INTRODUCTION TO SOCIOLOGY A Canadian Focus Ninth Edition

Chapter 12 Media Introduction Mass media: communication addressed to a large, anonymous, and in many ways unknown audience. Timeline of selected technologies: 1837 telegraph; 1920s TV; 1970s Internet; and 1990s wireless Net. Canadian households with selected access (2002): TV 99%, Computer 60%, Internet 50%, and DVD player 20%. Technological Change and the Information Society Postindustrial society became information society: machines that transfer, process, store and disseminate data are moving us to a new stage of society, called technological determinism. A good thing despite problems of technological unemployment, surveillance, and electronic crime. With two-way communication, citizens can be active participants not passive consumers. Political Economy of Media: Power and Wealth Who controls access to the means of communication, and how that control solidifies or subverts power. In totalitarian societies, the state controls the media. A hope of the information society: technologies of freedom, will empower citizens preventing despotic control. Culture industry: TV, books, newspapers, etc. are a vital part of the capitalist economy. (cont’d) Political Economy of Media: Power and Wealth (cont’d) Concentration of ownership: film production, recorded music, and computer operating systems are controlled by a few. Capitalist owners want to retain control: will keep consumers buying and not being critical. In 1983, there were 50 dominant media corporations; in 1997, there were 23, and these became: Communication conglomerates: control as many media as possible, e.g., Disney and G.E. Mass Audiences: From Couch Potato to Co-creator Assumption: audience was inert and manipulated. Hypodermic model: audience is injected with messages to make them act in a certain way. Cultural studies school: what do people do with media? It depends on class and ethnicity, and how it is received. Active audience theory: people can respond to and interpret media in different ways. But are audiences active, e.g., enthusiasm for “reality” shows? Gender and the Media Issues for feminists: Men control media Men create images that support control of women Programs for women, e.g., soap operas, are trivial, but women may not have been passive Advertisers portray women in stereotypes, but now more positive images Now new programs for modern women Violence in the Media Most assume people learn violence from the media. Surrogate theory: experiencing vicarious violence is a substitute for expressing it. Not easy to test the relationship: experiments showing a relationship are not real life. Majority conclude: exposure causes Desensitization: lower sensitivity to real violence Disinhibition: shed barriers to expression (cont’d) Violence in the Media (cont’d) Gerbner’s program stands out: Cultivation effect. Concentrated on overall content of TV More men than women, more young than old, more professionals and law enforcement officers than manual workers Crime is 10 times as rampant in prime time than in the real world Heavy viewers believe the world is “scary” Should we follow the “precautionary principle”? One World: Media and Globalization McLuhan spoke of the “global village”: a planetary community united by electronic media. Global integration is not global equality. Information imbalance: most of the global media are in the high-income countries. Cultural imperialism: control through films, TV, and print media, but locals “read” shows to correspond to their reality. Hybridization: a two-way process. Insert Table 12.2 Here Page 290 here Cyberspace Cyberspace: a dimension created by the Internet. Began in the 1960s by the U.S. Defense Dept. to secure communication in event of a nuclear war Expanded in the 1970s to include universities World Wide Web in the 1990s Now 600 million users Virtual community: the “togetherness” in cyberspace, lacking in society. (cont’d) Cyberspace (cont’d) Virtual community: People connect on the basis of interests No prejudices due to sex, ethnicity, age, etc. Experimentation with a more flexible self is possible Censorship and political restriction could be overcome An “electronic civil society” could emerge (cont’d) Cyberspace (cont’d) But, also possible Misinterpretation of communication Deception Eruptions called flame wars: long and vicious harangues Violation of netiquette causes distress People can still be “mouse potatoes”: the more time online, the more feelings of loneliness and depression (cont’d) Cyberspace (cont’d) Virtual commerce: opportunities to Connect customers with suppliers Monitor employees Eliminate jobs Launch new goods and services Find