CCT109H5 Lecture Notes - Lecture 3: New Media, Social Forces, Opinion Leadership

• School: UTM
• Department: Communication, Culture and Technology
• Course: CCT109H5
• Professor: David Smith

Document Summary

Through analysis of new media requires a consideration of material forces and social forces. Understanding of the dynamics of media audience relationships. Power: companies and audiences exert power in media. Lifestyles and taste: out preferences feel natural, but in many respects are informed by institution. It is about imagining who we think our audience is. Common tendency to conceptualize audiences as active/passive. Audiences are judged by their social integration and delinquency based on assumptions of media interpretation. Active audiences: rebellious, non-conformist, dangerous, resistant to power. Linear communication model: the media injects messages directly into your brain. Passive audiences: the message is received and do not interpret the message differently. Audiences are dupes to media industries and easily inculcated into a pro-capitalist. Political and moral agenda on social control: to control particular tendencies. Ultimately function to discipline, conform, and control audiences. Lazarsfeld and katz: audiences do not uniformly accept all media messages in the same way.