Culture, the public sphere, and media sociology: A search for a classical founder in the work of Robert Park

This article examines the history of media sociology in the U.S., through a critical analysis of articles published in the major sociology journals during the twentieth century. I argue thatmedia sociology has been at itsmost vibrant when its goal has been to understand the dominant cultural structures that shape the public sphere. Robert Park was the first sociologist to adopt this perspective, with his research on newspapers and the power of the press. This interest continued into the 1950s, with research on media and propaganda. By the 1960s, however, concern had shifted away from the public character of media, focusing instead on the ways in which social factors intervened betweenmedia messages and society.While important, this shift in analytical focus ultimately led to a more reductionistmedia sociology, which failed to explore how media provided a distinctive type of social output. There is evidence that a less reductionist media sociology has begun to emerge since the 1990s, with the rise of cultural sociology and theories of the public sphere. This new media sociology could increase its visibility within mainstream sociology by making more explicit connections to the Chicago School tradition, and by claiming Robert Park as its classical founder.