Different media in our society help people formulate a perception of social problems, but also present factual information to evaluate important issues without prejudice or propaganda. The media reports in Ghana of West African refugees arriving in that country between 1990 and 2007 helped shape the acceptance of these groups. The government-owned media treated some groups of the refugees as security threats and the native population responded by discriminating against these groups, while the media welcomed other refugee groups. The welcomed groups integrated quickly into mainstream society.
Media have the ability to help society accept cultural diversity and develop an appreciation for differences. Television and film present diverse casts to a wide audience exposing society to people different from the local community. This range of diversity offers educational opportunities to learn about different groups in society. The wide-ranging and diverse exposure also creates disadvantages by encouraging youth to change to meet societal norms. A result of this move to standardization of clothing, diet and culture means the loss of some cultures not so well represented in society. Younger members of these groups, more removed from the native culture, join the mainstream culture and abandon their cultural roots to fit in with a perceived media picture of society.
Social integration helps people living in geographic regions bond for common causes. Media also provide an outlet to create a feeling of belonging with others living in the general community. Local television stations report regional and community news and social events and this coverage reinforces the immediate community bond. Inexpensive Internet website offerings allow all social and economic classes a chance to share events and host blogs discussing local concerns. This online information helps to inform other community members about the blogger and website creator, further reinforcing a feeling of community.
A consumer-based society relies on media to present a message that creates situations of social integration to sell products and goods. Using both traditional media, including television and radio and new social media outlets such as Twitter and the Internet, companies promote products and advertise goods. Advertising in both new and old media promotes societal standards for dress, entertainment and consumer goods. The upside of this media promotion is that it helps stimulate the economy. The downside of such advertising barrage is that it promotes a uniformity that continues to undermine cultural differences and historic heritages as the culture moves to purchase the same goods and services promoted by the advertising.