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Mass Society Theories

Mass Society Theories. Hypodermic Needle Direct, strong effects. Media & Intermediaries. Minimal Effects 2-step flow Intermediaries of influence “readers” are active agents Agenda Setting Opinions of opinion leaders shaped in elite media

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Mass Society Theories

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  1. Mass Society Theories • Hypodermic Needle • Direct, strong effects

  2. Media & Intermediaries • Minimal Effects • 2-step flow • Intermediaries of influence • “readers” are active agents • Agenda Setting • Opinions of opinion leaders shaped in elite media • Media coverage affects public opinion more than events in the “real” world

  3. Problems with Media Theories • Perceptual Gap • People experience and ascribe more media influence than theories predict • Narrow range of effects examined • Narrow range of evidence sought • Problems in measurement

  4. Deep, Gradual Effects • Sense-making • Media combined with popular wisdom, other influences • Socialization • Media shapes undeveloped thinking • Cultivation • World view shaped over time

  5. Cultivation • Long term exposure • Little or no mitigating experience • Skewed sense of “real world” • More violent • Stereotypes

  6. Social World Active Audience Media Message/ Product Technology Media Industry Media & the Social World Adapted from Croteau & Hoynes, 2000

  7. Social Construction of reality • Structure & Agency • Media and Institutions

  8. Concentration • Conglomeration • Integration • Political power of media corporations

  9. Musicians Actors Authors Record Label Studios Publisher CD Manufacture Film/Video Manufacture Printer Theaters Record Club Trucking Rec. Stores Video Stores Bookstores Integration Music Film Books

  10. Pressures on Regulation • Political • Commerical • Technological • TCA 1996

  11. Ideology • Ideological analysis • Structures & agency • Fit between images/texts and ways of thinking • Hegemony • Naturalizes relationships, outlooks • Media bring images & point of view

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