Evaluation WOrld

Question 1

Evaluation of Postmodernism (3)

Answer 1

Evaluation by Philo and Miller

1) Carries the idea of an active audience to a ridiculous extreme (No way of saying that reality is distorted by media images, since pm’s claim that the way people interpret them are the reality)
2) People are well aware that there is a reality beyong the images of the media. They recognise that media messages are often one sided (oppositional reading theory)
3) Many people are not free to construct their own identities and select their own lifestyles

Question 2

Evaluation of Uses and Grats?

Answer 2

1) Can’t idenify with audiences’ needs (when we say that TV offers escapism, is it because it is what audiences want, or just what TV provides? (link to Marx)
2) McCalugh are audiences as active in their choice of programmes as this theory suggests? More often than not, they watch what they’re given.

Question 3

Evaluation of Two - Step Flow Theory?

Answer 3

1) largely based on short term changes in attitudes and opinions - media presentations of elections examined to discover what extent they changed people’s voting intentions. Such studies show that the media had little effect on people’s opinions.

Question 4

Evaluation of Cultural Effects?

Answer 4

1) hard to evaluate actually, hard to idenitfy effects over a long period of time
2) hard to show that they are a result of media output, as well as factors in wider

Question 5

Evaluation of Media imperialism and cultural imperialism

Answer 5

1) Cultural reponse - research indicates that different cultures interpret different media output in differet ways (when shows like who wants to be a millionaire? - local versions used to reflect their culture
2) There has been an increase in local broadcasting specifically aimed at national and regional broadcasting (aljazeera)
3) The flow of programmes may be reversed so that local programmes from developing countries may be exported to western countries.

Question 6

Strengths of Pluralist approach

Answer 6

1) There is a wide range of newspapers, magz, vhannels and other media reflecting a huge range of interests and ideas, (including that which is critical of dom ideology)
2) The diversity in the media allows for investigative reporting to take place which can scrutinize and challenge the power and interests of the dominant class
3) JOurnalists are not simply the pawns of their owners, they have some editorial honesty and independance, often critical of dom ideology

Question 7

Weaknesses of the Pluralist Approach

Answer 7

1) The wonders have on numerous occasions sacked uncooperative editors. Both gov and rich people have brought political and legal pressure to stop certain boks , texts that threaten their interests
2) The pressure to attract audiences limits the media and does not increase choice. Media declines in choice - the media target a large mass and undemanding audience with unchallenging bland content.
3) Hegemonic theorists claim that people have been socialized by the media themselves into the belief that theyre being provided with what they want - the media have created their tastes.

Question 8

Weaknesses of the Manipulative approach?

Answer 8

1) Pluralists - media owners are primarliy concerned with profit - they can get advertisers by provding the peope with what they want
2) The state regulates media ownership soooo not one person has too much influence. it is the law for news to be impartial
3) audiences ar not as gullible and easily manipulated . they can accept or reject or interpret media messages depending on their own experiences.