[新闻学基础知识]01MediaandSociety

MEDIAANDSOCIETYTHERELATIONSHIPBETWEENMEDIAANDSOCIETYMediadeterminism?Socialdeterminism?Bothorneither?Theyinfluence,notdetermine,eachother.SocialshapingofmediaANDsocialimpactsofmediaSOCIALSHAPINGOFMEDIACRITICALANALYSISDifferentapproachestounderstandingmediatextsandsystemsMarxistFeministEthnicMediacriticismPOLITICALECONOMYNotonlythebirthanddevelopmentofmediaareshapedbythesociety,buttheiruseisalsocontrolledbyallkindsofsocialfactors.OriginatedfromKarlMarx‟sDasKapital,politicaleconomysuggeststhatmediaareusedtoservetheinterestsoftherulingclassordominantgroupsinasociety,thosethatownthemajorcorporations.PoliticsandeconomicsmustbeconsideredtogetherPOLITICALECONOMYHegemony:Supportingthe„statusquo‟PreservingideasofrulingclassCorporateandsomenon-commercialmediareinforcetheseideasIssues:AccesstomediaCorporatemediamodelCorporateresponsibilityCulturalimplicationsTHEGUARDDOGMODELThemediaservenotaswatchdogsforthecommunityasawhole,butasguarddogsforgroupshavingthepower.Theoccasionaltendencytoturntooneofthemastersandyetprotecttheirhouseisfundamentaltotheguarddogconceptionofmedia.Whenthegeneralwelfareofthesystemisthreatened,thereislittlequestionthattheindividualmaybesacrificed.Watergatescandal,1972MEDIASYSTEMTHEORYMassmedia,likeothersocialinstitutions,playakeyroleinsupportingandmaintainingthesocietiesthattheyserve.Massmediaisasubsystemthatiscontrolledbyothersubsystemsandbythesocialsystemasawhole.Mediadependonpoliticalandeconomicelitesfornewsandinformation.Thisdependencymeansnewsisshapedfromtheperspectiveoftherichandpowerful.TheMinnesotaTeam:PhillipJ.Tichenor,GeorgeDonohue,andClariceN.Olien.FEMINISTSTUDIESMediaservepatriarchyDepictionsofwomeninmedia:stereotypePresenceofwomeninthemediaindustriesGenderedmediaETHNICSTUDIESUsesethnicitytoviewmediatextsStudiesrepresentationofethnicminoritiesinmediaindustriesStereotypesInferiorsocialrolesUnderrepresentedinmassmediaMEDIACRITICISMSearchforsymbolisminmediasemioticsGenrestudiesAudienceexpectations&mediaselectionSHAPINGOURNEWSAgendasettingPoliticalpowerofthemediaMediashapepublicopinionGatekeepingMediaoutletsdeterminecoverageWhichstoriesgoin;whichstoriesstayoutSHAPINGOURNEWSFramingInterpretationofparticularstoriesInvisibleself-censorshipMediabias?JournalistsclaimobjectivityUnderlyinginterestsofmediaprofessionalsandcorporationsMANUFACTURINGCONSENTAPROPAGANDAMODELMoneyandpowerareabletofilteroutthenewsfittoprint,marginalizedissent,andallowthegovernmentanddominantprivateintereststogettheirmessagesacrosstothepublic.(1)thesize,concentratedownership,ownerwealth,andprofitorientationofthedominantmass-mediafirms;(2)advertisingastheprimaryincomesourceofthemassmedia;(3)therelianceofthemediaoninformationprovidedbygovernment,business,andother“experts”;(4)“flak”asameansofdiscipliningthemedia;and(5)“anticommunism”asanationalreligionandcontrolmechanism.VIDEORichMedia,PoorDemocracyByRobertMcChesneyandMarkCrispinMillerSOCIALSHAPINGOFMEDIAThebirth,development,anduseofmediatechnologyareinfluencedbysocio-political,historical,andculturalfactors.Theprototypesoftelegraphtechnologywereemergedasearlyas1809,butitdidnotgetadopteduntil1825.Why?Socialnecessity.DIFFUSIONOFINNOVATIONSWhatmediatechnologygetadopted?Relativeadvantage:betterthanprevioustech?Compatibility:compatiblewithexistingtech?Complexity:easyenoughtouseandunderstand?Trialability:easytotryout?Observability:istheresultvisible?ADOPTERSADOPTERSInnovators-venturesome,educated,multipleinfosources.FirsttouseiPhone.Earlyadopters-socialleaders,popular,educated.Blu-rayDVDusers.Earlymajority-deliberate,manyinformalsocialcontacts.HDTVusers.Latemajority-skeptical,traditional,lowersocio-economicstatus.DVDusers.Laggards-neighborsandfriendsaremaininfosources,fearofdebt.VCRusers.WHEREAREYOUONTHECONTINUUM?Pleasetakeaninventoryofthenewmediadevicesyouown–suchaspersonaldigitalassistants,cellphones,MP3players,digitalvideorecorders,etc.WheredoyouseeyourselfontheDiffusionofInnovationscontinuum?Areyouinnovator,earlyadopter,partoftheearlymajority,orlaggard?Thinkaboutwhatmadeyouacertaintypeofadopter.REINVENTIONMediatechnologiesareflexibletoolsandoftenusedinnew,unanticipatedwaysbytheiradopters.Peopleadoptedcomputerforeducationalpurposes,butitendedupbeingusedbytheirchildrentoplayvideogames.Computerswereoriginallyinventedformathematicscomputation,buttheyarenowusedtosendemailandsearchinformation.Thedevelopmentoftechnologyisshapedbytheirusers.SOCIALIMPACTSOFMEDIASOCIALIMPACTSOFMEDIATechnologicaldeterminism:themediumisthemessageItistheformofthemediaratherthantheircontentthatmatters.Thenatureofthemediaweusechangesthewaywethinkandbehave.Electronicmedialedtoglobalvillage,redefiningtimeandspace.MarshallMcLuhan(1911-1980)MEDIADRIVESOCIALCHANGEOralcommunication:preagriculturalsocietySpokenwordHuntersandgatherersSmallgroupsFairytalesandcampfirestoriesWriting:agriculturalsocietyHandcopyingonparchmentandvellumFarmers,fishers,andminersVillagesKnowledgehierarchyMEDIADRIVESOCIALCHANGEPrint:industrialsoci