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Lecture 5

lecture 5 - MASS MEDIA

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University of Toronto St. George
Adam Green

MASS MEDIA MOVIES American Psycho:  Have so completely emptied him of any emotion of morality, that he cannot remember the names of his victim but can remember their clothes. Only emotion greed and disgust  Victim of mass media and consumption  Fantasy world created by mass media is the only reality that we know and as powerful as religion was  Tv one of the most powerful social media roles. Also, facebook and twitter  Effect of social media is incredibly profound INNER SCOPE RESEARCH Media Effectiveness Study  The study biometrically measured consumers unconscious emotional response, captured with a lightweight wireless vest ……  RESULT o Watched on televisions – incredibly powerful and determining form of media in terms of learning MASS MEDIA  Refer to print, radio, television, and other communication technologies. “mass” implies that the media reach many people. “media” signifies that communication does not take place directly through face-to-face interaction. Instead, technology intervenes or mediates in transmitting messages from senders to receivers. Furthermore communication via mass media is usually one was or one sided. There are few senders or producers and many receivers for audience members  Why the mass media grew? o The protestant Reformation promoted literacy  Promoted people to read the bible. The first mass media product. Best selling book  Books have enduring quality o Democratic movements promoted mass involvement  Promoting literacy, reading and free press o Capitalist industrialization promoted the search for profit  Mass media is a most important and central institutions in modern society, competeing against family and religion THEORIES OF MEDIA EFFECTS  FUNCTIONALIST - coordination, social control, socialization o Need for new means of coordinating people o Function of mass media provides common culture and frame work for the people that will not have face-to-face interactions o Make imaginative community possible o Work as SOCIAL CONTROL – the social mechanisms that regulate individual and group behavior, leading to conformity an compliances to the rules of a given nation
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