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SociologyMass Media
SCLY3 | OAC
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Mass Media Defined
Technology | Institutions and organisations | Products of Institutions
Traditional: Media communicates uniform message to large homogenous audiences.

New: Screen based digital text ­ integration of images, text and sound.

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The Power of the Media
Key Statistics: 96% homes have…

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societies corrupt structure.
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SociologyMass Media
SCLY3 | GPC
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Popular and High Culture and the Changing Distinction
Popular Culture: Mass/low culture | Mass produced, trivial with no artistic value. | `Everyday culture' |
Linked to passive, uncritical entertainment | Candyfloss Culture ­ speaks to everyone in general but no…

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Culture Ideology of Consumerism (Sklair)
Media blur the difference between info. ­ entertainment ­ promotion | Sell values and lifestyles with
products ­ mainly western consumerist lifestyles | Encourages dominant ideology worldwide | e.g.
companies such as Apple/Coca-Cola.
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Media Generated Culture Industry
Worldwide consumers have shared popular culture…

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SociologyMass Media
SCLY3 | SCN
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Influences and Pressures Resulting in Construction of News
Influence of Owners: Direct instructions to editor | Journalists/editors adopt self-censorship to avoid
upsetting owner ­ ignores stories or create a bias report.
Globalization: Mainstream news can no longer rely on attention of audiences ­ 24/7…

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Gatekeeping
Processes of influencing and deciding what knowledge public gains access to. Philo's study showed
that oppositional content was not aired ­ threat to social order and exposes economic corruption.
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Norm Setting
Reinforces conformity to social norms ­ those who don't conform get undesirable treatment ­ media
define what…

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Pluralists:Need for audience and profit mean journalists often expose corrupt and injustice | New
media and Cit. J exposes alt. views across the globe.
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SociologyMass Media
SCLY3 | REP
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Media Representations and Stereotyping
Conform to and create stereotypes | acts as a code as audience understand quickly and easy.
Media Gaze: Media not equally represented as through the eyes of the producer ­ white middle class
men.
Symbolic Annihilation: Groups trivialised, condemned or…

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Deviants and Law breakers | Threat to culture | Causing social problems | illegal immigrants and welfare
scroungers | Limited talents | having international problems ­ e.g. Africa.
Eastern Europeans: Blamed for British problems such as taking jobs and benefits - Such stereotypes

and stories reinforce racial prejudice using minority…

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Male Representations
The Joker ­ laughs to avoid srs things | The Jock | Strong Silent Type | The Big Shot | The Action Hero |
The Buffoon.
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Theoretical Explanations of Stereotyping
Pluralists: Occurs because audiences `want' it.
|Simple effective way to satisfy both audience and
organisations.
Liberal…

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