ch 6-the mass media

8/16/2019 CH 6-THE MASS MEDIA

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© 2008 The McGraw-Hill Companies, Inc. All rights reserve.

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SOCIOLOGY:A Brief Introduction

Richard T. Schaefer

Seventh Edition


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chapter


CHAPTER OUTLINE

•Sociological Persectives on the !edia

•The A"dience

•The !edia Ind"str#

•Social Polic# and the !ass !edia$ !edia %iolence

6The !ass !edia


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█ &h# are the 'edia so infl"ential(

A Look Ahead

█ &ho )enefits fro' 'edia infl"ence and

*h#( █ Ho* do *e 'aintain c"lt"ral and ethical

standards in the face of negative 'edia

i'ages(


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Sociological er!"ecti#e!

on the $edia █ Ne* for's of 'ass 'edia have changed

eole+s vie*ing and listening ha)its

, %ie*ers have 'oved fro' )roadcast T% toca)le o"tlets

, A'ericans no* send less ti'e listening to

recorded '"sic , A'ericans send 'ore ti'e on the Internet


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&unctionali!t 'ie(

█ The 'edia$

, Sociali-e "s

, Enforce social nor's

, Confer stat"s

, Pro'ote cons"'tion

, ee "s infor'ed a)o"t o"r environ'ent

, !a# act as a narcotic


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&unctionali!t 'ie(

█ Agent of Sociali-ation

, !edia increases social cohesion )#

resenting co''on vie* of c"lt"re• Sociali-ing effects can ro'ote religio"s as *ell

as atriotic e/changes0 "niting )elievers aro"nd

the *orld

• Sociali-ing effect of 'edia 'eans rogra''ing

can )eco'e controversial


7/31© 2008 The McGraw-Hill Companies, Inc. All rights reserve.

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&unctionali!t 'ie(

█ Enforcer of Social Nor's

, !edia reaffir' roer )ehavior )# sho*ing

*hat haens to eole *ho violate societale/ectations

█ Conferral of Stat"s

, Singles o"t one fro' tho"sands of othersi'ilarl# laced iss"es or eole to )eco'e

significant



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&unctionali!t 'ie(

█ Pro'otion of Cons"'tion

, !edia advertising

• S"orts econo'#

• Provides infor'ation

• Under*rites cost of 'edia



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&unctionali!t 'ie(

█ 1#sf"nction$ The Narcoti-ing Effect

, ,arcotiing d.!function$ heno'enon

in *hich the 'edia rovide s"ch

'assive a'o"nts of infor'ation that

a"dience )eco'es n"') and fails to

act on the infor'ation



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Conflict 'ie(

█ Conflict theorists e'hasi-e that the

'edia reflect and even e/acer)ate 'an#

of the divisions of o"r societ# and *orld , 2ender

, Race

█

Gatekee"ing$ ho* 'aterial '"st travelthro"gh a series of chec3oints )efore

reaching the ")lic



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Conflict 'ie(

█ !edia 'onitoring

, Used to refer to interest gro"s+ 'onitoring

of 'edia content

, E/anded to incl"de 'onitoring

individ"als+ 'edia "sage and choices

*itho"t their 3no*ledge



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Conflict 'ie(

█ 1o'inant Ideolog#$ Constr"cting Realit#

, o2inant ideolog.$ set of c"lt"ral )eliefs

and ractices that hel to 'aintain o*erf"lsocial0 econo'ic0 and olitical interests

• !ass 'edia serve to 'aintain the rivileges of

certain gro"s

, Stereot."e!$ "nrelia)le generali-ation a)o"t

all 'e')ers of a gro" that do not recogni-e

individ"al differences *ithin the gro"



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Conflict 'ie(

█ 1o'inant Ideolog#$ &hose C"lt"re(

, 2lo)ali-ation ro4ects the do'inating reach

of the U.S. 'edia into the rest of the *orld , !edia c"lt"ral e/orts "nder'ine the

distinctive traditions and art for's of othersocieties and enco"rage econo'ic

deendence on the U.S.

