medical institutions warn youngsters not to consume
these products; and on the other hand, the global
companies producing these products are powerfully
waging the war of getting the products to the youth,
through the lure of television advertisement.
This example shows us that often conflicting, competing
messages pass from the various sources of
socialization. The various agents of socialization are
also not accorded balanced share of power, control and
domination. The international companies, who forcefully
promote the culture of consumerism thorough the aid of
the powerful global media, tend to play dominating roles
in influencing the attitudes and lifestyles of youngsters
(Personal communications. Dr Teketel Abebe, Addis
Ababa University, Department of Sociology and
Anthropology)
3.9. Chapter Summary
Socialization is a life long, never ending process
whereby individuals are trained and fitted into the
normal functioning of their societies and groups. Only