The Mass Media as a

Social Institution
By: Michael Loussinian

Introduction to Media

The mass media has been institutionalized due

to advances that have been made both
intellectually and technologically. These types of
innovations have improved over time as paper
and writing was accompanied by printing, and
then radio, television, computers and smart
phones.

The media allows Americans to easily obtain

information which can be received through
audio, print, online, or visually.

Origins and Institutionalization

of the Media

Paper and Writer- Writing was made portable

through paper and made trade and agriculture
easier to keep track of.
Printing Press- Books no longer had to be hand
copied. Was developed by Gutenberg and
enabled people to make books more efficiently.
After this invention, more people obtained the
ability to read.
The Industrial Age- led to the beginning of
advertisements, newspapers, and entertainment
media. Ex. 1920s (Radio, Television, Movies)

Institutionalization of Media

The Information Society- Communication and

information storage was revolutionized by the
computer.
Exchange of information became an activity that
is both economic and social.

The Role of Mass Media in

the United States
Media can be grouped into 4 different
categories:

Print Media- (Magazines, books, newspaper)

Audio Media- (Records, MP3, CDs, iPods and Radio).
The radio can play music, report news,
commentate sports, and advertise
Visual Media- (Movies, DVDs, Television) Reaches a
very large audience
Online Media- (Email, Online Shopping, Social
Networking)

Media Usage

Within the United States, on average each

American uses the media for 3,600 hours
annually
Usage of the media by and individual can be
effected by education, income, and age

Mass Media Perspectives

and Issues
The mass media can be viewed and
interpreted with a functionalist,
conflict, and interactionist perspective.
Functionalists- The Mass Media helps preserve
social and economic stability
Conflict- Existing social order is reinforced by the
mass media
Intercationist- The mass media impacts social
interaction

Functionalist Perspective

Media holds valuable

information, values ad
entertainment that
altogether contribute to
a peaceful and smoothly
running society
People are easily aware
of the events that are
unfolding around them
Values and beliefs of a
society can be
transferred and passed
down through the media.

Conflict Perspective

People become
convinced to simple
accept the structure
of power that has
been set by the Media
Knowledge-gap
hypothesis and
Digital divide
Social inequalities are
reinforced

Interactionist Perspective

Media is something
people plan events
around
Social interaction can
now be completed
through the internet
(dating websites,
online chat, Skype)
May be a threat to
face to face social
interactions

Mass Media and Children

Many children watch television after school

They can be exposed to violence and
inappropriate content
Children are often targeted by advertisers

The Medias Power

The media may hold too much power

Agenda Setting- influences the thoughts of
people
Gatekeepers- agenda of a particular story is
decided by the media
Spiral of Silence- bandwagon effect on popular
opinions prevents disagreeing opinions from
being said

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