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Lecture

Thorough notes on Lecture 2

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Department
Sociology
Course Code
SOCC44H3
Professor
Ivanka Knezevic

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SOCC44H3Media and SocietyJan 21/2011
***Correction to syllabus
Essay is due on March 18th, not 25th
Ownership and Control of Mass Media
Butsch: Research on media effects
Thesis?
He is criticizing that people who belong to lower classes are much more susceptible to mass
media effects
Groups of people have been marked with this susceptible and a lack of critical analysis of
articles
Women and children are one group. They aren't exactly class groups but they are
powerless, making them susceptible
Immigrants. They start as working class once they arrive to country
Main concepts?
Class
Subordinated social groups
Emotional possession:
A heightened emotional state in which your rational faculties are suspended
you are so overcome with emotion that you are no longer thinking straight
Not evaluating the content rationally and analytically
Relationship between class and emotional possession
People of lower classes/women children/immigrants are much more susceptible to
emotional possession. It is their usual states when faced with mass media content
Other classes view mass media rationally and critically
Cause of succumbing to mass media influences:
lack of education
Lack of experience in analyzing mass media content
More you are exposed to it, more you know the tricks
Communication model?
Reception model: How different people (upper class compared to lower class, men
compared to women/children) receive and interpret the same content
Because they (different classes) perceive and interpret the same content differently they
have different effects
Theories of Media Content
Much sociology of mass media concentrates on effects on an audience
Content is assumed to influence media effects directly. The influence of production is indirect
www.notesolution.com
1. Production of culture perspective
The way cultural production of mass media is organized, determines mass media content
2. The nature of the message: is the content of the message, or is the medium of the message?
Which aspect of mass media content is most important for the effect mass media content
produces?
The content is the most important thing about determining the effects?
An opposite view tells you the medium is how we transmit the message
Example: being exposed to violence in a film and being exposed to violence in a
newspaper. The difference in effects
Which way is the most important?
We have segmentation of audience -> a certain audience believes in a certain view so
to connect to that audience you need to have a certain point of view in your mass
media content
Ex: if you wanna reach to Americans you need to do it through television or
something they can see visually
Production of Culture Perspective
Content is determined by the production process
The cause for content being the way it is, is not based on what the audience wants, but the
way production wants it
Political economy perspective: mass media organisations – and the content they produce – are
guided by the profit motive
What we have on the mass media market is content that is most profitable. Not the content
which is most useful, educational, informal
By Profitable, we mean
1. What produces the most audiences
2. What offends people the least (avoiding controversial issues)
Organizational perspective: content is influenced by the structure of the mass media
organization and its relationship with other organizations
All large mass media organizations are bureaucracies. If you wanna explain how they work
(what content they produce) you need to look at them as bureaucratic organizations
Who makes the decisions and according to what criteria
Which script goes into pilot (production)
Ask Rani what prof said about article 2 (what article is about)
Production of Culture: The Organizational Perspective
Also call
Six Facet Model of the Production Nexus: There are 6 characteristics of mass media which
influence content: Technology, Law and Regulation, Industry structure, Organizational
Structure, Occupational career, Market
Technology
www.notesolution.com

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Description
SOCC44H3 Media and Society Jan 212011 ***Correction to syllabus Essay is due on March 18 , not 25th Ownership and Control of Mass Media Butsch: Research on media effects Thesis? He is criticizing that people who belong to lower classes are much more susceptible to mass media effects Groups of people have been marked with this susceptible and a lack of critical analysis of articles Women and children are one group. They arent exactly class groups but they are powerless, making them susceptible Immigrants. They start as working class once they arrive to country Main concepts? Class Subordinated social groups Emotional possession: A heightened emotional state in which your rational faculties are suspended you are so overcome with emotion that you are no longer thinking straight Not evaluating the content rationally and analytically Relationship between class and emotional possession People of lower classeswomen childrenimmigrants are much more susceptible to emotional possession. It is their usual states when faced with mass media content Other classes view mass media rationally and critically Cause of succumbing to mass media influences: lack of education Lack of experience in analyzing mass media content More you are exposed to it, more you know the tricks Communication model? Reception model: How different people (upper class compared to lower class, men compared to womenchildren) receive and interpret the same content Because they (different classes) perceive and interpret the same content differently they have different effects Theories of Media Content Much sociology of mass media concentrates on effects on an audience Content is assumed to influence media effects directly. The influence of production is indirect www.notesolution.com
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