Media and Society


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Slides from a lecture in Mass Media at Montana Tech.

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  • Survellance – definition next slide Can give us warnings of dance – from weather, earthquakes to demonstrations in the street. Can also undermine regimes. Egyptian see unrest in Tunisia and get ideas about improving their own lives.
  • This theory holds that issues that are portrayed as important in the news media *become* important ie the media sets the agenda for public debate.
  • Media and Society

    1. 1. Theories of Media and Society
    2. 2. Theories of Media and Society <ul><li>Functional Analysis </li></ul><ul><li>Agenda Setting </li></ul><ul><li>Uses and Gratifications </li></ul><ul><li>Social Learning </li></ul><ul><li>Spiral of Silence </li></ul>
    3. 3. <ul><li>What we find with mass communication research depends on the theoretical stance we take and the questions the theories suggest we pose. </li></ul>
    4. 4. <ul><li>Surveillance of the environment. , c-span. </li></ul><ul><li>Through correlation, how do we makes sense of different elements of society? How is it informational? How is it persuasive? </li></ul><ul><li>How culture transmitted from one generation to the next? What socializing values does the media carry? </li></ul><ul><li>How is it entertaining? </li></ul>1. Functional Analysis
    5. 5. <ul><li>Surveillance </li></ul><ul><li>How the media help us extend our senses to perceive more of the world surrounding us. </li></ul>Definition
    6. 6. <ul><li>Correlation </li></ul><ul><li>The process of selecting, evaluating, and interpreting events to give structure to the news... (pg 57) </li></ul>Definition
    7. 7. Agenda Setting <ul><li>The media don’t tell the public what to think, but rather what to think about. </li></ul><ul><li>How does media sets the terms of public discourse? An example. </li></ul><ul><li>But can media determine what people will care about? </li></ul>
    8. 8. Uses and Gratifications <ul><li>Assumes that audience members base media decisions on their wants and needs. Media competes to provide gratification. </li></ul><ul><li>What does media compete with? </li></ul><ul><li>What do audience members attempt to get out of their media use? </li></ul><ul><li>And do they receive it? </li></ul>
    9. 9. Uses and Gratifications <ul><li>Possible gratifications </li></ul><ul><li>To be amused </li></ul><ul><li>To experience the beautiful </li></ul><ul><li>To have shared experiences with others </li></ul><ul><li>To find models to imitate </li></ul><ul><li>To believe in romantic love </li></ul>
    10. 10. Social Learning <ul><li>Albert Bandura—We are able to learn by observing others and the consequences they face. </li></ul><ul><li>Assumes the media, by widening the information about the world we are exposed to plays an important role in social learning. </li></ul><ul><li>Example involving EBGs. We extract. We integrate to create rules. We put these rules to practice. </li></ul>
    11. 11. Social Learning <ul><li>Steps of Social Learning </li></ul><ul><li>We extract key information from situations we observe. </li></ul><ul><li>We integrate these observations to create rules about how the world operates. </li></ul><ul><li>We put these rules into practice to regulate our own behavior and predict the behavior of others. </li></ul>
    12. 12. Symbolic Interactionism <ul><li>The process by which individuals produce meaning through interaction based on socially agreed-upon symbols – semiotics. </li></ul><ul><li>“If men define situations as real, they are real in their consequences.”— W.I. Thomas </li></ul><ul><li>The media are the biggest source of shared meaning in the world. </li></ul>
    13. 13. Spiral of Silence <ul><li>Based on the question, “Why are people unwilling to express what they perceive as a minority opinion?” </li></ul><ul><li>They will remain silent if they perceive themselves as being in a minority. Want to be part of a majority. </li></ul><ul><li>This tends to make minority opinions appear less prevalent than they are. </li></ul><ul><li>But some people like having contrary opinions; others speak out because they care. </li></ul>