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SOC1101 (756)
Lecture 20

Lecture 20 - Pop Culture and Mass Media.docx

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Willow Scobie

Lecture 20 Pop Culture and Mass Media Thursday, November 28, 2013 Exam: - 3 hours to write the exam - 2 long answer questions based on this material (options) o presented in an argument or analysis - From memory and be attentive Pop Culture and Mass Media - Culture created by masses of people - Consumer goods produced for mass appeal - Hegemony – strategies to gain power and influence o Term associated with Italian philosopher Gramsci o Used to describe indirect influence of “information” relayed to the population  The higher classes use this to manipulate and shape culture Why are studies of the media important and relevant? - Much of our knowledge of the world is media-driven o Such as vacation ideas, politics, etc. - Influential in framing what we see, think, and experience and how we relate to others - Influence goes both ways – society also plays an important role in shaping the content of mass media communication o Society decides what information is relayed to the public via newspapers, television, radio, etc. - Sets the parameters around what is necessary Mass Media: - Technologically-based communication structure (or institution) involving the centralized production and technologically-mediated distribution of information and entertainment o Centrally produced: for profit o Mass media model describes “CBC News”, “Global Mail”, etc. Mass Communication: - The institutionalized process for producing and distributing centrally produced messages by way of mediating technologies o Distribution of material Media Model - Commercial (private media) o Privately owned, concerned primarily with making money or profit (usually through advertising, by providing sae and formulaic content) - Public (or public interest) media: o Mandate is to provide quality products, government or tax-payer-owned, emphasis on ‘high-brow’ material - Community media: o Perceived as inclusive and localized - Traditional model of media From “mass” to “interactive” - Transformation from mass audiences, mass messages, mass society to networked society - Internet has transformed how we interact; how we buy goods and how we get access to services - Media used to be through as one-way process of communication - Now we see evidence of de-massification o Mass media of ‘yesterday’ no longer has sole-hold on our minds - One-to-many, many-to-many, one-to-one, many-to-one o One-to-one: one to one communication o Many-to-one: a group sends message to one office - Audiences are understood to be ration
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