MM1 - Introduction to Mass Media
Definition of media
To start the discussion of media it is important to delineate the concepts of "media" and "mass media." In essence, when we refer to media or mass media, we are referring to channels of communication that are capable of reaching a substantial number of people, extending beyond interpersonal communications such as individual conversations or text messages. The reach of mass media encompasses community, societal, and global levels, facilitated through platforms such as the internet, print press, television, and radio.
However, it is crucial to further differentiate between "media" and "mass media" by exploring them through a more detailed lens, and for this, we shall consider two seminal sociological definitions propounded by Dutton et al. in the 1990s and McCullough in 2002.
Dutton et al delineated the characteristics of mass media, differentiating it significantly from one-to-one communication. They identified four key distinctions:
- The distance, where mass media maintains a one-way flow from the creator to the audience, lacking immediacy;
- The technological means through which it is transmitted, such as television and satellite cables;
- The extensive scale which allows for simultaneous reach to thousands of individuals;
- It's commodified nature, stemming from its existence within a capitalist society and its associated financial imperatives.
It is essential to note that Dutton's analysis emerged during a time when the internet and streaming services had not yet reached their zenith, hence offering a lens grounded in the technological context of the early 1990s.
Moving to McCullough's 2002 analysis, we find an acknowledgment of mass media as a tool primarily utilized by organizations to transmit content, whether factual or fictional, to a large audience. McCullough distilled the concept down to three central components: the production of messages, the content of media messages, and the reception of these messages by the audience, still largely maintaining a one-way flow from the producer to the audience. This conceptualization was propounded in the early stages of the internet's ascent, indicating an evolutionary stage in understanding mass media.
Media Classification
Traditional Media
Traditional media refers to time-honoured forms that have been prevalent for years, including theatre, television, radio, and print resources like newspapers and magazines. These involve physical or tangible elements — be it watching an analogy television station, visiting the theatre, or purchasing a newspaper.
New Media
Conversely, new media is emblematic of the digital revolution encompassing the internet, streaming services, and mobile technologies. Here, the engagement is more instantaneous with a shift towards digitized experiences — we see activities such as downloading e-books or streaming videos on computers and smart TVs.
Media Classification Based on Distribution Methods
Expanding the classification, we can also categorize media based on its distribution mechanisms, segregating it into broadcast, digital, and print media.
Broadcast Media
This category captures the traditional essence of media distribution, utilizing channels like TV, radio, and cinemas, coupled with auditory and visual components to transmit content to the masses. This category remains grounded in more established forms of media distribution through satellite or cable television.
Digital Media
On the other end of the spectrum, digital media leverages modern technological advancements, giving prominence to platforms like YouTube and digital radio, which rely extensively on digital means for content delivery, thus offering a modernized approach to media consumption.
Print Media
Maintaining its presence strongly even today, print media offers a tactile experience, providing newspapers, magazines, and books in physical formats that one can hold and read, highlighting a more tangible interaction with the media.
Purpose of the Media
As we delve deeper into the role and purpose of media in society, it's imperative to address a fundamental question: Why does media exist? Before we explore sociological perspectives in future discussions, let us first look at the general and arguably primary purposes that media serves in contemporary society.
Education and Information Dissemination
First and foremost, the media exists to educate and inform the populace, providing a wealth of information through various avenues such as documentaries, podcasts, books, and the internet. Through media, individuals have the opportunity to learn — whether it is discerning facts or debunking misinformation. However, it is important to acknowledge that the information acquired may vary in terms of its truthfulness.
Influence on Culture and Identity
Apart from being a vessel of education, media profoundly influences culture and identity. It guides consumer actions and preferences, shaping our perspectives on fashion, music, and what is deemed popular in society. Media grants us access to a diverse range of cultures and phenomena, which in turn can mould our lifestyles and social attitudes, exhibiting an intricate interconnection between education and influence.
Entertainment and Escapism
Lastly, but certainly not least, is the media's role in entertainment. Serving as a means of escapism, it allows individuals to momentarily step away from the realities of life, immersing themselves in worlds curated through films, music, and books. This aspect is not just about leisure; it also encompasses learning and influence. For instance, watching a horror film might not only provide enjoyment but also offer knowledge about folklore, myths, and legends, and even influence one's fashion choices.
Interconnectedness of Media's Functions
In conclusion, it is crucial to note that these purposes of media are not isolated; they are intertwined, often functioning cohesively. Even entertainment that is perceived as "mind candy"— consumed for sheer enjoyment without deep contemplation — may carry subtext that has the potential to educate and influence. Hence, regardless of our primary intention in consuming media, we invariably engage with its multi-dimensional aspects, deriving varied experiences and learnings from it.
Sociological Perspective of Media
FUNCTIONALISM
As we delve into various sociological perspectives on media, we begin with the functionalist perspective which operates under the consensus structural approach. This perspective is concerned with the way different institutions in society work together harmoniously to create a stable and orderly society.
One of the notable proponents of this viewpoint, Charles Wright Mills, underscores the vital role that media plays in sustaining social cohesion. According to him, media stands as more than just a foundational pillar in society; it acts as a secondary agent of socialization that reinforces the lessons and norms learned during primary socialization experiences.
Drawing connections to Parsons' theory, media also serves as a bridge communicating universal values that should be adhered to, clearly marking the line between acceptable and unacceptable behaviour. By engaging with a diverse array of media content — be it TV shows, music, or books — individuals can better understand the rules guiding behaviour in their society, thereby facilitating a smoother coexistence.
Beyond fostering understanding and cohesion, media operates as an informal agent of social control, constantly illustrating the consequences of straying from society's norms and values. It vividly portrays the potential repercussions individuals might face, encompassing both formal punitive measures such as arrest and informal repercussions like ostracization.
