Media’s conferral of status
they single out one from thousands of other similarly placed issues or people to
become significant. They put Princess Diana on the cover of People a lot,
mean that she wouldn’t have been famous without that, but it sure helped. Richard Nixon
– Time, Janet Jackson – Ebony, Paul McCartney – Rolling Stone
Media’s enforcer of norms
Shows what will happen to people who violate societal expectations. This can
also be bad though. i.e. increase of substance use among teens was linked to high levels
of tobacco, alcohol, and drug use in the media.
Media & promotion of consumption
commercials. Supports the economy, provides information about products, and
underwrites the cost of media. There are dysfunctions though, people think they NEED
something to be happy, but they don’t. Media depends heavily on advertising revenue,
advertisers can influence media content.
Functionalist view of media
- the media entertains, socializes, enforces social norms, confers status, promotes
consumption, and keeps us informed (the Surveillance function). They can be
dysfunctional to the extent that they desensitize us to serious evens and issues (the
Conflict view of media
see the media as reflecting and even deepening the divisions in society through
gatekeeping – controlling the material that reaches the public – and the spread of the
dominant ideology, which defines reality, overwhelming local cultures.
Interactionist view of media
- examines the media on the micro level to see how they shape day-to-day social
behavior. They have studied shared TV viewing and staged public appearances intended
to convey self-serving definitions of reality.
Feminist view of media
- point out that media images of the sexes communicate unrealistic, stereotypical,
limiting and sometimes violent perceptions of women.
Relative size impact of the media
& its forms
- media requires an audience, whether it is small and well defined or large and
amorphous. With increasing numbers of media outlets has come more and more targeting
of segmented (or specialized) audiences. Social researchers have studied the role of
opinion leaders in influencing audiences.
Media & dominant ideology
- a set of cultural beliefs and practices that helps to maintain powerful social,
economic, and political interests. (conflict theory) The media transmits messages that
virtually define what we regard as the real world, even though those images frequently
vary from what the larger society experiences.