SOC100 Lecture Notes - Lecture 31: Mass Media, Media Monitoring, Bechdel Test
30 Nov 2015
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Soc 100 lecture 31 mass media. Functionalist view: mass media has a few functions: entertainment, socialization effect, enforce social norms, conferring status, and promoting consumption. Agent of socialization: media increases social cohesion by presenting a standardized view of culture through mass communication. Enforcer of social norms: media reaffirms proper behaviour by making examples of those who violate norms. Conferral of status: media confers status on people, organizations, and public issues. Promotion of consumption: media advertising supports the economy, provides information about products and underwrites the cost of media. Now, we are somewhat able to avoid advertisements (recording a show for instance): so the marketers need a new way of promoting their products. Product placement (known as brand casting) is an important source of revenue for motion pictures. The film new moon featured many brands like coca-cola and apple. Burger king integrated its entire marketing strategy into the film"s release: native advertising. Highlights the issue of corporate influence in the media.
