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AQA SPECIFICATION
SCLY3: Mass Media
1. The new media and their significance for an understanding of the role of the
media in contemporary society
a. The development of new media, their range and importance: multichannel and
digital television, mobile telephones, email, the Internet and Web 2.0, blogs and
virtual realities
b. The effects of new media and new technologies on old media convergence
c.…read more

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Representation and power: representations as arising from the power of social
groups with power in the media, negative representations of minority groups
c. Representations in relation to age, social class, ethnicity, gender, sexuality and
disability, with examples
d. Reasons for changes in representations over time.
6. The relationship between the mass media, media content and presentation,
and audiences
a. Methodological problems in researching media effects
b. Strong media/weak audience theories of media effects, eg the hypodermic
syringe model
c.…read more

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SOME FACTS AND FIGURES ABOUT MEDIA USE IN THE UK
OFCOM 2006
1. Just over one quarter (28%) of all children aged 815 have digital TV and the
internet at home and have their own mobile phone. This is considerably more
common amongst older children, accounting for 36% of 1215 year olds compared
to 21% of 811 year olds.
2. Half of children aged 815 own a games console (50%), and a further third (34%)
use the one in the household.
3.…read more

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In the early 1950s, 25% of all recorded violent crime was `serious'
9. Today, it is less than 10%.
10. Since computer/video games have become prevalent, crime has gone down.…read more

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NEW MEDIA
Definition
Means of communication through which content ­ news, sport, music, drama,
advertising ­ is transmitted to large audiences
Traditional media New media
Communicate uniform messages in a Screenbased, using digital (computer)
oneway process to large mass technology involving the integration of
audiences, which are assumed to be images, text and sound
homogenous
e.g. e.g.
· terrestrial television channels eg · the Internet
BBC1 and 2, ITV1, C4 and C5 · digital cable and satellite TV,
· analogue radio e.g.…read more

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Advantages of new media: the neophiliac perspective
1. Widening consumer choice ­ more to choose from
2. More participation ­ more opportunities to participate in using and producing media
content
3. Greater democracy ­ wider range of news sources, info available to all,
usergenerated content so not limited to large media corporations, new social
movements and campaigners can build support
4. Greater access to information and high culture ­ formerly limited to educated
elites
5.…read more

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Loss of social capital ­ real social networks, built up in communities and
neighbourhoods, will decline ­ increase in social isolation
7.…read more

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Digital citizenship and democracy
Mossberger et al., 2008: digital citizenship ­ the ability to participate in society
online ­ is now essential for a fully democratic society.
1. The internet is now so important that everyone needs access to it in order to play
a full part in mainstream society.
2. Survey evidence shows that internet use increases likelihood of voting and
participating in the political process.
3. It is particularly important for politics `on the ground'.
4.…read more

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