SOC101: Introduction to Sociology

Figure 8.4 Facebook's VP of Engineering, Regina Dugan, gave a talk about innovations in the platform's technologies in which she shared potential innovations, including creating text directly from our thoughts. While the prospect of drafting messages or papers by thinking about them would certainly speed up our processes, opening our thoughts directly to a social media company might have larger implications.

Technology and the media are interwoven, and neither can be separated from contemporary society in most core and semi-peripheral nations. Media is a term that refers to all print, digital, and electronic means of communication. From the time the printing press was created (and even before), technology has influenced how and where information is shared. Today, it is impossible to discuss media and how societies communicate without addressing the fast-moving pace of technological change. Twenty years ago, you phoned or wrote letters if you wanted to share news of your baby's birth or a job promotion. You might tell a handful of people, but you probably wouldn't call up several hundred, including your old high school chemistry teacher, to let them know. Now, you might join an online community of parents-to-be even before you announce your pregnancy via a staged Instagram picture. The circle of communication is wider than ever, and when we talk about how societies engage with technology, we must take media into account and vice versa.

Technology creates media. The comic book you bought your daughter is a form of media, as is the movie you streamed for family night, the website you used to order takeout, the billboard you passed on the way to pick up your food, and the newspaper you read while you were waiting for it. Without technology, media would not exist, but remember, technology is more than just the media we are exposed to.

Categorizing Technology

There is no one way of dividing technology into categories. Whereas once it might have been simple to classify innovations such as machine-based or drug-based or the like, the interconnected strands of technological development mean that advancement in one area might be replicated in dozens of others. For simplicity's sake, we will look at how the U.S. Patent Office, which receives patent applications for nearly all major innovations worldwide, addresses patents.

This regulatory body will patent three types of innovation. Utility patents are the first type. These are granted for the invention or discovery of any new and useful process, product, or machine or for a significant improvement to existing technologies. The second type of patent is a design patent. Commonly conferred in architecture and industrial design, this means someone has invented a new and original design for a manufactured product. Plant patents, the final type, recognize the discovery of new plant types that can be asexually reproduced. While genetically modified food is the hot-button issue within this category, farmers have long been creating new hybrids and patenting them. A more modern example might be food giant Monsanto, which patents corn with built-in pesticides.

Anderson and Tushman suggest an evolutionary model of technological change in which a breakthrough in one form of technology leads to a number of variations. Once those are assessed, a prototype emerges, and then a period of slight adjustments to the technology is interrupted by a breakthrough. For example, in terms of portable data storage, the first mainstream device was a floppy disk–a square, plastic object larger than a playing card, which in its final iteration held 1.4 megabytes of data (or less than a single high-resolution photo). Until the early 2000s, these were common formats, and students and professionals would regularly carry several of them. Floppy disks were improved and upgraded, then replaced by higher-capacity Zip and Jaz disks, which were then replaced by flash drives. This is essentially a generational model for categorizing technology, in which first-generation technology is a relatively unsophisticated jumping-off point that leads to an improved second generation, and so on.

Another type of evolution involves disruptive technology (or disruptive innovation), a product, service, or process that has a major effect on the operation of an entire industry and/or may create new industries or markets. In the example above, a disruptive technology might be the advent of cloud-based storage platforms like Google Drive and iCloud, which have significantly reduced the need for physical portable storage.

Disruptive technology can create and destroy entire industries, sometimes in a rapid manner rather than in an evolutionary one. In one of the most famous examples, the advent of digital photography rendered film-based cameras obsolete; the change came quickly, and many companies could not adjust. In a similar manner, ride-sharing services have had a massive impact on the taxi and limousine industry. Emerging technologies such as blockchain, additive manufacturing (3D printing), and augmented reality are likely to have similar impacts. For example, suppose companies decide it is more efficient to 3D print many products or components close to their destinations instead of shipping them from distant manufacturing plants and warehouses. In this case, the entire shipping industry would be affected.

The sociological impact of disruptive technology can be sudden. Digital photography, for example, resulted in the rapid decline of companies like Kodak, which had been stalwarts of the American economy and major employers. Layoffs devastated cities like Rochester, New York. The advent of online music purchasing and subscription services resulted in the closure of thousands of record stores, both small businesses and large chains like Tower Records. Beyond the economic impact, these stores were often part of the fabric of communities, where fans gathered to explore and share music. Automation has likewise changed manufacturing and mining, resulting in severe job loss and drastic alterations in regions such as the Great Lakes, where many towns went from being part of the Manufacturing Belt to being part of the Rust Belt.

