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SOCIOLOGY
Richard T. Schaefer
McGraw-Hill
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Conferral of Status
Singles out one from thousands of other similarly placed issues or people to become significant
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Source: Veronis Suhler Stevenson LLC 2003:166-167 for 1997; 2004:184-185 for all other data
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Gatekeeping: how material must travel through a series of checkpoints before reaching the public
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2007 The McGraw-Hill Companies, Inc. All rights reserved.
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The Audience
Who Is In the Audience?
Mass media distinguished from other social institutions by necessary presence of audience Identifiable, finite group or a much larger, undefined group
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The Audience
The Segmented Audience
Increasingly, media market themselves to a particular audience The role of audience members as opinion leaders intrigues social researchers
Opinion leader: someone who, through dayto-day personal contacts and communication, influences opinions and decisions of others
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2007 The McGraw-Hill Companies, Inc. All rights reserved.
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The Audience
Audience Behavior
Response often influenced by social characteristics:
Occupation Race Education Income
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It is important to recognize that other factors besides the media are also related to aggressive behavior.
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2007 The McGraw-Hill Companies, Inc. All rights reserved.
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