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violence and cultural violence. When speaking of cultural violence is being made
reference to those symbolic aspects of culture (its forms "not material" such as language
and communication) that affect the justification of violent situations, and whether these
have a direct or structural. Cultural violence by the fact of not being material is not
harmless, quite the contrary, through its action humans overcome resistance to violent
actions, become violent habits, support the violent actions of specialized institutions or
simply do not react before the violent actions carried out by "other" (clearly identifying the
agent or not as often happens in structural violence). You can even build some kind of
women, children, the elderly, for example, if a hierarchy based on gender or age is
immersed in this process only institutions. The violence of the media (which appears
in some ways to represent it) is another form of cultural violence that is "consistent"
with other forms and more effective institutions to legitimize direct violence and
structural (education, science, ideology , army, business, family, church) with which it
shares the role of agent of socialization, a process from which individuals learn to live
in their society and culture and internalize values and norms of behavior.
Table 1 shows some examples of how major social institutions contribute to the
like the army, are quite specialized-what demands something so difficult to do such as
kill-and teach others tend to contribute more to the opposite (school and family). Many
Having established these initial considerations, with which it is intended not make the
mistake of blaming only the media in the transmission of behavior and violent values, we
will then show the different ways and mechanisms of legitimization of violence They are
appearing in the media. Not all information contained in this bias nor can do without the
media. In a world where much of social relations unfold in the media universe, in its
training) means acquire a great influence. So it is impossible to cover in a few pages all its
dimensions and aspects: affects both the way we perceive the world, and its economic,
There are studies that offer quite expressive data on the representation of violence that
the media provide the audience from its various channels and forms (Sanmartin et al,
1998; Clemente and Vidal, 1996). If we analyze the content of television news, movies,
TV series, cartoons, etc. We will check how images, text, treat events related violence
done much more frequently than other topics. Violent content cut across all media forms,
from information to training and entertainment, and also political and cultural boundaries.
the entire planet may be the last in armamentísticas innovations and know Rambo and
and are sources of inspiration and models of behavior imitation (UNESCO, 1998). On
the other hand, content analysis of media Recent Messages has also found common
ways to produce prejudice, as is the fact that a large number of productions for cinema
or television whose arguments are riddled with violence, the negative characters are
of all kinds (Greenberg and Brand, 1996). But the latter is the face of fictional violence;
also means represent actual violence. With regard to information, news, this basic
resource of democracies that gives knowledge of what "important" for a society, are to
some extent a collection of disasters, serve the daily diet of violence under the
All forms of direct violence listed in Table 1 of the first chapter is continuously
conflicts of any kind (national and international, community, etc.) solutions are more
common than violent solutions (all cultures contain a wide range of peaceful means
based on the simplest of them, dialogue, that in some societies reaches the specificity
"overrepresentation of violence."
The first thing you should do about this overrepresentation, is to ask why, that is, what are
makes us violent, but also fearful or ignorant). The second is to bring something about
It seems that it is the market which explains, for reasons of supposed hegemony of
the violence) to all content and media genres. The public demand for violence and not
only for its spectacular (in the case of fiction sends the Hollywood industry with its special
effects), but also for the love of "morbid look" images or "real" stories that offer means
(from the war scenes and aggression, corpses, and deaths live). Those who have studied
the phenomenon of "attraction" by the violence depicted and morbidity talk about the
needs of excitement and thrills (paradoxical phenomenon that mixes pleasure and
anguish bordering on masochism) stimulated little people or boring. Zillmann and Bryant
(1996: 603) summarizes the reasons for this attraction to violence in the media:
satisfaction provide the viewer with his morbid curiosity; allow celebrate their emotional
sensitivity check their rejection reactions; and incite social comparison of their
situationwith subjects that appear in the media. In short, let the gory curious attend
appears in the reality and talk shows or in magazines or programs of the heart where
the anguish of shame mixed others and pleasure. From the point of view
symbolic violence, whose political and social influence lies in its ability to show social
fascination of violence, everything comes rolled: advertising demand and the binomial
media violence indicates that violent scenes production is possible with cheap actors and
that products are more easily salable in international markets. The esquematismo
associated with this kind of story makes the language of violence represented is universal,
that in cartoons is easier to represent mood violence; and the plots of his stories are
recycled changing only the characters. Business strategies go beyond the mere
production and exhibition of items: cartoons are connected to the video game industry
(paradigmatic case of Pokemon) or general war toys; and (more impregnated with special
effects of violence) more expensive films are better distributed and promoted.
