Sociology Mass Media Part 1

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  • Created by: Tamisha
  • Created on: 22-04-14 13:48
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  • Mass Media
    • Significance of New Media.
      • New Media
        • Anything that uses new technology that usually involves some process of  convergence.
        • New media is most likely to be digital, interactive and dispersed.
      • Uses of New Media
        • Social networking, dating, gaming, music downloads, information, news, and education
      • Stastics
        • 75% of households have internet access.
        • Internet use is higher in young people.
        • Advertisers spend more money on adverts online than on TV.
      • The media is used for:
        • Buying and selling, education, social networking, paying bills, access to news and entertainment.
      • Pros and cons of new media on individuals and society.
        • +
          • Consumer society builds as it is cheaper and quicker for companies to advertise on the internet.
          • Faster for many functions e.g. advertising.
          • The internet enables us to be more democratic.
          • Widens consumer choice.
        • -
          • Exploites Working Class through news and stereotypes.
          • Reinforces the digital divide.
          • Lack of regulation
          • Higher risk of criminal behaviour
          • Enhances the power of the powerful.
    • Analysing the media.
      • Broadcasting
        • Lots are finacely privatised
        • PSB: Public Service Broadcasting
          • BBC
        • CSB: Commercial Service Broadcasting
        • Patterns of Consumption
          • People watch less TV
          • BBC 2 AND 4 use elabortad code, so restricts the WC
        • Sociological views.
          • Feminist
            • dislike how women are portrayed; women that go against portrayal are seen as deviant
          • Marxist
            • selective as it exploits the WC; it is always from the point of view of the RC and those in power
          • Functionalist
            • socialises us with N&V’s, gender roles etc
      • The press
        • Broadsheet
          • The Guardian, The Indenpendent.
        • Tabloid
          • The Sun, Heat.
        • Sociological views.
          • Marxist:
            • division of labour is kept as WC cannot become socially mobile due to poor access to information
          • Feminist
            • dislike how women are portrayed; women that go against portrayal are seen as deviant
          • Functionalist
            • media reinforces social order through the N&V’s system
    • Electronic Media
      • Different types
        • Social Networking, TV, Broadband, Computer.
        • Twitter, Facebook, Sky, BT, Google, Youtube
      • Patterns of consumption
        • Internet, mobiles & TV have the highest patterns of consumption. RC are more likely to have internet access than WC. Younger people (aged 16-24) are more likely to use the internet
      • Sociological Views
        • Functionalist
          • Provide information
        • Marxist
          • dislike as it benefits the RC and reinforces the digital divide
        • Feminist
          • dislike as it present women in a derogatory way e.g. pornography
    • Audience theroies
      • Hypodermic Syringe Theroy
        • See thats the media injects information and views into the audience.
        • Audience is seen as passive and homogenous
        • The Media controls the audience.
      • Uses and Gratification model.
        • The media does not control the audience, the audience controls the media.
        • The audience get what they want from the media.
        • 5 uses
          • Information, Personal identity, Personal relationships, entertainmet and escapism.
      • The media has an effect on the audience
        • MaMarxist – it has a negative immediate effect on the audience as they control us to have particular behaviour e.g. hierarchy
        • Hyperdermic syringe model – the media controls our behaviour as we are given daily injections
        • Imitation – we copy what we see
        • Functionalists believe values are learnt through the media
      • The Media DOES NOT have an effect on the audience.
        • we expose ourselves to what we chose so only learn what we wish to learn
        • Selective retention – we only remember the information that means something to us
        • Selective exposure – we only expose ourselves to the media that interests us
        • Selective perception – we all interpret the media in different ways, so our behaviour is not immediately or directly affected in the same way

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