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P a r t
I I
Production
The Media Industry and the Social World
We begin our examination of the mass media by looking at the source of most med1a
products: the media industry. In particular. Part II explores the social forces thai mnuenc("
the media industry, first highlighting relationships between institutions. In Chapr.r 2. we
look at the economic forces that shape the industry and the consequences for med1a ron·
tent. Chapter 3 turns to the political constraints on the media industry. exploring vanous
debates about government regulation of mass media.
We also examine how the organization of the media industry helps shape med1a prod·
ucts. Here the concern is with relationships within the media industry. Chapter 4 analyz~
the professional routines and organizational norms at work in various sectors of the medta
The emphasis in Part II is on the broad structural constraints on media production. how
these economic, political, and organizational forces shape decision making and mfluence
media content; and how actors within the media industry interpret and respond to tht"'Se
constraints. This "production perspective" has been the principal lens through wh1ch much
contemporary sociology has looked at mass media. As we will see. it has a great deal t{}
offer for understanding processes of decision making within the media industnes
However, as a production~oriented perspective tells us little about things such as ho~
people use or interpret media products, it is important to remember that it is only part of
our larger model of media and the social world. Issues of media content. the rolt" of an1H"
audiences, and media influence will be addressed in Parts Ill and IV Production. though_ '"
an important piece ofthis larger media puzzle and a useful place to begin our explorauon
of the complex relationship between media and society.
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