Impact Of Sociology On Mass Media

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Sociology focuses on the impact of media on mass audiences. It is the scientific study of society and how structures in today’s society influence an individual. Auguste Comte, a French philosopher argued that the social world is based on a set of laws and these laws determined people’s actions and beliefs. As Ritzer discussed in ‘Introduction to Sociology’ sociology reveals that people are manipulated in society and by the media both locally and globally otherwise referred to the butterfly effect. Inevitably it is the owners and regulators of the media who determine what every society in the world is exposed to in terms of news, information, advertisements etc. These prosperous structures conceal and veil concepts and beliefs through the power…show more content…
(Dad, 2012) Media such as the news and advertisements are dominated by the government and established institutions. The productions and information society are subject to depend on the ownership and control of these structures. ‘Top leaders in formal organisations are makers of policy, but they also must secure and maintain conformity to that policy at lower levels’ (Breed, 1955). Political biased is unavoidable in news media. This comes to the forefront in cases of partisanship, propaganda, unwitting bias and ideological. This differs in every country based on what news will sell to a particular culture, what the state regulation is and what the constitutions want the public to hear. It is the ‘gatekeeper’ who is in control what media is dispatched to the public. Dissemination of content is determined by gatekeeping to allocate particular information to the public through mediums such as advertisements, speeches etc. Gatekeepers want their media to sell above all else and will ensure everything is done to do so.
The agenda setting theory suggests that stories which receive maximum attention inevitably become embedded in the publics thinking. It is often used in political media, ‘the political agenda setting power of the media can therefore better be understood from a ‘power balance perspective’’ (Aelst, 2014). Powerful politicians utilise the media to publicise their work. The public subconsciously absorb this information
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Karl Marx claims class struggle is shaped through use of media and its content. Media owners often focus on distinctive topics to ensure quality entertainment for their audiences. In many cases lower classes are targeted and stereotyped in order to produce entertaining media. These classes are subject to unfavourable press as depicted in Imogen Tyler’s ‘Chav Mum Chav Scum.’ Media ownerships exploit this idea to convey an amusing class for the other classes to use ‘grotesque and comic figure of the chav’ (Tyler, 2008). This type of media content form the public’s expectations on class distinctions and

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