This timely resource, written by a team of authors who are working at the forefront of the public sociology movement, provides a contemporary analysis of public sociology. The book highlights a variety of ways in which sociology brings about social change in community settings, assists nonprofit and social service organizations in their work, and influences policy at the local, regional, and national levels. The book also spotlights sociology that informs the general public on key policy issues through media and creates research centers that develop and carry out collaborative research.

Case Studies 5. The Media

Case studies 5. The media

The mass media has become a powerful social institution in modern societies, encompassing a wide variety of different media—for example, newspapers, magazines, radio, television, books, new digital media— that communicate simultaneously to people within a local community, the broader society, and even around the globe. Sociologists have been engaged in identifying the various ways in which these media affect us, both on an individual as well as a societal level. Some of the areas of inquiry have included the processes and consequences of media concentration, how we consume media messages, how the media shape our behavior and perceptions, and even how the media contribute to or undermine our communities.

Demonstrating the power of the media to shape ...

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