Another crucial function of media is its cathartic role. It offers individuals a safe avenue for experiencing and expressing emotions, without any real-world ramifications. This aspect is visible in the enjoyment derived from horror movies, allowing people to encounter fear in a controlled setting, or through violent video games offering a harmless outlet for venting frustrations, thereby preserving societal peace and averting anomie.
CONFLICT PERSPECTIVE
Exploring the structural conflict theories of Marxism and feminism as outlined by sociologist Thomas J. Sullivan, we come to see media as a powerful tool wielded predominantly by corporations and the ruling class to serve their own interests and further their agendas.
Both Marxist and feminist viewpoints argue that media, while fostering social cohesion, more importantly serves as a vessel for social coercion. It manipulates societal perceptions and behaviours, steering individuals to accept and operate within the parameters set by capitalist and patriarchal narratives. Through this lens, media essentially works to indoctrinate individuals, instilling in them certain norms that support the maintenance of existing power dynamics and the status quo.
Illustrating this from a feminist perspective, one could analyse the Sarah Jessica Parker film "I Don't Know How She Does It." In this narrative, despite portraying a protagonist who embodies what seems to be a feminist ideal — a woman juggling a high-powered career and family life — it arguably advances patriarchal norms. The storyline suggests a belief that true fulfilment for women is found in sacrificing career aspirations to prioritize family, a conclusion that reinforces conventional gender roles and expectations.
Marxists, on the other hand, view media as a machinery promoting capitalist principles, nurturing a society steeped in consumerism and the perpetual chase for material acquisitions. Through media, a bourgeoisie lifestyle is glamorized, constantly nudging individuals to aspire to higher levels of material success. This outlook highlights the media’s role in fuelling a capitalist system that survives on exploitation and a never-ending cycle of earning and expenditure.
Summarizing this angle of structural conflict theory, media is perceived as a robust instrument in the hands of the dominant groups in society, devised to maintain and exacerbate social inequalities. Whether it’s through the nurturing of patriarchal perspectives or the fostering of a materialistically driven community, media constructs narratives that predominantly benefit the ruling class, hence playing a crucial role in the upkeep of societal hierarchies.
As we move forward, it is essential to scrutinize these perspectives diligently, to fully grasp the intricate dynamics of media's influence in society. Keep in mind that in subsequent discussions we will delve deeper into how interactionists perceive media and its function in moulding our comprehension of reality through the lens of symbolic interaction.
INTERACTIONISM
If you think back to the theory of symbolic interactionism, a sociological framework that focuses on the subjective aspects of social life and offers a crucial understanding of society. This theory emphasizes symbols — ranging from gestures and facial expressions to body language — which we interpret to navigate our surroundings and understand ongoing events.
Media serves as a potent tool in depicting these symbols, showing us how to react to various gestures and situations based on how others respond to them. Essentially, it presents a range of human interactions, helping us learn and understand how to engage in social situations properly. This learning process can sometimes be likened to a "monkey see, monkey do" phenomenon where we emulate what we observe.
Furthermore, media can be a valuable resource when venturing into new societal settings. For instance, by watching culturally enriched content, we get insights into different societal norms, such as the customary bow in Eastern societies to greet people, a gesture that carries specific nuances depending on the person's age or status. Thus, media helps us in adapting to various societal norms by offering a glimpse into different cultures and traditions.
Beyond teaching us about interaction symbols, media also shares the broader societal values and goals, encouraging viewers to aspire for socially recognized milestones of success. It essentially delineates the paths and behaviours regarded favourably in society, aiding individuals in internalizing these principles and acting accordingly.
In the perspective of interactionists, media serves a pivotal role in fostering understanding and facilitating seamless interactions in society. It provides a "safe playground," where individuals can learn, understand, and eventually emulate the depicted social interactions in broader societal contexts, promoting social harmony and understanding. Thus, it is a critical tool in helping us navigate the complex landscape of social interactions with competence and ease.
POSTMODERNISM
Postmodernists adopt a unique stance in analysing the role of media in society, characterized by the notion that media can craft a false reality that eventually takes on the form of truth. This perspective revolves around the dissemination of metanarratives, which are grand narratives or big picture stories, which may not accurately reflect individual or societal realities.
Jean Baudrillard, a renowned scholar in the field, introduces the term "simulacra" to describe this phenomenon. He suggests that media generates a false simulation or a counterfeit version of reality, a situation exacerbated by the rampant spread of fake news. This environment blurs the line between the real and the fabricated, leading individuals to construct their own realities based around misinformation, with actual news frequently dismissed as falsehoods when they contradict personal beliefs.
A prominent manifestation of this false reality is "hyperreality," where the distinction between reality and fabrication becomes nearly undetectable. This can be seen vividly in reality TV shows such as "Keeping Up with the Kardashians," "The Only Way is Essex" (TOWIE), and "Made in Chelsea." Despite being orchestrated and far removed from actual daily experiences, these programs present a version of reality that many come to accept as true.
A notable instance illustrating this is the Kardashians filming their Christmas special in October, a fact revealed through pictures circulating in magazines and online platforms. Despite this clearly staged scenario, a considerable number of viewers continue to believe in the portrayed reality more fervently than acknowledging it as a constructed narrative.
Thus, postmodernists argue that media has the power to fabricate a reality so convincing that, with widespread acceptance, it transmutes into the truth, showcasing the transformative power of media narratives in shaping individual and societal perceptions. This discussion presents an introductory exploration into the multifaceted world of media, illuminating how different theoretical perspectives delineate the functions and impacts of media in contemporary society.