Media can be divided into two
1-Social media
2-Mass media
What is social media?
Websites and online applications that enable creating content and networking
What is mass media?
It refers to print and electronic means of communication that carry messages to widespread audiences
Example for mass media
- Print media
- Electronic media
What’s the impact of media?
It changed peoples views and listening habits
What are the 4 major theoretical perspectives of mass media?
1-Functionalist perspective
2-Conflict perspective
3-Feminist perspective
4-Interactionist perspective
What is the functionalist view?
- Its the agent of socialization
- Enforcer of social norms
- Promotion of consumption
- Dysfunction
How is the functionalist view the agent of socialization?
The media increases social cohesion by presenting a common view of culture
What does the agent of socialization play a significant role in?
It plays a significant role in providing a collective experience for members of society
What does the agent of socialization broadcast?
It broadcasts important events and ceremonies or disasters media can bring together members of a society
What is the problem with the increase in the media?
Some worry about using television as a babysitter and the impact of violent programming on viewer behavior
How is the functionalist view an enforcer of social norms?
Media often reaffirms proper behavior by showing what happens to people who break norms
What is the problem with media reaffirming proper behavior by showing what happens to people who break norms?
That media can also glorify disapproved behavior
Media plays a critical role in what?
In human sexuality
How is the functionalist view a promotion of consumption?
With media advertising where it supports economy, provides information, underwrites cost of media
What is the problem with media advertising?
Dysfunction where media contributes to a consumer culture that creates needs and raises unrealistic expectations which causes hype consumerism
How is the functionalist view a dysfunction?
Its a phenomenon where the media provides massive amounts of information that the audience becomes numb and fails to act on the information where the citizens may take in the information but wont react to it
What is the Narcotizing effect (narcotizing dysfunction)?
A phenomenon where the media provides massive amounts of information that the audience becomes numb and fails to act on the information where the citizens may take in the information but wont react to it
What do the conflict theorists emphasize about media?
They emphasize that media reflects and exacerbate divisions of society and the world
Within the mass media people control what the audience receives through?
Through gatekeeping
What is gatekeeping?
Its how the material must travel through a series of checkpoints before reaching the public
Gatekeeping is less dominant where?
Its less dominant on the internet
How does gatekeeping happen on the internet?
By laws that regulate content where governments may try to control political dissent by restricting citizens access to online resources
What is media monitoring?
Interests groups’ monitoring of media content
How does media monitoring happen?
- Monitoring individuals media usage and choices without their knowledge
- Monitoring of individuals phone calls, internet researches
What is the dominant ideology?
Constructing reality where mass media maintains the privilege’s of powerful groups
How does mass media maintain the privilege of powerful groups?
- By promoting dominant ideology
- By limiting the representation of others
How does one promote dominant ideology?
By a set of cultural beliefs and practices that helps maintain powerful social, economic, and political interests
How does one limit the representation of others?
Where media tends to ignore the lives and ambitions of subordinate groups
What are stereotypes?
Unreliable generalizations about members of a group that do not recognize individual differences within the group
What is a digital divide?
Where low-income groups, racial and ethnic minorities, rural residents, and citizens of developing countries have less access to latest technology
What is the feminist view about mass media?
Feminists share conflict theorists view that mass media stereotype and misrepresent social reality
- Women are underrepresented
- Perpetuate stereotypical views of gender
- Emphasis on traditional sex roles
- Present women as sex objects and normalize violence against women
What is the interactionist view about mass media?
They are interested in shared understandings of everyday behavior where they examine media on a micro level to see how they shape day-to-day social behavior
Who are audience (groups) of mass media?
- Identifiable, finite group (primary or secondary group)
- Or a much larger undefined group (game of thrones viewers, cumhuriyt readers
Who are the audience from a micro-sociological perspective?
How individuals respond to media
Who are the audience from a macro-sociological perspective?
-The societal consequences of media (series may be normalizing violence against women)
Who are the segmented audience?
Where media markets themselves to a particular audience