Interactivity Consumers have an opportunity to engage or interact with the media. E.g. they can press the red button on their digital remotes to explore their own interests, vote in reality shows etc. Convergence While traditional media involves different devices for different media content-printed format for books, telephones to make calls and radios to listen to music. New media often involves using a single device to do several things. -More convenient (people can send and receive texts, emails and connect to the internet) It is dispersed New media is less centralised and controlled than old media. There is a huge scope for people to create and spread their own information outside the control of media companies and the agencies of social control. Exam questions Identify two types of digital media. (2 marks) Explain with examples, what sociologists mean by the term mass media (2 marks) Describe and explain two ways in which the technology of the mass media has developed over the last 30 years (4 marks) (hint: think about the differences between the traditional and new media) The effects of the Mass Media on audiences There are a number of different approaches that sociologists have adopted to the question of whether media content does actually have an influence or effect on audiences, mainly centred around the issue of whether audiences are passive dopes mindlessly consuming media content, or active interpreters of that content, giving it their own meanings and interpretations. The different approaches are summarised below. Audience model Summary of explanation Criticisms Hypodermic syringe model Audiences are PASSIVE. This means…. Audiences don’t question media messages, they accept them. The media is like a ‘drug’ – as audiences we are injected with images, ideas, instructions, words, behaviours and so on that we take on board and act on. We follow media messages as if they were direct instructions without considering if we agree with -Audiences don’t all react in the same way-they may reject violence they view rather than copying it. -There is little research that supports this view of the effects of the media.
There is evidence of men having more concerns about their appearance and sexual attractiveness, their body size and shape, their diet, health and dress sense 8% of cosmetic surgery is now carried out on men. An Observer and Nivea for Men survey in 2004 found that 21% had been in the past or were currently on a diet. Increase in eating disorders among men Ethnic stereotyping: The view of the world we get from the media is often highly stereotyped. Media images of ethnicity have been criticised for portraying minority ethnic groups in negative ways and often as victims of moral panics. Ethnic minorities in the media are stereotyped... Ethnic minorities in the media are realistic. Conclusion- Is the representation of ethnic minorities STILL highly stereotyped? 1920s-1950s- Black people either absent or underrepresented. When black people were represented it was often in narrow roles: criminals, singers, dancers or sports people 1970s- report on race issues negatively. E.g. In Britain, reports often associated black people with crime, conflict and riots. Research suggests that in the 1990s there were changes in the representation of race and ethnicity More black actors playing ordinary characters rather than unrealistic stereotypes Comedy programmes like Everybody Hates Chris and Little Miss Jocelyn show Black and Asian people in a range of different roles In 2009 EastEnders ran an episode with an all-black cast. There are big international pop stars who are black e.g. Beyonce, Nicky Minaj, Will.i.am – they are rich and powerful in the media More recently sociologists have found evidence that the media still portray ethnic minorities in distorted ways- Stories about British Asians tend to be focused on forced marriages, terrorism runaway girls and young black males are Yes: Stereotyping is still common in the mass media but the stereotypes have changed (e.g. Muslim terrorists, black gang members) and are still as damaging as the ‘black Sambo’s and ‘Big Mamas’ of the past OR No: Stereotyping is rare – we see Black and Asian in a wide range of roles and characters in the mass media and this reflect real life The conclusion is up to you!!!!!
Psychologist (Bandura) carried out an experiment on the relationship between media images and behaviour. Bandura concluded that violent media content could lead to imitation or copy cat violence (Note: research supports the HSM). Sociologists criticise Bandura and the use of experiments for researching the effects of media violence on audiences as they involve putting participants in artificial situations. This questions the validity of such research as how do we know that the children’s behaviour was not affected by knowing they were observed. Peak and Fisher (1996) argue that television is not to blame for violence and crime. Television has been used as a scapegoat for deep-rooted social problems. They suggest that the causes of violence and crime are more likely to be found in poverty, unemployment, poor socialisation and personality traits. Mass media 4 & 5 mark questions 4 markers Explain what sociologists mean by hyperreality. (4 marks) Explain what sociologists mean by political socialisation when studying the effect of the mass media on political opinion. (4 marks) Explain what sociologists mean by mass popular culture. (4 marks) Explain what sociologists mean by deviancy amplification. (4 marks) 5 markers Describe one way in which groups such as environmentalists might use digital media to promote their cause and explain how successful this might be. (5 marks) Describe one way in which the mass media may amplify deviance and explain how this may affect some minority social groups. (5 marks) Describe one way in which the mass media can present a negative image of groups
Discuss how far sociologists would agree that the mass media is a more powerful agent of socialisation than the education system. Agree Disagree The media is all around us and socializes us our whole life Shows us desirable and undesirable behavior in news and fictional tv programmes Many positive and negative role models are shown Media is more exciting and interesting than school so gets people’s attention better Socialises us with wider society – not just the school system There is a link between the amount of violence in the media and in real life The education system socializes us from a very early age People may choose not to watch TV or read news At school we are socialized by teachers and by peers Hidden curriculum helps socialize us Discuss how far sociologists would agree that the image of women presented by the mass media tends to be stereotypical rather than realistic. Agree Disagree Sexist adverts, tabloid newspapers Women presented as housewives or sex objects in the media Most women in the media are pretty. The images are unrealistic Men are more dominant in the media and presented better because most media companies are owned by men If people thought the images of women were unrealistic they wouldn’t buy or watch the media products – but they do Not all women are presented in a stereotypical way. There are many strong independent women in soaps and dramas Discuss how far sociologists would agree that our fear of crime is amplified by the mass media Agree Disagree The media creates moral panics. It exaggerates problems to help sell papers or attract viewers. It needs these to get more money from advertisers There are many examples of moral panics. E.g. hoodies, knife crime, terrorism, drugs, binge drinking The media simply reports what happens It also tries to make us realize how bad and unacceptable certain behaviour is People know that the media exaggerate things and don’t believe everything they see in the news