Nations that feel a loss of identit# 'a# tr# to

defend against the c"lt"ral invasion



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&e2ini!t 'ie(

█ 5e'inists share conflict theorists+ vie*

that 'ass 'edia stereot#e and

'isreresent social realit# , &o'en "nderreresented

, Peret"ate stereot#ical vie*s of gender

, E'hasi-e traditional se/ roles andnor'ali-e violence against *o'en



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Interactioni!t 'ie(

█ Interactionists eseciall# interested

in shared "nderstandings of

ever#da# )ehavior █ E/a'ine 'edia on 'icro level to

see ho* the# shae da#6to6da#

social )ehavior █ Scholars increasingl# oint to 'ass

'edia as so"rce of 'a4or dail# activit#



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ale 6-1: Statu! Conferred

. $againe!

Source: Author’s content analysis of primary cover subject for full run of the periodicals beginning withTime, March 3, 193! People, March ", 19#"! Ebony , $ovember 19"%! and Rolling Stone, &eptember

19'# through April 3(, ((') *n case of ties, the most recent cover person is listed +rst)



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&igure 6-1: he Internet 5"lo!ion

Source: National Geographic ((%:1)



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&igure 6-0: 7ho8! on the Internet9

Source: ew *nternet roject ((%)



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7ho I! In the Audience9

█ !ass 'edia disting"ished fro' other

social instit"tions )# necessar# resence

of a"dience , Identifia)le0 finite gro" or a '"ch larger0

"ndefined gro"



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he Seg2ented Audience

█ Increasingl#0 'edia 'ar3et the'selves to

a artic"lar a"dience

, Livingstone 7899:; *rote that the 'edia

have )eco'e so seg'ented0 the# have

ta3en on the aearance al'ost of

individ"ali-ation



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Audience Beha#ior

█ O"inion leader $ so'eone *ho0 thro"gh

da#6to6da# ersonal contacts and

co''"nication0 infl"ences oinions anddecisions of others

, !e')ers of an a"dience do not all

interret 'edia in the sa'e *a# , H"nt 7; fo"nd that race ca"sed

different reactions to 'edia 'ore than

gender and class



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ale 6-0: Sociologicaler!"ecti#e! on the $a!! $edia



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$edia Concentration

█ Handf"l of '"lti6national cororations

do'inate ")lishing0 )roadcasting0 and

fil' ind"stries █ The !edia+s 2lo)al Reach

, !ass 'edia have )eg"n to create glo)al

village in ter's of co''"nication , Internet 3e# to creating tr"l# glo)al

net*or3



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&igure 6-4: $edia enetration in

Selected Countrie!

Source: -ureau of the .ensus ((%a:/91)



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$edia 'iolence

█ The Iss"e

, &hat effect does 'ovie and T% violence

have on a"diences( , 1oes violence in the 'edia lead eole0

eseciall# #o"th0 to )eco'e 'ore

violent(


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$edia 'iolence

█ The Setting

, 1oes *atching ho"rs of 'ass 'edia *ith

violent i'ages ca"se one to )ehavedifferentl#(

, So'e st"dies lin3ed e/os"re to 'edia

violence to s")se?"ent aggressive

)ehavior

• It is i'ortant to recogni-e that other

factors )esides 'edia also relate to

aggressive )ehavior


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$edia 'iolence

█ Sociological Insights

, If f"nction of 'edia is to entertain0

sociali-e0 and enforce social nor's0 canviolence )e art of that 'essage(

, Even if vie*er does not necessaril#

)eco'e 'ore violent fro' *atching

violent i'ages0 there co"ld )edesensiti-ation


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$edia 'iolence


, Conflict and fe'inist theorists are tro")led

that victi's deicted in violent i'ager#are often$

• &o'en

• Children

• Poor

• Racial 'inorities

• Citi-ens of foreign co"ntries

• Ph#sicall# disa)led


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$edia 'iolence


, Interactionists eseciall# interested in

finding o"t if violence in 'edia 'a# then)eco'e scrit for real6life )ehavior


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$edia 'iolence

█ Polic# Initiatives

, Polic#'a3ers resonded to lin3s )et*een

violence deicted in 'edia and real lifeaggression

, P")lic state'ents of s"ort for fa'il#6

oriented0 less6violent 'edia content

There is a rel"ctance to ass la*s

regarded as censorshi


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ale 6-3: he Be!t and 7or!t

of ': o .ou agree9

Source: arents 0elevision .ouncil ((%)

Sho*s fro' the 899@6899 ri'e6ti'e sched"le0 ran3edaccording to violence0 fo"l lang"age0 and se/"al content

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