Ideology, Control Of The Media And Media Context

Question 1

What is the idealogical role of the media

Answer 1

This is concerned with the extent to which the media socialise audiences into a particular view of the world

Question 2

Define ideals

Answer 2

Set of ideas, values and beliefs that represents the outlook and justifies interest in a social group

Question 3

What is preferred reading

Answer 3

• otherwise known as dominant reading

- how those who produce media content prefer their audience to interpret the media

Question 4

What is the manipulative or instrumental approach on media

Answer 4

This is a Marxist approach and claims the media is part of the idealogical state apparatus

Question 5

What does Milliband (Marxist) say about media

Answer 5

He says the role of the media is to shape how we think about the world we live, how we are rarely informed on important issues like class inequality

Question 6

What does Curran (Marxist) say about the instrumental approach

Answer 6

That evidence for this world is all around us like papers changing political alliances to ensure government let’s them do what they want

Question 7

What is an evaluation of the instrumental approach

Answer 7

Pluralists argue there is a wide range of opinion in the media
- media is only interested in profit so they will do whatever the people want

Question 8

What is the dominant/ hegemonic approach

Answer 8

This is neo Marxist which argues that the capitalists do not run media but instead there views are reflected due to the fact many journalists are predominantly from the same class

Question 9

What are some evaluations of the hegemonic approach

Answer 9

That not all journalists are right wing, newspapers exist with left viewpoint

Question 10

What is the pluralists approach of media

Answer 10

Power spread across the many and not the few

Media owners have some responsibility in the way info is managed but media content is shaped by consumer demands

Question 11

What is Pick and mix

Answer 11

People pick and mix different news outlets due to the vast number and pick and choose which info to interpret

Question 12

What are some criticisms of pluralists approach

Answer 12

• media owners appoint editors which they can easily manipulate
• only rich people can afford the facilities in order to get there point across