new space for advertising Some are very successful, e.g., Amazon.com, e-Bay, gambling, and pornography, others collapsed. (cont’d) Cyberspace (cont’d) Virtual protest: Groups can distribute protest on the Internet Zapatistas in southern Mexico Major cyber-activist network of “Independent Media Centres” Al Quaeda and other terrorist organizations are known to use digital networks (cont’d) Cyberspace (cont’d) Problems: Hacking Viruses and worms Hate speech Pornography Invasions of privacy 50% of Canadians are online, but in many countries in Sub Saharan African less than 1 percent are connected: World Wide Wedge? Insert Table 12.3 Here Page 295 in text Predictions Many optimistic ones were made: Information superhighway 500-channel universe Group-mind or world brain Continued innovation and fusion of media is likely (e.g. Web TV and Web telephones, virtual universities, etc.). But problem solving will be hampered by: Social distribution of new media Commercial interests Click to edit Master title style Click to edit Master subtitle style * * * Chapter 12 Media Introduction Mass media: communication addressed to a large, anonymous, and in many ways unknown audience. Timeline of selected technologies: 1837 telegraph; 1920s TV; 1970s Internet; and 1990s wireless Net. Canadian households with selected access (2002): TV 99%, Computer 60%, Internet 50%, and DVD player 20%. Technological Change and the Information Society Postindustrial society became information society: machines that transfer, process, store and disseminate data are moving us to a new stage of society, called technological determinism. A good thing despite problems of technological unemployment, surveillance, and electronic crime. With two-way communication, citizens can be active participants not passive consumers. Political Economy of Media: Power and Wealth Who controls access to the means of communication, and how that control solidifies or subverts power. In totalitarian societies, the state controls the media. A hope of the information society: technologies of freedom, will empower citizens preventing despotic control. Culture industry: TV, books, newspapers, etc. are a vital part of the capitalist economy. (cont’d) Political Economy of Media: Power and Wealth (cont’d) Concentration of ownership: film production, recorded music, and computer operating systems are controlled by a few. Capitalist owners want to retain control: will keep consumers buying and not being critical. In 1983, there were 50 dominant media corporations; in 1997, there were 23, and these became: Communication conglomerates: control as many media as possible, e.g., Disney and G.E. Mass Audiences: From Couch Potato to Co-creator Assumption: audience was inert and manipulated. Hypodermic model: audience is injected with messages to make them act in a certain way. Cultural studies school: what do people do with media? It depends on class and ethnicity, and how it is received. Active audience theory: people can respond to and interpret media in different ways. But are audiences active, e.g., enthusiasm for “reality” shows? Gender and the Media Issues for feminists: Men control media Men create images that support control of women Programs for women, e.g., soap operas, are trivial, but women may not have been passive Advertisers portray women in stereotypes, but now more positive images Now new programs for modern women Violence in the Media Most assume people learn violence from the media. Surrogate theory: experiencing vicarious violence is a substitute for expressing it. Not easy to test the relationship: experiments showing a relationship are not real life. Majority conclude: exposure causes Desensitization: lower sensitivity to real violence Disinhibition: shed barriers to expression (cont’d) Violence in the Media (cont’d) Gerbner’s program stands out: Cultivation effect. Concentrated on overall content of TV More men than women, more young than old, more professionals and law enforcement officers than manual workers Crime is 10 times as rampant in prime time than in the real world Heavy viewers believe the world is “scary” Should we follow the “precautionary principle”? One World: Media and Globalization McLuhan spoke of the “global village”: a planetary community united by electronic media. Global integration is not global equality. Information imbalance: most of the global media are in the high-income countries. Cultural imperialism: control through films, TV, and print media, but locals “read” shows to correspond to their reality. Hybridization: a two-way process. Insert Table 12.2 Here Page 290 here Cyberspace Cyberspace: a dimension created by the Internet. Began in the 