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lecture 17. Politics, media and social movements

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Ron Jacobs

on 2 December 2018

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Transcript of lecture 17. Politics, media and social movements

Main questions
1. What are Media?
2. How is the media industry organized?
3. Does media content reflect or distort reality?
4. How do media influence audiences?
definition: media are the different technologies that enable communication between sender(s) and receiver(s)
mass media reach a large and mostly anonymous audience
some key dates in media history
1440: invention of the printing press
1620 invention of the newspaper
1890: invention of film
1901: invention of radio
1928: invention of television
1969: invention of Internet
1993: invention of the smartphone
Structure of the US Media Industry
In the US, the media industry was created to be privately-owned, market-based, and profit-driven
Key Trends
Growth in company size
Concentration of ownership
Globalization of media companies
vertical integration
horizontal integration
news coverage shaped
by national interests

depictions of race, gender,
class, and sexuality are limited
driven by the demands of advertisers in
dual-product markets
Media Audiences
agenda setting and cultivation theory
active audiences
user-generated content and new media
digital divide
agenda setting: media influence what we think about, and what we talk about
cultivation theory: the more media people consume, the more likely they are to accept media representations as reality, at least for things where they do not have direct experience
user-generated content
media companies encourage audience to contribute content, usually in the form of comments, to (1) increase participation, (2) develop community, and (3) do this for free
blogs, media comments sections
Digital divide
Full transcript