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In a society saturated by mass media, from newspapers and magazines, television and radio, to digital video projects and the Internet, iPods and TiVo, most students possess a great deal of media knowledge and experience before they ever enter the classroom. What they often lack, however, is a broader framework for understanding the relationship between media and society.Media/Society: Industries, Images, and Audiences provides that context and helps students develop skills for critically evaluating both conventional wisdom and one's own assumptions about the social role of the media.Previous editions of Media/Society introduced thousands of students to a sociologically informed analysis of the media process. The Fourth Edition builds on this success with new material on students as producers (e.g., YouTube), revised Internet resources, the latest data on the media industry, new examples from the independent media sector, and updated discussions of media policy, online media, and independent media.Media/Society is unique among media texts in that it offers:'¢ A sociological approach that examines overarching relationships between the various components of the media process - the industry, its products, audiences, technology - and the broader social world'¢ An integrated study of mass media that looks at media technologies, collective influences, and connections between mass media issues that are often treated as separate'¢ An examination of how economic and political constraints affect the media and how audiences actively construct their own interpretations of media messages
Table of Contents
|List of Exhibits|
|Media and the Social World|
|The Importance of Media|
|The Rise of Mass Media|
|Media and Society|
|a Sociology of Media|
|a Model of Media and the Social World|
|Applying the Model: a Civil Rights Movement|
|Production: The Media Industry and the Social World|
|The Economics of the Media Industry|
|Changing Patterns of Ownership|
|Consequences of Conglomeration and Integration|
|The Effects of Concentration|
|Mass Media for Profit|
|The Impact of Advertising|
|Political Influence on Media|
|The Case of "Pirate Radio"|
|Common Features of Media Regulation Debates|
|The "First Freedom"|
|The "Public Interest" and the Regulation Debate|
|Regulating Media Content and Distribution|
|Informal Political, Social, and Economic Pressure|
|Media Organizations and Professionals|
|The Limits of Economic and Political Constraints|
|Decision Making for Profit: Imitation, Hits, and Stars|
|The Organization of Media Work|
|The Rise of User-Generated Content|
|Occupational Roles and Professional Socialization|
|Norms on the Internet, New Media, and New Organizations|
|Content: Media Representations of the Social World|
|Media and Ideology|
|What Is Ideology?|
|Theoretical Roots of Ideological Analysis|
|News Media and the Limits of Debate|
|Movies, the Military, and Masculinity|
|Television, Popularity, and Ideology|
|Rap Music as Ideological Critique?|
|Advertising and Consumer Culture|
|Advertising and the Globalization of Culture|
|Social Inequality and Media Representation|
|Comparing Media Content and the "Real" World|
|The Significance of Content|
|Race, Ethnicity, and Media Content: Inclusion, Roles, and Control|
|Gender and Media Content|
|Class and the Media|
|Sexual Orientation: Out of the Closet and Into the Media?|
|Audiences: Meaning and Influence|
|Media Influence and the Political World|
|Media and Political Elites|
|Media and Individual Citizens|
|Media and Social Movements|
|The Internet and Political News|
|Politics and Entertainment Media|
|Global Media, Global Politics|
|Active Audiences and the Construction of Meaning|
|The Active Audience|
|Meanings: Agency and Structure|
|Decoding Media and Social Position|
|The Social Context of Media Use|
|Active Audiences and Interpretive "Resistance"|
|The Pleasures of Media|
|The Nature of Media Technology|
|Technological Determinism and Its Limits|
|The Social Construction of Media Technologies|
|How Media Technology Matters|
|New Media Technology and Social Forces|
|The Threat to Privacy: The Expansion of Behavioral Targeting|
|In Search of an Audience: The Long Tail and the Fragmentation of Media|
|Using New Technologies|
|Globalization and the Future|
|Media in a Changing Global Culture|
|What Is Globalization?|
|The Global Media Industry|
|Global Media Content|
|Global Media Consumption: Limits of the "Global Village"|
|Regulating Global Media|
|Afterword: The Ubiquity of Change and the Future of Media|
|Appendix: Selected Media-Related Internet Resources|
|About the Authors|
|Table of Contents provided by Publisher. All Rights Reserved.|