Mass Media- Perspectives

Question 1

McCullagh

Answer 1

Mass media is the means through which content is produced by organisations and transmitted to audiences

Question 2

McLuhan

Answer 2

‘Global village’ due to the media

Question 3

Patriarchy

Answer 3

Social system in which males hold power

Question 4

Mulvey

Answer 4

Coined the term ‘male gaze’. Implies an active male subject of the gaze and a passive female object of the gaze, which satisfies male fantasies.

Question 5

Lauzen

Answer 5

Found that women account for only 16% of all directors, writers, producers etc.

Question 6

Three types of feminists that hold opinions on the media

Answer 6

Radical feminists
Liberal feminists
Marxist feminists

Question 7

Liberal feminist opinion of mass media

Answer 7

Optimistic about the possibility of change. Contribute change to greater number of media professionals.

Question 8

Radical feminist opinion of the media

Answer 8

Say that the media is ‘male stream’. Men decide what women should look like.

Question 9

Marxist feminist opinion of the media

Answer 9

View media representation of women as products of both patriarchy and capitalism. They believe they operate together to maintain inequality.

Question 10

McRobbie

Answer 10

Content analysis of magazines. Found magazines like Closer and Heat encourage low self esteem in women.

Question 11

Traditional Marxist view of the media

Answer 11

The bourgeoisie u the media to transmit their ideology. The controllers are white upper/middle class males and show this type of person more favourably. Marxists are opposed to main stream media and believe it is an unfair representation of society.

Question 12

Miliband

Answer 12

Marxist who believe that the ruling class use the media to control society by creating a false picture of reality, presenting capitalism in a positive way.

Question 13

Neo-Marxist view of mass media

Answer 13

The believe that mass media plays a key role in promoting ruling class hegemony. Because so many of the journalists and media workers are upper/middle class males, they promote this social group because they themselves have those norms and values. Other groups may be seen as threats and marginalised by the media.

Question 14

Hall

Answer 14

Neo-Marxist who stated that Black people are stereotyped into three categories, the native, the entertainer and the slave.

Question 15

Glasgow Media Group

Answer 15

Mirrors the findings of Neo-Marxists. Found that media representations of refugees mirrors that of political leaders and that mainstream media outlets seem to be working together.

Question 16

Pluarlist view of Mass Media

Answer 16

The pluralist view represents the views of media professionals. They view the media as offering a window into the world and say that it is fair.

Question 17

Four aspects of the Pluralist view

Answer 17

Diversity and choice
Supply and demand
Media workers and skilled professionals
The media as the fourth estate

Question 18

The Leveson inquiry

Answer 18

Inquiry into the news of the works scandal. Used by Pluralists to demonstrate that the media is fair because it is self-regulating.

Question 19

Schlesinger

Answer 19

The news diary. Said that the same story will be reported on. (Therefore the media are not showing diversity and choice)

Question 20

Post Modernist view of mass media

Answer 20

Post-modernists focus on a number of social changes which impact society, and subsequently impact media representations. Believe the media contributes to a global society.

Question 21

4 aspects of the post modernist view of mass media

Answer 21

Diversity and choice
Media saturation
Globalisation
Blurred boundaries

Question 22

Turkle

Answer 22

Described the post modernist perspective that some people think TV is more real than the world which they inhabit.

Question 23

McQuail

Answer 23

Sees the mass media as giving people an image of ‘social reality’.