SOCIOLOGY 477 Special Topics in Sociology—Mass Media and Society
5 Units (CRN 20613)
California State University, Bakersfield
Spring Quarter 2007
Class Meetings: DDH 102G, TR 3:30-5:35 PM
Instructor: Dr. Janet Armentor-Cota
Office: DDH AA207
Office Phone: 661-654-2553
Office Hours: T & R 1:00-2:30 PM; W 11:00-1:00 PM & by appt.
E-mail: jarmentor_cota@csub.edu
Website: http://www.csub.edu/~jarmentor_cota/
COURSE DESCRIPTION
This course provides a broad overview of mass media and its social implications. Mass media is a
pervasive and powerful social force that is often taken-for-granted. Throughout this course, we will
examine the behind-the-scenes patterns and processes that shape the workings and content of mass media
(including television, music, print, radio, film, and the Internet). We will also critically analyze mass
media as a social institution that transmits culture and shapes people’s perceptions of social issues. Some
of the questions that will be addressed include: Who owns the media?; What factors shape the creation of
media products?; What are the dominant and marginalized images in mass media?; How do people use
and interpret mass media?; What impact are mass media having on social life?; How do new media,
including the Internet, blur the distinction between mass media and interactive media? In addition to
learning the theoretical and methodological approaches to studying mass media, we will take a look at
some of the central topics in relation to mass media including: cultural dimensions of mass media,
economic and social organization of mass media, content of media messages, the relationship between
identity issues and mass media, structure and agency among audiences, and the growth of new media
technologies. Throughout the course, we will explore mass media by engaging in short media
assignments and activities.
COURSE LEARNING OBJECTIVES
 Acquire a general understanding about the social implications of mass media and the substantive
topics in relating to mass media
 Read various theoretical, methodological, and empirical works on mass media from classic and
contemporary perspectives
 Compose a research paper on a sociologically substantive topic related to mass media
 Give a class presentation on a research paper
 Practice collaboration and the ability to listen to, question, and engage with both class material and
fellow students’ contributions to the class
 Develop and expand critical thinking skills through writing assignments and class participation
REQUIRED TEXTS The following books are available at the Runner Bookstore:
1.) David Croteau and William Hoynes. (2003). Media/Society: Industries, Images, and Audiences.
Thousand Oaks, CA: Pine Forge Press.
2.) Sut Jhally. (2006). The Spectacle of Accumulation: Essays in Culture, Media, and Politics. NY, NY:
Peter Lang.
Additional readings will be available through WebCT.
COURSE REQUIREMENTS
The learning objectives will be achieved through the following
Critical Thinking Papers: You will write a series of short papers on the reading material. Each paper is
worth 20 points (twenty=excellent; zero=not completed), for a total of 100 points. Papers should be 3-4
typed pages and should directly address the guidelines and questions that I will provide to the class
through WebCT. You must submit your papers through WebCT under Assignments on the due date
BEFORE you come to class. WebCT will not accept your paper past 3:29 PM on the due date. You
must submit your paper as a doc. file. Responses should be sociological and demonstrate critical thinking
on particular topics/issues. I will not accept papers after the due date.
Media Log/Blackout Assignment: For this assignment, you will keep a written log of how much time you
spend over a 48-hour period engaged with some form of media (television, film, video, books, music, cell
phone, Internet, etc.). Then, you will eliminate all use of the media, except for that required for work,
school, and emergencies for a 48-hour period, keeping a journal as you go of what happens—what you
are thinking, what others say, and how people interact with you. At the conclusion of this blackout, write
a brief paper (2-3 pages) describing what happened during the blackout while using concepts/theories
from Chapter 1 in Media/Society to interpret your experience.
Research Paper Proposal: The proposal is due Week 4. You will be required to bring a rough draft of your
proposal during the third week of class for peer-review. (You will lose two points if you do not bring your
rough draft). I will accept a late proposal so I can give you feedback, but you will not earn any points for
the proposal.
Final Research Paper: The final paper will be on a substantive topic of your choice, related to mass media.
Graduate students will complete a 10-12 page paper while undergraduate students will complete a 7-8
page paper. Specific details about the paper requirements and guidelines will be discussed during the
second week of class. Students are strongly encouraged to meet with me during office hours or by
appointment to discuss topics. The paper is due Week 10, Tuesday, May 29th class.