1960s by the U.S. Defense Dept. to secure communication in event of a nuclear war Expanded in the 1970s to include universities World Wide Web in the 1990s Now 600 million users Virtual community: the “togetherness” in cyberspace, lacking in society. (cont’d) Cyberspace (cont’d) Virtual community: People connect on the basis of interests No prejudices due to sex, ethnicity, age, etc. Experimentation with a more flexible self is possible Censorship and political restriction could be overcome An “electronic civil society” could emerge (cont’d) Cyberspace (cont’d) But, also possible Misinterpretation of communication Deception Eruptions called flame wars: long and vicious harangues Violation of netiquette causes distress People can still be “mouse potatoes”: the more time online, the more feelings of loneliness and depression (cont’d) Cyberspace (cont’d) Virtual commerce: opportunities to Connect customers with suppliers Monitor employees Eliminate jobs Launch new goods and services Find new space for advertising Some are very successful, e.g., Amazon.com, e-Bay, gambling, and pornography, others collapsed. (cont’d) Cyberspace (cont’d) Virtual protest: Groups can distribute protest on the Internet Zapatistas in southern Mexico Major cyber-activist network of “Independent Media Centres” Al Quaeda and other terrorist organizations are known to use digital networks (cont’d) Cyberspace (cont’d) Problems: Hacking Viruses and worms Hate speech Pornography Invasions of privacy 50% of Canadians are online, but in many countries in Sub Saharan African less than 1 percent are connected: World Wide Wedge? Insert Table 12.3 Here Page 295 in text Predictions Many optimistic ones were made: Information superhighway 500-channel universe Group-mind or world brain Continued innovation and fusion of media is likely (e.g. Web TV and Web telephones, virtual universities, etc.). But problem solving will be hampered by: Social distribution of new media Commercial interests Chapter 12 Media Introduction Mass media: communication addressed to a large, anonymous, and in many ways unknown audience. Timeline of selected technologies: 1837 telegraph; 1920s TV; 1970s Internet; and 1990s wireless Net. Canadian households with selected access (2002): TV 99%, Computer 60%, Internet 50%, and DVD player 20%. Technological Change and the Information Society Postindustrial society became information society: machines that transfer, process, store and disseminate data are moving us to a new stage of society, called technological determinism. A good thing despite problems of technological unemployment, surveillance, and electronic crime. With two-way communication, citizens can be active participants not passive consumers. Political Economy of Media: Power and Wealth Who controls access to the means of communication, and how that control solidifies or subverts power. In totalitarian societies, the state controls the media. A hope of the information society: technologies of freedom, will empower citizens preventing despotic control. Culture industry: TV, books, newspapers, etc. are a vital part of the capitalist economy. (cont’d) Political Economy of Media: Power and Wealth (cont’d) Concentration of ownership: film production, recorded music, and computer operating systems are controlled by a few. Capitalist owners want to retain control: will keep consumers buying and not being critical. In 1983, there were 50 dominant media corporations; in 1997, there were 23, and these became: Communication conglomerates: control as many media as possible, e.g., Disney and General Electric. Mass Audiences: From Couch Potato to Co-creator Assumption: audience was inert and manipulated. Hypodermic model: audience is injected with messages to make them act in a certain way. Cultural studies school: what do people do with media? It depends on class and ethnicity, and how it is received. Active audience theory: people can respond to and interpret media in different ways. But are audiences active, e.g., enthusiasm for “reality” shows? Gender and the Media Issues for feminists: Men control media Men create images that support control of women Programs for women, e.g., soap operas, are trivial, but women may not have been passive Advertisers portray women in stereotypes, but now more positive images Now new programs for modern women Violence in the Media Most assume people learn violence from the media. Surrogate theory: experiencing vicarious violence is a substitute for expressing it. Not easy to test the relationship: experiments showing a relationship are not real life. Majority conclude: exposure causes Desensitization: lower sensitivity to real violence Disinhibition: shed