SOCIOLOGY THEORIES

Sociology Theories

Introduction

The social institution mass media means to deliver information (verbal, aural, visual) on the basis of the broadcasted channel ,that helps in covering a large audience and acting on a permanent basis. The term mass media are the media received simultaneously by a large audience, equivalent to the concept sociology of mass or the concept of communication to the public. The social institution mass media definitely is influenced by the three main sociological theories. These theories include functionalism, conflict and integrationist or interactionism theories.

Mass media communication is the name given to the interaction between a transmitter only (or communicator ) and a receptor mass (or hearing ), a large group of people simultaneously satisfy three conditions: be great, be heterogeneous and remain anonymous. The mass media are only instruments of mass communication and not the communicative act itself. The mass media are attributed to a society and a very specific way of life, such as the mass society , The great social changes of the industrial society is accompanied by a change in the individual vision of the way of life, and the links between communities. (Briggs, 2010)

Mass society with respect to mass media emphasizes the interdependence between the institution in power and argues that the media are integrated into the sources of power and social authority The purpose of these media is, according to the formula coined specifically for television , train, as well as inform and entertain the public who have access of this facility. 

Based on the interests they defend, they seek the economic benefit of the employer or business group that runs, usually concentrated in large groups of communication , and influence the audience ideology media tools such as through advertisement on television etc. All citizens of the world are exposed to one or the other means that are indispensable as a tool of communication and public presence for all types of economic, social and political.

Discussion

Starting off with the impact of sociological theories, the first and foremost sociological theory that has a significant impact on mass media is functionalist theory. In the field of mass media and communication, the functionalist theory was born early in the twentieth century this theory is about power and influence of media on the public. The origin of this theory occurred in the context of social science that was born in the early decades of the twentieth century. It is a stream mainly influenced by positivism, in their conceptions of mass and its understanding of the functioning of society.

This theory supports the fact that media definitely influences the public the audience that is viewing it. That shows a significant similarity between the social institutions (mass media) and functionalist theory. Apart from this like mass media this theory strongly believes that the mass media not only influences the society but also has a strong influence towards the social gathering within an organization and the employees that are pr of the organization. This is done with the help of the social mediums that mass media emphasizes greatly on. (Chandler, Daniel, 2010)

Further the fact that this theory agrees with mass medias concept and shows how functionalist theory can be applied to mass media on the fact that both repeatedly state the fact that communication (especially mass ...