Sociology Of Media

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Critical sociology

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Sociology that puts into question dominant social practices which serves the principle that a better world is possible

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Institution

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A set of rules that normalizes and a creative site that helps shape events in which we act from which subjects emerge.

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Instituting

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To invent or create something not previously imagined

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Instituted

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A repetition of already regulated ways of doing things

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George Simmel

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Developed most helpful approach for critical sociology of the institution of mass media. Objective-Subjective-Tragedy of Culture

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Objective Culture

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Representation of culture as a 'thing'
Everything we create

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Subjective Culture

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Culture as its 'unique experience'
Everything we feel

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Tragedy of Culture

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Loss of the real subjective culture to the objective culture of representations created by all kinds of media

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Mikhail Bakhtin

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Developed concept of dialogue to get at the subjective exchange that occurs in objective culture itself

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Karl Marx

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First & most important critical sociologist
Commodity fetishism & Alienation

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Commodity Fetishism

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Consumers project a value onto the commodity as if it were inherent to the object itself, whereas the real value of the commodity is in the labor that produces it

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Alienation

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Separating humanity from its own 'species'

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Frankfurt School

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Analyzed the culture industry. Influenced by Marxist theory.

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Theodore Adorno & Max Horkheimer

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Negative Media Centred Approach. "The culture industry transforms all aspects of culture into a commodity" which produces Mass Mystification.. Simple standard repeated messages.. conformity has replaced consciousness

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Media Negation

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Mass media as a form of total domination or ideological mystification without any inherent creative to emancipate groups or change societies... media tells us how to belong, act, think, feel

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Media Affirmation

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Positive and creative functions to media and sees them as a central organizing force in human culture and society... euphoric light

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Marshall McLuhan

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Affirmative Media Centred Approach. Media of communication. Global Village, retribalizing.

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Hot Media

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Require less participation from the audience.. higher definition of single sense
Radio, Cinema, Books, Photography

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Cool Media

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Require high degrees of audience participation
Cell phone, Seminars, MSN or SMS

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George Herbert Mead

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Defines society as a regime of communication. Me, I, Generalized Other. Language of gestures. Symbols need to be universal.

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Jürgen Habermas

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Communicative actions... lead to public sphere which is sphere of private people coming together as public to engage authority in debate over the general rules governing commodity exchange and social labor

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Baudrillard

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Simulation... copy of copies...
Hyperreality .. When something seems more real than real

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Agency

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The power to self-determination

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Structure

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the exercise of power and authority

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Charles Taylor

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defined public sphere as a common space in which members of the public meet through media or face to face.

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In order for a public space to be true it must be:

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Dialogic and active, free from consumerism, free of hierarchal organs (the state), must respond to the problem of plurality of spaces

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Functions of Mass Communication

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Surveillance of environment, correlation of the parts of society in responding to the environment, transmission of social heritage from one generation to the next

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Forms of media ownership

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Vertical integration, horizontal integration, multimedia integration, multi-sectional integration

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Vertical Integration

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a simple company controls several or all phases of production

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Horizontal Integration

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a company controls a number of media outlets carrying out the same type of activity

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Multimedia Integration

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the company controls different types of media

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Multi-sectional Integration

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the company owns enterprises in different sectors of the economy

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Publics have three common meanings

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public as in broadcasting CBC private would be CTV
public as in park, private would be private property
public as in town hall meetings, private is personal life

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Participants of Mass Media Systems

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The creators, performers, the carriers, advertising agencies, audiences

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Audience as a target

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Audience is a passive receiver, possesses least power, does not act like a citizen

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Audience as a commodity

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Creates audience by measuring the amount of people that tune in to the programs, sell the 'measured audience' to the advertising company, market. Audience is divided into demographic categories.

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Audience as a participant

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Media public spaces elicit audience participation... participation can occur through listener responses

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Theories of Media Effects on Audiences

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Hypodermic model (passive-receiving audience)
Filter Model of Communication
Uses and Gratification Theory

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Hypodermic model (passive-receiving)

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Media is very powerful, sufficient authority to block out critical thinking of mass audiences, succeed in feeding dominant ideologies of consumerism. Power rests with sender.

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Filter of Communication

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People filter out or alter media content that doesn't agree with their pre-existing beliefs, values, biases.

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Selective Exposure

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media users tend to only expose themselves to media content that is consistent with their own pre-existing belief system

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Selective Attention

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Tendency to only pay attention to different parts of the media content in an unequal fashion

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Selective Retention

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Tendency to only remember media that corresponds to our prior views

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Selective Perception

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Audiences interpret media messages according to their own biases, backgrounds and beliefs

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Cognitive Dissonance

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The reason why we are selective. When you hold two contradictory ideas in your head that creates an unpleasant feeling.

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Uses and Gratification Perspective

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How audiences use the media to gratify their own needs. Surveillance function, social lubricant function, diversion function

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Surveillance Function

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Mass media providing information to people about the weather, stock market, elections and scientific discoveries.

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Social Lubricant Function

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Media allows people to interact more easily because it gives them something in common to socialize about.

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Diversion Function

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Media allows people to escape their everyday troubles

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Propaganda

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Ideas, facts or claims disseminated to further one's own interests, or to damage an opposing cause

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Different types of readings

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Preferred Reading, Dominant Reading, Negotiated Reading, Oppositional Reading

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Preferred reading

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The meaning the media created to convey

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Dominant Reading

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Audiences accept and agree with the media message

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Negotiated Reading

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Audiences accept the overall media messages, but include changes or qualification relating to their own interests

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Oppositional Reading

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Audiences reject the preferred reading and challenge the dominant message

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Dialogic Quality of Communication

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Dialogue in which different positions are heard and each participant recognizes the competing position of the other... expand the address to audiences who have been historically excluded