barriers to expression (cont’d) Violence in the Media (cont’d) Gerbner’s program stands out: Cultivation effect. Concentrated on overall content of TV More men than women, more young than old, more professionals and law enforcement officers than manual workers Crime is 10 times as rampant in prime time than in the real world Heavy viewers believe the world is “scary” Should we follow the “precautionary principle”? One World: Media and Globalization McLuhan spoke of the “global village”: a planetary community united by electronic media. Global integration is not global equality. Information imbalance: most of the global media are in the high-income countries. Cultural imperialism: control through films, TV, and print media, but locals “read” shows to correspond to their reality. Hybridization: a two-way process. Table 12.2 [Insert Table 12.2 – page 290] Cyberspace Cyberspace: a dimension created by the Internet. Began in the 1960s by the U.S. Defense Dept. to secure communication in event of a nuclear war Expanded in the 1970s to include universities World Wide Web in the 1990s Now 600 million users Virtual community: the “togetherness” in cyberspace, lacking in society. (cont’d) Cyberspace (cont’d) Virtual community: People connect on the basis of interests No prejudices due to sex, ethnicity, age, etc. Experimentation with a more flexible self is possible Censorship and political restriction could be overcome An “electronic civil society” could emerge (cont’d) Cyberspace (cont’d) But, also possible Misinterpretation of communication Deception Eruptions called flame wars: long and vicious harangues Violation of netiquette causes distress People can still be “mouse potatoes”: the more time online, the more feelings of loneliness and depression (cont’d) Cyberspace (cont’d) Virtual commerce: opportunities to Connect customers with suppliers Monitor employees Eliminate jobs Launch new goods and services Find new space for advertising Some are very successful, e.g., Amazon.com, eBay, gambling, and pornography; while others collapsed. (cont’d) Cyberspace (cont’d) Virtual Protest: Groups can distribute protest on the Internet Zapatistas in southern Mexico Major cyber-activist network of “Independent Media Centres” Al Quaeda and other terrorist organizations are known to use digital networks (cont’d) Cyberspace (cont’d) Problems: Hacking Viruses and worms Hate speech Pornography Invasions of privacy 50% of Canadians are online, but in many countries in Sub Saharan African less than 1 percent are connected: World Wide Wedge? Table 12.3 [Insert Table 12.3 – page 295] Predictions Many optimistic ones were made: Information superhighway 500-channel universe Group-mind or world brain Continued innovation and fusion of media is likely (e.g. Web TV and Web telephones, virtual universities, etc.). But problem solving will be hampered by: Social distribution of new media Commercial interests Chapter 12 Media Introduction Mass media: communication addressed to a large, anonymous, and in many ways unknown audience. Timeline of selected technologies: 1837 telegraph; 1920s TV; 1970s Internet; and 1990s wireless Net. Canadian households with selected access (2002): TV 99%, Computer 60%, Internet 50%, and DVD player 20%. Technological Change and the Information Society Postindustrial society became information society: machines that transfer, process, store and disseminate data are moving us to a new stage of society, called technological determinism. A good thing despite problems of technological unemployment, surveillance, and electronic crime. With two-way communication, citizens can be active participants not passive consumers. Political Economy of Media: Power and Wealth Who controls access to the means of communication, and how that control solidifies or subverts power. In totalitarian societies, the state controls the media. A hope of the information society: technologies of freedom, will empower citizens preventing despotic control. Culture industry: TV, books, newspapers, etc. are a vital part of the capitalist economy. (cont’d) Political Economy of Media: Power and Wealth (cont’d) Concentration of ownership: film production, recorded music, and computer operating systems are controlled by a few. Capitalist owners want to retain control: will keep consumers buying and not being critical. In 1983, there were 50 dominant media corporations; in 1997, there were 23, and these became: Communication conglomerates: control as many media as possible, e.g., Disney and General Electric. Mass Audiences: From Couch Potato to Co-creator Assumption: audience was inert and manipulated. Hypodermic model: audience is injected with messages to