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Mass Society Theories

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Political. Commerical. Technological. TCA 1996. Ideology. Ideological analysis. Structures & agency. Fit between images/texts and ways of thinking ... – PowerPoint PPT presentation

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Title: Mass Society Theories


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
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
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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