MASS SOCITEY THEORY

MASS SOCITEY THEORY  

Rise of mass press [penny press]- swept political & business press- rise of yellow jouralism [William Herst] also contributed to this. William Herst political and yellow journalism threatened many politicians and business.

Fearful assumption against the new media mediums- radio, teleivision, movies]

This theory makes several assumption toward the new media

1) new media is a cancerous force that must be eridaicated from socitey.

Proposal destroying or controlling media

Europe- media under tight control. For example Nazi Germany.

US- a comprise- media under watch of a govt agency that would make use of censorship.

2) Media has a greater reach to influence minds.

Individuals hepless infront of maupulative media. For example how citizens became addicted serials like Ally McBeal.                   

3) Media corupts minds, resulting in long term negative results- ruins individuals and causes vast social problems.

Major social problem for example violence has been linked to media. An example is drug addicts have taken advertising to seriously and have begun to believe that good life is achieved through consumption of products (this may be sound absurd, but this is how the theorist looked at it). 

4) Persons are vulnerable to media coz they are cut off from traditional society that was protecting them [from manipulation]

Without protection person believe everything of media. Media destroys folk community.

Story telling imp traditional institution, meida (movies, tv) drew out the public causing decline in story telling.

5) Social chaos caused by media will result in a totalitarian social order.

Example Germany, where Hitler maniplated the public and established a dictatorship.

6) Mass media dilutes the culture and brings a decline in civilisation. 

This has been depicted in George Orwell's book 1984.

 

THE MCCARTHY INCIDENT

The reason this is important is because it shaped the certain values of this theory. McCarthy decided that

GEMENISCHAFT AND GESELLSCHAFT

Earlier Mass Society Theoriest, German Ferdinand Tonnies - expalined the difference between earlier social orgainzations and European organizations in 19th century.

Gemenishaft- folk society- bound by strong family tradition ties, rigid social roles, rigid institutions.

Gessellschaft- mordern society- bound by weak social institution which is based on rationality and not traditions.

For example that marriage. In Gemenishaft marriage is a scared thing, vows are life long commitments, marriage partners were selected by heads of families. In Gesselleschaft, the sacredness was lost out, marriage vows were often violated, divorces were excepted with society.

 

MECHINACAL AND ORGANIC SOLIDARITY.

Emile Durkheim made a division on a similar basis. He compared folk societies to machines were people were forced by a collective consensus to perform traditional social roles. Modern society to animals.

 

MASS SOCIETY IN CONTEMPARY TIMES

Mass society theory in contemporary times is not supported, but there has been a re-insurgence of some parts of it.

People are still controlled and corrupted by the media. We still see this in everyday life. For example with the introduction of Daniel Craig as James Bond, the series has got more violent than ever.

Media is still very much controlled by a few. Rupert Murdock, Times Group.

New mediums such as internet has seen a creation of new powers and influence, For example Google.

CRITISM

This theory has been criticized a lot. It has been unqualified when it says that the public needs protection and this protection has been provided by a group of people.

Media does not result in a totalitarian rule. Giving the example of Nazi Germany it ignored many other factors, like the desperate plight of the people caused by the ruling elite that drove many to accept  Nazism.