make them act in a certain way. Cultural studies school: what do people do with media? It depends on class and ethnicity, and how it is received. Active audience theory: people can respond to and interpret media in different ways. But are audiences active, e.g., enthusiasm for “reality” shows? Gender and the Media Issues for feminists: Men control media Men create images that support control of women Programs for women, e.g., soap operas, are trivial, but women may not have been passive Advertisers portray women in stereotypes, but now more positive images Now new programs for modern women Violence in the Media Most assume people learn violence from the media. Surrogate theory: experiencing vicarious violence is a substitute for expressing it. Not easy to test the relationship: experiments showing a relationship are not real life. Majority conclude: exposure causes Desensitization: lower sensitivity to real violence Disinhibition: shed barriers to expression (cont’d) Violence in the Media (cont’d) Gerbner’s program stands out: Cultivation effect. Concentrated on overall content of TV More men than women, more young than old, more professionals and law enforcement officers than manual workers Crime is 10 times as rampant in prime time than in the real world Heavy viewers believe the world is “scary” Should we follow the “precautionary principle”? One World: Media and Globalization McLuhan spoke of the “global village”: a planetary community united by electronic media. Global integration is not global equality. Information imbalance: most of the global media are in the high-income countries. Cultural imperialism: control through films, TV, and print media, but locals “read” shows to correspond to their reality. Hybridization: a two-way process. Table 12.2 Cyberspace Cyberspace: a dimension created by the Internet. Began in the 1960s by the U.S. Defense Dept. to secure communication in event of a nuclear war Expanded in the 1970s to include universities World Wide Web in the 1990s Now 600 million users Virtual community: the “togetherness” in cyberspace, lacking in society. (cont’d) Cyberspace (cont’d) Virtual community: People connect on the basis of interests No prejudices due to sex, ethnicity, age, etc. Experimentation with a more flexible self is possible Censorship and political restriction could be overcome An “electronic civil society” could emerge (cont’d) Cyberspace (cont’d) But, also possible Misinterpretation of communication Deception Eruptions called flame wars: long and vicious harangues Violation of netiquette causes distress People can still be “mouse potatoes”: the more time online, the more feelings of loneliness and depression (cont’d) Cyberspace (cont’d) Virtual commerce: opportunities to Connect customers with suppliers Monitor employees Eliminate jobs Launch new goods and services Find new space for advertising Some are very successful, e.g., Amazon.com, eBay, gambling, and pornography; while others collapsed. (cont’d) Cyberspace (cont’d) Virtual Protest: Groups can distribute protest on the Internet Zapatistas in southern Mexico Major cyber-activist network of “Independent Media Centres” Al Quaeda and other terrorist organizations are known to use digital networks (cont’d) Cyberspace (cont’d) Problems: Hacking Viruses and worms Hate speech Pornography Invasions of privacy 50% of Canadians are online, but in many countries in Sub Saharan African less than 1 percent are connected: World Wide Wedge? Table 12.3 Predictions Many optimistic ones were made: Information superhighway 500-channel universe Group-mind or world brain Continued innovation and fusion of media is likely (e.g. Web TV and Web telephones, virtual universities, etc.). But problem solving will be hampered by: Social distribution of new media Commercial interests Chapter 12 Media Introduction Mass media: communication addressed to a large, anonymous, and in many ways unknown audience. Timeline of selected technologies: 1837 telegraph; 1920s TV; 1970s Internet; and 1990s wireless Net. Canadian households with selected access (2002): TV 99%, Computer 60%, Internet 50%, and DVD player 20%. Technological Change and the Information Society Postindustrial society became information society: machines that transfer, process, store and disseminate data are moving us to a new stage of society, called technological determinism. A good thing despite problems of technological unemployment, surveillance, and electronic crime. With two-way communication, citizens can be active participants not passive consumers. Political Economy of Media: Power and Wealth Who controls access to the means of communication, and how that control solidifies or subverts