1. MASS MEDIA: Last lesson
End of unit test on Weds Feb 8th
Google,
‘LDV SOCIOLOGY WORDPRESS’
Revise for h/w – see blog!

3. STARTER Look at the following infographics. What do they show?
What might be the consequences of this situation?

9. WHAT DO SOCIOLOGISTS SAY ABOUT THIS?

10. Which perspectives are considered conflict perspectives and why?

11. MARXISM & FEMINISM

12. THE CONFLICT MODEL FITS THE…
HYPODERMIC SYRINGE MODEL
TRADITIONAL MODELS OF MARXISM AND FEMINISM: THE AUDIENCE IS PASSIVE AND IS MANIPULATED TO WATCH AND ACCEPT THE DOMINANT IDEOLOGY.

13. Conflict approach
The illusion of choice A few companies now own a large proportion of the media as media giants take over small groups.

14. Conflict approach
This view argues a the owners of the media are part of a powerful and wealthy group. They are usually male.
Rupert Murdoch
CEO of News Corp which owns
The Sun, The Times, Fox News,
20th Century Fox etc…
Worth 12.4 billion USD

15. Conflict approach
They are in a strong position to put across their own views.

16. Conflict approach
E.g. Mirror Trinity own 5 national newspapers, 150 regional newspapers and 200 websites.

17. Conflict approach
As a result a large proportion of what we see, hear and read now comes from a few huge multinational media empires.

18. Cultural imperialism
Look at the pictures and guess what imperialism is:
Globalisation

19. Propaganda
The powerful have more access to the media and they can create campaigns that aim to distort the truth and are heavily biased. Often these campaigns will target a particular group or institution.

20. PLURALISM

21. Pluralist approach
This view argues a range of views and interests are reflected in newspapers and magazines because there are so many publications on offer.

22. Pluralist approach
Everyone’s views are catered for.

23. Pluralist approach
Newspapers give people what they want to read e.g. The Sun has very little international news because its readers do not want it.

24. Pluralist approach
If people are unhappy with a papers content they will no longer buy it. We control the content of the press not corporations like News International.

25. Pluralist approach DEMOCRATISATION OF THE MEDIA – Citizen journalism
Many of us have a voice which can be heard by the world!
*But there is a digital divide – not everyone has access to new and digital media*

26. Pluralist approach protest DEMOCRATISATION OF THE MEDIA –
Many of us have a voice which can be heard by the world!
*But there is a digital divide – not everyone has access to new and digital media*

27. THE PLURALIST MODEL FITS THE…
DECODING MODEL
USES AND GRATIFICATIONS MODEL
THE AUDIENCE IS ACTIVE AND SEEKS OUT MEDIA TEXTS THEY WISH TO SEE BASED ON THEIR PERSONALITY, BACKGROUND

28. Discuss to what extent sociologists agree that the media is dominated by a few companies. (12 marks)

29. WHO DO YOU AGREE WITH? WHY?

30. MEDIA INFLUENCE AUDIENCE POWER - active AUDIENCE WEAK - passive
Pluralism
Conflict
AUDIENCE POWER - active
AUDIENCE WEAK - passive

31. Draw the timeline and place where you think audiences are
Pluralism
Conflict
AUDIENCE POWER - active
AUDIENCE WEAK - passive

32. AGREE
DISAGREE
Conflict perspective - A few companies now own a large proportion of the media as media giants take over small groups. For example, News Corp owns many media outlets such as The Sun, The Times and 20th Century Fox. He has a bit of a monopoly.
Pluralism: This view argues a range of views and interests are reflected in newspapers and magazines because there are so many publications on offer. Think of all the options to us on streaming sites, digital radio, online news etc…
Conflict perspective - This view argues a the owners of the media are part of a powerful and wealthy group. For example, Rupert Murdoch is the CEO of News Corp
Pluralism: Everyone’s views are catered for. - democratisation of the internet – protest – Kony 2012 inspired millions
Conflict perspective - They are in a strong position to put across their own views. It is believed that Rupert Murdoch often uses his media companies to transmit his own interests.
Pluralism: Newspapers give people what they want to read e.g. The Sun has very little international news because its readers do not want it. Much companies follow the profit motive therefore why wouldn’t they want to please audiences?
Conflict perspective - As a result a large proportion of what we see, hear and read now comes from a few huge multinational media empires. The film industry is dominated by 6 companies.
Pluralism: If people are unhappy with a papers content they will no longer buy it. We control the content of the press – News of the World was shut down after the phone hacking scandal

33. 12 mark essay structure
Introduction – Media ownership is a very important matter because… Paragraph 1: Agree Paragraph 2: Agree Paragraph 4: Disagree Paragraph 5: Disagree Conclusion: To conclude, due to new and digital media, media ownership has clearly changed to some extent….however, the most popular media texts are still owned by…