It has been quite studied the influence of the violence depicted in the media, especially on
TV and recently also in video games with violent content. The main concern, because
some of the latest generations have grown up with television, has been on the effect of
this in the process of socialization of children. As research has progressed it has been
dismissing the idea that television violence is violence itself (with a direct impact on the
formation of violent behavior), to assume that their power is reduced and that its main
effect is to influence in the way people perceive violence. The most extensive work on this
issue is going underway for decades George Gerbner team with his theory of "cultivation".
About his work can be found in Castilian synthesis that the author makes his model
(Gerbner et al, 1996) and some of their studies (Roda 1989: 300-365). Gerbner focuses
on the long-term effects, more intense and difficult to detect, assuming that television is
one of the main sources of socialization. The effects of this are gradual and cumulative,
are somewhat complementary to those of the theory of "social learning" Bandura way. It
says that human beings learn new behaviors from observing other human beings,
especially from attractive models. Identifying the cause (something that the media content
strive) with certain real or fictional characters, the viewer mimics the behavior of these
models. This imitation does not occur automatically (unlike the theories of stimulus effects
where everything has an answer), but the subject weighs the personal and social
consequences of the behavior. However, certain persuasive resources (media and non-
stereotypes about certain groups such as immigrants, women, the elderly (palliative
characterizations) and the force of authority (press and television news, "experts" and
The research that has dominated studies of the effects has been positivist; based on
measurement and quantification. Despite its enormous effort, this kind of empirical
research has not given much light on the effects of media violence. Are continuous
discrepacias about the results (some have found beneficial effects such as "cathartic"
balance after having gone through frustrating experiences) and methodology (on the
validity and reliability of the evidence and the context in which they are made). Despite
a person on television, the more likely it is violent) and does not necessarily imply
causation, ie, does not mean that television causes violence. There may be another
factor that has influence on the other two as, for example, living a violent experience
can make you to be more violent and incite you to see more violence.
Other perspectives, such as those covered in the "cultural studies" (Nightingale, 1999)
and studies on "mediation" (Orozco, 1992) are less ambitious in the sense that they
give up looking obsessively statistical relationships of cause effect, and focus more on
the task of discovering the particular meaning that each receptor gives the messages
based on the specific situations in which they are received. It turns out to be a more
flexible model in which it is stated that these meanings and their practical
sociocultural context in which messages are decoded by the audience. In this model fit
both the receiver tune with the "preferred" meanings (those detected in the content
negotiated meanings, reject or critical. Although these models relativize the influence
of the media do not prevent all their studies from their enormous ideological power
and shaping of opinions and behaviors. But the fact of considering resistant behavior
and readings rejection as possible adds an optimistic findings from other perspectives
nuance, and that's very encouraging for advocates to spread through education the
critical eye of the beholder over media violence (some places within the network
A fairly clear effect is habituation to media violence. After many decades of continuous
exposure habituation to violent content it is produced by the audience, as the case may
be argued that the public consumes violence because it has been habituated in more or
less large to violence, to light contained doses and updating cognitive schemata that
allows them to sort it all in simple boxes of good and evil and stereotypes. On the other
hand, in the case of television and in our country, competition between chains has
informational content, which the audience, forced to see "what's "loses the availability of
this offer. Recourse to certain pay channels that specialize in this type of content
reinforces social inequality by means of training and increases the distance information
Still, although we consider that the media give what the public demands, this
argument alone is worth genres for entertainment, but not for information and training.
