Media Flashcards
What did McLuhan say?
media has made global communication accessible and quicker. “global village’” - makes the world feel smaller.
Post modernists on changing distinction between high and popular culture
Strinati - elements of high culture have now become part of popular culture
Giddens - forms of high culture are used to produce products for the mass market. E.g: book franchises tuning into movies, harry potter, the maze runner
technology has introduced higher culture to a wider variety of people.
Evaluation of popular culture (marxists/harmful effects on mass audiences)
encourages hedonism, sexualisation of women, promotes unhealthy life styles, materialism.
Marxists - Frankfurt School - popular culture used as social control to generate profit from the proletariat, reproducing hegemony of the ruling class. False consciousness (Miliband)
Livingstone - media can be used for good, promote discussion on social issues - e.g; panorama, tiktok
manipulative/instrumentalist approach to media
owners directly control the media, journalists have no independence, their content is manipulated to suit the views of the owners and spread their capitalist ideology to insert dominance and control. They manipulate the working class into believing this ideology creating a false consciousness.
Curran and Seaton study - found evidence of owners interfering with their journalists content to protect their own interest and withheld or supported criticisms of the gov based on their owner’s wishes.
Rupert Murdoch - owning several newspapers - the sun the times, used the newspapers he owned to promote the party he was voting for - ‘The Sun Backs Blair’
Fenton
no such thing as global culture it is the media imperialism/ cultural imperialism of of western culture forced on to other countries
E.g: (Sklair) western consumerism American clothing brands, top 10 grossing films at the international box office are American.
hegemonic theory/ approach - ownership of the media
Journalists have a unconscious bias- white middle class men. owners don’t have direct control but their ownership has influence on managers and journalists that work for them who generally have the same views. People fall for consensus of opinion. Ideology of ruling class perceived as dominant and the norm (Gramsci).
pluralist approach - ownership of media
(Dahl/Jenkins) No direct control, media content is based on competition and are ultimately profit driven. the audience do have a choice.
e.g: citizenship journalism, new technology has allowed other perspectives to be shown
media is a social construct
manufactured to fit in the dominant ideology/ serving
certain audience, isn’t a honest reporting of what his going on. though the manipulative view can be a bit simplified, there can instances of owners having influences on their media content. Which why the news is overly conservative.
E.g: Philo and Berry study 2011 - British television reports on Palestinians, over reliant on Israeli perspectives, ignored provocations and assassinations made by Israelis, where as counter strikes by Palestinians were widely reported.
media social construct part 2
the media have a manufactured way of selecting and presenting the news e.g they have a breaking news schedule which enables them to make profit -
purposely gate keeps content that they believe is more important, controversial or stories they know audience will care about. It’s not a true representation of what s going on.
Know people respond more to negative news
they carefully select news that allows them to report frequently e.g; murders, disasters e.g: 911 stories like these happen quickly and have a short duration.
report on news that have continuity that they can keep making content on e.g; Madeleine McCann
Bagdakian
That don’t offend advertisers - does not offend people (unless if it generates them a large audience). (Conservatism i media - is not over critical of how society is structured.
Ashuri
Womens organisation - treatment of Palestinians at checkpoints set up by Israeli defence forces - offer Ali tentative narrative - posting info Videos on their website
Hybridization
Combination or mix of western culture and local cultures
Globalisation - compaine
Thussu
Global companies expanding sources of info not restricting and dumbing them down.
Tv shows become more tabloidized - based on entertainment - divert from other issues
