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July 16, 2013 / C H Thompson

Norm-setting

Norm-setting describes the way the mass media reinforces conformity to social norms and social alienates those that don’t conform. This conformity can be demonstrated in distinct ways:

  • advertising reinforces gender roles
  • through the use of language in news reports – workers who refuse to strike are brave while those that strike aren’t
  • discourages non-conformist behaviour by sensationalising certain types of behaviour in programmes like Nick and Margaret: We All Pay Your Benefits 

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