simply because the sources of media and culture are generally similar, this doesn’t mean that people derive meaning in the same way. One needs to consider differences in personality and experience, both of which inevitably affect how people look at the world.
This also applies to the perception of perceived enemies, considering that in wartime the generalization of an enemy’s people is a common way of removing the humanity from those people. It is interesting that this removal of humanity extends to the interpretation of our own culture.
It all comes down to the issue of reception…