Abstract

An idea has been increasingly gaining currency in Western democracies since the 1950s and '60s, namely the idea of the omnipotence of the media, a power that has become more pronounced as the influence of politics has become steadily weaker. This omnipotence of the media manifests itself, firstly, in the fabrication of individualistic tastes and desires, and secondly in the fragmentation of public space and social relations, if not the explosion of public space and social relations.These are the themes to which I would like to return in the hope of not rewriting the story of Pangloss. I think no one will dispute the idea that the media has played, and continues to play, a crucial role in the dynamics of postmodern individualism. The norm of private happiness, the value of pleasure, and the ideal of intimate fulfilment are diffused throughout mass culture, the press and television. Thanks to the media, the fulfilment of these desires and the love of oneself has become a socially legitimated form of behaviour, an ideal for the masses. In celebrating private pleasures and private happiness, the media have undoubtedly contributed to the decline of tradition, strict moral codes and ideological commitments. Living in the present, living for oneself and in accordance with these desires have become the legitimate norm, and in this sense the media have without a doubt contributed to the culture of individualism.That is not all. Television is known to have played a role in the erosion of social life, in the erosion of certain forms of community life like the neighbourhood, the street, and the café, which had been important areas of social interaction since the nineteenth century. Television has put an end to people going out regularly to bars, cafés or on the streets; everyone goes home in the evening to watch the news or look at a film. The traditional social life of men has largely disappeared, and men spend much more time with their family and in private life. Leisure culture and the media have converged in such a way that privileges pleasures enjoyed in the intimacy of the home.For the same reason, television has caused the attendance of cinema, sporting events and theatre to drop. Television has shattered traditional forms of social and public life in favour of the consumption of images within the home, and this trend will undoubtedly only become more pronounced as the number of familial receivers increases, such as video machines, internet, cable, what one can in short call `fragmented television'.Access to information and images is becoming more and more personalized; there are greater possibilities for everyone to construct his own timetable and to escape from the homogeneity of media programming. From this point of view, the media appear to be as much an instrument for the creation of homogeneous, mass tastes as an instrument of individualization, and the privatization of life. In this context, and despite its obvious shortcomings, McLuhan's famous formula `the medium is the message' seems to me correct