Chapter 18 Sociology
Mass media – print, radio, televivion and other communication technologies. Mass
implies that the media signifies that communication does not take place directly through
mass media influences population: population able to choose to tune in or out. But most
will tune in, too difficult to ignore.
Causes of media growth
2.Democratic movements political democray 18 cent. Citizens of france, united states,
and haiti wanted representation in their government
3.capitalist industrialization stimulating the growth of the mass media. Modern
industries required a literate and numerate workforce. Rapid means of communication to
do business efficiently. Mass media turned out to be a major source of profit in their own
# of institutions and roles proliferates. Sheer scale of society, face to face interaction
becomes less viable as means of communication. Need increases for new means of
coordinating the operation of the various parts of society.
Mass media is important agency of Socialization: norms, values, and culture
Last mass media involves social control: help ensure conformity. Ex. Paying attention to
crimes, exposing the bad guys. …
Entertainment: pleasure our needs and make us happy.
Mass media favor interested of dominant classes and political groups
Two ways dominant classes and political groups benefit disproportionately from the mass
media: 1) broadcast beliefs, values and ideas that create widespread acceptance of the
basic structure of society including injustices and inequalities.
2) ownership of the mass media is highly concentrated in the hangs of a small number of
people and is highly profitable for them.
thus, source of economic inequality
researchers have know for half a century that people do not change their attitudes and
behaviors just because the media tells them to do so. The link between persuasive media
messages and actual behavior is indirect.
Twostep flow of communication is into play. Ste