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Chapter 10

CHAPTER 10.pdf

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Department
Sociology
Course Code
SOC 103
Professor
Tonya Davidson

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CHAPTER 10: MASS MEDIA Module 10.3: Sociological Approaches Mass media include any medium designed to communicate messages to a mass audience  Books, news media, advertising, fashion, architecture, monuments, museums, galleries, etc THEODOR ADORNO and MAX HORKEIMER (1994)  Relationship btw/ economy and culture?  Culture industry has one function reproduce incessantly the values of capitalist culture  Interested in relationships btw/ culture and fascism:  Relationship btw/ culture and capitalism is everywhere, food (omega-3 eggs)  Offered more in-depth critique of media as a ‘superstructure’ CULTURE INDUSTRY THESIS: 1. STANDARDIZATION  Culture packaged in small # of predictable forms of genres (retelling story over again)  Culture industry is the capitalist system (reproduce wealth make money by making movies)  Produced by small # of large corporations  There’s simultaneously nothing new/always something new take old familiar faves and switch it up to something new  see standardization through: sequels/remakes/Romeo & Juliet Gnomeo & Juliet  Media monopolies 2. PSEUDO-INDIVIDUALIZATION  The audience response is “built into” the cultural product (emotional response makes you hooked so you continue to consume  powerful)  Our culture is “pre-digested for us”  Audiences are passive  Choice is an illusion different individuals are buying products (hipster/business men) Starbucks 3. MAINTENANCE OF STATUS QUO  Media lulls the public into passivity  Distracts from big social issues (watch American Idol instead of social issues on news)  Maintains social ideas (race, gender, class)  Disney movies 4. ABSORPTION OF DISSENT  Critique of capitalism/social ideas, culture industry is going to swallow critique and make money out of it  Movie: Fight Club  object to be consumed $$$, huge capital potential,  Graffiti Artist – graffiti removal hotlines/Angelina Jolie bought paintings of graffiti for millions  Alternative Music becomes mainstream absorbed into capitalist system  SOME CRITIQUES: 1. It’s Elitist  Largely being critical of mass culture  Accepts broader culture 2. Historically Specific  1940’s produced and things have changed 3. Disregards Alternative Uses/Readings Of Culture  Most persuasive 4. Totalizing (“Resistance Is Futile”)  Consume things partially, critically, ironically  Active engagement in culture (going to Star Wars conventions) FUNCTIONALISM  Mass media provides unique/powerful ability to promote common values/beliefs  SOCIALIZATION function transmit values, beliefs, traditions from one generation to next - Reinforcing certain msgs effectively promote social integration in formation of culture identity - Fail to promote alternative perspectives/ignore voice of minority groups  SURVEILLANCE function need for society to have mechanism in place gathers info for population (weather reports, news) - Allows members of society to focus on own activities/interests - Turning to alternative media (podcasts, blogs, other online resources) to get news info  CORRELATION function present difficult/complex issues in a way most ppl can understand - Filtering/making comprehensible the huge daily volume of news stories/issues - Maintain audience interest  ENTERTAINMENT function helping people rest, relax, escape pressures of everyday life - Distract from important events that require action CONFLICT THEORY  Mass media vehicles used by rich and powerful o control masses and reinforce their false consciousness  Influence our perceptions of events through labeling (+/-)  Influence perception of our social environment to promote corporate interests and perpetuate class differences  Mass media effectively manufacture consent through  Filtering in two forms: 1. Deciding not to cover story 2. Presenting astory in such a way to diffuse or bias its content  Propaganda model assertion that mainstream media companies, as businesses will transmit content that reflects their commercial interests SYMBOLIC INTERACTIONISM  Interested in exploring how media influence our perspective of our social world  Actively involved in process that views media images/messages, reshapes them, stores them when they reinforce cultural beliefs  E-audience ppl who use electronic communication technologies  Influence views of idea body types skinny MARSHALL MCLUHAN (1911 – 1980)  “the medium is the message”/ “we live in a global village”  The type of media we choose is a reflection of how we think and act (tweet, email) Understanding Media: HOT MEDIA
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