copyright © allyn & bacon 2010 problems in the media this multimedia product and its contents...

Copyright © Allyn & Bacon 2010

Chapter 14Problems in the Media

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Chapter outline•Media concentration•Convergence•Global Issues

Media Industries

•Violence•Racial and Ethnic Stereotyping•Gender Stereotyping

Media Effects

•Symbolic Interactionist•Functionalist •Conflict

Sociological Perspectives


Media IndustriesMedia industries are media businesses that

influence people and cultures worldwide

Media industries own interests in a variety of areasRadio and television production and broadcastingMotion pictures, movie theaters, and music companiesNewspaper, periodical, and book publishingInternet services and content providers

Average person in U.S. spends more than ½ of their waking hours in a media-related activity.


Technology and the mediaMedia became more influential as technology

changed.

Newspapers were traditional form of media but gave way to:Radio as the media phenomenon of the 1920s

Television as the phenomenon of the 1950s

Computers, fiber optic cable, and broadcast satellites continue to change media today


Media Ownership and ControlSince the 1960s media ownership has become

more concentrated.

Today a few mega corporations own most media businesses.

Some companies own more than one form of media.

Media concentration: tendency of media industries to cluster together in groups with the goal of enhancing profitability.


Media ConcentrationProfit is the driving force in media

concentration and has lead to the following changes:

Concentration of ownership within one industry. One company owns multiple newspapers

Cross-media ownership Companies own more than one kind of media

Conglomerate ownership: Corporation owns companies that operate in different

business sector.Vertical Integration:

Company making the media also distributes it


Problems with ConvergenceSupporters say:Convergence is profitable for investors and

media executives

Critics believe:Limits news and entertainment by reducing message

pluralismDecline of journalism as a public service professionConstant pressure for journalistic endeavors to be

profitableDecrease in quantity and quality of international news

available in the U.S.Quashing of public debate about power of media industriesIncrease of D.C. lobbyists representing interests of media

giants


Global Media ConcentrationA few media giants control most of the

world’s information.Time Warner, Sony, Viacom, Disney, NBC

Universal, and News Corporation People in other nations criticize how

media conglomerates depict nations around the globe.

Such images (often negative) influence the politics and cultures of other nations.Fear of replacing others values with U.S.

beliefs


Violence in the MediaMost scholars do not believe media causes aggressive

behavior

A number of scholars assert that gratuitous violence is used to sell media-related commodities

Violent television shows make up 60% of all television programming

Some studies show a relationship between short-term aggressive behavior and media depictions of violence

Other studies suggest media may prevent violence by providing people with an emotional outlet (cathartic effect hypothesis)


Violence Against WomenAdvertising often uses semi-pornographic

images to sell productsBondage, sadomasochism, and the sexual

exploitation of children (Kilbourne 1999)

Contributes to the view of women as sex objectsLeads to gender inequality Sex is used to sell products


Racial and Ethnic StereotypingStereotype: Over-generalization about the

characteristics of a group

Media perpetuates racial stereotypes by:

Casting some groups as having superior traitsExaggerating people’s physical appearanceSuggesting all people in a category look alikeCreating racial or ethnic characters who have

undesirable attributesLinking subordinate racial or ethnic groups to

illegal actions


Racial and Ethnic Stereotyping, cont.

Why does it persist in the media?

Offensive material brings more media coverage and can turn an average show into an overnight success.

Used for comic effect

Having characters with divergent attributes makes it easier to create controversy.


Gender Stereotyping in the MediaStudies have found several gender stereotypes in the

media

Introducing gender-specific age bias in castingOlder men and younger women are often shown together

Perpetuating traditional roles for womenWomen as thin, only beautiful, and sexually passive

Impulsive conduct of professional womenShown constantly shopping, drinking/smoking, bizarre

behavior

Women abusing power

Women overwhelmed by their work


Sociological Perspectives on MediaInteractionist:Theory of limited effects

Media have a minimal effect on people’s attitudes and perceptions

Use and gratification theory People are active participants and decide what they will watch,

listen to, read, or surf on the Internet

Social learning theory People are likely to act out behavior from media sources

Audience relations approach People interpret what they see and hear through cultural filters


Sociological Perspectives on Media, cont.

Functionalist:Media fulfill several important functions in society

Providing news and informationFacilitating public discourse on social issues and

policiesPassing on cultural traditions and historical perspectiveEntertaining peopleConfer status on individuals and organizations

Media is dysfunctional when they contribute to reduction in social instability or weaken institutions


Sociological Perspectives on Media, cont.Conflict:

Members of the capitalist class own and control the media.

They use the media to validate existing class relations

Hegemony theory sees media as form of social control used by ruling classes to create “false consciousness” in the working classes

Media tells people what to think before people have had a chance to think about an issue themselves

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