Chapter 6 - Mass Media and the Digital Age

Media Landscape

The forms of media present in a certain context.

• Refers to the overall environment of media outlets and how they interact with society. It includes all the different types of media (like television, radio, newspapers, social media, and online platforms) and how they influence public opinion, culture, and communication.

Legacy Media (Examples)

Forms of media that have origins in the distant past. This can include things such as:

• Newspapers

• Magazines

• Television

• Radio

• Books

New Media

Forms of media that have emerged more recently.

Various digital forms that are dependent on computer technology;

• websites,

• apps,

• streaming audio and video,

• ebooks,

• text messaging,

• and social media

Media

Tools used to communicate.

Mass Media

Refers to communications that target large audience.

Augmented Self

Refers to how people present themselves on social media in a way that enhances or alters their real-life identity. Instead of showing their true, everyday selves, individuals often use filters, editing tools, and curated content to create a more appealing or idealized version of themselves.

Cons of Media

• We experience lower levels of empathy and less capable of developing emotions connections with others.

• Makes our conversations more superficial, and we are less likely to discuss emotional or sensitive issues.

• We don’t even notice the strangers around us.

  • Alone together (Turkle).

• Permanent access to the internet, infinite sources of stimulation are with us at all times.

• Efficiency and productivity declines.

• Parent-child bonding lessens.

Net neutrality

A principle of equality and detachment with respect to how information on the internet is treated by network providers.

The idea that all internet traffic should be treated equally, without discrimination or preference. This means that internet service providers (ISPs) like Comcast, Verizon, or AT&T should not be able to:

1. Block certain websites or apps.

2. Throttle (slow down) internet speeds for certain types of content, like streaming videos or gaming.

3. Prioritize certain websites or services by giving them faster speeds or better access in exchange for money.

In simple terms, net neutrality ensures that your internet experience is fair and open. You can access any website, service, or app you want, without interference from your ISP.

Functionalist Perspective on Media

The media serve several important functions.

• The media play important political and economic roles in society.

• Used by governments and political parties in their own activities.

• For raising citizens’ awareness of public issues that affect the nation’s collective well-being.

• Contribute to the nation’s economy.

• Considered central to building Canada as a nation.

Conflict Perspective on Media

Media help to perpetuate social inequalities.

• Media lies in the hands of a small group of powerful corporations.

• A handful of people have the power to shape the messages contained in the media.

  • Agenda setting done through the media.

• Media are intertwined with consumerism in a way that maintains power in the hands of the elite.

• Concentration of media ownership.

Conglomerate (Conflict Theory)

A corporation made up of several widely diversified companies.

• For example, Disney operates movie studios, television networks, streaming services, publishing houses, resorts and theme parks, cruise lines, and more.

Cons of conglomerate (Conflict Theory)

• Can create conflicts of interest and biases.

  • Choosing to not report on things that threaten the industries the company is a part of.

• Adheres to agenda setting, endorsing and controlling what they want the larger public to see.

• Main goal is to make money for shareholders, not develop high quality reporting.

  • Quality is sacrificed for maximum entertainment value.

Monopoly

A company that has exclusive control over a specific industry, service or product.

Prosumers

A blend of "producer" and "consumer." It refers to individuals who both create and consume content, products, or services, often in the context of media, technology, and economics.

• This term has evolved with the rise of digital platforms and user-generated content.

• Examples include: YouTubers, Social Media Influencers, Podcast Hosts, Bloggers.

Interactionist Perspective on Media

Looks at small, everyday interactions between people. Looks at communications, interpretation and meaning.

• We are shaped by our interactions with people around us.

  • Generalized other: This refers to our understanding of broader societal norms and attitudes (how society as a whole behaves or expects us to behave).

• Role of media: Media plays a big role in how we interact and understand the world.

  • Social media: Allows direct communication with others.

  • Movies/TV shows: Help shape our views on different issues, people, and even ourselves.

Desensitization theory

Proposes that repeated exposure to violence lessens its emotional impact. Violence is the most researched topic in media studies.

Cultivation theory

Repeated exposure to television violence has cumulative effects on viewers.

• It begins with fear and a sense of vulnerability that one will become a victim of violence, then progresses to the point where people believe that the world is more dangerous than it really is, termed the “mean world syndrome.

Sizing (Framing - Interactionist)

The overall appearance of the event in the flow of the news based on how much material on the event is available and how prominently it is displayed.

• An event that receives a lot of coverage will be interpreted as most important, whereas other issues will be deemed less relevant, mainly because the public is not as aware of them.

• Example would include: The Gabby Petitio case. She went missing and it was widespread news, whereas, other Indigenous women went missing in that same area and it was not covered as extensively.

Agency (Framing - Interactionist)

Refers to the inclusion of particular words that suggest where responsibility for an event lies.

