The Mass Media
What is the Mass Media?
Mass Media- refers to print, radio, television, and other communication technologies
Mass- implies that the media reach many people
Media- signifies that communication does not take place directly through face-to-face interaction. Audiences have the capability of tuning in or out on the media mass
Causes of Media Growth.
The Protestant Reformation: In 1517 Martin Luther wanted people to develop a more personal relationship with the bible and encouraged millions of people to read the bible. The bible then became the first mass media product in the west and by far the best selling book.
Democratic Movements: From the eighteenth century and on, the citizens of France, the United Sates and other countries demanded and achieved representation in government. Therefore, Democratic governments depended on informed citizenry, thus, encouraged literacy and growth of a free press.
Capitalist Industrialization: Modern Industries required a literate and numerate workforce as well as rapid means of communication to do business efficiently.
Theories of Media Effects.
Functionalism: The mass media:
- performs an important function by coordinating the operation of industrial and postindustrial societies
- are important agents of socialization
- help ensure conformity
- provides entertainment
Conflict Theory: Believes the mass media does not serve the interests of the entire society and favours the interests of the dominant classes and political groups
- the mass media broadcasts beliefs, values, and ideas that create widespread acceptance of the basic structure of society, including injustices and inequalities
- ownership of mass media is highly concentrated in the hands of a small number of the people and is highly profitable for those people
Diversity and Gender Differences in Mass Media.
MediaWatch is a non-profit feminist organization working to eliminate sexism in the media. In 1992-93 it sponsored an...