SOCL 220 Chapter Notes -Todd Gitlin, Macrosociology, Microsociology
Document Summary
Shares conflict theorists view that mass media stereotypes and misrepresents social reality. Social capital: the collective benefit of social networks, which are bui;t on reciprocal trust. Internet and social media allows for instant connectivity with other. New social networks can be formed through the internet. Social networks are a new way of promoting consumption. Troubling issues have been raised about the internet as well. New terrorists or extremists to organize and spread. Egocasting: personal management of media exposure to limit and avoid messages one does not like, which can contribute to a less tolerant society. Facial recognition software: is beneficial bit can also reinforce bias, racism, and sexism. Distinguished from other social institutions by the necessary presence of an audience. Audience can be a finite identifiable audience or a large undefined audience. May be a primary group or secondary group. Audience may be examined from level of both microsociology and macrosociology. Media markets themselves to a particular audience.
