MASS MEDIA AS AN INSTITUTION

Mass Media  Mass Media – instruments of communication that reach large audiences with no personal contact between those sending the information and those receiving it.  Types of Mass Media Print Media – newspapers, magazines, books Audio Media – sound recordings and radio Visual Media – movies, television, videocassettes, and DVDs Online Media – internet, world-wide-web  Media Convergence – belief that the mass media outlets are merging and are no longer separate entities  Is this true?

Perspectives on Media  Functionalist  The mass media perform functions that support the stability and smooth operation of society – keep track of what is happening, interpreting information, transmitting values, and entertaining people  Conflict  Purpose is to persuade people to accept the existing power structure  Knowledge-gap hypothesis – new information enters society the wealthy and educated acquire it faster Digital Divide – gap between those with access to new technologies and those without

Depiction of All Characters in Prime-Time Television Dramas

Media Issues - Children 1. Television depicts a great deal of violence 2. Television violence encourages viewers to act in aggressive ways and to see aggression as a valid way to solve problems 3. Television encourages viewers to be less sensitive to the suffering others 4. Television violence appears to make viewers fearful of the world around them and less trustful of others Children spend approximately 28 hours each week watching television Test Scores – students who watch five or more hours of TV a week scored less on test Avg. child sees between 20,000-40,000 commercials each year

Television Rating System RatingDescription TV-Y Appropriate for all children TV-Y7 Suitable for children aged seven and over TV-G Suitable for all ages TV-PG May be unsuitable for young children. Parental guidance suggested TV-14 Contain material that may be unsuitable for children under the age of 14 TV-MA Specifically designed for viewing by adults

Media Issues – Effect on Civic and Social Life  Since the 1960s Americans have slowly seen a decline in Social Capital – social networks and reciprocal norms associated with these networks (not social media)  Primary blame placed on TV – primary nighttime activity of adults (internet a rising second) - Social Media (AWESOME!)Social Media  In short, people aren’t joining organizations, participating in government, going to church, or socializing in person as much as they used to.

Media Issues – Power of Media  Two biggest displays of Mass Media Power  Spiral of Silence –  Different forms of news media tend to cover the same stories, often bombarding the public with the same information and the same opinions on these stories – therefore people are less likely to voice their views  Agenda Setting –  Instead of telling people what to think, they tell them what to think about Controlled by gatekeepers – executives who can “open” or “close” the gate of information

Key Vocabulary  Mass Media  Print Media  Audio Media  Visual Media  Online Media  Media Convergence  Knowledge-gap hypothesis  Digital divide  Social capital  Spiral of silence  Agenda setting  Gatekeepers