Research Paper Presentation: At the end of the quarter, you will give a presentation on your final paper.
Guidelines for the presentation will be provided later in the quarter. Presentations are scheduled for the
last two weeks of the quarter. You are required to attend all presentations during this time.
Co-leader of class discussion: In addition to regular participation, students will partner up with another
student to lead discussion on the day’s topic. Both you and your partner are responsible for reading all
assigned material for that day. At a minimum, co-leaders should present:
1. Key points of the readings
2. At least two questions to stimulate class discussion
3. Any sociologically substantive critiques (positive or negative) of the reading(s)
You are encouraged to use creative methods. Use visual aids (handouts, Powerpoint, video clip) or a class
exercise—whatever you think will address the criteria for discussion.
NOTE: On the days when there are no assigned co-leaders, the entire class must bring one discussion
question and actively participate.
Participation: Students are expected to actively participate in class discussions. This component includes
bringing discussion questions to class.
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COURSE EXPECTATIONS
Since this is an upper-level special topics course, much of the work in this course will be collaborative
and participatory. Controversial topics may be discussed and students are encouraged to express their
ideas in a responsible manner that is sensitive to diversity and respectful of the learning environment. You
are expected to attend classes on time, participate in all scheduled discussions and presentation sessions,
and complete all assignments. While I am not making attendance a formal course requirement, I will pass
around a sign in sheet in each class. Chronic tardiness and repeated absences will likely affect your final
grade.
Civility is required. We must work together to minimize noise, interruptions, and disturbances.
Furthermore, students are required to refrain from side-conversations during class. Students are expected
to turn off their cell phones before class starts. If you must leave class early for some reason, then please
come see me.
ACADEMIC INTEGRITY
In this course, each of you is expected to do your own work. This means not cheating on exams, not
downloading a paper from the Internet and using it as if you wrote, and not using an author’s exact words
and/or ideas and putting them in your paper as if they were your own words and/or ideas. I will follow the
guidelines for plagiarism in the CSUB Catalog which includes, but is not limited to, assigning a failing
grade for the course and placing a note in your academic file. If you have questions about academic
integrity, please ask me. For a complete description of academic integrity, plagiarism, and cheating,
please link to: http://www.csub.edu/undergradstudies/pdf/Academic_Integrity.pdf
STUDENTS WITH DISABILITIES
Students who need special accommodations for this course must notify the office of Services for Students
with Disabilities (SSD), SADM 140, at (661) 664-3360. SSD’s website is:
www.csub.edu/univservices/ssd
GRADING: I highly recommend tracking your points earned during the quarter to avoid any
discrepancies or surprises when I calculate your final grade. The grading scale for the final course grade is
based on a 90-80-70-60 scale.
Requirement
Points
Critical Thinking Papers
100 points (5@ 20 points)
Media Log/Blackout Assignment
20 points
Research Paper Proposal
10 points
Final Research Paper
100 points
Research Paper Presentation
40 points
Discussion Leader
20 points
Participation
20 points
------------TOTAL POSSIBLE POINTS
310 points
SCALE FOR QUARTER TOTAL POINTS
A
AB+
B
BC+
310-291
290-278
277-269
268-257
256-247
246-238
C
CD+
D
DF
237-226
225-216
215-207
206-195
194-186
185-0
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COURSE SCHEDULE, TOPICS, READINGS, AND ASSIGNMENTS
Note: This is a tentative course outline, meaning that revisions to this schedule may occur.
Note: Croteau and Hoynes: Media/Society text
Jhally: The Spectacle of Accumulation text
WebCT= reading is available under Course Content on WebCT.
