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Unformatted text preview: 11/10/11 Chapter 5: The Mass Media Introduction Think about media (medium) as the means for connecting two or more points. Communication: means to bring together or unify by establishing shared meanings and understandings between groups and individuals. (unification through information, knowledge, or beliefs, language, visual images, music) Mass Media: communication flows are essentially unidirectional, going from transmission point (t.v.) to an audience member who is isolated from others. Interactive Media: communications flow back and forth, and people exchange roles with one another in transmission and reception of communication. New media is a combination, like the internet THE TECHNOLOGICAL PERSPECTIVE (Innis and McLuhan) time-biased and space-biased Time-biased: Modes of communication that endure over time but are not very mobile across space (writing on stone). o Strong sense of custom and belief. These promote religious forms of power and belief Space-biased: Cover much greater areas of space but are much less durable over time (writing on paper). o lead to territorial expansion, empire building. Print removes fact to face communication and makes information more abstractfosters individualism, privacyweakens social ties. T.V. is becoming preferred to printinstant, socially inclusive, sight and sound (sensory balance) more accessible and less hierarchical global democracy. McLuhantechnological deterministencouraging us to thing that social change is not determined in the first instance by conscious human action, but by the nature and function of technology. THE CRITICAL PERSPECTIVE Critical perspective: institutions, such as media, and processes, such as socialization and social control, cannot be understood from the viewpoint of society as a whole, but only from that of unequal and conflicting groups and classes. o View (1) derived from Marxism: role or media is defined in terms of how the media serve the economic interests and political power of the dominant classtherefore control ideas, beliefs, values, and norms that constitute a societys dominant Ideology . o Media stifle the capacity of independent and critical thought (media brainwashes). o Filters out radical views and only puts out their views, focused on profit making. o View (2) Hegemony: the use of the media and other cultural institutions (e.g. schools) to represent their interests, values and understandings as natural and universal. Oppositional Viewpoints: Represent the experiences of subordinated groups against those of the powerful. Alternative Viewpoints: occupy an intermediate position, reflecting compromise or negotiated understandings, which blend elements of dominant and oppositional viewpoints....
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This note was uploaded on 11/09/2011 for the course SOCIOLOGY 101 taught by Professor Brimm during the Fall '08 term at University of Toronto- Toronto.
- Fall '08