The impact of the new media

Paper 4 – Media: Ownership and Control

Topic: The Impact of New Media

1. Introduction

The rise of digital technologies has reshaped who owns media, how it is controlled, and the ways audiences engage with it. This note examines the sociological significance of new‑media platforms (social‑networking sites, blogs, podcasts, streaming services, etc.) for ownership patterns, control mechanisms, and broader social change.

2. Key Concepts

• New Media – Digital platforms that enable user‑generated content, interactivity and on‑demand access.
• Convergence – The merging of traditional and digital media forms, often creating cross‑ownership.
• Algorithmic Gate‑keeping – Computer‑driven processes that decide which content appears to users.
• Network Society – A social structure organised around the flow of information through digital networks.
• Digital Divide – Inequalities in access to, and the ability to use, new‑media technologies.
• Surveillance Capitalism – The extraction and monetisation of personal data by tech firms.

3. Theoretical Perspectives

1. Marxist / Political Economy – Focuses on ownership concentration, profit motives and the ideological function of digital content.
2. Cultural Studies – Emphasises audience agency, identity construction and resistance within online spaces.
3. Functionalist – Views new media as fulfilling societal needs for information, entertainment and social integration.
4. Symbolic Interactionism – Analyses everyday interactions mediated through digital platforms.

4. Perspectives on Globalisation

Cambridge requires students to link media ownership with globalisation theories.

• World‑Systems / Imperialism – Media conglomerates from core nations dominate peripheral markets, reinforcing economic dependency.
• Cultural Globalisation – Global platforms circulate dominant cultural forms (e.g., Hollywood, K‑pop), leading to cultural homogenisation.
• Glocalisation – Global platforms adapt content to local tastes (e.g., Netflix “local originals”), creating hybrid media cultures.
• Network Society – Digital connectivity transcends borders, reshaping the geography of media production and consumption.

5. Ownership and Control in the Digital Age

Comparison of traditional and new‑media structures.

6. Sociological Impacts of New Media

6.1 Political Participation

• Online petitions, hashtag activism, live‑streamed protests expand avenues for civic engagement.
• Algorithmic filtering can produce echo chambers, limiting exposure to dissenting views (see media‑effects models).
• Micro‑targeted political advertising reshapes campaign strategies.

6.2 Cultural Representation

• Marginalised groups bypass mainstream gate‑keepers to tell their own stories (e.g., Afro‑beat dance challenges on TikTok).
• Platform policies, moderation practices and algorithmic bias can marginalise or silence certain voices.

6.3 Social Relationships

• Social‑networking sites enable constant connectivity but also foster superficial ties and online harassment.
• Digital “friend‑making” alters concepts of intimacy, community and social capital.

6.4 Economic Implications

• Gig‑economy creators (YouTubers, TikTokers, podcasters) generate new forms of labour and income streams.
• Concentration of data and advertising revenue in a few tech firms raises concerns about market power and surveillance capitalism.
• Precarious employment: lack of contracts, social security, and collective bargaining for digital creators.

6.5 Media Representations of Class, Gender, Ethnicity & Age

• Class – Working‑class vloggers can showcase everyday life, yet algorithms often promote aspirational, middle‑class aesthetics.
• Gender – Beauty‑vloggers, “fit‑fluencers” and gaming streamers negotiate gender norms; TikTok trends may both reinforce and subvert stereotypes.
• Ethnicity – Minority creators celebrate cultural heritage but report reduced reach due to algorithmic bias.
• Age – Youth dominate TikTok and Snapchat, shaping youth culture; older adults increasingly use Facebook for community building, highlighting inter‑generational divides.

6.6 Globalisation and Media

• Cross‑border ownership – Examples: Disney’s acquisition of 21st Century Fox; ByteDance’s expansion into Europe and the US.
• Implications – Cultural homogenisation, “soft‑power” competition, regulatory friction when national laws clash with global platform policies.
• Glocalisation – Localised content production by global platforms (e.g., Netflix “Spanish‑language originals”).

6.7 Religion and New Media

• Digital proselytising – livestreamed services, YouTube sermons, Instagram ministries.
• Online faith communities – prayer groups, podcasts, WhatsApp circles sustain religious identity, especially for diaspora.
• Controversies – debates over secularisation, hate speech targeting religious minorities, and platform moderation of religious content.

7. Media‑Effects Models Applied to New Media

1. Agenda‑Setting – Algorithms highlight certain topics (e.g., Facebook “Trending”, TikTok “For You” feed) shaping public salience.
2. Cultivation Theory – Repeated exposure to curated feeds can alter perceptions of social reality (e.g., heightened fear of crime from violent video‑game streams).
3. Uses‑and‑Gratifications – Users select platforms to satisfy needs: information, identity, social interaction, entertainment (e.g., TikTok for self‑expression).
4. Spiral of Silence – Perceived minority opinions may be hidden within echo chambers, reinforcing dominant views.
5. Two‑Step Flow – Influencers act as opinion leaders, interpreting algorithmic content for their followers.

8. Empirical Data (2023‑2024)

9. Case Studies

1. Facebook & the 2016 US Election – Algorithmic amplification of partisan content, micro‑targeted advertising, and the spread of misinformation.
2. BBC iPlayer vs. Netflix (UK) – Convergence of public‑service broadcasting and global streaming; regulatory response via the Online Safety Bill.
3. #MeToo and #BlackLivesMatter on Twitter/X – Rapid mobilisation, transnational solidarity, and the role of hashtags as digital public spheres.
4. TikTok’s “For You” Feed – Machine‑learning gate‑keeping, viral trend formation, and concerns over data privacy for users under 18.
5. ByteDance’s expansion into Europe – Illustrates cross‑border ownership, glocalisation of content, and regulatory challenges (e.g., GDPR compliance).

10. Evaluation – Advantages and Disadvantages

11. Conclusion

New media have transformed ownership and control in the media sector. While they democratise content creation, expand political and cultural expression, and reshape social relationships, power remains concentrated in a few technology corporations. The resulting digital divide, surveillance capitalism, algorithmic bias, and regulatory challenges pose significant sociological questions. A nuanced, theory‑informed analysis is essential for understanding contemporary media cultures and for answering Cambridge AS & A Level Sociology exam questions.