1. 15:1 Science as a Social Institution
Essential Question: What factors have contributed to the institutionalization of science? How do the norms of scientific research differ from the realities of scientific research?

2. What so Sociologists want to know about science?
Science: the pursuit of knowledge through systematic methods
Sociology of Science: Sociologists want to know how the structure of society and the organization of science have affected scientific development

3. The Birth of Science
300BC-100BC: Greeks studied math, astronomy, biology, etc. Had libraries/centers for learning
Middle Ages/Catholic Church: trade diminished/lack of exchange of ideas. Reverted to emphasis on philosophy and religious explanations for natural world

4. The Rebirth of Science
Renaissance: eastern trade made lots of $$ which was used to support arts and learning
Moveable Metal Type/Printing Press: scientific knowledge spread when books were made efficiently
Age of Exploration: astronomy and math used to improve navigation looking for routes to Asia. New plants/animals sparked scientific curiosity
Protestant Reformation: emphasis on individual path to salvation allowed for the questioning of traditional church explanations for natural events

5. Enlightenment
Philosophical movement that stressed scientific method (objective and systematic way of collecting information and arriving at conclusions) and reason over religious explanations
Consequence: spread of democracy and state supported systems of education, teaching, research

6. Modern Science…not just general curiosity anymore.
Industrial Revolution: looking for progress, efficiency, new technology also ways to improve standards of living
Specialization of Science: narrow fields of research supported by universities
Professionalization of Science: universities, industries, government

7. 4 Norms of Scientific Knowledge
Existing values and norms of a society influence the quest for scientific knowledge
Universalism: research should e judged solely on the basis of quality to ensure that pursuit of research is open to everyone regardless of social characteristics
Organized skepticism: scientific findings should always be questioned so that scientific knowledge doesn’t stagnate and “facts” are not blindly accepted

8. 4 Norms of Scientific Research
Communalism: all scientific knowledge should be made available to everyone because new science builds on old science, scientists need access to existing knowledge
Disinterestedness: scientists should seek truth for the sake of truth, not for personal gain, and should not alter data to gain acceptance, should not criticize work of others who may have contrary positions

9. Counter Norms of Science
When scientific research issues are not well defined or are controversial, scientists adopt a set of counter norms
Particularism- evaluation based on “who” did the research, reputation
Organized dogmatism- no doubt of own findings and complete doubt of any contrary findings
Solitariness- their findings are their own personal property
Interested approach- decisions influenced by special interests such as the business/organization to which they belong

10. Realities of Scientific Research
Fraud
Piltdown Hoax: the “missing link” skull and jawbone found in 1912 proven to be fraudulent in 1953
Scientific “misconduct” falsifying data, failure to acknowledge source of work (solitariness)

11. Realities of Scientific Research
Competition causes norm violations
Achievement is measured by peer recognition
Fear of being “beaten to the punch”
Pressure to publish linked to job security
Causes
Intentional inaccuracies to “throw off” competition
Not sharing information with colleagues (solitariness)
Premature publishing can = misinformation

12. Realities of Scientific Research
Matthew Effect (Particularism)
If 2 scientists make the same discovery at the same time, or if a group of scientists work on a project together, the most famous one will get the credit.
+ can speed rate at which information is incorporated into existing knowledge
Can hamper careers of young scientists

13. Realities of Scientific Research
Conflicting Views of Reality (organized dogmatism)
Bubonic plague was caused by God or by the Jews rather than flea infested rats?
Paradigm-set of shared concepts, methods, and assumptions that make up scientific reality and determine what topics are appropriate for scientific inquiry
“normal science” society shares a common paradigm
Politics/Science- political ideologies can slow scientific progress

14. Mass Media as a Social Institution
Essential Questions:
What are the major developments in the history of mass media and what are the types of mass media in the U.S.?
How do the sociological perspectives of mass media differ?
What are some contemporary mass media issues?

15. Mass Media
Diversified media technologies intended to reach a large audience by mass communication
Evolution of Mass Media:
3000 B.C. Sumerians: Cuneiform (pictograms)
1800 B.C. Middle East: 1st Alphabet
B.C. Egyptians: Papyrus paper
200B.C. Greeks: Parchment paper
1400 Germany: Gutenberg’s Printing Press revolutionized availability of information
Late 1800s-1900 Industrial Revolution: increased literacy rate, increase in disposable income, advertising
1900s shift from printed word to electronic media and beyond….

