Sociology is the study of society and media sociology is the study of media institutions media audiences and other media networks in society. We need media sociology to understand media owners’ actions and people’s reaction to media in society. Media provide education information entertainment and persuasion to various audiences, and we need to know how far these go. One mass communication theory Mirror theory says that media reflect like mirror on societal on going How to reform society or media depends on majority of people and their opinions, and we need to understand ground situation at first. PM Modi is on modernization drive with the help of nations especially the developed countries and we need to know how far these developments will be useful to people, and we need media to reflect these developments.
Sociology is study of society whereas anthropology is study of man. Ethnocentrism is looking at one culture from perspective of another culture and cultural relativism is looking at one culture from that culture’s point of view. Norms are established pattern of beliefs and values are what we call those as good or bad.
Media sociology looks at audiences social set up situations and the like. Also, media sociology looks at media governing institutions and how we or people treat such institutions. Audiences are difficult to measure for a media organization and if they don’t match audiences with that organization can fail also.
Social change is brought out by media is worth mentioning. Media report new technological and educational news and developments and individuals in society may accept and this way changes may happen. Social changes happen evolutionary way or radical way and it depends on societies and situations prevailing in such societies. Gradual changes are called evolutionary and drastic changes taking place are called revolutionary etc.
Media sociology also deals with media education and entertainment and how these affect members of society etc. Sociology generally studies social structures stratification social changes religion caste marriage and others. When we combine it with media, we look at media’s role in these things
Media sociology is time bound and reflect time bound developments. PM Modis move to modernize and develop India with help of western countries is well received. Similarly, Congress with its employee friendly move is also well taken. Although dominant paradigm has passed there is no alternative to western model of development. Russia is also developing and in China there is so much of American and western institutions exist.
Development is removal of poverty lessening of disparity and the like. Development does not come from only aid given by western nations, and it is from within country and within people-oriented schemes.
Thus, media sociology looks at media interaction with society and changes developments taking place in a society. Media are to reflect these and take it to policy makers who will make right decision on implementing such schemes. Media development is also important and technology has taken inroads into media also
Today is development oriented and media will play its role in development and today development is meant for all. Media sociology finally will benefit media and society in many ways in our society and elsewhere and all should join this development paradigm
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