Mediating the Message in the 21st Century: A Media Sociology by Pamela J. Shoemaker

By Pamela J. Shoemaker

Hailed as one of many "most major books of the 20th century" via Journalism and Mass verbal exchange Quarterly, Mediating the Message has lengthy been a necessary textual content for media results students and scholars of media sociology. This re-creation of the vintage media sociology textbook now deals scholars a accomplished, theoretical method of media content material within the twenty-first century, with an additional specialize in leisure media and the Internet. 

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But in conceptualizing that process, communication research has examined the audiences for the media messages and how effects are produced on them. The message itself (or exposure to it) has been the independent variable, or cause, and the effects of the message the dependent variables—dependent on exposure to content. In this book, we define the message itself as a dependent variable, the result of a number of causes. We want to consider how the message, or media content, is influenced by a wide variety of factors both inside and outside of media organizations.

C. ” Like Blumer, Mills argued that we cannot understand larger social structures simply by adding up data about individuals, a style he termed “molecular,” characterized by small-scale problems and statistical models of verification. ” This tendency toward “psychologism,” basing explanation on the aggregation of facts about individuals, assumed the institutional structure of society could be understood through that kind of data (Mills, 1963). To this tendency he contrasted a more macroscopic perspective, oriented toward the European critical tradition of Max Weber and Karl Marx, who dealt with “total social structures in a comparative way .

1949) were funded by a US government that needed to convince soldiers of the value of fighting Germans and Japanese during World War II. DeFleur and Larsen’s Flow of Information was also government funded (US Air Force), since dropping leaflets was a common “propaganda” technique, and the military was vitally interested in measuring the method’s effectiveness. This cooperation among government, business, and scholars came at a time of shared national purpose, when defeating the Axis powers clearly required a concerted effort.

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