Sociology
Mass-society theory suggests that:
the content of the media is determined by market forces
the subordinate classes are dominated by the ideology of the ruling class
the media manipulate ‘the masses’ as vulnerable, passive consumers
audiences make selective interpretations of media messages
the media manipulate ‘the masses’ as vulnerable, passive consumers
There are various explanations of the relationship between the mass media and social attitudes and behaviour. Mass Society theory focuses on the idea of manipulation and domination: audiences are seen as passive ‘cultural dupes’ who can be persuaded to believe whatever they are told. This can be traced back to the processes of urbanisation and industrialisation, which created a new form of society as a mass of isolated individuals: lacking traditional ties to the family and community, we become increasingly vulnerable to manipulation through our interest in consumption. 364
the media manipulate ‘the masses’ as vulnerable, passive consumers There are various explanations of the relationship between the mass media and social attitudes and behaviour. Mass Society theory focuses on the idea of manipulation and domination: audiences are seen as passive ‘cultural dupes’ who can be persuaded to believe whatever they are told. This can be traced back to the processes of urbanisation and industrialisation, which created a new form of society as a mass of isolated individuals: lacking traditional ties to the family and community, we become increasingly vulnerable to manipulation through our interest in consumption. 364
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