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SOCA01H3 (480)
Chapter 18

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Department
Sociology
Course
SOCA01H3
Professor
Sheldon Ungar
Semester
Fall

Description
Chapter 18- Media Mass Mass media; print, radio, television, and other communication technologies. Mass=Many People/Media=communication that isn’t face to face/ one way/ few senders, many receivers Course of Media Growth; 1. Protestant Reformation: People used to depend on priests to read the bible, Martin Luther wanted people to read the bible and it became the first piece of Mass Media. The printing press allowed many books, spread diffusion and exchanged ideas. 2. Democratic movements: Democratic governments depended on informed citizenry so they encouraged literacy. Mass media moulds outlook on politics and politicians began to need “image consultants” and started using pictures and slogans. 3. Capitalist Industrialization; industries required literate/numerate workers and rapid methods of communications. Mass Media= Source of Profit Mass Media shapes Perception of Reality Print Media dominated until mid-20 century then electronic media dominated. Mass Media Effects-Functionalism  Face to face interaction is less viable as means of communication  Mass media coordinates operation of industrial/post-industrial societies  Mass media is an important agent in socialization  Mass media= social control and conformity  Mass media is entertainment Mass Media Effects- Conflict Theory  Some people benefit from mass media more than others do  Functionalism exaggerates how mass media serves interest of entire society  Mass media favours dominant class/political group  Mass media= source of economic inequality  Media Bias o Advertising; advertising corporations seek to influence news reports and editors agree because of fear to lose money o Sourcing; news gathering shows that most agencies rely heavily on information on press releases, news conferences and interviews organized by larger corporations and government agencies. These sources slant information to reflect favourably on policies and preferences. o Flak; governments and big corporations attack journalists who depart from corporate points of view. Mass Media Effects-Interpretive Approaches  Two-Step flow of communication; between mass media and audience members involves: o Respected people of high st
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