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SOCA01H3 (480)
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8. Culture Change and Mass Media.docx

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Department
Sociology
Course
SOCA01H3
Professor
Shelly Ungar
Semester
Fall

Description
 Mass Media are print, radio, television, and other communication technologies. Reaches out to a large group of people not using face to face interaction.  Print Media was dominant until around the 1950s  1844 was when they Samuel Morse sent the first ever telegraphic signal  1920s was the first commercial television broadcast  1991 The world wide web was introduced  Causes of Media Growth  The Protestant Reformation – Priests tried to get people to build a relationship with the Bible. The Bible then became the first mass media product developed in the 1500s  Democratic Movements – Political democracy, where politicians wanted votes they started to depend on television in the 1960s and radio before that  Capitalist Industrialization – Using mass media for businesses to earn a profit  Theories of Media Effects  Functionalism  Mass Media performs the function:  Coordinating the industrial and the post-industrial societies. (Ex. People in Canada knows a general sense of what’s happening in places like Korea)  Socialization – is the process by which people learn their culture, including norms, values and roles. Now the Mass Media plays that role  Social Control – The mass Media provides Social Control, showing what’s right and what’s considered wrong. (Jerry springer and Cops all shows what’s considered wrong in the society)  Entertainment – The fourth function is to provide us with entertainment  Conflict Theory  Believes that media content benefits some people from the mass media more than others do. The media favours the interest of dominant classes and political groups  1. Broadcasts the beliefs, values, and ideas that should be accepted in the basic structure (causes injustice and inequality)  2. The media causes economic inequality (90 percent of the mass media in Canada are privately owned by less than a dozen companies therefore causing Media Bias)  Media Bias  Advertising (Because they make up for a lot of the company’s profits, the companies write their stories suit able to the advertising)  Sourcing (Providing unofficial news sources)  Flak (disapproval) (People avoid putting things on TV to avoid lawsuits Ex. ABC refused to air the show about the harms of smoking)  Interpretive Approaches  Interpretive approach reminds us that audience members are people. We filter, interpret, resist, and sometimes reject media messages according to our own interest and values  The only time media affects people is through the Two-Step flow of communication (1. Respected people of high status and an opinion leader of a community. 2. Members on the community being influenced to varying degrees)  Different people interpret media messages differently  Feminist Approach  1970s is when the media starts to shows that women are being misrepresented badly; media doesn’t mention the issues women are dealing with. Also by race (members of minority groups)  Internet Access  Access: 90% of Sweden is connected to the internet. USA and Canada are around 8
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