lecture 7 - media Flashcards
(25 cards)
Functionalist perspective of media
- agent of socialization
- enforcement of social norms
- conferral status
- promotion of consumption
- narcotizing effect
media as an agent of socialization
media increases social cohesion by presenting a standardized view of culture through mass communication
enforcement of social norms
media reaffirms social behavior by making an example out of those who disobey the norms
conferral of status
gives status to celebrities, organizations or public issues
promotion of consumption
advertisement support economy, provides info on products and underwrites the cost of media
dysfunctions of media
- narcotizing effect
- over-consumerism
narcotizing effect
when media shows something too much the the audience becomes numb and desensitized
Conflict perspective on media
- they see media as a way to for privileged to keep their hegemony.
- see media as a business
- further division between class, gender and race
- noam chomsky and manufacturing consent (dominant ideology)
- gatekeeping
manufacturing consent
dominating ideologies are presented in media that do not consider other minorities.
- noam chomsky
hegemony
- gramsci
- when powerful groups convince less powerful groups to act and accept the way the powerful group acts or sees the world as common sense
- dominance
marxist view of media
he sees advertisement as a key ingredient in the maintenance of advanced capitalism as consumers are created to maximize economic power of the ruling class
representation in media
- dominant ideologies is represented in the media
- other minority groups are not given enough representation in the media and this creates inequalities and stereotypes
- working class is rarely shown and when it is the men are shown as lazy or stupid
feminist view on media
- inequality between men and women is furthered by the media
- woen ar commented on differently in sports, are less likely to play video games, and are shown unrealistically in porn.
- creates gender biases and stereotypes
encoding
- can identify dominant ideologies through encoding
- encoding is the act of embedding a preferred interpretation into the media by the sender
- stuart hall
decoding
- interpretation of media by the audience
- stuart hall
interactionist view on media
- looks at how media affects everyday behaviors
- serves as primary groups
- social construction of reality (what it means to be gay, staight, man women…)
- internet is a source of communications and interactions
- they look at role of audiences
- framing
framing
refers to how social reality os constructed by media, political movements and social movements
includes selective and deliberate words and phrases to shape public discourses
media concentration
- because of mergers and acquisitions, the media industry is made up of a limited amount of concentrated media empires
- there are few small, independent sources
- increased corporate opportunities for cross promotion
- has vertical integration
vertical integration
resources and assets are controlled up or down the supply chain over different stages of production.
- ex: media outlets that own the sports team, the tv channel or film studios
alternative media
- forms of communication used by subordinate groups and social moments to enable social activist to express themselves freely
need more of this
digital divide
- conflict perspective
- divide between people who are able to access the internet and those who are not
narrowcasting
when the media markets themselves to a specific audience
web-lining
when data-gathers monitor personal online activities to gather negative personal info
trends in media
- electronic media make a global village (mcluham)
- digital divide
- weblining
- ## narrowcasting
