SOCI 1002 Study Guide - Digital Divide, Cultural Imperialism, Personalization
Document Summary
Mass media: everyday life and neo-tribes, mass media defined and studied, media bias, mass media effects and audience, mass media, the news and web 2. 0, mass media and power. Myth of accessibility: the market, through the mass media, imply an equality of consumers in terms of their capacity to freely to determine their social standing. In the light of such assumed equality, the failure to obtain goods that others enjoy is hound to create feelings of frustration and resentment: lack of accessibility gets interpreted as an individual failing. The term mass media refers to print, radio, television, and other computer-mediated communication technologies. Media: signifies communication does not take place directly through face-to-face interaction, but rather technology intervenes or mediates in transmitting messages from senders to receivers (media is plural of medium) Communication via mass media is usually one-way, or at leas one-sided (although internet and social media are an example of two-way communication)
