mass media and society lecture by dr christopher kollmeyer
TRANSCRIPT
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Mass Media and Mass Media and SocietySociety
Lecture by Dr Christopher Lecture by Dr Christopher KollmeyerKollmeyer
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Lecture OutlineLecture OutlineSociological Perspective on the Mass Media Examples discussed:
– Media’s Influence on Personal Behaviour– Media’s Influence on National Identity and
Social Cohesion (skipped due to lack of time)
Political Economy Perspective on the Mass Media
• Examples discussed:– News Coverage of the Economy– News Coverage of the War in Iraq
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Before Mass Media: Before Mass Media: Co-presence between sender and
receivers of messages was necessary.
Face-to-Face Conversation
Live Performances
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Mass MediatedMass Mediated Communication Communication
1.Media: Message is encoded and delivered through technology (medium)
2.Mass: One sender (mass) audience
3.Unidirectional: Messages flow one-way
4.Standardized: Same messages for all members of the audience
5.Spatial-Temporal Disassociation: No co-presence at all.
Five Important Five Important FeaturesFeatures
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Rapid Rise of Mass Media: Rapid Rise of Mass Media: Adoption of Media Technology by US Adoption of Media Technology by US
HouseholdsHouseholdsMedia Technology
Year medium reached 1% of US Households
Number of years to reach 75% of US Households
Newspaper(Penny Press)
1833 ?
Radio 1923 14 yrs (1937)
Television 1948 7 yrs (1955)–VCR–Cable/satellite TV
19801970s
12 yrs (1992)≈30 yrs (2000)
Internet 1992 12 yrs (2004)
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Early Media Critic: Early Media Critic: Marshall McLuhan Marshall McLuhan
Famous book: • Understanding Media: The Extensions of
Man (1964)
Famous quotes and phrases:• “The medium is the message.”• Media were creating a “global village”
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An obvious benefit of mass media
Media bring events from Media bring events from around the world into our around the world into our homes and local homes and local communities.communities.
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ActivityActivity Hours per Hours per WeekWeek
Percent of Percent of TotalTotal
Watching TV 19 46%
Visiting Friends 8 20%
Reading 3 7%
Eating Out 3 7%
Doing Hobbies and Playing Sports
3 7%
Attending Church
1 2%
Other Activities 4 10%
Total 41 100%
Television crowds out other leisure Television crowds out other leisure time activities: Figures for Great time activities: Figures for Great
Britain, 1995Britain, 1995
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Sociological Model:Sociological Model:Media Structure vs. Audience Media Structure vs. Audience
AgencyAgency
Media Message
Collective Response
Agency
Hypodermic Model
Over-emphasizes structure
Active Audience Model
Over-emphasizes agency
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Merchants of CoolMerchants of Cool (2001) (2001)
Documentary about the media’s influence on youth culture in America. Produced by the Public Broadcasting System (PBS), America’s one public television channel.
Illustrates the dynamic social relationship between the media and teenagers, what they call “the giant feedback loop.”
http://www.pbs.org/wgbh/pages/frontline/shows/cool/