The Role and Effects of Mass Media in Modern Societies

Abstract

Mass media are a major focus of attention in modern societies, primarily because of their perceived effects on individuals and society-although this is not their only social significance, as we shall see later in this chapter. If mass media have significant effects, then analysis of how they represent subjects such as race, violence, women-and men-is of major social significance. If, on the other hand, mass media do not have any significant effect on society, then their content is much less relevant. While mass media effects are taken as self-evident in much popular discourse, and even assumed in some academic studies, conclusions as to the effects and implications of mass media representations should not be based on assumptions, ideology or outdated theories. In examining the influences and effects of mass media, it is important to situate the examination within contemporary media theory, particularly in relation to media roles and effects. Two failings that have undermined the value of a number of studies of mass media representations are: assuming media content leads to certain audience effects; and drawing conclusions based on small, unrepresentative samples of media content and poor research methodology. The first results from a lack of understanding of media theory and suggests an approach based on ideology rather than methodology. The second can lead to erroneous conclusions and, even where small samples of media content analysis produce qualitatively significant findings, these can be easily questioned or rejected on the grounds of not being true of media content broadly. The mass media themselves are quick to adopt a defensive position against any suggestion of influence one way or another and reject most or all allegations of bias. 63 J. R. Macnamara, Media and Male Identity