Class Notes (838,343)
Canada (510,861)
Sociology (765)
SOCI 100 (167)
Lecture

Class 32 - Mass Media II

3 Pages
114 Views
Unlock Document

Department
Sociology
Course
SOCI 100
Professor
Debra Pentecost
Semester
Fall

Description
In Class (32) Notes 11-23-2012 Media Audiences Audience Effects  What do the media do to people?  Hypodermic needle o Audience injected with message o Linear cause and effects of relationship o Current media examples? Problems with Perspective  Difficult to isolate effects of media  Other social influences act on people  E.g. gender roles, social class Cultural Studies  What do people do with the media?  Stuart Hall: Encoding and Decoding o Values and identities encoded into media products o Audiences decode messages Three Audience Positions  Stuart Hall: o Dominant – easily accept the message the media is sending o Negotiated – accepted with some hesitation o Oppositional – reject message the media is trying to give Active Audience Theory  Reject hypodermic needle approach  Argue media content has "preferred meaning" - favored through structure  Viewer are not blank slates but are active agents of interpretation and criticism  Limitations: o By focusing on micro choices made in interpretation o Lose sight of macro structures shaping overall agenda o E.g. Chinese trade deal - not a lot of people know about it though it will have an incredible impact on our society Balanced Media Analysis  Acknowledge power of meanings inscribed by media producers  Recognize how meanings are challenged and changed in act of reception  E.g. protesters Violence in the Media  Audiences learning from the media?  Relationship between simulated violence and actions/beliefs  Does media violence promote real-life violence?  Do media representations act as "models" to be acted upon in right circumstances? Copy-cat Crimes  Concerns about "vulnerable" audiences (children and teens)  E.g. "Natural Born Killers" - Columbine school shooting (quoted movie)
More Less

Related notes for SOCI 100

Log In


OR

Join OneClass

Access over 10 million pages of study
documents for 1.3 million courses.

Sign up

Join to view


OR

By registering, I agree to the Terms and Privacy Policies
Already have an account?
Just a few more details

So we can recommend you notes for your school.

Reset Password

Please enter below the email address you registered with and we will send you a link to reset your password.

Add your courses

Get notes from the top students in your class.


Submit