What is Herons critique of consumer culture and watching television?

What does it
have to do with the reading about propaganda in the text book?
After listening to Gil Scott Herons poem Will the Revolution be Televised I believe his critique of
consumer culture and watching television is about complacency and how one of the tools of
capitalism, commercials, are used to influence society. Social change will not occur by sitting on
the sidelines watching television. His critique suggests consumer culture is a distraction to real
social ills. Marketers bombard consumers with solutions to mundane problems or made up
problems they werent even aware off; diverting peoples attention from real issues.
I think Herons poem is addressing the issue of advertisers ability to influence commercial
watchers. Our textbook, Media Today: Mass Communication in a Converging World, emphasized
that propaganda under the right conditionswould enable rulers to spread lies through the
media and manipulate large numbers of people (Loc. 1522). Commercials are tools of
Capitalism, used to propagate masses amounts of insecurities and dissatisfaction. Herons poem
provides multiple examples of the influence of marketers; agencies hired by companies to make
consumers purchase their products. These marketers set the agenda by creating commercials
that tell consumers they have a problem. Then, in the same commercial offer products to
alleviate the anxiety they created, all you have to do is purchase the products to feel better. But
these products dont deal with the real problems of society. They distract us.
What is the role that social media currently plays in social movements?
Social media currently plays multiple roles in social movements. First, they provide a space for
large groups of people to connect and discuss social issues that may affect them. They allow
people a forum to subvert negative stereotypes and provide examples and information that are
often not shared through mass media. And they provide a space to show solidarity through tags
and hastags. Second, they allow groups the ability to organize on a micro or macro level;
including opportunities for local, state, national or even international organization. Third, they
produce trending topics, which allows awareness of issues that large amounts of people are
focused on in that moment. Mass media then picks up the trend, reports on it, making the issue
legitimate. The political class then uses this information to set agendas and reach out to
constituents, in the hopes of gaining supportetc.
Examples of social media influencing social movements include the Black Lives Matter
movement, Occupy Wall Street, and the ALS Ice Bucket Challenge. These groups used social
media in multiple ways to influence change. The ALS Ice Bucket Challenge used social media to
connect popular celebrities and their large networks to raise funds for ALS research. It was a
wonderful authentic experience where anyone could participate and nominate others to do the
same. The Black Lives Matter movement, organized over social media, asked people to physically
engage by creating civil disruptions in multiple cities. They also sort out the assistance of
celebrities in music and sports with large networks of followers to show solidarity through the
wearing of t-shirts and raising their hands in protest chanting hands up, dont shoot. The
ability to connect with large networks of people, organize and create civil disruptions turned the
movement into a national/internationally recognized movement within a matter of days/weeks.
They received national media attention, were invited to meet with clergy and politicians in the
hopes of addressing their formal demands through legislative and social change.
Do you think Herons sentiments could be used to describe media today? (100 words)

Most definitely, Herons sentiments could be used to describe how the media operates today. The
media is controlled by a small number of for-profit organizations. The monopolized information is
distilled into sound bites and often arent well rounded reporting. Viewers are distracted by
salacious headlines, polarized by political and racial stereotypes, misled with statistics, and kept
ignorant of international news but they always end with a feel good story to keep you coming
back for more. The media pushes their own agenda; the reporting is filled with red herrings and
saturated with frivolous stories. It keeps the masses distracted and ignorant of what is really
happening in society. Our constitutional rights to free speech and infringement of the Press are
slowing slipping away. Will the revolution be televised? No, because they dont want you to know
its happening.
Finally, research a social movement that we haven't talked about that you are
interested in
1) What are its goals?
Environmentalism is a movement that is a broad philosophy, ideology, and social movement
regarding concerns for environmental protection and improvement of the health of the
environment (Wikipedia, para. 1). Its goals are multifaceted, but sustainability is the ultimate
goal. Specific goals of the movement include advocating the lawful preservation, restoration
and improvement of the natural environment, andmovement to control pollution or protect
plant and animal diversity (para. 1).
2) Do you think they are possible/reachable?
The goals of environmentalism, while board and far reaching, are attainable. It will take
prolonged global engagement, political & financial support, and investment in scientific research
to reach a level of sustainability. Though engagement and support hasnt reached critical mass,
studies show without intervention, the lack of sustainability will become a dire problem in the
next 20-30 years. Millions will be displaced and could die. The Environmental Protection Agency
(EPA), reported:
Increased concentrations of greenhouse gases are expected to increase Earths average
temperature, influence the patterns and amount of precipitation, reduce ice and snow
cover, as well as permafrost, raise sea levels, increase the acidity of the oceans, increase
the frequency, intensity and duration of extreme events, shift ecosystem characteristics
and increase threats to human health. These changes will impact our food supply, water
resources, infrastructure, ecosystems, and the health of humans (Future Climate Change,
para. 1).
Direct action is needed to avoid the perils that will face the entire planet.
3) How can one participate in this social movement?
To participate, people can join organizations like Ecoworld, the Natural Resources Defense
Council, and Friends of the Earth. People can volunteer, donate money, disseminate information,
and work with groups that pursue lawsuits. Individuals can also help by changing their behaviors.
They can implement a program of reduce, reuse, recycle in their homes and persuade people
within their networks to adopt the same practices. In addition, they can lobby their local, state,
and congressional representatives to inforce and create new laws, increase state and federal
budgets to invest in research and renewable technologies. And at a basic level, they can simply

share stories, research, and recommendations on social media in support of the many goals and
initiative of the environmentalism movement.
4) Would you participate in it? Why?
I already participate in the movement by implementing the reuse, reduce, & recycle program in
my home. I read articles and research materials and forward them along to others within my
network. I also vote for governmental representatives based on their degree of support and
belief in the movement. Sustainability is an issue that impacts all life, and as stewards of the
planet we have an unmediated responsibility to ensure the continuation and sustainability of all
lifeforms.

References
Canon, G. & Schatz, B. (2015, January 18). Black Lives Matter Expires to Reclaim the
Legacy of Martin Luther King Jr. Mother Jones. Retrieved from
http://www.motherjones.com/politics/2015/01/black-lives-matter-martin-luther-kingday-civil-rights-protests
Environmental Protection Agency. (2016). Future Climate Change. EPA. Retrieved from
https://www3.epa.gov/climatechange/science/future.html
Heron, S., G. (2009). The Revolution Will Not Be Televised. [Web Video]. Retrieved from
https://bbhosted.cuny.edu/webapps/blackboard/content/listContent.jsp?
course_id=_1245217_1&content_id=_22912905_1
Kanalley, C. (2011). Occupy Wall Street: Social Medias Role in Social Change.
Huffingtonpost. Retrieved from http://www.huffingtonpost.com/2011/10/06/occupywall-street-social-media_n_999178.html
Necn. (2014, August 24). Success of the Ice Bucket Challenge for ALS. [Web Video].
Retrieved from http://www.necn.com/news/business/Success-of-the-Ice-BucketChallenge-for-ALS-272485961.html
Turow, J. (2014). Making sense of research on media effects and media culture. Media
Today: Mass Communication in a Converging World. Routledge. 2 Park Square,
Milton Park, Abingdon, Oxon OX14 4RN.
Wikipedia. (2016, May 1). Environmentalism. Retrieved from
https://en.wikipedia.org/wiki/Environmentalism#Today