The Media and Society

Media and Society is about the ways in which the mass media have become deeply entwined in social life in a large scale postindustrial society. It examines real, imagined, and potential effects of the mass media on individuals and society. It will create an understanding of the processes through which the mass media are enabled and constrained by such factors as technology, law, industry structure, organizational structure, occupational careers, and market. In recent years there have been major changes and each one of these factors and these changes have had important consequences. This book uses classical sociological theory, contemporary industry data, and detailed examples to give students a better understanding of why they have certain media choices available to them and the possible effects of those choices. This book is divided into two parts. Part I looks at what mass communication is and the place of mass media in social life. Part II looks at the factors that influence media content. Media and Society will give them insights into how the industry operates. This is an exciting time to be studying the mass media and this book gives students a clear understanding of the factors influencing the media today.

Most chapters conclude with "Chapter Summary." I.THE MASS MEDIA AND SOCIETY. 1.Human Communication and the Mass Media. Understanding Human Behavior. The Media of Communication. The Mass Audience. The Mass Media as a Concept. Basic Characteristics of the Mass Media. Perspectives on the Mass Media. 2.Classical Sociological Theory and the Mass Media. Lessons from the Classics. Transitions to a Modern Social Psychology of Communication. Summary of Classical Theorists. The Mass Media in a Societal Context. 3.Mass Media Effects I: Individual Effects. The Critique of Mass Culture. The Search for Mass Media Effects. The Evidence Against Effects. The Evidence for Effects. Methodological Explanations. 4.Mass Media Effects II: Societal Effects. New Ways of Communicating. II.THE PRODUCTION OF CULTURE. 5.Mass Media Technology. Technology and Media Technology. A New Window on the World: The View through a Monitor. The Symbiotic Medium of Advertising. Publishing: From Corporations to the Desktop. The Electronic Cauldron: Telecommunications. The Datasphere: Media Content, Content Media. 6.Regulating the Media. Government Regulation. Lobbying and the Legal Environment. 7.Industry Structure. Understanding Industry Structure. Industry Structure and Effects. 8.Media Organizations and Occupations. Cultural Products. Art Worlds. The Problem of Creative Production. Organizational Requirements. Organizations and Occupations. Technology and Occupations. 9."Show Me the Money:" Advertising and the Mass Media. The Rise of Marketing. Advertising and Mass Media Content. Target Marketing and Narrowcasting. 10.The Mass Media Audience. Special Problems of Culture Markets. Images of the Audience. Consequences of Market. Afterword: Change Is Now. References.

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