lecture 7 - media

Question 1

Functionalist perspective of media

Answer 1

• agent of socialization
• enforcement of social norms
• conferral status
• promotion of consumption
• narcotizing effect

Question 2

media as an agent of socialization

Answer 2

media increases social cohesion by presenting a standardized view of culture through mass communication

Question 3

enforcement of social norms

Answer 3

media reaffirms social behavior by making an example out of those who disobey the norms

Question 4

conferral of status

Answer 4

gives status to celebrities, organizations or public issues

Question 5

promotion of consumption

Answer 5

advertisement support economy, provides info on products and underwrites the cost of media

Question 6

dysfunctions of media

Answer 6

• narcotizing effect
• over-consumerism

Question 7

narcotizing effect

Answer 7

when media shows something too much the the audience becomes numb and desensitized

Question 8

Conflict perspective on media

Answer 8

• they see media as a way to for privileged to keep their hegemony.
• see media as a business
• further division between class, gender and race
• noam chomsky and manufacturing consent (dominant ideology)
• gatekeeping

Question 9

manufacturing consent

Answer 9

dominating ideologies are presented in media that do not consider other minorities.
- noam chomsky

Question 10

hegemony

Answer 10

• gramsci
• when powerful groups convince less powerful groups to act and accept the way the powerful group acts or sees the world as common sense
• dominance

Question 11

marxist view of media

Answer 11

he sees advertisement as a key ingredient in the maintenance of advanced capitalism as consumers are created to maximize economic power of the ruling class

Question 12

representation in media

Answer 12

• dominant ideologies is represented in the media
• other minority groups are not given enough representation in the media and this creates inequalities and stereotypes
• working class is rarely shown and when it is the men are shown as lazy or stupid

Question 13

feminist view on media

Answer 13

• inequality between men and women is furthered by the media
• woen ar commented on differently in sports, are less likely to play video games, and are shown unrealistically in porn.
• creates gender biases and stereotypes

Question 14

encoding

Answer 14

• can identify dominant ideologies through encoding
• encoding is the act of embedding a preferred interpretation into the media by the sender
• stuart hall

Question 15

decoding

Answer 15

• interpretation of media by the audience
• stuart hall

Question 16

interactionist view on media

Answer 16

• looks at how media affects everyday behaviors
• serves as primary groups
• social construction of reality (what it means to be gay, staight, man women…)
• internet is a source of communications and interactions
• they look at role of audiences
• framing

Question 17

framing

Answer 17

refers to how social reality os constructed by media, political movements and social movements
includes selective and deliberate words and phrases to shape public discourses

Question 18

media concentration

Answer 18

• because of mergers and acquisitions, the media industry is made up of a limited amount of concentrated media empires
• there are few small, independent sources
• increased corporate opportunities for cross promotion
• has vertical integration

Question 19

vertical integration

Answer 19

resources and assets are controlled up or down the supply chain over different stages of production.
- ex: media outlets that own the sports team, the tv channel or film studios

Question 20

alternative media

Answer 20

• forms of communication used by subordinate groups and social moments to enable social activist to express themselves freely
  need more of this

Question 21

digital divide

Answer 21

• conflict perspective
• divide between people who are able to access the internet and those who are not

Question 22

narrowcasting

Answer 22

when the media markets themselves to a specific audience

Question 23

web-lining

Answer 23

when data-gathers monitor personal online activities to gather negative personal info

Question 24

trends in media

Answer 24

• electronic media make a global village (mcluham)
• digital divide
• weblining
• ## narrowcasting

Question 25

themes of women in media

Answer 25

1. difference: portrayed in ways that stereotype based on natural differences
2. voice: are denied opportunity to speak in various forms of communication
3. representation: brings attention to the way they are depicted and the consequences of that