Unless dropping the consideration of the members of a society as citizens and were
free, rational and educated individuals (fundamental principle of the original meaning
of " public ") opinion and the obligation of the media is not to abandon their instructive
role for dissemination of knowledge. Even more so if it comes to public media, which
without sacrificing the entertainment should put more interest in the dissemination of
It is found, as indicated above, the shift to the format of entertainment TV news (with
insertion of cuts for advertising) and newspapers. Violence is represented and over-
search of emotional public response through preference for the image (humanitarian
disasters) under the "dictatorship of real time" (Aguirre 1999). In the press it draws
attention to the dissolution of the "on the road to extinction" of events along the extension
of all information space; violence "represents" all content (national, international, local,
culture, society, etc.), permeates more or less every event narrated in the form of news.
The reasons why there is a predominance of negative news events, regardless of the
degree of violence represented, has also been studied. In addition to the previously
sociological and political. Information on changes of social order helps build consensus
with respect to the norms and values of a society and therefore has an impact on the
degree of cohesion of it. It is also stated that the media tend to exaggerate the real danger
that certain classes or groups (criminals, terrorists) have for society. The consequence is
really far from that mainly affect the society leading to seek the protection of
established power. In this country it should calculate the political advantage that
governments get from terrorist violence, knowing that media coverage is extensive
and appears in many surveys as one of the main problems perceived by citizens.
One of the places where coverage is given to violence is in the sections of international
news. Almost 34% of the news that appeared in the international sections of the Spanish
press during the years 1992 and 1993 dealt with matters related to the military, and when
the news They concerned more than one country that percentage rose to 54% (Penalva ,
1998). War, violent phenomenon that produces more victims, has a large following by the
media. Interest is legitimate (if peace we seek will have to meet violence) what happens is
that more of violence that conflict resolution is spoken; and sufficient interest is not
It is observed that in contemporary wars relations between media power and maintain
some elements that we call traditional (propaganda and media control) but new aspects
related to the development of communications and globalization also appear. The appeal
of the contenders to these elements is different depending on the type of conflicts. Since
World War II since no large-scale armed conflict between central states are known, we
Elements
conflicts traditional New
Propaganda, military
Centre-Periphery control virtuality, images pseudoreales,
silencing domestic opposition
"Humanitarian War"
a
n fro
Periphery Periphery d Propaganda control m the Opinion published international,
fro
intrastate means, repression m the sensitization, coercion on
domestic opposition correspondents and photojournalists, effect
CNN
serves to agitate and encourage own population, conseguiendo in most cases not
only consent but also their active participation in the fight. Also it used to demoralize
the opponent. For all that it is primarily used spreading a partial view of reality and
distortion of it. This means that you must have in the rear of related media, and have
to silence (via censorship or repression) means that oppose the war. Propaganda is
an old remedy that works updated on new enemies to justify interventions with
varying intensity across the globe. After the defeat of the red menace after the end of
the Cold War new terms appear in the "defensive" Western discourse:
fundamentalism and international terrorism to Iran and Algeria; narco Central America
These propagandistic practices have obtained considerable success in many of the wars
of the twentieth century, but some things have changed in recent decades. As regards the
interventions of the central countries in peripheral countries populations are already less
sensitive to propaganda, have become more aware of the goodness of peaceful solutions
and many countries have quite advanced in terms of freedoms and rights of their citizens.
This is not to say that propaganda and control have disappeared, but on the contrary, they
take on a different hue. With respect to control in the relationship between media and
political power there is a before and after the Vietnam War. Ignacio Ramonet (1998: 169-
188) provides an overview of the history of journalistic treatment of war and stresses this
fact. US interventions since they try to avoid by all means two things: the free movement
of journalists and downs of their own forces. The first "experiment" of this new model took
him out the British in the Falklands War and reached its peak in the Gulf War (Hussein as
powerful and evil adversary, control journalists to "ensure" their protection , providing
Other new resources of propaganda are the result of the incorporation of new
technological advances. The images and immediacy sent on chronic thus is not
available neither time nor room for interpretation of the correspondents and
information initiative can be taken thanks to the "war games" (images of weapons,
paths missiles), for military control. Like images and they impact the public but reduce
contextualization.
