Mass Communication, Popular Taste and Organized Social Action

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Thanks to the original article and the ones that followed, the University has been forced to take action and the students have been motivated to address the problem.

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The actions taken are not performances, nor are they stop-gates—they are thought out resolutions with lasting effects in mind. All of this is happening because the media acted on its power to initiate change.

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The social change occurring at the University of Alabama today is possible everywhere. While the media may have some limitations due to its big business management, its ability to create change is far more powerful than big business.


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If big business and profit dictated all media decisions and reporting, then there would be no exception—there would only be the media that big business wanted. The media has the power to inform the people, to sway public opinion, to expose the bad and to create some good. Numerous political changes and social movements have occurred because of media exposure. And that has everything to do with power of media and nothing to do with the desires of big business.

Lazarsfeld, Paul Felix. You are commenting using your WordPress.


  1. The origins of media research: the effects paradigm – Sorin Adam Matei.
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The origins of media research: the effects paradigm – Sorin Adam Matei

Works Cited Lazarsfeld, Paul Felix. Share this: Twitter Facebook. Can popular tastes be raised, or are the mass media producers caught up in a vicious circle of attending to the economics of popular culture? People like tasteless crap! They cannot see the educational value of the Sex Pistols.

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Propaganda for Social Objectives. What are the conditions for effective use of mass media to promote social objectives i. At least one of the following aspects needs to be present:.

Because in democracies the three principles stated above are rarely met, the media do not exhibit the degree of social power commonly attributed to them. Thus, the media are geared toward maintaining the existing social and cultural structure rather than toward its change. See more summaries in communication studies. Labels: communication , summary.

No comments:. Newer Post Older Post Home. What are. Approximately forty-five million Americans attend the movies every week; our daily news- paper circulation is about fifty-four million, and some forty-six million Amer- ican homes are equipped with television, and in these homes the average American watches television for about three hours a day. These are formidable figures. But they are supply and consumption figures, not figures registering the effect of mass media. They bear only upon what people do, not upon the social and psychological impact of the media.

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The origins of media research: the effects paradigm

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