Week One
Introduction to the Course: A Sociology of Mass Media
T 3/27
Course Introduction
Discussion of course requirements, set up discussion leaders
*Media Assignment : Media Log and Blackout
R 3/29
NO CLASS- Away for professional conference
Work on your Media Assignment
Readings: Croteau and Hoynes, Ch. 1 “Media and the Social World” (pp. 3-30)
Kellner, “Cultural Studies, Multiculturalism, and Media Culture” (handout)
Week Two
T 4/3
R 4/5
Theoretical Approaches to Studying Mass Media
*Media Log/Blackout Assignment due in class
Discussion of Media Log and Blackout
Readings: Edles, excerpt from “Media and Popular Culture” (pp. 56-64) (handout)
Grossberg, et al, “Narratives of Media History”
(handout)
*Critical Thinking Assignment #1 due through WebCT
Readings: Jhally, “The Political Economy of Culture”
Jhally, “Communications and the Materialist Conception of History”
Discussion of Research Proposal
Discussion Leaders:
Week Three
Methodological Approaches to Studying Mass Media/
Production: The Media Industry
T 4/10
Readings: Traudt, Chs. 2 & 3, “Quantitative Media Effects Research” (WebCT)
“Qualitative Media Effects Research” (WebCT)
Grossberg, et al, “The Interpretation of Meaning” (WebCT)
Discussion Leaders:
R 4/12
Readings: Croteau and Hoynes, Ch. 2, “The Economics of the Media Industry”
Ch. 3, “Political Influence on Media”
Video Clip: Wag the Dog
Discussion Leaders:
In-Class Proposal Exchange
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Week Four
Production : Media Organizations and Media Constraints/
Content: Ideology and Hegemony in Mass Media
T 4/17 Readings: Croteau and Hoynes, Ch. 4, “Media Organizations and Professionals”
Croteau and Hoynes, “How Business Strategy Shapes Media Content” (WebCT)
*Critical Thinking Assignment # 2 due in class
R 4/19
Readings: Croteau and Hoynes, Chapter 5, Media and Ideology
Jhally, “Cultural Studies and the Sports-Media Complex”
*In class activity: Analyzing Advertisements
Discussion Leaders:
*Research Paper Proposal Due in class
Week Five
Content: Advertising Culture/
Content: Social Inequality and Media Representation; Class
T 4/ 24 Readings: Jhally, “Advertising as Religion: The Dialectic of Technology and Magic
Jhally, “Advertising at the Edge of the Apocalypse”
Video: Advertising and the End of the World
*Critical Thinking Assignment # 3 due through WebCT
R 4/26 Readings: Croteau and Hoynes, Chapter 6, (195-227) Social Inequality and Media
Representation
Benshoff and Griffin “Cinematic Class Struggle after the Depression” (WebCT)
Discussion Leaders:
Week Six
T 5/1
Content: Social Inequality and Media Representation: Race and Gender
Readings: Wykes and Gunter, “Starring Roles: Screening Images” (WebCT)
Jhally with Jackson Katz, “Missing the Mark: School Shootings and Male Violence”
Zurbriggen, and Morgan, “Who Wants to Marry a Millionaire? Reality Dating
Television Programs, Attitudes toward Sex, and Sexual
Behaviors” (WebCT)
*Critical Thinking Assignment #4 due through WebCT
R 5/3 Readings: Jhally with Justin Lewis, “Affirming Inaction: Television and the Politics of
Racial Representation”
Jhally with Justin Lewis, “The Politics of Cultural Studies: Racism, Hegemony, and
Resistance”
Wilson II and Gutierrez, “Advertising and People of Color” (WebCT)
Video clip: Color Adjustment
*Discussion Leaders:
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Week Seven
Media Audiences : Influences, Meaning Construction, and Resistance
T 5/8 Readings: Croteau and Hoynes, Chapter 7, “Media Influence and the Political World”
Rose, “A Style Nobody Can Deal With: Politics, Style, and the Postindustrial
City in Hip Hop” (WebCT)
*Discussion Leaders:
R 5/10 Readings: Croteau and Hoynes, Chapter 8, “Active Audiences and the Construction of Meaning”
Crane, “Gender and Hegemony in Fashion Magazines: Women’s Interpretations of
Fashion Photographs” (WebCT)
*Discussion Leaders:
Week Eight
New Media: Technological Change/ Media Literacy
T 5/15 Readings: Croteau and Hoynes, Chapter 9, “Media Technology and Social Change”
Kawamoto, “Changes Affecting Traditional Mass Media” (WebCT)
*Critical Thinking Assignment #5 due through WebCT
R 5/17 Readings: Jhally with Justin Lewis, “The Struggle for Media Literacy”
Jhally with Jeremy Earp, “Empowering Literacy”
Week Nine
Globalization and the Future of Media/ Presentations
T 5/22 Reading: Croteau and Hoynes, Chapter 10, “Media in a Changing Global Culture”
R 5/24 Presenters:
Week Ten
Presentations
T 5/29
Presenters:
*Final Research Paper due in class
R 5/31
Presenters:
(FINALS WEEK): Required Office Visit: Tuesday-Wednesday, June 5th and 6th
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