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  • Understand and discuss how media and technology are analyzed through various sociological perspectives

It is difficult to conceive of any one theory or theoretical perspective that can explain the variety of ways that people interact with technology and the media. Technology runs the gamut from the match you strike to light a candle all the way up to sophisticated nuclear power plants that might power the factory where that candle, was made. Media could refer to the television you watch, the ads wrapping the bus you take to work or school, or the magazines you flip through in a waiting room, not to mention all the forms of new media, including Twitter, Facebook, blogs, YouTube, and the like. Are media and technology critical to the forward march of humanity? Are they pernicious capitalist tools that lead to the exploitation of workers worldwide? Are they the magic bullet the world has been waiting for to level the playing field and raise the world’s poor out of extreme poverty? Choose any opinion and you will find studies and scholars that agree with you––and those who disagree.

Functionalism

Because functionalism focuses on how media and technology contribute to the smooth functioning of society, a good place to begin understanding this perspective is to write a list of functions you perceive media and technology to perform. Your list might include the ability to find information on the internet, television’s entertainment value, or how advertising and product placement contribute to social norms.

Commercial function

A boy and girl are shown from behind watching a football game on television. A coffee table sits between them and the television, and a bookshelf is beside the TV.
TV commercials can carry significant cultural currency. For some, the ads during the Super Bowl are more water cooler-worthy than the game itself. (Photo courtesy of Dennis Yang/flickr)

As you might guess, with nearly every U.S. household possessing a television, and the 250 billion hours of television watched annually by Americans, companies that wish to connect with consumers find television an irresistible platform to promote their goods and services (Nielsen 2012). Television advertising is a highly functional way to meet a market demographic where it lives. Sponsors can use the sophisticated data gathered by network and cable television companies regarding their viewers and target their advertising accordingly. Whether you are watching cartoons on Nick Jr. or a cooking show on Telemundo, chances are advertisers have a plan to reach you.

And it certainly doesn’t stop with television. Commercial advertising precedes movies in theaters and shows up on and inside of public transportation, as well as on the sides of building and roadways. Major corporations such as Coca-Cola bring their advertising into public schools, sponsoring sports fields or tournaments, as well as filling the halls and cafeterias of those schools with vending machines hawking their goods. With the rising concerns about childhood obesity and attendant diseases, the era of soda machines in schools may be numbered. But not to worry. Coca-Cola’s filtered tap water, Dasani, and its juice products will remain standards in many schools.

Questions & Answers

who was the first nanotechnologist
Lizzy Reply
k
Veysel
technologist's thinker father is Richard Feynman but the literature first user scientist Nario Tagunichi.
Veysel
Norio Taniguchi
puvananathan
Interesting
Andr
I need help
Richard
@Richard Is that Richard Feynman
Vince
anyone have book of Abdel Salam Hamdy Makhlouf book in pdf Fundamentals of Nanoparticles: Classifications, Synthesis
Naeem Reply
what happen with The nano material on The deep space.?
pedro Reply
It could change the whole space science.
puvananathan
the characteristics of nano materials can be studied by solving which equation?
sibaram Reply
plz answer fast
sibaram
synthesis of nano materials by chemical reaction taking place in aqueous solvents under high temperature and pressure is call?
sibaram
hydrothermal synthesis
ISHFAQ
how can chip be made from sand
Eke Reply
is this allso about nanoscale material
Almas
are nano particles real
Missy Reply
yeah
Joseph
Hello, if I study Physics teacher in bachelor, can I study Nanotechnology in master?
Lale Reply
no can't
Lohitha
where is the latest information on a no technology how can I find it
William
currently
William
where we get a research paper on Nano chemistry....?
Maira Reply
nanopartical of organic/inorganic / physical chemistry , pdf / thesis / review
Ali
what are the products of Nano chemistry?
Maira Reply
There are lots of products of nano chemistry... Like nano coatings.....carbon fiber.. And lots of others..
learn
Even nanotechnology is pretty much all about chemistry... Its the chemistry on quantum or atomic level
learn
Google
da
no nanotechnology is also a part of physics and maths it requires angle formulas and some pressure regarding concepts
Bhagvanji
hey
Giriraj
Preparation and Applications of Nanomaterial for Drug Delivery
Hafiz Reply
revolt
da
Application of nanotechnology in medicine
has a lot of application modern world
Kamaluddeen
yes
narayan
what is variations in raman spectra for nanomaterials
Jyoti Reply
ya I also want to know the raman spectra
Bhagvanji
I only see partial conversation and what's the question here!
Crow Reply
what about nanotechnology for water purification
RAW Reply
please someone correct me if I'm wrong but I think one can use nanoparticles, specially silver nanoparticles for water treatment.
Damian
yes that's correct
Professor
I think
Professor
Nasa has use it in the 60's, copper as water purification in the moon travel.
Alexandre
nanocopper obvius
Alexandre
what is the stm
Brian Reply
is there industrial application of fullrenes. What is the method to prepare fullrene on large scale.?
Rafiq
industrial application...? mmm I think on the medical side as drug carrier, but you should go deeper on your research, I may be wrong
Damian
STM - Scanning Tunneling Microscope.
puvananathan
The issue of airplan pilot exhaustion is an issue of growing media concern. Select a theorectical perspective and describe how it would explain this.
Kadijatu Reply
What is society and how society understand
Ashmi Reply
Deceit social imitation bye C.Writ
Ashmi
What is called research problem and how we narrow down a research question and why it is needed
Karamat Reply

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Source:  OpenStax, Introduction to sociology. OpenStax CNX. Jun 12, 2012 Download for free at https://legacy.cnx.org/content/col11407/1.7
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