power. In totalitarian societies, the state controls the media. A hope of the information society: technologies of freedom, will empower citizens preventing despotic control. Culture industry: TV, books, newspapers, etc. are a vital part of the capitalist economy. (cont’d) Political Economy of Media: Power and Wealth (cont’d) Concentration of ownership: film production, recorded music, and computer operating systems are controlled by a few. Capitalist owners want to retain control: will keep consumers buying and not being critical. In 1983, there were 50 dominant media corporations; in 1997, there were 23, and these became: Communication conglomerates: control as many media as possible, e.g., Disney and General Electric. Mass Audiences: From Couch Potato to Co-creator Assumption: audience was inert and manipulated. Hypodermic model: audience is injected with messages to make them act in a certain way. Cultural studies school: what do people do with media? It depends on class and ethnicity, and how it is received. Active audience theory: people can respond to and interpret media in different ways. But are audiences active, e.g., enthusiasm for “reality” shows? Gender and the Media Issues for feminists: Men control media Men create images that support control of women Programs for women, e.g., soap operas, are trivial, but women may not have been passive Advertisers portray women in stereotypes, but now more positive images Now new programs for modern women Violence in the Media Most assume people learn violence from the media. Surrogate theory: experiencing vicarious violence is a substitute for expressing it. Not easy to test the relationship: experiments showing a relationship are not real life. Majority conclude: exposure causes Desensitization: lower sensitivity to real violence Disinhibition: shed barriers to expression (cont’d) Violence in the Media (cont’d) Gerbner’s program stands out: Cultivation effect. Concentrated on overall content of TV More men than women, more young than old, more professionals and law enforcement officers than manual workers Crime is 10 times as rampant in prime time than in the real world Heavy viewers believe the world is “scary” Should we follow the “precautionary principle”? One World: Media and Globalization McLuhan spoke of the “global village”: a planetary community united by electronic media. Global integration is not global equality. Information imbalance: most of the global media are in the high-income countries. Cultural imperialism: control through films, TV, and print media, but locals “read” shows to correspond to their reality. Hybridization: a two-way process. Table 12.2 Cyberspace Cyberspace: a dimension created by the Internet. Began in the 1960s by the U.S. Defense Dept. to secure communication in event of a nuclear war Expanded in the 1970s to include universities World Wide Web in the 1990s Now 600 million users Virtual community: the “togetherness” in cyberspace, lacking in society. (cont’d) Cyberspace (cont’d) Virtual community: People connect on the basis of interests No prejudices due to sex, ethnicity, age, etc. Experimentation with a more flexible self is possible Censorship and political restriction could be overcome An “electronic civil society” could emerge (cont’d) Cyberspace (cont’d) But, also possible Misinterpretation of communication Deception Eruptions called flame wars: long and vicious harangues Violation of netiquette causes distress People can still be “mouse potatoes”: the more time online, the more feelings of loneliness and depression (cont’d) Cyberspace (cont’d) Virtual commerce: opportunities to Connect customers with suppliers Monitor employees Eliminate jobs Launch new goods and services Find new space for advertising Some are very successful, e.g., Amazon.com, eBay, gambling, and pornography; while others collapsed. (cont’d) Cyberspace (cont’d) Virtual Protest: Groups can distribute protest on the Internet Zapatistas in southern Mexico Major cyber-activist network of “Independent Media Centres” Al Quaeda and other terrorist organizations are known to use digital networks (cont’d) Cyberspace (cont’d) Problems: Hacking Viruses and worms Hate speech Pornography Invasions of privacy 50% of Canadians are online, but in many countries in Sub Saharan African less than 1 percent are connected: World Wide Wedge? Table 12.3 Predictions Many optimistic ones were made: Information superhighway 500-channel universe Group-mind or world brain Continued innovation and fusion of media is likely (e.g. Web TV and Web telephones, virtual universities, etc.). But problem solving will be hampered by: Social distribution of new media Commercial interests