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Media as a social institution


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media as a social institution

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Media as a social institution

  2. 2. TERMINOLOGY Media- used to communicate to the general public. Internet-A global computer network providing a variety of information and communication facilities, consisting of interconnected networks using standardized communication protocols.
  3. 3. The Media as a Social Institution Mass media refers broadly to the set of media organizations and activities, together with their own formal/ informal rules of operation and sometimes legal and policy requirements set by the society.
  4. 4. According to Silverblatt (2012) the media can be viewed as a social institution in the following ways; • The Media is a social institution in the respect that it contributes numerous amounts of ways for people to interact according to their interest. • Traditional social institutions such as church, government, school and family once served the role of providing individuals with the knowledge and communicative tools needed to successfully integrate into society.
  5. 5. • Individuals are increasingly looking to the media for direction in rules of behaviour and societal values, while being provided with a sense of membership through the programmes we watch or media trends we follow. • Western media, being predominantly privately owned, seeks solely for profit, often by producing content of no benefit to society, but instead to attract audiences and generate revenue.
  6. 6. • In the pursuit of increased profits, the media have expanded dramatically into virtually all arenas of public and private life, bringing with them the commercial imperative that drives the industry.
  7. 7. Characteristics of Media • The main activity is the production and distribution of symbolic content • The media operates in the public sphere and are regulated accordingly • Participation as sender/receiver voluntary • Organization is both professional and bureaucratic in form • The media is both free and powerless.
  8. 8. Functions of the Media • The media increases social cohesion by presenting a more or less standardized common view of culture through mass communication. • The mass media provides a collective experience for members of a society. • The internet has become for many the public commons, a place where they can come together and talk.
  9. 9. Sociological Perspectives on the Media as a Social Institution • Functionalist Theory • Conflict Theory • Feminist Theory • Symbolic Interactionist Theory
  10. 10. Types of Media • Print Media • Broadcast Media • Film Media • Music Media • New Media
  11. 11. Thank You!