SOCI 100 Chapter Notes -Market Power, Cultural Studies, Sex In Advertising
9
SOCI 100 Full Course Notes
Verified Note
9 documents
Document Summary
Technology instrument of state and market power. Direct connection between media content and audience behavior. Hypodermic model media injects audiences with messages that make them act a certain way. Conservatives hold media responsible for breakdown of family and religious values. Liberals see media as instruments of capitalist indoctrination. Cultural studies school investigated pop culture as an arena where contending cultural codes and agendas are in conflict. Meaning of the news depended on the audience member"s class and ethnic position and not simply on how it is produced: active agents of interpretation and criticism, not just blank slates. Active audience theory people can respond to and interpret media in different ways: limitations: easy to lose sight of macro structures that shape their overall agenda when we focus on their micro choices. Balanced media analysis: acknowledge the power of the meanings inscribed and recognize how these meanings can be challenged and changed by viewers.