Sociology in the Real World

Violence in Media and Video Games: Does It Matter?

Figure 8.5 One of the most popular video games, Grand Theft Auto, has frequently been at the center of the debate about gratuitous violence in the gaming world.

A glance through popular video games and movie titles geared toward children and teens shows the vast spectrum of violence that is displayed, condoned, and acted out.

As a way to guide parents in their programming choices, the motion picture industry put a rating system in place in the 1960s. But new media – video games in particular – proved to be uncharted territory. In 1994, the Entertainment Software Rating Board (ERSB) set a rating system for games that addressed issues of violence, sexuality, drug use, and the like. California took it a step further by making it illegal to sell video games to underage buyers. The case led to a heated debate about personal freedoms and child protection, and in 2011, the U.S. Supreme Court ruled against the California law, stating it violated freedom of speech.

Children's play has often involved games of aggression – from cops and robbers to fake sword fights. Many articles report on the controversy surrounding the suggested link between violent video games and violent behavior. Is the link real? Psychologists Anderson and Bushman reviewed forty-plus years of research on the subject and, in 2003, determined that there are causal linkages between violent video game use and aggression. They found that children who had just played a violent video game demonstrated an immediate increase in hostile or aggressive thoughts, an increase in aggressive emotions, and physiological arousal that increased the chances of acting out aggressive behavior.

However, though the American Psychological Association and other researchers found an increase in aggressive tendencies based on video game play, several studies and conclusions indicated "scant evidence" that violent video games cause either physical violence or criminal behavior. Researchers have found correlations between those behaviors, indicating that violent people may be more likely to play violent video games, but that does not mean that video games cause violence.

Types of Media and Technology

Media and technology have evolved hand in hand, from early print to modern publications, from radio to television to film. New media emerge constantly, such as we see in the online world.

Newspaper

Early forms of print media, found in ancient Rome, were hand-copied onto boards and carried around to keep the citizenry informed. With the invention of the printing press, the way that people shared ideas changed, as information could be mass-produced and stored. For the first time, there was a way to spread knowledge and information more efficiently; many credit this development as leading to the Renaissance and, ultimately, the Age of Enlightenment. This is not to say that newspapers of old were more trustworthy than the Weekly World News and National Enquirer are today. Sensationalism abounded, as did censorship that forbade any subjects that would incite the populace.

The invention of the telegraph in the mid-1800s changed print media almost as much as the printing press. Suddenly, information could be transmitted in minutes. As the 19th century became the 20th, U.S. publishers such as Hearst redefined the world of print media and wielded enormous power to construct national and world events. Of course, even as the media empires of William Randolph Hearst and Joseph Pulitzer were growing, print media also allowed for the dissemination of countercultural or revolutionary materials. Internationally, Vladimir Lenin's Irksa (The Spark) newspaper was published in 1900 and played a role in Russia's growing communist movement.

With television's invention and widespread use in the mid-20th century, newspaper circulation steadily dropped off. In the 21st century, circulation has dropped further as more people turn to internet news sites and other forms of new media to stay informed. According to the Pew Research Center, 2009 saw an unprecedented drop in newspaper circulation – down 10.6 percent from the year before.

This shift away from newspapers as a source of information has profound effects on societies. When the news is given to a large, diverse conglomerate of people, it must maintain some level of broad-based reporting and balance in order to appeal to a broad audience and keep them subscribing. As newspapers decline, news sources become more fractured, so each segment of the audience can choose specifically what it wants to hear and what it wants to avoid. Increasingly, newspapers are shifting online in an attempt to remain relevant. It is hard to tell what impact new media platforms will have on how we receive and process information.

It is hard to tell what impact new media platforms will have on how we receive and process information. The Pew Research Center's Project for Excellence in Journalism reported that audiences for all the major news magazines declined in 2012, though digital ad revenue increased. The same report suggested that, while newspaper circulation is holding steady at around $10 billion after years of decline, digital pay plans allow newspapers to keep their heads above water. The increasing digital ad revenue for news magazines is not enough to compensate for print revenue loss in newspapers.

