Cultural optimist view.

Question 1

Informed consumers.

Answer 1

There are more choices and there is more audience participation. Media saturated society, Whale- the audience chooses.

Question 2

Greater democracy.

Answer 2

People can voice their views in new media eg Twitter, spreading awareness of democracy and freedom of expression. McNair- protest groups, spreading ideas: no one person controls social media. 2SF, uses+ grats.

Question 3

More access to different kinds of information.

Answer 3

NHS choices website- less strain on its services. Media saturated, DO can not be spread, organic analogy.

Question 4

The world is a global village- McLuhan.

Answer 4

New media shrinks the earth. More awareness of social issues.

Question 5

Social life is enhanced.

Answer 5

The global culture is reflected in the media. Uses+ grats, provides a sense of community+ personal relationships.