Remember it!
What is the mass media?
The print media; audiovisual media and the electronic media.
Impact of the media on its audience
User gratification; viewer decoding: The ‘hyperdermic syringe’ approach.
The mass media and the socialization process
It helps shapes the way we view our identity; our political beliefs and who we vote for.
Media moguls
Are seen as a threat to democracy and as responsible for agenda setting. Others feel that the press is pluralistic i.e. there are a wide number of publications to choose from.
Stereotyping and the media
It’s ability to whip up a moral panic, create folk devils and produce deviance amplification.
Media issues of the day
Copycat violence; identity fraud; a ‘dumbed down’ society; invasion of privacy.
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Test It!
- What different kinds of mass media are there?
- What do sociologists mean by the term ‘deviancy amplification’?
- Describe three ways in which the mass media can influence public opinion.
- Describe three ways in which audiences use the mass media.
- Identify one way in which the mass media might affect the outcome of a general election and explain why this might be a problem in a democracy.
- Identify one way in which the Internet could be used by interest groups in a democracy and explain why it might empower those who are able to use it.
- To what extent do you think sociologists agree with the claim that that the Internet and other digital media are now the main influences shaping how young people see themselves and others?
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Some top tips!
- Print out the Test It! Questions – it will allow you to replicate exam conditions and also allows you to give your eyes a rest from the computer screen whilst doing your crucial revision.
- Make a copy of the Remember It! Section and put in a place that you often look at. i.e. front of a journal, next to a mirror, on a kitchen cupboard door, etc. That way you can do some cheeky sociology revision whilst doing those things you have to do!