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CHAPTER I Med1a and the Sot 1.LI \\•nld 27
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EXhllfit :6 ' Social Movements a~d the Media
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Inpiiit,becausethey do not have'regular a!=cess to the mainstream media, many social
lllave!lll!~must adopt tactics that will attract attention and increase their chances of gaining
me(ltlrcexposure. A common strategy is the public demonstration, featuring eye-catching signs.
Here, journalist$ take pictures while protestors in Berlin, Germany, demonstrate at the Chinese
emb11$Syagainstj>ress restrictions used during the 2008 Olympics in Beijing. Their banner
transfvrnls .the.well-known Olympic rings into handcuffs.
Source: Sean Gallup/Getty Images.
influencing the media industry. Thus, changes in the social world can filter through tlw TTH"<Il.t
industry and affect media products. An industry that employs more people of <:olor 111 po't
tions of power, for example, is more likely to be sensitive to race issues 1fl us mt.·d1.1 pro<ilH 1'
The civil rights movement has had a direct impact on citizens who are alsc) ··u·.HI,-r, '•I
media products. The presence of this movement has meant more social equ~1111~ ..111d t!Jr, .. :
material and psychological benefits for many people. At the same t1me-. Cltl/t'n~ h.n,· .11 '''"
as social agents creating the social movement in the first place. 1llustrat1n~ ttlt' lnlt•r.J• !tr ,:1
between these two components of the model.
The technology of the 1950s that the civil rights movement relied on to cmnmu:~t, .1:•·
its messages may seem ancient by mday's standards. but it was an lrllt'~r.l! p.HI , ,f : •· •·