16. 2000s: “Seven Mass Media”
Print from the late 15th century: books, pamphlets, newspaper, magazines, etc.
Recordings from late 19th century: gramophone records, magnetic tapes, cassettes, cartridges, CDs, DVDs)
Cinema from about 1900
Radio from about 1910
TV from about 1950
Internet from about 1990
Mobile phones from about 2000
U.S. is an information society- a society in which the main social and economic activity is the exchange of information.

17. Print Media
Books/e-books, newspapers, magazines, outdoor media (billboards, pamphlets, signs, sky banners etc.)
Newspaper and magazine sales and advertise revenue declining as online use increases. 23% Americans read the newspaper.
Book sales remain steady despite e-book sales which represent 23% of the book sale industry

18. Audio Media Sound recordings, radio, ITunes,
Radio: The “original mass medium” reaches 90% of Americans across all demographics. We listen to 2.5 hours/day.
Music Sales down overall: $36.9 billion in 2000 to $15.9 billion in 2010 includes digital sales
ITunes-largest music retailer

19. Visual Media Movies, TV, DVD, games Box Office Sales $10.5 billion
Rentals $18 billion (Redbox $2 billion)
Last 300 Blockbusters closed Nov. 2013
Games 14.8 billion

20. Online Media
Internet, WWW, , facebook, twitter, shopping, podcasts, etc.
78% Americans have internet access at home
61% have Smart Phones
Digital Use surpassed TV use in 2013 with adults watching 4:31/hr on TV and 5:09 using digital media

21. Convergence
Media convergence-the result, in part, of the integration of different media technologies
Newspapers, radio stations available online
E-books or online version of books like textbooks
Cable company packages: Comcast has TV/Internet/Phone/Netflix, etc. all in one package.

22. Walt Disney Company Largest multinational mass media company in world
Cable, publishing, movies, theme parks, broadcasting, radio, web portals
$45 Billion 2013

23. Media Consumption

24. Functionalist Perspective on Mass Media
Maintains the stability and smooth operation of society
Productive citizens need to know what’s going on
Provide explanations as to why things happen
Reflect societies’ issues
Passes on basic skills, values and beliefs
Provides entertainment

25. What does Hunger Games represent about America? The World?
Pro Democracy
Haves v. Have Nots
America-Capital starving people around world
Reflects “cut throat” world of young people in American society
Personal Appearance of those in the Capital
Extreme Punishments in other countries

26. Conflict Perspective on Mass Media
Maintains the existing social order, persuades people to accept existing power structure
Power Elite controls the media and therefore the flow of information, and how it is presented
Knowledge Gap Hypotheses-the educated and wealthy acquire new information faster than others
Digital Divide-gap between those that have access to new technology and those who don’t

27. Conflict Theorist Perpetuates stereotypes and bias
Minority representation is concentrated in crime, sports or entertainment
Lack of positive representation in programming socializes minority children to be less ambitious and expect less from life
Encourages whites to view minorities negatively

28. Mass Media and Children
35 hours/week under 9
Only 18 out of 1000s of studies dispute the correlation between aggressive behavior and exposure to violence on TV
Exposed to lots of violence
Causes aggressive behavior/use of violence to solve problems
Insensitivity to suffering
Fear and distrust of world
TV/Movie/Game Rating Systems
V-Chip-all TVs have to have them-blocks shows of a certain rating

30. Effects of Mass Media on Civic/Social Life
Social Capital- social networks and reciprocal norms associated with those networks that encourages people to do things for each other
Less socialization after school/work-become loners
Less civic participation in religious organizations, community organizations, school organizations etc.

31. Power of the Media
Spiral of silence- people who disagree are less likely to voice opinion if the media is all “on the same page”
Agenda setting- deciding what issues are covered affects political platforms and policy setting
Gatekeepers- media executives can block transmission of news
Opinion Leader- respected individuals in the community and have influence over friends and acquaintances