ADV 1101 Lecture Notes - Lecture 1: Nielsen Holdings Plc, Psychographic

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• Media and the Social World
o How – and by whom – are media products created?
â–Ş Why are some images and ideas so prevalent in the media while others
are marginalized?
â–Ş What impact are media having on our society and on our world?
â–Ş What impact are media having on our society and on our world?
â–Ş How has growth in media influenced the political process?
▪ What should e goeret’s relatio to regulatig the edia?
â–Ş How do people use and interpret the media?
â–Ş How do new media technologies develop, and what is the effect of
technological change?
â–Ş What is the significance of the increasing globalization of media?
â–Ş Has the media become such a dominant social institution in
contemporary society, that it supplants the influence of older institutions
such as the educational system and religion?
o How would life be different if we had no media?
(Or how did life used to be?)
â–Ş over 90% of adults have cell phones
â–Ş over 60% have laptop computers
â–Ş 65% have broadband access
o One way to recognize the importance of media in our lives is to imagine life
without it.
o Socialization: a process where we learn to perform our social roles as a friend,
student, citizen, etc.
o How does the media serve as a socializing agent? What have we learned about
our society through the media?
o Social construction of reality:
â–Ş The process of actively creating meaning
• Look at this from different perspectives: What is the meaning of
tattoos? How will different audiences look at this?
• The meaning of tattoos must be constructed by those observing
them, within their own social context. The same is true for the
meaning of media messages.
â–Ş How do media organizations create social constructions of reality?
• The audience is key.
• Audiences are constructed by media industries to meet their
needs and the needs of advertisers.
o All networks are engaged in constant audience research
aimed at predicting potential success in the marketplace
o Several companies specialize in measuring television
audiences, and the A.C. Nielsen company dominates this
activity
â–Ş What questions do media practitioners ask about
their audiences?
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