Institutions Analysis

SOCIOLOGY 001
JIAQI TANG
BEGINNINGS

The spread of Printing in the 1300s was a direct

catalyst of mass media.
The mass circulation of newspapers only
occurred in the 1800s even though they were
created a century earlier.
People demonstrated a desire for news, and
entertainment, which resulted in a mass media
revolution.
ADDITION OF RADIO AND
VIDEO
The addition of radio and video to mass
media enabled it to become more
entertainment-oriented, generating more
interest from society
At this point, consumers of mass media had
several different mediums including radio
and TV at their disposal
PERCEPTION OF MASS MEDIA

Those involved in the creation and

dissemination of mass media consider
themselves to be essential in facilitating the
spread of news and entertainment.
Therefore, they consider themselves to be
important members of society.
However, journalists have also been known
to cause public controversy.
EXTERNAL PERCEPTIONS

External perceptions are dependent upon social class

and status as well as intellectualism.
Representatives of the academic sphere are typically
skeptical about mass media and tend to suggest that it
is skewing societys understanding of reality.
Representatives of the Left similarly perceive mass
media in a negative light as they think the opinions
presented in it are strongly influenced by the upper
class, which owns the institution.
CHANGES

Print sources have declined whereas video and online

ones have grown.
Social media has expanded
Newspaper sales are continuously declining.
There was been a web revolution and increased overall
digitization.
New forms of media (television, social media and the web)
are gaining in popularity because they are more quick &
efficient and have increased reach.
WHAT HAS STAYED THE SAME

Public demand for news and entertainment is

still very high.
Journalists still need to write news pieces and
disseminate information.
MAJOR PARTICIPANTS

Comcast, Time Warner, Walt Disney and CBS

are all multi-million earning companies.
Facebook and Twitter are the biggest giants
of social media.
FUNCTIONALIST ANALYSIS

Proponents of functionalism examine the way

audiences perceive and utilize the realm of
mass media.
Mass media fulfils some of societys demand
and need for communication.
Consumers want to discover information
swiftly, efficiently and for free.
WHAT FUNCTIONALISM
ASSUMES
Audiences are active participants in mass
media.
The way mass media is used in society is
determined by the needs and desires of the
consumers.
People understand what they need from the
mass media and interact with it accordingly.
HOW MASS MEDIA SWRVES
SOCIETY
It provides an interpretation of world
occurrences, although various journalists
perspectives tend to vary, leading to a lack
of objectivity
Forging links between communities and
societal groups
Building shared values and thus a sense of
stability in society
HOW AUDIENCES USE MEDIA

Acquiring information, whilst generally choosing news

that comply with beliefs that the audience already
holds.

To derive entertainment or intellectual stimulation.

Social purpose of communicating with others and

forging new links and bonds. Formation of online groups
and communities with shared values.
TRENDS IN MEDIA USE
CONFLICT THEORISTS

Karl Marx believed that mass media was

under the control of capitalism, which
resulted in the exploitation of the masses.
The centralization of mass media reflects this
status quo.
WHO CONTROLS WHAT
HAPPENS IN THE REALM OF
MASS MEDIA?
Mass media is chiefly under the control of
corporations. Conflict theory therefore agues
that mass media supports the interests of the
upper class whilst negating those of the
lower classes.
Corporations make decisions regarding the
mediums in which news is released and the
dissemination of mass media information.
Control of Mass Media
CONFLICT THEORY

There is now conflict between new and old forms of

media as well as forms of control.
For instance, user generated media platform allow for
users to be active participants in shaping and
disseminating public opinion.
Conflict theory suggests that new forms of media such
as user generated media allow for the views and
interests of the lower classes to gain increased
representation.
SOLUTIONS

Increased political and social diversity

through more user generated media content.
Government intervention to ensure less mass
media control by giant media conglomerates.
Promotion of more user interaction and
opinion on news content to ensure diverse
needs and interests are represented in mass
media.
WORKS CITED
Boykoff, Max. Climate Change and Journalistic Norms. ScienceDirect, November
2007. Web.

McNulty, Timothy. Faces Behind Mass Media. Chicago Tribune, July 11th 2008. Web.

Perkins, Penny. Mastering Mass Media. New York Times in Education, August 21st
2013. Web.

Pinker, Stephen. Mind Over Mass Media. New York Times, June 10th 2010. Web.

Shoemaker, Pamela. Mediating the Message. University of Texas at Austin. New

York: Longman, 1996.

Snyder, James. Press Coverage and Political Accountability. National Bureau of

Economic Research, 2008. Web.

Mass Media. Time, October 9th 2000. Web.