SOCIAL MOVEMENT THEORY: MASS SOCIETY

THEORY

LOKMAN HAKIM BIN ABDUL MURAD

FOR: MADAM NOR RAIHAN BINTI ABU BAKAR

  MATRIX NO:2015894188  CLASS           : MC1114A 

TABLE OF CONTENT

CONTENT PAGE

WHAT IS MASS SOCIETY THEORY? 

HISTORY

CHARACTERISTICS OF MASS MEDIA THEORY

THE CONNECTIONS BETWEEN MASS

SOCIETY THEORY AND SOCIAL MOVEMENT

THEORY.

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MASS SOCIETY THEORY 5

WHAT IS MASS SOCIETY THEORY?

Mass society theory is an interdisciplinary critique of the collective identity that results from the mass commodification of culture and the mass media's manipulation of society.

HISTORY.

Mass society theory developed at the end of the nineteenth century and beginning of the twentieth century in response to the rise of the media industry and the socio-political changes created by industrialization, urbanization, and the fall of established political regimes.While popular media existed in the nineteenth century, mass media, as a discrete concept, did not develop until the early twentieth century with the advent of national circulation newspapers and national media networks like nationwide radio.To mass society theorists, the media represents and promotes the worst problems of modernity.

CHARACTERISTICS OF MASS MEDIA

THEORY.

Early proponents of the theory believed that mass society is characterized by a collective identity and low-brow cultural interests. Because of these characteristics, they believed that dictatorships and bureaucracies can easily and quickly manipulate mass societies, making them vulnerable to extremist politics and the rise of disenfranchised .

THE CONNECTIONS BETWEEN MASS SOCIETY

THEORY AND SOCIAL MOVEMENT THEORY.

Mass society theory belongs to the larger body of interdisciplinary work called social movement theory. Social movement theory refers to the study of social mobilization, including its social, cultural, and political manifestations and consequences. The field took shape during the late nineteenth century and has since come to comprise six main areas of study: mass society theory, relative deprivation theory, resource mobilization theory, structural-strain theory, value-added theory, and new social movement theory.Social movements influence and control their members through tactics such as mobilizing fear, engaging in frame appropriation, social constructionism, and counterframing.

MASS SOCIETY THEORY

Mass society theory emerged as a discrete field of interest at the turn of the century, in part as a result of the changes that scholars saw occurring in society as effects of industrialization, urbanization, and political change.During the late 1800s and early 1900s, the rise of industrialization and urbanization changed society.Mass society theory suggests that all these social changes created politically and psychologically unmoored masses.The rise of the media industry in the twentieth century provided a formal means of communication that was accessible to almost everyone in a society.Mass society theory grew out of these concerns. It holds that the mass media has the power to change cultural norms and power relations, and can thus contribute to and change the social order.Mass society theory tends to emphasize the breakdown of the primary groups in society such as the family and neighborhood.That said, mass society theorists continue to critique the relationship between society and the mass media, and have renewed their efforts by incorporating new media such as the Internet.