• For example, Newsweek’s cover headline “Murder in the Air” and Time’s “Shooting to Kill: The Soviets Destroy an Airliner” helped frame the 1983 downing of Korean Air Lines Flight 007 as an intentional event with a clearly guilty party.

Identification (Framing - Interactionist)

The use of words that encourage (or discourage) identification with the central characters in a news story.

• The inclusion of names of victims or “humanizing” phrases, such as “innocent human beings” or “loved ones,” encourages identification, whereas use of neutral terms, such as “those who died” or “civilians,” discourages identification.

Categorization (Framing - Interactionist)

Refers to the overall framework used to label an event by the media.

• The Korean Air Lines incident was most often categorized in the print media as an “attack” rather than a “tragedy.”

Generalization (Property of News Narrative)

Refers to the extent to which a media story is generalized to a larger political system or issue.

• Reporting of terrorist attacks in Europe, North America, and other parts of the world is often generalized to the rise of ideological groups like Islamic extremists, the alt-right, or incels.

Framing

Centres on the main characters who deliver messages, such as the lead anchor on the national news or the outspoken judge on a reality series. Includes the overall objectives of particular shows

Stereotypes in Media

An overgeneralizations about a group that are often based on faulty assumptions.

• When certain social groups are absent from media frames, it renders them invisible to public consciousness, which affects people’s perceptions and understandings of those groups, and can contribute to stereotypes.

• Examples include: Lack of Indigenous representation, BIPOC, people from different socioeconmic classes, LGBTQ2S+, different communites.

Feminist Perspective on Media

The news reflects gender inequality. Fewer women work in the news industry.

• Reinforces traditional gender roles:

  • Women are nurturing and submissive

  • Men are aggressive and independent.

• Depicts women as victims, consumers, and sexual objects.

• Teaches stereotypical behaviors and beauty standards.

  • Women are linked to consumer trends and ultra-thin beauty ideals.

• Stereotypes for both men and women maintain gender inequality.

Postmodern Perspective on Media

• New platforms like YouTube reshape culture and trends.

• Digital media mobilizes global protests, like climate strikes and Hong Kong protests.

• Helps groups like Indigenous Peoples share news and preserve culture.

• Provides empowerment, counters stereotypes, and supports decolonization.

• Encourages awareness of media ownership and critical thinking about media messages.

Media Literacy (Five questions)

The ability to recognize, critically assess, and make informed choices about messages contained in mass media forms.

1. Media are constructions:

   • Created with biases and choices.

   • Ask: Who made it? What’s its purpose?

2. Audiences negotiate meaning:

   • Different interpretations based on personal factors.

   • Ask: How might others see it?

3. Media have commercial implications:

   • Often made to make money.

   • Ask: What’s the profit goal?

4. Media have social and political implications:

   • Shape values and power.

   • Ask: Who/what is shown positively/negatively?

5. Each medium has a unique aesthetic form:

   • Uses specific techniques.

   • Ask: What techniques are used to grab attention?

Pros of Media

• Information & Education

  • Access to information that previously only the elite could access.

• Social Connectivity

  • Connecting with new friends, partners, people and maintaining existing relationships.

• Entertainment (relaxation)

  • Watching YouTube, Netflix, Tiktok

• Cultural Awareness

  • Learning about different cultures, connecting with different cultures.

• Platform for Voices

  • Ability to connect anywhere and support causes across the world.

• Political Engagement

• Economic Opportunities

Categorization (Framing - Interactionist)

Refers to the overall framework used to label an event by the media. The Korean Air Lines incident mentioned earlier was most often categorized in the print media as an “attack” rather than a “tragedy.”

The McDonaldization of Society

A concept by sociologist George Ritzer. It describes how the principles of fast food restaurants, like McDonald's, are spreading to other parts of society. This process is focused on:

1. Efficiency: Doing things quickly and with minimal effort.

2. Predictability: Everything is the same everywhere, so you know exactly what to expect.

3. Calculability: Focus on quantity over quality, like bigger portions or faster service.

4. Control: Using technology and standardized methods to limit human unpredictability.

The idea is that society is becoming more focused on speed, sameness, and control, which can lead to less human interaction, fewer choices, and more focus on profit than quality.

Social Learning Theory & Albert Bandura

Social learning theory proposes that people learn by observing the behaviour of others.

In his now classic studies on observational learning, Canadian-born social psychologist Albert Bandura and his colleagues conducted a series of experiments demonstrating how children learn to imitate aggression toward a “Bobo the Clown” doll displayed by adults, regardless of whether the children observe those adults in person or on film.

Cons of the Media

• Misinformation

• Bias

• Sensationalism: Media often focuses on shocking stories, ignoring more important issues.

• Violence/Negativity

• Mental Health Impact

• Manipulation

• Addiction

How the Media Supports Consumerism

• Producer capitalism

• Consumer capitalism

• Prosumer capitalism