SOCIAL WORLD APPROACH TO CULTURAL-STUDIES - MASS-MEDIA AND GENDER IN THE ADOLESCENT PEER GROUP

Cultural sociologists and those studying socialization share an intere st in understanding the ways in which media are important within socia l life. Studies of mass media include those focusing on the production of culture, the content of cultural products, and individual interpre tations of media images. However, a fourth domain in cultural studies, the social world, or the context in which media are experienced, has been disregarded. This ethnographic analysis of an adolescent microcul ture uses a unique method for studying media influence a group of frie nds in their natural school setting spontaneously and collectively mak e gendered meanings based on media content. The influence of mass medi a on gender relations can be seen as the boys produce and reproduce me anings, based on stereotypical media messages, within their peer group . This occurs through appropriating scenes from cable television films that embody traditional male culture, identifying with the models of masculinity available through media content and imputing stereotypical notions of gender to the mass media. Integrating this important fourt h realm of cultural studies-the social world of media-with an interpre tive reproduction approach to socialization provides a fuller understa nding of how mass media are influential within modem society.