| This dissertation investigates "media groups," which are defined as loosely based, conversational networks developed around mass media programs. A pilot study of in-depth, qualitative interviews revealed that individuals do develop in-groups and out-groups based on mass-mediated topics. These media groups were further explored in the main study, in which 121 working individuals completed a questionnaire investigating media groups within the structure of the workplace. The findings suggest that individuals do talk about topics from the mass media at work, including sports, night time serials, and movies. These individuals form group identifications through conversations about media programs: individuals who know about and contribute to conversations feel better, closer to the other conversants, and more similar to the other conversants. The effects of these media groups extend beyond the momentary conversational encounter, such that individuals who are able to contribute to conversations feel more included in their work group in general. The survey finds gender differences in that women react more strongly than men to the inclusion and exclusion of others, feeling worse when others are excluded and better when all are included. The findings suggest that sports conversations are exclusionary, with a predominance of male conversants. The effect of this exclusion varies by gender. Women report feeling worse than men about being excluded from conversations about sports. Women who know less about sports tend to believe communication in the workplace is less open than men with comparable knowledge. However, women who break through this exclusion and contribute to conversations about sports are more likely to believe that communication in the workplace is open, and that they will receive a promotion within the next year. Thus, the study suggests that these media groups have important implications for the maintenance of socially constructed hierarchies, such as gender. |
