5 - Copyright 2008 by Nelson, a division of Thomson Canada...

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Unformatted text preview: Copyright 2008 by Nelson, a division of Thomson Canada Limited. 5-1 Chapter 5 Chapter 5 The Mass Media The Mass Media by Graham Knight by Graham Knight and Josh Greenberg and Josh Greenberg Copyright 2008 by Nelson, a division of Thomson Canada Limited. 5-2 INTRODUCTION INTRODUCTION Will examine: Theoretical perspectives on the media Political economy of the media Identity, ideology and the media Research on media effects Computer-mediated communication* Copyright 2008 by Nelson, a division of Thomson Canada Limited. 5-3 THE MASS MEDIA THE MASS MEDIA Mass media : Technologically mediated means of communication in which flow of messages is largely unidirectional from a single point of transmission to a large, anonymous, dispersed audience of receivers (e.g., television) Communication : To bring together or unify by establishing shared meanings and understandings between groups and individuals* Copyright 2008 by Nelson, a division of Thomson Canada Limited. 5-4 THEORETICAL PERSPECTIVES THEORETICAL PERSPECTIVES IN MEDIA STUDIES IN MEDIA STUDIES 1. Technological theories : Emphasize that different media technologies (e.g., print vs. audiovisual media) determine social perceptions, interactions, and institutional arrangements 2. Critical theories : Argue for importance of social values, interests, and conflicts in shaping technological development, use, and impact of media* Copyright 2008 by Nelson, a division of Thomson Canada Limited. 5-5 THE TECHNOLOGICAL THE TECHNOLOGICAL PERSPECTIVE PERSPECTIVE Derives primarily from work of Innis and McLuhan Innis Made distinction between two types of media: 1. Time-based media 1. Space-based media Each type fosters different arrangements of institutions and cultural values* Copyright 2008 by Nelson, a division of Thomson Canada Limited. 5-6 INNIS: TWO TYPES OF MEDIA INNIS: TWO TYPES OF MEDIA 1. Time-based media : Modes of communication that endure over time but are not very mobile across space (e.g. writing on stone or clay tablets) Are conducive to strong sense of tradition and custom Promote religious forms of power and belief* Copyright 2008 by Nelson, a division of Thomson Canada Limited. 5-7 INNIS: TWO TYPES OF MEDIA INNIS: TWO TYPES OF MEDIA 1. Space-based media : Modes of communication that can cover greater areas of space but are much less durable over time (e.g., writing on paper, sounds transmitted over airwaves) Lead to territorial expansion, empire building, and more secular forms of power and culture Different forms of power create different types of social division and conflict: Struggle against elite control by those excluded from power has resulted in Copyright 2008 by Nelson, a division of Thomson Canada Limited....
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This note was uploaded on 09/25/2009 for the course SOCIOLOGY SOC101Y1 taught by Professor Tepperman during the Winter '09 term at University of Toronto- Toronto.

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5 - Copyright 2008 by Nelson, a division of Thomson Canada...

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