As the twentieth century was approaching society was in transition. Society once thought of as ‘a traditional and stable social system’ (DeFleur and Ball-Rokeach, 1989: 159) was developing into an atomized one where tradition, community and family values began to decline; leaving a mass of isolated individuals which scientists called the ‘mass society’. A variety of theorists gave their perspective on the concept of this changed society, one of which was German sociologist Ferdinand Tonnies who established a ‘theory of social bonds’ (ibid: 152). His analysis contrasts the features of the ‘Gemeinschaft’ (community) (Tonnies, 2002:33) with features of the ‘Gesellschaft’ (society) (ibid) to explain the nature of the mass society and how corrupt it was compared to traditional society of the pre-industrial period. Tonnies explai...
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