Section B: Theoretical Perspectives Flashcards
Postmodernism: describe diversity and choice
People can pick and choose their identity.
People move away from shared norms and values and towards individualism; there is no fixed ideology
This all depends on an individual’s interpretation of the media
Postmodernism: describe media saturation
What we watch or read in the media, makes us want to change/shape our identity
Postmodernism: describe globalisation including a study
Broader range of lifestyles and identities from which people can choose (much more fluid)
McLuhan - ‘global village’, the world is becoming much more interconnected due to social, economic and technological changes.
Postmodernism: describe blurred boundaries
Blurring boundaries between social groups which has led to increased individualism and less clear divisions between social groups
E.g. Males and females are not constrained by set roles that they are expected to follow
Postmodernism: describe hyper reality using studies
A less optimistic view of media - they believe that reality and fiction are blended together e.g. Air brushing
Baudrillard - people are engulfed by communications
Turkle - TV is more real world than the actual world
Watson - loss of authentic community and no true sense of self
Marxist: describe I.S.A
Ideology state apparatus- the bourgeoisie using media to exploit the proletariat
Marxist: describe surplus value
Exploiting the proletariat for money, not paying the full amount for their labour
Marxist: what is marxists views about the media
Marxists think that the bourgeoisie controls the media to creat a false class consciousness because they use their dominant ideology to portray an equal and natural society. It is an ISA, where the bourgeoisie/the media use to exploit a fair communist society. This tricks people into thinking that they live in a meritocratic society.
Marxist: what did Miliband say
Miliband - the ruling class portray a false picture of reality and presents capitalism in a positive way by using the media
Neo-marxist: what is Neo-marxism
Instead of just focusing on social classes like traditional marxism, Neo-marxism places greater emphasis on the role of the ideas in shaping society
Neo-marxist: what do Neo-marxists believe about the media
That media professionals promote ruling class hegemonic ideas as they themselves share the norms and values of the dominant ideology (well educated, white, males of a ruling class)
Neo-marxist: what does hall state about the media
3 overriding stereotypes of black people:
The native:
-seen in masses as attacking and threatening the white hero
The clown:
-seen as expressive, emotional and stupid
The slave:
-seen as devoted and childlike but also cunning, untrustworthy and mocking
Hall finds that black people are seen as the source of the problem that many are seeking to solve
Neo-marxist: what does hall state about the media
3 overriding stereotypes of black people:
The native:
-seen in masses as attacking and threatening the white hero
The clown:
-seen as expressive, emotional and stupid
The slave:
-seen as devoted and childlike but also cunning, untrustworthy and mocking
Hall finds that black people are seen as the source of the problem that many are seeking to solve
Feminism: what does liberal feminism say about the media
Optimistic view and acknowledge the development and progress made by women in the media
Feminism: what do radical feminists say about the media using a study
Believe there is little change in gender representations in the media. They argue that traditional stereotypes remain widespread
Wolf - “beauty myth”, media presents ideal women that is damaging and unhealthy (young, slim, blonde, tall)
Media only uses this stereotype for economic gain
Feminism: what does malestream mean
The dominance of men in the media as they have most of the key positions in society
Feminism: what does marxist feminism say about media
Marxist feminists believe that media representations of women are inferring a patriarchal and capitalist society, where men exploit women to make their dominant ideology to create a false consciousness.
What does Lauzen say about feminism in the media
Only 16% of all directors, executive producers, producers, writers and editors are women
Feminism: what did Whelehan say about feminism in the media
Study of mens magazines and argues that it promotes a ‘laddish’ world where women are sex objects and changing gender roles can be dismissed with an ironic joke
Feminism: what does Gauntlett say about feminism in the media
Argues that mens magazines offer a range of views that acknowledge changing gender roles
Feminism: what does McRobbie say about feminism in the media
Womens magazines suggested they havena significant influence on femininity and identity
Feminism: what does Frazer say about feminism in the media
Found that girls were likely to laugh at the content in girls magazine
Pluralism: how do pluralists view the media
They think that the media is an accurate representation of the world “window on the world” - they believe that the media is true
Pluralism: what do pluralists say about diversity and choice
People can decide and have a choice to agree with media representations
Pluralism: what does whale say
“The broad shape and nature of the press is determined by no one but its reader
Pluralism: what does Williams say
Argues that journalists provide an essential service in a democratic society in that they offer the information that people need to participate in political and cultural life
