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mass society theory
perspective on western, industrial society that attributes an influential but often negative role to media
newspapers that sold for one penny & earned profits through the sale of increased numbers of readers to advertisers
newspaper reporting catering to working and other lower social class audiences using simple, often sensational content
view of media as reinforcing existing social trends and strengthening rather than threatening the status quo
examnes audiences to interpret consumer attitudes and behaviors that use empirical research to guide practical administrative decisions
theory viewing society as composed of interlocking pluralistic groups led by opinion leaders who rely on media for info about politics and the social world
period in us history, 50s-60s in which basic freedoms were threatened by searches for "reds" or communists in media and gov't
reducing complex comm processes and social phen. to little more than narrow propositions generated from small-scale investigations
social theory asserting that media enable dominant social elites to maintain their power
british cultural studies
focus on mass media and their role in promotion hegemonic worldview and a dominant culture among various subgroups in a society
collection of perspectives concerned with the conflict of interests in society and the ways comm perpetuates domination of one group over another
assertion that ppl use expectations of the social owrld to make sense of that social world
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