Study Notes: Traditional Media (Sociology 9690)
Welcome to the World of 'Old' Media!
Hey future sociologist! In this chapter, we step back from the constant buzz of social media and look at the technologies that shaped the 20th century: the 'Traditional' media. Understanding newspapers, radio, and television is crucial because they laid the groundwork for how information, power, and influence work today.
This topic explores the core sociological questions about who controls the message and how that message affects society, touching directly upon the "People and technology" section of your course.
1. Defining Traditional Media: Before the Internet
Traditional media (or 'legacy media') refers to the communication systems that existed *before* the mass adoption of the internet and digital technologies. They are typically characterised by being one-way (from producer to consumer) and centralised.
1.1 Early Communication Technologies
These earlier technologies fundamentally changed how people connected across distances, long before we could send an instant message:
- Post: The system of physical mail delivery. It was slow but vital for national and international connection.
- Telegraph: Allowed for near-instant transmission of messages (Morse code) over wires. This was revolutionary for business and government, shrinking time and distance.
- Telephone: Created direct, instant, two-way verbal communication, dramatically changing personal relationships and business interactions.
1.2 Mass Media for Information and Entertainment
These are the technologies responsible for creating mass culture (culture produced for large numbers of people):
- Newspapers: Delivered daily information and political commentary. Often highly influential in shaping public opinion.
- Broadcasting (Radio and Television): Used electromagnetic waves to send audio and visual content to vast, geographically dispersed audiences instantly.
- Film/Cinema: Provided large-scale public entertainment and was a major driver of cultural trends and national identity (e.g., Hollywood or Bollywood).
Quick Review: The shift from post/telegraph to mass broadcasting created the very concept of a 'mass audience'—millions of people consuming the exact same content simultaneously.
2. The Politics of Media: Power, Ownership, and Culture
Sociologists are interested in how the ownership and control of these powerful media influence the messages we receive.
2.1 Growth of Popular and Mass Culture
Traditional media technologies made it possible to distribute standardised entertainment and information widely. This led to the growth of Popular Culture (entertainment consumed by the masses) and Mass Culture (often seen as commercially produced, shallow content).
Analogy: Before mass media, culture was local and unique (e.g., local folk songs). With mass media, culture became global and uniform (e.g., the same blockbuster film shown worldwide).
2.2 Ownership and Control of Traditional Media
A major sociological concern is the concentration of ownership, where a few powerful media corporations control the majority of traditional media outlets (newspapers, TV networks, radio stations).
- Did you know? This concentration means that decisions made by a handful of owners (like Rupert Murdoch’s News Corp or large broadcasting companies) can impact the news consumed by millions globally.
2.3 Sociological Perspectives on Traditional Media
Marxist View (Conflict Perspective)
Marxists argue that the traditional media primarily functions to serve the interests of the bourgeoisie (the ruling class).
The media is seen as part of the Ideological State Apparatus (ISA), spreading the dominant ideology to maintain capitalism and prevent revolution.
Key Takeaway: Content is controlled to ensure that audiences accept the status quo and focus on consumerism rather than inequality.
Pluralist View (Consensus Perspective)
Pluralists argue that traditional media ownership is diverse and competitive enough to reflect a wide range of interests and viewpoints.
Because media owners must compete for audiences and profit, they are forced to provide what the public demands. Therefore, the content is driven by consumer choice, not just ruling-class ideology.
Key Takeaway: The media is the voice of democracy, providing a marketplace of ideas where many voices are heard.
Challenging Concept? Think of it this way: The *Marxist* sees the media as a factory producing only one type of political car. The *Pluralist* sees a busy car dealership offering many brands and models based on consumer demand.
3. Bias, Misinformation, and Representation
The traditional media has huge power to frame social issues and define social groups.
3.1 Misinformation, Disinformation and Propaganda
When media outlets report inaccurate or biased information, it affects public understanding:
- Misinformation: Inaccurate information spread by mistake or error.
- Disinformation: Deliberately false or manipulated information spread to deceive people.
- Propaganda: Information, often biased or misleading, used to promote a particular political cause or point of view (often associated with state control).
The power of traditional media (especially state-controlled broadcasting) to spread propaganda was clearly seen during conflicts or under authoritarian regimes.
3.2 Representations of Social Groups
Traditional media often relies on simplified, stereotypical images of social groups. Sociologists study how these portrayals affect real-world understanding and inequality:
- Social Class: Working-class people may be portrayed negatively (e.g., as lazy or criminal), while the middle and upper classes are often normalised or celebrated.
- Gender: Women are frequently stereotyped, often reduced to domestic roles or sexual objects (reflecting patriarchal norms). Men are usually associated with the 'breadwinner' or instrumental roles.
- Ethnicity and Age: Ethnic minorities can be underrepresented or unfairly linked to social problems or crime (creating moral panics). Older people may be invisible or stereotyped as frail.
Key Takeaway: Media representations are a form of *social control*. They reinforce existing norms about who holds power and who does not.
4. Theories of Audience and Effects
How do sociologists measure the impact traditional media has on the audience? Don't worry, these models are easy once you understand the core idea behind them: Is the audience *passive* (easily influenced) or *active* (choosing what to believe)?
4.1 The Hypodermic Syringe Model (Passive Audience)
This is the simplest and earliest theory, suggesting a direct and immediate effect.
Core Idea: The media "injects" its message directly into the minds of the audience, who are seen as passive and easily manipulated.
Example: A newspaper prints an outrageous headline, and everyone immediately believes it without question.
Critique: Most sociologists today reject this model as too simplistic, as it ignores individual differences and social context.
4.2 Two-Step Flow Model (Limited Effects)
This model suggests that media influence is not direct, but filtered through social relationships.
The Process:
- Media message reaches Opinion Leaders (people who are highly informed and respected in their social circle).
- Opinion Leaders then interpret and pass the message on to the general public (the mass audience).
Example: You don't trust a politician just because you saw them on TV; you trust them because your knowledgeable older relative, who watched the broadcast, told you they were credible.
4.3 Cultural Effects Model
Also known as the 'drip-drip' theory, this argues that the media's influence is subtle, long-term, and cumulative.
Core Idea: The media doesn't change your mind instantly, but by repeatedly presenting the same images and values over many years (a 'drip-drip' effect), it gradually shapes and reinforces your underlying worldview and societal norms.
Example: Years of watching TV shows where women are primarily homemakers subtly reinforces patriarchal gender roles in the audience.
4.4 Uses and Gratifications Model (Active Audience)
This model flips the perspective, viewing the audience as *active* and rational. Instead of asking "What does the media do to us?", it asks "What do we do with the media?"
Core Idea: People consciously choose media content to satisfy specific psychological or social needs (their 'gratifications').
These needs often include:
- Diversion (Escapism/entertainment)
- Personal Relationships (Using media as a conversation starter)
- Personal Identity (Finding people like us in the media)
- Surveillance (Gaining information about the world)
Quick Review Box
| Theory | Audience Role | Power Level |
| Hypodermic Syringe | Passive | Very High |
| Two-Step Flow | Semi-Active (filtered) | Moderate |
| Cultural Effects | Passive/Subtle | High (Long-term) |
| Uses and Gratifications | Active | Low/Negotiated |
Key Takeaway from the Traditional Media Chapter
Traditional media established powerful, centralised systems for controlling information flow. The debates over Marxist versus Pluralist views, and the power of media corporations, remain essential for understanding the modern digital landscape. These issues of ownership, control, and audience vulnerability are directly relevant as we move on to study the Internet and new digital technologies.