Sociology – Paper 4 – Media: Representation and effects | e-Consult
Paper 4 – Media: Representation and effects (1 questions)
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The following table outlines key differences in how traditional media (e.g., television, newspapers) and social media (e.g., Instagram, TikTok) influence consumer decisions:
| Aspect | Traditional Media | Social Media |
|---|---|---|
| Audience Reach | Broad, often passive audience; limited targeting. | Highly segmented; algorithms deliver content based on user data. |
| Message Control | One‑way communication; limited interaction. | Two‑way interaction; users can comment, share, and create content. |
| Persuasion Techniques | Mass advertising, celebrity endorsements. | Influencer marketing, user‑generated reviews, viral challenges. |
| Speed of Influence | Slower; campaigns run over weeks or months. | Rapid; trends can spread globally within hours. |
| Measurement of Impact | Ratings, circulation figures, ad recall surveys. | Engagement metrics (likes, shares, click‑through rates) and real‑time analytics. |
In summary, while traditional media still reaches large audiences, social media offers more precise targeting, interactive persuasion, and faster diffusion of consumer trends, fundamentally reshaping buying behaviour.