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Analyse the extent to which bias, influence and attitude formation are important issues in the sociology of the mass media. Use two contrasting theories and relevant studies in your answer.
The first 200 words of this essay...
Analyse the extent to which bias, influence and attitude formation are important issues in the sociology of the mass media.
Use two contrasting theories and relevant studies in your answer.
Mass media is a plural term that refers to one or more sources of information. It comprises of outlets such as T.V, D.V.D, newspapers, books, radio and the internet. Although its purpose is to convey a message from one point to the masses traditionally, today's sources are more interactive so may not be so one way. It has played a crucial role in the 20th century and will continue to do so throughout the 21st.
The hypodermic syringe model assumes that the media is so powerful that it can "inject" a message into the audience directly. This model also assumes that the audience are weak and passive so it fails to recognise the different social characteristics in society today and can be seen as too simplistic. Another model that tries to explain mass media would be the cultural effects model. This also sees the media as being so powerful but it recognises that the audience is more diverse than the hypodermic
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