CMST 1A03 Lecture Notes - Lecture 5: Frankfurt School, Mass Society, Culture Industry

• School: McMaster University
• Department: Communication Studies
• Course: CMST 1A03
• Professor: Christine Quail

Document Summary

Media: inform, enlighten, entertain, and sell to advertisers or pay a fee for the receipt of content. Scholars: researchers want to understand the nature of interaction be the media and audiences: to learn about society or change society. Industry: demographics - pinpoint the characteristics of the audience or product they are developing or selling to advertisers: tv wants to know who"s watching so they know how/what to sell. Academic approaches to audience: effects research. Underlying assumption: how does media have an effect on how individuals think, feel, and act. Hypodermic needle of direct effects: media inject ideas directly into individuals, have clear impact/effect. War of the worlds example: pretending to be the president to create sense of realism to show how people believe the broadcast. Theme of the video: fear, broadcast created fear in people. Age(cid:374)da setti(cid:374)g: media does(cid:374)"t tell us what to thi(cid:374)k: they tell us what to think about.