(Originais Teachy 2023) - Question Medium of Sociology

Currently, technologies play a significant role in people's lives and influence how individuals interact with each other, impacting human coexistence and social isolation. Considering this context, which alternative below best represents one of the consequences of communication technologies on social interaction, human coexistence, and isolation in contemporary society?

Contemporary society is deeply influenced by mass culture, which manifests itself in various forms, including music, cinema, television, and the internet. These cultural manifestations not only reflect, but also shape social values, norms, and identities. In 'The Postmodern Condition,' the sociologist Jean-François Lyotard discusses the impact of narratives of science, technology, and communication on the understanding of knowledge: 'In the postmodern era, knowledge loses its anchoring in the metanarratives that legitimized it, and increasingly becomes part of an uninterrupted flow of information.' Considering the context of mass culture and Lyotard's reflections, evaluate the role of communication media in the dissemination of cultural values and in the construction of social identities. How do communication media promote the displacement of 'metanarratives' and favor the emergence of new forms of knowledge and identity in contemporary society?

Contemporary society is permeated by a wide range of cultural products, and mass culture stands out as a phenomenon that deeply influences social, political, and economic life. Produced on a large scale and disseminated through various means of communication, these products shape behaviors, ideas, and collective identities. According to the German sociologist Theodor W. Adorno, in his work 'The Culture Industry and Society' (1947), mass culture tends to standardize taste and homogenize perceptions, making the individual increasingly susceptible to social control. Adorno argues that 'the culture industry is the integration into mass society of structures that originated in privileged social groups'. Considering the contemporary context and Adorno's perspectives, analyze how the intersection between mass culture and digital media can both reinforce and challenge the concept of 'standardization of taste' and 'homogenization of perceptions' proposed by the sociologist.