The mass media and its influence
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Notas de aula
Distinguish format, institution and audience
- Print, television and radio are often called traditional media; digital formats include social platforms, streaming, podcasts and blogs. The same institution may use several formats: a newspaper website or radio podcast is not non-digital merely because of its publisher.
- Mass communication can reach large audiences while social services also enable user interaction. Informing, entertaining, earning revenue and influencing can coexist; identify the actual content, platform and audience before making a claim.
Separate medium and publisher
Scope ownership and regulation accurately
- Concentration means a large share of control within a defined sector held by few owners. Current claims require a dated measure; ownership, audience share and identical editorial content are different things. Owners, advertisers, editors, users and algorithms can all affect selection.
- Ofcom covers broadcasting and specified online-safety responsibilities among its communications duties; online regulation focuses on provider systems rather than approving every post. IPSO covers participating press publishers, not every outlet. The BBC is a public-service broadcaster, not a regulator.
Keep control and regulation distinct
Separate selection, framing and representation
- Agenda-setting concerns which issues get prominence; framing concerns how an issue is presented; representation concerns portrayal and whose voices appear. None alone proves every audience member adopts the same interpretation.
- Original fictional headlines: A says Eight residents attend park meeting; B says Only eight residents attend park meeting. Both give the same count, but only adds an evaluative frame; expected attendance and other context are not supplied.
Compare original fictional headlines
Compare direct effects and active audience approaches
- The simplified hypodermic/direct-effects model treats audiences as passive recipients of powerful messages. Uses and gratifications instead asks why people select media for purposes such as information, entertainment, identity or connection.
- Two-step flow emphasises mediation through opinion leaders and social relationships. Active interpretation does not mean zero influence, and modern circulation may involve many steps, repeated exposure and feedback rather than a literal two-person chain.
Compare audience models
Test long-term and disproportionate-response claims
- Cultivation proposes that repeated media patterns may shape perceptions of social reality over time; desensitisation proposes a reduced response after repeated exposure. These are mechanisms to investigate, not guarantees about all viewers’ behaviour.
- Moral-panic analysis concerns disproportionate reaction to a perceived threat, often with a blamed group. A real harm can exist while the response is disproportionate; compare portrayal, reaction and independent evidence rather than call every worrying report a panic.
Test a proposed media effect
Distinguish error and deliberate deception
- This lesson uses misinformation for false/misleading sharing without deceptive intent and disinformation for deliberate deception. Fake news is an ambiguous label: identify the claim, provenance and evidence of intent instead of applying it to every disliked opinion.
- Check original source, date, context, evidence and independent corroboration. A screenshot, follower count or repeated claim is not sufficient verification; when intent is unknown, state that uncertainty rather than invent it.
Check the claim and the intent
Evaluate social-media opportunities and constraints
- Social platforms can support connection, publishing and public participation, while risks include bullying, privacy loss and circulation of misleading claims. Echo chambers can reinforce similar views online or offline without excluding every alternative completely.
- Creators may influence niche audiences through trust or perceived expertise, and commercial sponsorship can matter. In an imagined idealised-image feed, comparison is a possible mechanism to investigate rather than a diagnosis or proof of a universal body-image effect.
Evaluate platform use in context
Interpret original fictional content evidence
- Original fictional exercise: of 100 sampled posts about young people, 80 focus on crime. That is 80% of the sampled posts, not 80% of young people or a measure of offending; selection of source, period and coding categories matters.
- To investigate representation, compare voices and contexts with a wider relevant sample. To investigate effects, collect appropriate audience evidence separately: the content count alone cannot show what viewers believed or did.
Read an original fictional content sample
Evaluate an original fictional audience claim
- Original imagined study: 20 volunteers who watch more crime content report greater fear, with no baseline or comparison group supplied. This is an association in a self-selected sample; prior fear, local experience or other media could also influence both measures.
- A stronger study would clarify exposure, outcomes, sampling and timing, compare alternatives and recognise remaining limits. Weigh possible selection/framing effects against active interpretation and social context rather than conclude automatic control or no influence.
Evaluate an imagined audience study
Slides
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Questões de prática
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1.What are the mass media?
Easy- Acommunication channels capable of reaching large public audiences
- Bonly a private letter sent to one named person
- Conly an unrecorded private telephone conversation between two people
- Donly an unshared private diary
2.What is social media?
Easy- Aonly paper copies with no digital interaction
- Bonly one-way analogue radio transmission
- Conly a private offline notebook
- Ddigital services enabling users to create/share content and interact with others
3.What is Ofcom?
Easy- Aa TV channel
- Ba social network
- Cthe UK communications regulator with broadcasting and specified online-safety responsibilities among its duties
- Da newspaper
4.What is IPSO?
Easy- Aa newspaper
- Ba press regulator for participating newspaper, magazine and digital-news publishers, rather than every UK outlet
- Ca TV channel
- Da social media site
5.What is the BBC?
Easy- Aa public-service broadcaster operating under a Royal Charter and related framework
- Ba private newspaper
- Ca social media site
- Da regulator
6.What is concentration of ownership?
Easy- Amany owners share control
- Bno owners
- Cstate ownership only
- Da large share of ownership/control within a defined media sector held by relatively few owners
7.What is agenda-setting?
Easy- Athere is no news
- Bthe government sets news
- Cselection and prominence that may influence which issues audiences regard as important
- Dpeople set the news
8.What is a gatekeeper?
Easy- Aonly a court deciding a criminal verdict
- Ba person or process selecting which material reaches an audience and with what prominence
- Conly the security worker at a publisher’s door
- Devery audience member regardless of any selection role
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