Resumen

WANG, Maria de Lima; PEREIRA, Maria Eliza Mazzilli  y  ANDERY, Maria Amalia. Media, behavior and culture. Perspectivas [online]. 2016, vol.7, n.2, pp. 147-164. ISSN 2177-3548.  http://dx.doi.org/10.18761/pac.2015.024.

In general, the following problems can be found in the literature that deals with the relationship between media and the public: a) traditional media (newspapers, radio, television) is described as antidemocratic, without considering the relevant services it offers or the control the target audience has over the media; b) social media (blogs, Facebook, Twitter) is treated as a guardian of democracy, without considering forms of censorship implemented via specific algorithms, which determine what content is displayed and what is hidden from the public. In this article, we propose a behavioral analysis of media, based on principles of cultural and/or behavioral selection by consequences. We argue that it is necessary to describe interrelationships among the control agencies and in contingencies of reinforcement that affect individual and group behavior, in interactions with the media and through the media. It implies considering dominant cultural practices, taking into account that certain practices may be incompatible among constituent groups of a culture. Although the notion of democracy is not necessarily consensual, it is possible to find dimensions of democratic and antidemocratic practices in traditional and social media. We consider that the behavior analysis should better comprehend possibilities and limits of new communication technologies, specially social media, in possible cultural interventions.

Palabras clave : media and behavior analysis; control agency; socially constructed knowledge; cultural practice; social media.

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