SOC101Y
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Transcript of SOC101Y
SOC101YSOC101Y
Introduction to SociologyIntroduction to SociologyProfessor Adam GreenProfessor Adam Green
Lecture #7Lecture #7The Mass MediaThe Mass Media
31 Oct 1231 Oct 12
Percent Watching TV 15+ Percent Watching TV 15+ Hours per Week, Canada, 2007Hours per Week, Canada, 2007Hours
20-24 25-34 35-44 45-54 55-64 65-74 75+ Age
TV viewing falls with wealth and education• < 30% of population 15+hrs: PEI, ON, SK, AL, BC• 30-35% of population 15+ hrs: NL, NS, NB, QC, MB• >35% of population 15+ hrs: YT, NT, NU
TV viewing rises with age
TV viewing varies by sex• 29.5% percent of men watch TV 15+ hrs/wk• 28.9% of women watch TV 15+ hrs/wk
Media Usage, USA, 2005 Media Usage, USA, 2005 (hours per capita, projected)(hours per capita, projected)
Note: Time spent at live performances is only 0.3% of the total and is therefore not represented in the graph.
Number of hours in a year: 8,760.
Number of hours in 365 eight-hour nights: 2,920 (33% of the total number of hours in a year).
Number of hours per year the average American uses the mass media: 3,649 (42% of the total number of hours in a year; 63% of waking hours assuming eight hours of sleep per day).
Increase since 1996 in number of hours per year the average American uses the mass media: 11%.
The mass media refer to print, radio, television, and other communication technologies. “Mass” implies that the media reach many people. “Media” signifies that communication does not take place directly through face-to-face interaction. Instead, technology intervenes or mediates in transmitting messages from senders to receivers. Furthermore, communication via the mass media is usually one-way, or at least one-sided. There are few senders (or producers) and many receivers (or audience members).
Facebook Default Privacy Settings, 2005 and 2010
Entire Internet
All Facebook users
Friends of friends
Friends
You
1450 Printing press (Gutenberg)1702 First daily newspaper (London Daily Courant)1833 First mass circulation newspaper (New York Sun)1837 Photography (Daguerre)1840 Telegraphy (Morse)1875 Telephone (Bell)1895 Movies (Lumiére)1906 Radio (Marconi, Tesla)1941 Commercial TV1948 Long playing records1952 VCR1961 Cable TV1969 ARPANET (US Dep’t of Defense)1975 Microcomputer (Apple)1983 Cell phone1989 World Wide Web (Berners-Lee)
Number of Internet Users Number of Internet Users Worldwide, 1996-2010Worldwide, 1996-2010
199640 million 2000
361 million
20101.97 billion
Internet Use by World Region, June 2007
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18
0 20 40 60 80
US/Canada
Australia etc
Europe
Latin AmericaAsia
Middle East
Africa
World
Penetration (in percent)Users (in percent)
Why the Mass Media GrewWhy the Mass Media Grew
The Protestant Reformation promoted literacy.
Democratic movements promoted mass involvement.
Capitalist industrialization promoted the search for profit.
Theories of Media EffectsTheories of Media Effects
Functionalist (coordination, socialization, social control, entertainment)
Conflict (legitimation of injustice and inequality, source of profit)
Symbolic interactionist (audience interpretation)
Feminist (under- and misrepresentation of women and other minorities)
Canada’s Media Giants, 2007Canada’s Media Giants, 2007
1.1. CTVGlobeMedia CTVGlobeMedia (BCE and Thomson, Toronto, $4.3b/yr; CTV, Globe and Mail, TSN, major urban radio stations)
2.2. RogersRogers (Rogers, Toronto, $3.9b/yr; cable TV, ISP, 29 radio stations, 62 magazines, Sportsnet, Blue Jays)
3.3. CanWest GlobalCanWest Global (Asper, Winnipeg, $2.9b/yr; Global TV, National Post ,10 major urban dailies)
4.4. ShawShaw (Shaw, Calgary, $2.8b/yr; Cable TV, ISP, 49 radio stations, etc.)
5.5. CBCCBC (public, Toronto, $1.6b/yr; CBC-TV, Radio-Canada)
6.6. QuebecorQuebecor (Péladeau, Montreal, $1.0b/yr; Sun newspapers, major Quebec newspapers, cable TV, etc.)
Global Media Giants, 2007 Global Media Giants, 2007 (rank and annual revenue)(rank and annual revenue)
Rank and nameRank and name US $bUS $b
1.AOL Time Warner (U.S.)46.5
2.Disney (U.S.)35.5
3.Comcast (U.S.) 30.94.Vivendi Universal (France) 29.65.News Corp. (U.S./Australia) 28.76.Bertelsmann (Germany) 25.7
Political Murder Political Murder in the in the New York TimesNew York Times
MurdersMurders ArticleArticless
ColumColumn n
inchesinches
Page 1 Page 1 articlearticle
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EditorialEditorialss
1 anticommunist priest, Poland, 1984
78 1183 10 3
72 leftist priests and nuns, Latin America, 1964-78
8 117 1 0
23 leftist priests and nuns, Guatemala, 1980-85
7 66.5 0 0
The Relationship Between Centrality The Relationship Between Centrality of Values and Diversity of Media of Values and Diversity of Media
OpinionOpinion
Values
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f me
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Low
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e.g., capitalism,democracy,consumerism
e.g., specificgovernmentand corporatepolicies
Audience Reaction to Audience Reaction to Pro-Choice TV DramasPro-Choice TV Dramas
Pro-life women from all social classes think abortion is never justified and reject the mass media’s justifications for abortion.
Pro-choice working-class women who think of themselves as members of the working class adopt a pro-choice stand as a survival strategy, not on principle.
Pro-choice working-class women who aspire to middle-class status distance themselves from the “reckless” members of their own class who sought abortions on the TV shows.
Pro-choice middle-class women believe that only an individual woman’s feelings can determine whether abortion is right or wrong in her own case.
Occupations in Prime Time TV by Gender and Race, USA, 2003-04
Percent
Sex
Top Ten Occupations by Gender Percent Criminals by Race/Ethnicity
Race/Ethnicity
Summary of the Four Summary of the Four TheoriesTheories
Functionalism identifies the main social effects of the mass media: coordination, socialization, social control, and entertainment. By performing these functions, the mass media help make social order possible.
Conflict theory offers a qualification. As vast moneymaking machines controlled by a small group of increasingly wealthy people, the mass media contribute to economic inequality and maintaining the core values of a stratified social order.
Interpretive approaches offer a second qualification: audience members filter, interpret, resist, and sometimes reject media messages according to our own interests and values.
Feminist approaches offer a third qualification. They highlight the misrepresentation of women and members of racial minorities in the mass media.