A 2014 report suggested that U.S. adults read a median of five books per year in 2013, which is about average. But are they reading traditional print or e-books? About 69 percent of people said they had read at least one printed book in the past year, versus 28 percent who said they would read an e-book. Is print more effective at conveying information? In a recent study, Mangen, Walgermo, and Bronnick found that students who read on paper performed slightly better than those who read an e-book on an open-book reading comprehension exam of multiple-choice and short-answer questions. While a meta-analysis of research by Andrews seemed to confirm that people read more slowly and comprehend less when reading from screens, a meta-analysis of more recent research on this topic does not show anything definite.

Television and Radio

Figure 8.6 Television control rooms feature feeds from many other networks so that producers and reporters can see different perspectives on the same events and be alerted to new developments around the world.

Radio programming obviously preceded television, but both shaped people's lives in much the same way. In both cases, information (and entertainment) could be enjoyed at home with a kind of immediacy and community that newspapers could not offer. For instance, many people in the United States might remember when they saw on television or heard on the radio that the Twin Towers in New York City had been attacked in 2001. Even though people were in their own homes, the media allowed them to share these moments in real time. This same kind of separate but communal approach occurred with entertainment, too. School-aged children and office workers gathered to discuss the previous night's installment of a serial television or radio show.

Up through the 1970s, U.S. television was dominated by three major networks (ABC, CBS, and NBC) competing for ratings and advertising dollars. The networks also exerted a lot of control over what people watched. Public television, in contrast, offered an educational nonprofit alternative to the sensationalization of news spurred by the network competition for viewers and advertising dollars. Those sources – PBS (Public Broadcasting Service), the BBC (British Broadcasting Company), and CBC (Canadian Broadcasting Company) – garnered a worldwide reputation for high-quality programming and a global perspective. Al Jazeera, the Arabic independent news station, has joined this group as a similar media force that broadcasts to people worldwide.

The impact of television on U.S. society is hard to overstate. By the late 1990s, 98 percent of U.S. homes had at least one television set, and the average person watched between two and a half and five hours of television daily. All this television has a powerful socializing effect, providing reference groups while reinforcing social norms, values, and beliefs.

Film

The film industry took off in the 1930s when color and sound were first integrated into feature films. Like television, early films were unifying for society: as people gathered in theaters to watch new releases, they would laugh, cry, and be scared together. Movies also act as time capsules or cultural touchstones for society. From Westerns starring the tough-talking Clint Eastwood to the biopic of Facebook founder and Harvard dropout Mark Zuckerberg, movies illustrate society's dreams, fears, and experiences. While many consider Hollywood the epicenter of moviemaking, India's Bollywood actually produces more films per year, speaking to the cultural aspirations and norms of Indian society. Like other media formats, the film industry has gone through substantial change due to streaming services, online privacy, and the new competition for people's entertainment dollars. Because the mainstream movie industry has been so reliant on ticket sales at live theaters, the COVID-19 pandemic affected it more dramatically than most other media categories. Highly anticipated movies slated for 2020 and 2021 releases were delayed or shifted to streaming distribution, reducing revenue. And some companies made lasting decisions regarding their future offerings.

New Media and Online Environments

New media encompasses all interactive forms of information exchange. These include social networking sites, blogs, podcasts, wikis, and virtual worlds. Many are not "new" in the sense that they were developed in the past few years (some may be older than you). Still, they are newer than the media mentioned above and rely on types of technologies that were not available until about thirty years ago. Many are disruptive to traditional media or companies that rely on those other formats. Clearly, the list of new media grows almost daily, and you might feel we are missing some. In fact, the immediacy of new media coupled with the lack of oversight means we must be more careful than ever to ensure that we are making good decisions about these formats' accuracy, ethics, and cultural responsiveness.

Product Advertising and the Attention Economy

Companies use advertising to sell to us, but how they reach us changes. Naomi Klein identified the destructive impact of corporate branding in her 1999 text, No Logo, an antiglobalization treatise focused on sweatshops, corporate power, and anticonsumerist social movements. In the post-millennial society, synergistic advertising practices ensure you are receiving the same message from various sources and on various platforms. For example, you may see billboards for Miller beer on your way to a stadium, sit down to watch a game preceded by a Miller commercial on the big screen, and watch a halftime ad in which people are shown holding up the trademark bottles. Chances are you can guess which brand of beer is for sale at the concession stand.

