Course : COMM6382 Introduction to Sociology

Effective Period : Februari 2019

The Mass Media

Session 5
Learning Objectives
After studying this chapter, students will be able to:

Explain how the mass media affect all social institutions, from
entertainment to education to politics and influence our social
behavior.
Today’s Outline
A. Sociological Perspectives on the Media
B. The Audience
C. The Media’s Global Reach
D. Taking Sociology with You
Innovations in mass media seem to have no limits. This
three-dimensional video wall was featured at the Consumer
Electronics Show in Las Vegas. As they say “Coming soon to
stores near you.”
Innovations in mass media seem to have no limits. This three-
dimensional video wall was featured at the Consumer
Electronics Show in Las Vegas. As they say “Coming soon to
stores near you.”
A. Sociological Perspectives on the Media

Functionalist Perspective
Dari perspektif fungsionalis, media menghibur, bersosialisasi,
menegakkan norma-norma sosial, memberikan status, dan
mempromosikan konsumsi.

Mereka dapat menjadi disfungsional sejauh mereka membuat

kita tidak peka terhadap peristiwa dan masalah serius, sebuah
fenomena yang disebut disfungsi narkotik.
Taking Sociology With You
Conflict Perspective
Para ahli teori konflik berpikir bahwa media mencerminkan dan
bahkan memperdalam perpecahan dalam masyarakat melalui
penjagaan gerbang, atau kontrol atas materi mana yang sampai
ke publik; pemantauan media, pengamatan terselubung atas
penggunaan dan pilihan media masyarakat; dan dukungan
ideologi dominan, yang mendefinisikan realitas, membanjiri
budaya lokal.
A. Sociological Perspectives on the Media

Feminist Perspective
Feminist theorists point out that media images of the sexes
communicate unrealistic, stereotypical, limiting, and sometimes
violent perceptions of women.
A. Sociological Perspectives on the Media

Interactionists Perspective

Interaksionis memeriksa media pada

tingkat mikro untuk melihat bagaimana
mereka membentuk perilaku sosial
sehari-hari. Interaksionis telah
mempelajari menonton TV bersama
dan email antargenerasi.
B. The Audience
The mass media require the presence of an audience, whether it is small and well
defined or large and amorphous. With increasing numbers of media outlets has
come more and more targeting of segmented (or specialized) audiences.

Social researchers have studied the role of opinion leaders in influencing

audiences.

An opinion leader is someone who influences the opinions and decisions of

others through day-to-day personal contact and communication.
C. The Media’s Global Reach
The media have a global reach thanks to new communication
technologies, especially the Internet.

In the postmodern digital age, new technologies that facilitate

the collection and sharing of personal information are
threatening people’s right to privacy.
D. Taking Sociology with You
Movie Analysis
Pick a foreign film, television program, or Internet site and study
it from the point of view of a sociologist. What does it tell you
about the culture that produced it?
References
Richard T. Schaefer. (2015). Sociology: A Brief
Introduction. McGraw-Hill Education. New York. ISBN:
9781259252242.
THANK YOU