Media and consumer culture

Communication tools in societies with a free economy have two opposing roles. Meanwhile, these tools are the key to the transfer of human information and beliefs and play a decisive role in promoting public opinion and they should act as the language of the community, on the other hand, as an economic institution, it is a concern to provide financial and operating costs for communication activities and are inevitably at the service of the owners of the capital through the publication of commercial advertisements and constantly encourages people to buy and use as much as possible unnecessary goods and thereby promote the culture of consumption.
In commercial that are broadcast and distributed through the media, we have two theoretical views. First, a critique of criticism that views a commercial attitude with a critical view and it is a conjunction of the capitalist system and instruments of the realization and stability of this system, such as Horkheimer, Adreno and Maciej. Another view is that of functionalists, who emphasize the positive role of commercial advertising, and they see it as a means of creating employment and economic prosperity.
The fundamental question in this study is how this paradigm can be solved. According to researches, it is suggested that the media first choose to broadcast advertisements secondly, it emphasizes the style of life of the circles and the middle classes of society & instead of promoting a culture of consumption, it tends to promote cultural goods to prevent or at least modify the development of consumption culture contrary to the current situation.