SOCA01H3 Chapter 18: Chapter 18; Cultural Change and Mass Media
Document Summary
Cha pte r 18; cultura l cha nge a nd ma s s me dia. The s ignifica nce of ma s s me dia. 40% of our time is s pe nt inte ra cting with the ma s s me dia. Ma s s me dia : re fe rs to print, ra dio, te le vis ion a nd othe r communica tion te chnologie s . Ma s s implie s me dia re a che s ma ny pe ople. Me dia s ignifie s tha t communica tion doe s not ta ke pla ce dire ctly through fa ce to fa ce inte ra ction. Te chnology inte rve ne s or me dia te s in tra ns mitting me s s a ge s from s e nde rs to re ce ive rs. Ma s s me dia is ua ua lly one wa y.
