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Mass Media

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Low art can be appreciated by almost everyone. Kitsch trendy, trashy, low art. Elitism mass media should gear to sophisticated audiences ... – PowerPoint PPT presentation

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Title: Mass Media


1
Mass Media Society
  • Chapter 10
  • Mass Media Society

2
Elitist VS Populist Values
  • High art requires sophisticated taste to be
    appreciated
  • Low art can be appreciated by almost everyone
  • Kitsch trendy, trashy, low art
  • Elitism mass media should gear to sophisticated
    audiences
  • Populism mass media should seek largest
    possible audiences

3
Role of Media in Culture
  • Herbert Gans created continuum
  • High-culture audiences highbrow
  • Middle-culture audiences middlebrow
  • Low-culture audiences lowbrow
  • Popular art art that tries to succeed in the
    marketplace revisionism has inherent value
  • Evocative, popularization, societal unifier

4
Social Stability
  • Media-induced ritual
  • Evening news Competitive shopping
  • Media the Status Quo
  • Media Cognitive Dissonance
  • Occurs when people realize their values are
    inconsistent
  • Agenda-setting and Status Conferral
  • Media Morality
  • Private actions public morality dichotomy
    that exposes discrepancies between behavior
    values

5
Cultural Transmission
  • Historical transmission communication of
    cultural values to later generations
  • Contemporary transmission communication of
    cultural values to different cultures
  • Diffusion of innovations process through which
    news, ideas, values, information spread
  • Awareness, interest, evaluation

6
Mass Media Fundamental Change
  • Human Alienation dissatisfaction with
    individual and cultural deviations from basic
    nature
  • Detribalization the removal of humankind from
    natural, tribal state
  • Retribalization restoring mankind to natural,
    tribal state
  • Global Village instantaneous connection of
    every human being
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