SOCIALIZATION and
MASS MEDIA
Influence on
View on
Perspective Socialization
Socialization
Functionalist
Conflict
Symbolic

FUNCTIONALIST
View on Socialization
Stresses how socialization
contributes to a stable society
Influence on Socialization
Network programs “encourage” social
integration by exposing the entire society to
shared beliefs, values, and norms

CONFLICT
View on Socialization
Socialization is a way for the powerful to
keep things the same
Influence on Socialization
Newspapers owners and editors exercise
power by setting the political agenda for a
community

SYMBOLIC INTERACTION
View on Socialization
Socialization is the major determinant of
human nature
Influence on Socialization
Through words, pictures, children’s book
we expose the young to the meaning of
manners, love, parenthood

MASS MEDIA
Communication designed to to reach the general
population.
Examples: T.V., magazines, news papers,
radio, movies, internet, tapes, discs
Images of achievement and success, activity
and work, equality and democracy

INFLUENCE of MEDIA
By the age of 20 you will have seen 1 million
commercial messages
You will spend and entire year of your life
watching TV
By age sixteen the average American will have
seen 20,000 homicides on TV
Is data outdated?

STATISTICS
There are 31.6 million 12-19 year-olds in the U.S. - the largest
generation ever. (U.S. Census Bureau, 2000)
•Teens are exposed to an estimated 3,000 ads a day.
(Adbusters)
•65% of U.S. teens have TV sets in their own rooms. (Kaiser
Family Foundation)
•83% of U.S. teens reported going online last year. (Teen
Research Unlimited)

STATISTICS con’t
•In 1998, U.S. companies spent nearly $200
billion on advertising. Worldwide ad spending is
estimated at $435 billion. (Advertising Age and
the United Nations Human Development Report,
cited in Klein)
•Last year, U.S. teens spent an estimated $105
billion and influenced their parents to spend an
additional $48 billion. (Teen Research Unlimited)

\"In much the same way that the British Empire tried to take over
Africa and profit from its wealth, corporations look at [teens] like this
massive empire they are colonizing and their weapons are films,
music, books, CDs, Internet access, clothing,
amusement parks, sports teams.\"
Robert McChesney