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Chapter 14

SOC 1200 Chapter 14: Sociology Chapter 14

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SOC 1200
Susan Miller

Sociology Chapter 14: Mass Media The technology that makes mass communication possible, including the printing press, radio, television, internet, photocopier, and camera among others. CrossOwnership A business structure in which one corporation owns media businesses of different types; for example, a large corporation may own newspapers, magazines, television networks, and radio channels. Mass Communication: The transmission of a message from a single source to multiple recipients at the same time. Gatekeepers: Choose whether or not to put an issue on the public agenda. Bringing the issue to public awareness is a way of influencing the public opinion and, in that way, influencing the public agenda of regulators and law makers. By serving as gatekeepers, media companies are able to influence the political process of society. Two Step Flow of Communication: A movement of information and ideas from the media to opinion leaders and from them to other people in their social network. Thus, mass media messages affect peoples knowledge attitudes, and behaviour through networks of interpersonal communication. Functionalism: Functionalists are interested in the way mass media are organized and how this organization contributes to social control and stability. Interested in how the role of media acts as a mechanism for informing, socializing, and educating the public. Modernization Promotion, in less developed countries, of nontraditional, mainly western knowledge, attributes, and practices, with regard to a variety of topics including work, leisure, family life, consumerism, parenting, and childbearing. Evidence shows that as people consume more media, they become more knowledgeable about the world and about cultural variety. Conflict Theory: Conflict theorists study the ways that powerful groups in society use the media they own or control to further their organization and class interests, typically in ways that increase their wealth and ensure continued political dominance. Cultivation Theory Views audiences as passive, bring little or no skepticism to the ideas they receive from the media. Since the audience is passive, receptive, vulnerable, and
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