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SOCI FEB 4.rtf

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Carleton University
SOCI 1002

Mass MediaEveryday life and neotribesMass media defined and studiedMedia biasMass media effects and audienceMass media the news and Web 20Mass media and powerEveryday LifeMost of us see ourselves as selfdetermined that is autonomous beings who have both the ability and capability of acting according to the ends we seekYet our environments influences uswe are the product of the interaction between ourselves others and the environments we inhabitWeve talking about the social and its enabling and constraining influenceBackground music in supermarketsnothing is left to chanceMass MediaIdentityAs consumers we wear certain clothiers practice certain activities listen to certain music watch particular programs use specific technologies that form part of our identitiesAuthors call these consumer groups neotribesUnlike traditional tribes from distant land these consumeroriented neotribes have no councils of elders or boards or admission committees to decide who has the right to be in and who ought to be kept outMass MediaNeoTribesThey employ no gatekeepers and no border guardsThey have no institution of authorityno Supreme Court which may pronounce on the correctness of members behaviourIn short the form of control is dissimilar of conformity at a collective levelThus it seems that one can wander freely from one neotribe to another by changing ones dress refurbishing ones apartment and spending ones free time at different placesIf neotribes do not guard entry in a formal manner there is something else which doesthe marketNeotribes are in essence lifestyles and these relate to styles of consumptionAccess to consumption leads through the market and to acts of purchasing commoditiesStyles that can be put together without spending may be looked down on deprived of glamour and prestige disdained considered unattractive and ever degradingIndeed wearing the wrong type of training shoe has been linked to bullying in school playgroundsWhat therefore of those who lack the means to exercise the choices that are apparently open to all They cannot afford to be choosy and their acts of consumption are thereby limitedThe silence surrounding those who find themselves in conditions of poverty in a
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