Chastened what happened in the Gulf War, the Kosovo war in the media and their
journalists took some precautions (Sahagún: 2000). However, some of these elements
characterize coverage: most of the information was based in Brussels; they did not cease
airing images of victims of a part (Kosovo Albanian refugees), there was, again, the
demonization of the Serbian enemy and customization in the figure of Milosevic. In short,
was again attended the production of a pattern of opposition between good and evil, in
which images and stories of the actions of NATO barely spoke of the victims they
produced, while the shares of the opposing forces were shown exclusively to victims
(Penalva and Matthew, 2000). On the other hand, the media reported little about the
movements against the NATO intervention, while presented to the German Greens
a minister his own party). In addition, some Spanish media did not send any
correspondent replaced by other means "more critical" journalists with Belgrade; and
differences (Seaton, 2000); and foreign media have been used by local forces (to
mobilize international public opinion) and central government (for political support of
humanitarianism: the media, showing the victims and refugees from disasters caused
by war or natural phenomena, touch the sensitivity of public opinion and this puts
reversal in the direction of influence between media and political power, in the sense
that the media can make the "agenda" (which is important for a country) outside the
governments. This has been called the "CNN effect" or "diplomacy audímentro"
(Fisas, 1998) and would have caused, among others, the NATO interventions in
For some this effect is too exaggerated and only been able to work in some exceptional
situations or when favorable conditions exist such as, among others: the existence of
national interests; the possibilities provided success; and the opportunity to gain political
lucimiento (Fisas, 1998: 70-71). In fact, in many areas of emergency it has not intervened
despite media coverage (Chechnya, Liberia, Palestine, Kurdistan, etc). Jakobsen (2000),
however, believes that interest has not been given the "invisible and indirect" effects of the
impact of the media on government actions. The big media deployments distorting the
organizations that develop in the emergency areas and in other areas "forgotten". These
indirect effects would be cause rapid and more expensive, without planning interventions;
divert the actions of NGOs; channel funds into quick actions to the detriment of those
forprevention in other areas; and create efforts on the warring parties to increase the
propaganda.
One of the consequences of the CNN effect, in their quest to find and display images
of impact, it is not serving the economic, social, political and cultural roots of conflict.
Distortion deprives the audience of knowledge of context and just keeping only the
image of irrational societies and humanitarian sense of compassion for the victims.
The efforts of the media to send resources to the hot spots causes the public is
deprived of information about other areas that are in situations of pre and post
organizations.
The developing country has no presence even intermittently in the media; and only they
receive coverage when events occur impact. A crisis can be covered for three or four
days; if new images can not produce the country is again relegated. Inequalities in
coverage between rich and poor countries are very large, so that the public may perceive
and developing countries (Penalva, 1999). In any case the information available
reinforces Western stereotypes of these societies (Anton, 2000) and diverts attention and
resources from public protest to the most striking manifestations of conflict. He does
notthe latent knowledge, from which signals can also be found or the real roots of the
direct violence that in many cases are in poverty and this in North-South relations
"missing dimension" of the news and causes the public does not perceive the
differences between interventions for political and economic control of the truly
humanitarian.
A clear example of distortion, partly caused by the end of the cold war and the
as ethnic. The labeling is one of the main resources of persuasion and cultural
violence, and precisely ethnic motifs, in contrast to the political, economic, social or
historical, are more likely to be perceived as irrational by the public (Seaton, 2000), If
we add the "ethnic" conflicts with those caused by the "fundamentalist" Muslim (vast
territory that occupies Islam) or any other non-Christian confession, it is that the
lesser extent hedges almost all crises in the last decade. A new analysis of
international news collected for the aforementioned study (Penalva, 1998) shows the
different relationship between the military and cultural (among elements of violence
and ethnicity) as you are trying to good or bad news. Armed conflicts are
fundamentally related to the cultural aspects (alienation) at a rate three times greater
These data refer to the press, we suspect that other media where sensationalism and
societies in conflict is greater. Television, in either form of the CNN effect has caused
awakening humanitarianism in the hearings. The fact that humanitarianism has been
involved in the dynamic commercial media has drawn criticism for some of its
organizations and the same feeling of solidarity. Fisas (1998: 74-114) talks "triangle of
crisis." NGOs need the images on disasters and their consequent emotional response of
the audience to raise resources and visibility: the media serve as the infrastructure and
information to cover these crises. On the other hand, the powers involved can take
advantage of the diffusion media of its actions and can transfer their responsibility to
NGOs. Aguirre (1999) advocates for the treatment of information and aid to the Third
refracted image of it given the media) can cause phenomena at least "shocking"
solidarity marketing (if you buy the product at a percentage X of its value will be used
to help the third world) and humanitarian war (use armed force with greater military
capability of the story - ie NATO in Yugoslavia with the task of destroying much of the
really help to development; and that intervention in Kosovo has terminated an unjust
situation; until recently the terms of each of these expressions were antonyms each
other.
