24 Questions
What is the primary concern in a democratic society regarding media?
The power of media to attract large audiences and influence public opinion
What is a consequence of technological advancements in media?
An increase in the range of choices available to media consumers
What is the role of media in a democratic society?
To subject those in the spotlight to public scrutiny
What is a characteristic of well-differentiated media institutions?
They are resistant to manipulation by powerful individuals or groups
What is a consequence of the rise of social media platforms?
An increase in the range of choices available to media consumers
What is the public's stake in the media?
To determine whether the media is adequately investigating the actions of the powerful and famous
What is a characteristic of the audience of media consumers?
It is becoming increasingly diverse and fickle
What is a potential outcome of the media's influence on society?
The increase in the influence of powerful individuals or groups
What is a latent function of mass media?
To confer status on individuals given high visibility
What is an example of media setting a cultural agenda?
The coverage of civil disturbances in Libya and Yemen
Why do media outlets often cover celebrity deaths?
To serve as a spiritual awakening for some
What is a result of media's ability to confer status on individuals?
The increase in media attention on ordinary people
How does media influence our perception of reality?
By creating a constructed reality through selective coverage
What is an example of media's construction of reality?
The creation of a public persona for a celebrity
Why do media outlets often cover tragic events?
To raise awareness and promote empathy
What is a consequence of media's influence on celebrity culture?
The glorification of celebrity lifestyles
What is a characteristic of the audience of mass media?
Large and heterogeneous
What is the primary role of mass media in society?
To connect people and serve as a middle ground
What is a characteristic of media content?
Public and rapid consumption
What is a characteristic of television ownership globally?
The majority of households have at least one set
What is the average amount of time a household has a television set turned on?
Seven hours each day
What is the impact of mass media on society?
It has a significant effect on our attitudes and behavior
What is a characteristic of media coverage of important events?
It is often live or shortly thereafter
What is the role of society in shaping media content?
Society dictates what is news and how it is presented
Study Notes
Latent Functions of Mass Media
- Mass media confer status on individuals who are given high visibility, making unknown individuals become household names within weeks.
- Examples include Nora Aunor, a singing sensation, and Willie Revillame, who became a millionaire due to media exposure.
Agenda Setting
- Mass media set a cultural agenda for what is important, influencing public opinion and perception.
- Examples include international events such as civil disturbances in Libya, Yemen, Egypt, Syria, and Bahrain in 2010 and 2011, and natural disasters like the New York twin tower disaster and the tsunami in Indonesia and Thailand.
Reality Construction
- Mass media can be used to control the masses, as seen in totalitarian regimes like Hitler and Stalin's.
- In democratic societies, media can be a two-edged sword, conferring power on those in the spotlight while also subjecting them to public scrutiny.
- Examples include public figures like Richard Nixon, Jimmy Swaggart, Gary Hart, and Jim and Tammy Bakker who rose and fell in front of a national television audience.
Technological Limits
- When media institutions are well differentiated from political and other institutions, it is difficult for powerful individuals or groups to manipulate mass audiences.
- Changing technologies give people more opportunities to choose the type of messages they receive via the media, making it harder to reach a mass audience.
Definition of Mass Media
- Mass media, also referred to as mass communication, is a special kind of social communication characterized by a unique audience, communication experience, and communicator.
- The audience is usually large, heterogeneous, and anonymous, and the communication experience is usually public, rapid, and transient.
Impact of Television
- Television has an enormous effect on our attitude and behavior, with 98% of U.S. households having at least one set.
- The average household has at least one set turned on for seven hours each day, and people spend almost half of their free time watching television.
Multiple Choice Questions
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