The Citizenship-Consumer: Media Effects at the Intersection of Consumer and Civic Culture

Scholars in various fields have speculated that the commercialization of mass media has contributed to the decline of civic culture. They contend that the personal needs emphasized by product-saturated mass media diminish civic-mindedness by creating an individualistic consumption-oriented culture. Despite this critique, some scholars argue that mass media do not erode civic culture in favor of consumer culture; rather, the two are thought to be positively interrelated. Although these contrasting perspectives have been repeatedly discussed, research has rarely empirically investigated these contending claims. We examine media influences on civic & consumer culture while considering the interrelationships of consumer attitudes & behaviors with civic participation using the 2000 DDB Life Style Study. In doing so, we distinguish between news & entertainment media & between socially conscious & status-oriented consumption. A latent variable structural equation model is used to test hypotheses. Results suggest that consumption behaviors & civic participation are not conflicting, even though media foster commercial attitudes & motivate consumption. Overall, media effects on this dynamic are positive, suggesting that critiques of media demobilization may be misplaced. 1 Table, 1 Figure, 1 Appendix, 96 References. Adapted from the source document.