Sociology Of Media Essay

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The sociology of media is the study of how mass media communication impacts people's views of each other as well as their daily interactions. In order to understand sociology we must take a broader view in order to comprehend why we act in the ways we do. It teaches us that much of what we regard as natural, inevitable, good and true may not be so, and that things we take for granted are shaped by historical events and social processes. Scholars who have studied the sociology of media have previously outlined how digital communication differs from face-to-face interaction (Ritzer 2012). They also document how different forms of media are designed to affect people's behaviour, especially in advertising and entertainment. (Farrah, A 2015) …show more content…

There is the market model and the public sphere model (Croteau and Hoynes 2001). These affect the way the public interest is seen. The content of media is seen as another product in the market model and the public’s interest is based on demand and supply. In order for the publics interests to be served properly there is competition between media companies. The main assumption of the public sphere model is market’s inability to meet the society’s needs. It is made up of public people who articulate the needs of society with the state (Habermas, J 1964). The main aim and goal of the market model is to generate profit and the bigger the profit the more successful the company is in the eyes of the media. According to McCullagh (2002) mass media organizations should meet the following criteria to serve the public: 1) through dissemination all members of society should be able to access mass media messages, ownership should not impact dissemination nor should there be limitations based on race, education, age, and wealth; 2) Mass media messages should help to build a sense of community to the public; 3) mass media messages should provide the public with education; 4) Different interests of audiences should be dealt with by mass media regardless of private or public ownership. (E.Shmykova

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