Advertising has changed as technology and media have allowed consumers to bypass traditional advertising venues. From the invention of the remote control, which allows us to skip television advertising without leaving our seats, to recording devices that let us watch programs but skip the ads, conventional television advertising is on the wane. And print media is no different. Advertising revenue in newspapers and on television has fallen significantly, which shows that companies need new ways of getting their messages to consumers.

Brand ambassadorships can also be powerful tools for advertisers. For example, companies hire college students to be their on-campus representatives, and they may target students engaged in high-profile activities like sports, fraternities, and music. (This practice differs slightly from sponsorships, and note that some students, particularly athletes, need strict guidelines about accepting money or products). The marketing team is betting that if we buy perfume because Beyoncé tells us to, we will also choose our workout gear, clothing, or make-up brand if another student encourages that choice. Tens of thousands of brand ambassadors or brand evangelists work on college campuses, and such marketing approaches are seen as highly effective investments for companies. The numbers make it clear: Ambassador-referred customers provide 16 percent higher value to companies than other customers, and over 90 percent of people indicate that they trust referrals from people they know.

Social media has made such influencer and ambassador marketing a near constant. Companies sponsor some formal ambassadors to show or use their products. In some cases, compensation arrives only in the form of free products and whatever monetization the ambassador receives from the site, such as YouTube. Influencers are usually less formally engaged with companies that are ambassadors, relying mostly on on-site revenue to reward their efforts. Some influencers may overstate their popularity in order to get free products or services. For example, luxury hotels report that they are barraged by influencers (some with very few followers and, therefore, questionable influence) who expect free stays in exchange for creating posts promoting the location.

One ethical and perhaps relationship-oriented question is whether paid ambassadors should be required to disclose their relationship with a company and how that works in online versus face-to-face interactions. In this case, online presence may be more "truthful" than in-person relationships. A video can formally include sponsorship information, and some ambassadors list partners or sponsors on their profiles. But in day-to-day, in-person conversations, it might be awkward for a classmate or colleague to mention that they are wearing a particular brand or using gear based on a financial relationship. In other words, the person sitting next to you with the great bag may be paid to carry it, and you may never know.

Homogenization and Fragmentation

Despite the variety of media at hand, the mainstream news and entertainment you enjoy are increasingly homogenized. Research by McManus (1995) suggests that different news outlets all tell the same stories, using the same sources, resulting in the same message, presented with only slight variations. So whether you are reading the New York Times or CNN's website, the coverage of national events like a major court case or political issue will likely be the same.

Simultaneously with this homogenization among the major news outlets, the opposite process is occurring in the newer media streams. With so many choices, people increasingly customize their news experience, minimizing their opportunity to encounter information that does not jive with their worldview. For instance, those who are staunchly Republican can avoid centrist or liberal-leaning cable news shows and websites that would show Democrats in a favorable light. They know to seek out Fox News over MSNBC, just as Democrats know to do the opposite. Further, people who want to avoid politics completely can choose to visit websites that deal only with entertainment or that will keep them up to date on sports scores. They can easily avoid information they do not wish to hear. Americans seem to view this phenomenon with great concern, indicating that the impact of customized or personalized news delivers worse news. Yet, they still engage with the platforms that deliver news in that manner.

The fragmentation of the news has led to an increased amount of digital tribalism. In this sense, Tribalism is the state or tendency to gather and reinforce ideas belonging to a group and to do so out of a sense of strong loyalty. Digital tribalism is the tendency to do so online and to forge new tribes purely based on online personas or ideologies. Instead of basing these groups on the classic bonds of ethnic, religious, or geographic ideologies, they are based on politics, emotions, lifestyles, lifestyle goals, or even brands. Digital tribes can lead people to a greater sense of belonging and can also be heavily exploited for commercial or power-attaining interests.

Source: Tonja R. Conerly, Kathleen Holmes, Asha Lal Tamang; OpenStax, https://openstax.org/books/introduction-sociology-3e/pages/8-2-media-and-technology-in-society
This work is licensed under a Creative Commons Attribution 4.0 License.