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Lesson APPROACHES TO THE RELATIONSHIP 4 BETWEEN MEDIA AND SOCIETY Few will argue about the critical im significant is interrogatin interact. portance that media play in society. What is more ig the various Perspectives that frame how media and society Media and Social Control The first approach is the mass society approach which sees society as an integrated whole, with structures and institutions holding power and authority and exerting Control over society. The concept of “mass” arose during the 19th century, along with the phenomenon of industrialization and the creation of a working class. Personal, traditional, and communal ties within family and community were slowly being eroded and replaced with more individualistic and impersonal connections. Bennett (1982, 30) notes that the term “mass” suggests more than the common sense notion of large groups of people; instead, it implied that the creation of media was now directed toward an undifferentiated audience, and that the traditional categories used in segregating audiences (e.g., gender, class, location, and even race) are dispensed with. The media is seen as a powerful agent in establishing social control in societies characterized by the dominance of industries, growing urban centers, alienation of citizens from their social institutions, and lack of strong citizen organizations. Media was owned by thé elite classes, and it follows that it serves the interests of its ‘owners. It is seen to protect the interest of power holders and will not offer an alternative view or action that will compromise the stability and security of the power wielders. The public is a passive recipient and consumer of media content. Closely allied to the mass society approach is the Marxist approach, particularly the base- superstructure model. Media institutions are part of the superstructure, along with other social and cultural institutions. The base, on the other hand, is made up of economic institutions and economic _ relationships which determine the nature and behavior of the superstructure. In a capitalist society, the economic ‘ownership of media institutions dictates whose interests media will serve. MAINTAINS AND LEGITIMATES THE BASE. (Everything not to do with ‘production in society) EDUCATION, FAMILY, RELIGION, POLITICS MEDIA Ce Pasa cns ec Cos Reiareetcue “The Marxist Base Superstructure Model” SHAPES THE SUPERSTRUCTURE

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