introduction

• mass media


  communication, whether written, broadcast or spoken that reaches a large audience

  includes TV, radio, advertising, movies, internet, newspapers, magazines etc
• media


  refers to number of different but related things:

  • technology involved in communicating
  • institutions and organisations concerned with mass communication in which people work
  • product of institutions
• traditional media


  one way

  non-interactive

  assumption of homogenous audience

  little consumer choice

  examples:

  • terrestrial TV
  • radio
  • mass newspapers
• new media


  interactive

  digital

  individualised

  choice

  examples:

  • digiboxes
  • internet downloads
  • computer games
• media saturation statistics 


  media is key secondary socialiser

  94% had internet broadband 2021

  62% play games on phones 2021

  96% of homes had digital TV with average of 4 hours watched per day 2014

  98% of 16-24 year olds own mobile phone
• media and identity


  socialisation plays important role in developing identities

  we make choices about identity and how we see ourselves and how others see us

  media can influence these as the ways we learn about an identity can be via magazines
• mass media and socialisation

  GUNTER - media can have subtle influences on behaviour
• formal media controls


  law

  OFCOM

  BBC

  independent broadcasting

  IPSO