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.

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MASS MEDIA

 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 syringe model believes. This model states that the media expects an anticipated response; this is known as the “preferred reading”. It sees the messages as being fed to the audience in a slow drip, drip process over a long period of time.                                                                  Media companies no longer are restricted by national boundaries so powerful co-operations are able to gain monopoly and control over the industry. This is known as concentration of ownership. For example, there are only 5 huge co-operations that own all of mass media in the USA. Rupert Murdoch has control and ownership of over 40% of the mass media on a global level. Media sources are important for many reasons that can be argued to the extent of importance. Some see its role as for entertainment, education, or for information, others see it as an agency of social control or for indoctrination.

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The extent of bias in the media differs but newspapers tend to be more bias due to the words they use. They use certain words to describe situations that inevitably create certain opinions. Two contrasting theories as to how bias the media is would be Marxists and Pluralist approach.

 For Marxists the mass media has the power to control and influence people in society. They believe that the media are the means by which the ideas of the ruling class maintain their dominance as the ruling class. Ruling class ideas control the information we have about the world because ...

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A strong piece of work examining the role of the media in relation to bias and attitude formation. The writer shows a good understanding of the theories discussed, particularly Marxist theory. All the key points I would expect to see in answer to the essay question are presented, just remember to explain briefly key terminology to evidence your understanding (see annotations). Please check punctuation, spelling and grammar carefully as there are a few errors that affect the readability of the work. 4/5