In the same way that not all humanitarian organizations involved in this game, not all
means, or at least all professionals do. To international crises should seek alternative
sources of information, contrast information from different media; and not be swayed by
the "dictatorship of real time" after a while you can get more reliable information about
what happened. This is a remarkable effort, just that good information professionals
perform before writing their news. We present two alternative resources: one for supply
and one for the demand; for content producers and to the recipients thereof.
There are alternative movements of journalists, enshrined in what has been called
peace journalism (Peace Journalism) who are aware of some of these problems and
the important role that they can exercise for conflict resolution and peace culture.
They are aware of all the problems expressed in this chapter and many more
remarkable given the knowledge gained in their professional practice. Product of the
exercising contrast between his proposal and the underlying performance in practice
http://www.transnational.org/features/2000/LynchPeaceJourn. html
The Campaign for Press & Broadcasting Freedom: Conflict and Peace Forums
http://www.cpbf.demon.co.uk/ http://www.conflictandpeace.org/2med/med_int.html
On the other hand, in the table below some clues to detect how some types of
violence in the media, as well as alternative content that would help alleviate the
negative effects are legitimated outlined. The picture is not finished, you can be filled
with more examples each of the boxes; and may add more categories (types of
violence); you can even double, in the sense that they can be made up two tables:
one for officers and one for the recipients of each of the types of violence.
22
For critical reading of media violence proposed to be applied in the field of education
they are known. The "media literacy" or media literacy is precisely applying new
transmitted (Anton, 1998). Some of the proposals are aimed at reading media violence
and try to help students develop a critical understanding of the nature of the media,
their techniques and their impact in terms of production of meaning and construction
reality.
Aguirre, M. (1999) "The news media and humanitarian show" on Humanitarian Studies
Anton, JA (1998), "Media, Third World conflicts and" The roots of conflict, teaching unit
Cerulo, KA (1998) Deciphering Violence. The Cognitive Structure of Right and Wrong,
Chomsky, N. and Ramonet, I. (1996), How we sell the bike, Barcelona, Icaria.
Cultura Económica.
Bryant and D. Zillmann The effects of the media, Barcelona, Paidós, p. 35-66.
Giordano, E: (2000) "War and televigilada information society" Voices and Cultures,
25
Golding, P. (1981), "The missing dimensions. News media and the management of
social change" in E. Katz and Szecsko T. (eds.) Mass media and social change,
Greenberg, BS and Brand, JE (1996), "Minorities and mass media: from 70 to 90" in J.
Bryant and D. Zillmann The effects of the media, Barcelona, Paidós, p (comp.). 365-
422.
Jakobsen, PV (2000), "Focus on the CNN efect misses the point: the average actual
No. 2, 131-143.
Gili.
Nightingale, V. (1999) The study of hearings. The impact of the real, Cambridge, Polity
Press.
Mexico, 1992.
Penalva, C. and Matthew, MA (2000), "War narrative and analysis. The coverage of El
26
Clemente Penalva
Roda, R. (1989), Mass Media: its influence on society and contemporary culture,
Sahagún, F. (2000) "The media in conflict resolution," INET Issues, No. 17, (8-20)
Sanmartin, J, Grisolía, JS and Grisolía, S. (1998) (eds.), Violence, television and film,
Barcelona, Ariel.
Seaton, J. (2000), "The new wars 'ethnic' and the media" Voices and Cultures, No. 15,
29-60.
(http://fss.uu.nl/mc/nl/onderzoek/unesco:htm).
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