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Copyright © Allyn & Bacon 2010
Chapter 14Problems in the Media
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Copyright © Allyn & Bacon 2010
Chapter outline•Media concentration•Convergence•Global Issues
Media Industries
•Violence•Racial and Ethnic Stereotyping•Gender Stereotyping
Media Effects
•Symbolic Interactionist•Functionalist •Conflict
Sociological Perspectives
Copyright © Allyn & Bacon 2010
Media IndustriesMedia industries are media businesses that
influence people and cultures worldwide
Media industries own interests in a variety of areasRadio and television production and broadcastingMotion pictures, movie theaters, and music companiesNewspaper, periodical, and book publishingInternet services and content providers
Average person in U.S. spends more than ½ of their waking hours in a media-related activity.
Copyright © Allyn & Bacon 2010
Copyright © Allyn & Bacon 2010
Technology and the mediaMedia became more influential as technology
changed.
Newspapers were traditional form of media but gave way to:Radio as the media phenomenon of the 1920s
Television as the phenomenon of the 1950s
Computers, fiber optic cable, and broadcast satellites continue to change media today
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Media Ownership and ControlSince the 1960s media ownership has become
more concentrated.
Today a few mega corporations own most media businesses.
Some companies own more than one form of media.
Media concentration: tendency of media industries to cluster together in groups with the goal of enhancing profitability.
Copyright © Allyn & Bacon 2010
Media ConcentrationProfit is the driving force in media
concentration and has lead to the following changes:
Concentration of ownership within one industry. One company owns multiple newspapers
Cross-media ownership Companies own more than one kind of media
Conglomerate ownership: Corporation owns companies that operate in different
business sector.Vertical Integration:
Company making the media also distributes it
Copyright © Allyn & Bacon 2010
Copyright © Allyn & Bacon 2010
Problems with ConvergenceSupporters say:Convergence is profitable for investors and
media executives
Critics believe:Limits news and entertainment by reducing message
pluralismDecline of journalism as a public service professionConstant pressure for journalistic endeavors to be
profitableDecrease in quantity and quality of international news
available in the U.S.Quashing of public debate about power of media industriesIncrease of D.C. lobbyists representing interests of media
giants
Copyright © Allyn & Bacon 2010
Global Media ConcentrationA few media giants control most of the
world’s information.Time Warner, Sony, Viacom, Disney, NBC
Universal, and News Corporation People in other nations criticize how
media conglomerates depict nations around the globe.
Such images (often negative) influence the politics and cultures of other nations.Fear of replacing others values with U.S.
beliefs
Copyright © Allyn & Bacon 2010
Violence in the MediaMost scholars do not believe media causes aggressive
behavior
A number of scholars assert that gratuitous violence is used to sell media-related commodities
Violent television shows make up 60% of all television programming
Some studies show a relationship between short-term aggressive behavior and media depictions of violence
Other studies suggest media may prevent violence by providing people with an emotional outlet (cathartic effect hypothesis)
Copyright © Allyn & Bacon 2010
Violence Against WomenAdvertising often uses semi-pornographic
images to sell productsBondage, sadomasochism, and the sexual
exploitation of children (Kilbourne 1999)
Contributes to the view of women as sex objectsLeads to gender inequality Sex is used to sell products
Copyright © Allyn & Bacon 2010
Racial and Ethnic StereotypingStereotype: Over-generalization about the
characteristics of a group
Media perpetuates racial stereotypes by:
Casting some groups as having superior traitsExaggerating people’s physical appearanceSuggesting all people in a category look alikeCreating racial or ethnic characters who have
undesirable attributesLinking subordinate racial or ethnic groups to
illegal actions
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Racial and Ethnic Stereotyping, cont.
Why does it persist in the media?
Offensive material brings more media coverage and can turn an average show into an overnight success.
Used for comic effect
Having characters with divergent attributes makes it easier to create controversy.
Copyright © Allyn & Bacon 2010
Gender Stereotyping in the MediaStudies have found several gender stereotypes in the
media
Introducing gender-specific age bias in castingOlder men and younger women are often shown together
Perpetuating traditional roles for womenWomen as thin, only beautiful, and sexually passive
Impulsive conduct of professional womenShown constantly shopping, drinking/smoking, bizarre
behavior
Women abusing power
Women overwhelmed by their work
Copyright © Allyn & Bacon 2010
Sociological Perspectives on MediaInteractionist:Theory of limited effects
Media have a minimal effect on people’s attitudes and perceptions
Use and gratification theory People are active participants and decide what they will watch,
listen to, read, or surf on the Internet
Social learning theory People are likely to act out behavior from media sources
Audience relations approach People interpret what they see and hear through cultural filters
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Sociological Perspectives on Media, cont.
Functionalist:Media fulfill several important functions in society
Providing news and informationFacilitating public discourse on social issues and
policiesPassing on cultural traditions and historical perspectiveEntertaining peopleConfer status on individuals and organizations
Media is dysfunctional when they contribute to reduction in social instability or weaken institutions
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Sociological Perspectives on Media, cont.Conflict:
Members of the capitalist class own and control the media.
They use the media to validate existing class relations
Hegemony theory sees media as form of social control used by ruling classes to create “false consciousness” in the working classes
Media tells people what to think before people have had a chance to think about an issue themselves