Linking key terms L.O. To be able to link and apply key terms to different sociological theories about media usage Key terms – Decoding, Uses & gratifications approach, Agenda setting, Norm referencing Starter: With your partner, discuss what you would think of The Only Way is Essex if you were: a)a 15 year old girl b)A 26 year old female professional c)A 46 year old male doctor d)A 70 year old retired male bus driver

Decoding = audience are active decoders of tv content i.e. different people interpret tv content in a different way 1)What factors do you think could affect the way different people decode media content e.g. age…? 2)Explain the difference between active and passive consumers. 3)Explain how the decoding theory is different to the hypodermic syringe theory. 4)Why is this theory inconsistent with the conflict approach theory?

Make a list of all the reasons why people watch TV Uses & Gratifications theory = (McQuail 2003) – looks at what we get out of the media i.e. what use is it to us? What gratification (enjoyment) do we get from it? Information (e.g news, documentaries) Personal Identity (e.g. watching talk shows to get an insight into ourselves) Personal relationships (e.g. substitute for real life relationships by watching reality tv shows) Entertainment & diversion

Agenda Setting: the theory that the mass media focus on particular news stories so limit what information we receive. 1)Does this sound like a Marxist, feminist or functionalist theory? 2)In what ways has technological change made this theory less convincing? 3)Explain how this theory fits with the conflict approach. 4)Explain how this theory fits with the pluralist approach.

Norm Referencing = The mass media refers to particular groups in society in either a positive or negative way. 1) Give one example of a social group that is portrayed in a positive way and one that is portrayed in a negative way. 2) How does the term “folk devil” fit in with this theory? 3) How does the term “labelling” fit in with this theory? 4) Why may sociologists argue that norm referencing is dangerous?

Key Term Review Without looking back at your notes, write a short paragraph about each of the following key terms: Decoding approach Uses & gratifications approach Agenda setting Norm referencing

Impact of Technological Change L.O. To be able to analyse the impact of technological change on: politics democracy media audiences Key terms –Digitalisation, convergence, interactivity, digital divide Starter: Match the statistic with the fact 35.9 million… households in the US have 4 or more TVs 3.5%... of the population of Africa have access to the internet 80%+… of houses in the UK have digital TV 60%+… of houses in the UK have internet access 4.8 billion… people in the world have a mobile phone 4.2 billion… people in the world own a toothbrush

Impact of Technological Change L.O. To be able to analyse the impact of technological change on: politics democracy media audiences Key terms –Digitalisation, convergence, interactivity, digital divide Starter: Match the statistic with the fact 35.9 million…households in the US have 4 or more TVs 3.5%... of the population of Africa have access to the internet 80%+…of houses in the UK have digital TV 60%+…of houses in the UK have internet access 4.8 billion…people in the world have a mobile phone 4.2 billion…people in the world own a toothbrush

Recap… What is “new media?” What does “technological change” mean? What does “stratification” mean? A = the way society is structured or “statified” into different levels, with the richest at the top and poorest at the bottom

Digital Divide = (Boyle 2005) Stratification between those with access to new media & those who don’t. 1)Wealth 2)Education 3)Age 4)Geography

Development in technology What the term meansWhat the development means for the consumer Digitalization Interactivity Convergence The internet Multi-channel television, ability to record, remind, select shows “Pressing the red button” to interact with shows e.g. vote, get further info Lots of forms of multimedia in one product e.g. smart phones World wide wireless access to information through multimedia Consumer is actively choosing what to watch & when Consumer is actively taking part in a show/accessing further info Easier access to information at any time, in any place Access to a huge amount of information, although not necessarily accurate

Has technological development led to a reduction in the power & influence of media owners? 1)Which approach would agree with this – conflict or pluralist? 2)Why would some sociologists agree with this statement? 3)Why would some sociologists disagree with this statement?

Could the internet safeguard democracy? 1)What does democracy mean? 2)In what ways does the internet safeguard democracy? 3)In what ways does the internet undermine democracy?

Exam Questions “Describe one way in which individuals/groups could use the internet in order to participate in the political process and explain how this might give them power.” (5 marks) “Describe one way in which the mass media could have a negative effect on turnout in a general election and explain why this could be a problem in a democratic society.” (5 marks)