Sociology of the Mass Media Essay Example
Research report-Sociology of the Mass Media
===================================================================== In this report, the author shall analyse three roles performed by the mass media in contemporary society. The roles are as follows:
1. The mass media as an agent of social control, a tool for the creation and enforcement of stereotypes and means of entertainment.
2. The second arm of this report is dedicated to the evaluation of the impact of the mass media on 3 user groups namely: the disabled; gender, particularly women and ethnic minority, particularly post 11th September 2001 [9/11] and 7th July 2006 [7/7] Muslim community.
3. The influence of media messages on media audience models namely:
a. The hypodermic syringe, and
b. The two step flow, and
c. The cultural effect, and
d. The use and gratification models.
1. THE MASS MEDIA AS AN AGENT OF SOCIAL CONTROL, A TOOL FOR THE CREATION AND ENFORCEMENT OF STEREOTYPES AND MEANS OF ENTERTAINMENT - Mass media refers to a form of communication which are directed at large mass audiences without any personal contact’. (Browne 2005 p.161). Examples include the television, radio, newspapers and magazines, books, internet etc. Brown [2005] stated that the mass media play abundant roles in our world today among which are serving as agent of social control, entertainment, creating and enforcing stereotypes, among others.
Agent of social control: There are two main ways in which the mass media achieves this purpose, that is, agenda setting/gate keeping and norm setting - (Browne 2005).
Agenda Setting/gate keeping: Most media outlets are controlled by the upper class rich and powerful segments of the society. Because the lists of subjects for public discussions are set by the mass media, they are generally influenced by the personal views and opinions of this upper class, which is then portrayed to the general public. For
===================================================================== In this report, the author shall analyse three roles performed by the mass media in contemporary society. The roles are as follows:
1. The mass media as an agent of social control, a tool for the creation and enforcement of stereotypes and means of entertainment.
2. The second arm of this report is dedicated to the evaluation of the impact of the mass media on 3 user groups namely: the disabled; gender, particularly women and ethnic minority, particularly post 11th September 2001 [9/11] and 7th July 2006 [7/7] Muslim community.
3. The influence of media messages on media audience models namely:
a. The hypodermic syringe, and
b. The two step flow, and
c. The cultural effect, and
d. The use and gratification models.
1. THE MASS MEDIA AS AN AGENT OF SOCIAL CONTROL, A TOOL FOR THE CREATION AND ENFORCEMENT OF STEREOTYPES AND MEANS OF ENTERTAINMENT - Mass media refers to a form of communication which are directed at large mass audiences without any personal contact’. (Browne 2005 p.161). Examples include the television, radio, newspapers and magazines, books, internet etc. Brown [2005] stated that the mass media play abundant roles in our world today among which are serving as agent of social control, entertainment, creating and enforcing stereotypes, among others.
Agent of social control: There are two main ways in which the mass media achieves this purpose, that is, agenda setting/gate keeping and norm setting - (Browne 2005).
Agenda Setting/gate keeping: Most media outlets are controlled by the upper class rich and powerful segments of the society. Because the lists of subjects for public discussions are set by the mass media, they are generally influenced by the personal views and opinions of this upper class, which is then portrayed to the general public. For