The Importance Of Personal Agency In Mass Media

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Personal agency can be defined as an individual’s ability to exercise their free will over their thoughts and actions independent of any external influences. Yet, when one takes into consideration that no individual lives in a cultural or social vacuum, the amount of personal agency that an individual possesses is significantly diminished. It is arguable that individuals are irrevocably shaped by social forces and actually possess very little personal agency over their self-determination of their identity. In the context of heteronormative societies that are still prevalent in the world today, the amount of personal agency that heterosexual individuals have in their romantic relationships given the dominance of heteronormative social forces …show more content…

The individual desire to seek out a heterosexual romantic relationship is strongly shaped and reinforced by the dominance of heteronormative representation in mass media, which thus removes most personal agency from individuals who desire romance. Idealised notions of heterosexual romance are instilled as both descriptive and injunctive norms through their overwhelming portrayals in mass media, which then conditions individuals to internalise such notions as “socially approved and…popular” (Cialdini 2003, 105). Mass media thus serves as a pervasive social force with a wide reach that is capable of dictating acceptable and popular iterations of heterosexual love in society. …show more content…

Monogamy is a cultural norm that dominates many modern societies, and when individuals engage in monogamous relationships, they are unconsciously conforming to historical and cultural legacies of what is perceived as love that predate their illusions of personal agency. Although anthropological records indicate that 85% of human societies have tended towards polygamy (Henrich, Boyd and Richerson 2012), the modern culture of monogamy has rapidly risen and spread in the past millennium (Senthilingam 2016). This demonstrates how an individual’s conception of a heterosexual relationship as normatively monogamous has been constructed by social forces. In addition, social forces in the form of state legislation also perpetuate and reinforce an individual’s conception of what a romantic relationship should entail. Monogamous heterosexual marriage remains to be the only form of marriage with legal recognition in many countries. An individual’s belief that a romantic relationship should culminate in marriage is hence not formed through independent thought, but rather through what is considered normative by law. Essentially, “marriage is not an instinct but an institution.” (Berger 1963, 88) because it is enabled and promoted by virtue of the law. In addition, many couples believe in

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