Mass Media and Society Flashcards
The New Media landscape (2)
- mass media and society
2. concentration of ownership in few hands
mass media (channel)
technological means through which mass communication takes place.
Through their organized system of production and distribution, mass media builds shared ideas ( meanings) of society in 3 ways
- Agenda Setting
- Continually telling people what and who counts
- Telling people what others think of them and what people like themselves think about others.
directs peoples attention to certain issues and away from others
Agenda setting
Media does not tell you what to think, but they tell you what to think off
true
Theory issues that are prominent in mass media are also prominent in personal agenda
true
Agenda Setting Functions
- News
- Focus in certain social problems
- celebrities
- Gossip
- Political campaign
what counts?
Money gossip ego individualism materialism
Who counts?
Celebrities
the rich and famous
wealthy business people
politicians
Process by which every individual the behaviors and values of a group in order to become a functioning member of society
Socialization
socialization agents
family: parents or siblings church school friends government personal experience
Mass media
Shape Attitudes
“ perceptions
“ beliefs
may influence behavior
corporations, businesses who have something to sell
advertisers
experts who write, design, and produce messages
advertising agencies
channels where messages are displayed, receive payment for time and space
media
Advertising campaign
- choosing a market strategy
- selecting the main theme
- Translating theme into various media
- Producing the ads
- Buy space and time
- executing and evaluating the campaign
