Theoretical Perspectives Of Media Flashcards
What does the Frankfurt school of Marxism suggest about the media (theoretical perspective)
The second half of the 20th century was an era of mass society that had resulted in the loosening of traditional social ties
Media are manipulative as they reproduce this one dimensional world
what does the Marcus perspective argue about Silvio berlusconi (theoretical perspective)
Illustrates the concerns of Marxism about power and influence of the media as he manipulated his media for people to vote for him
What do Marxist say about media products (theoretical perspectives)
Media products are aimed solely at the market and we value them for their cost to us in money
We are dominated by our deseire to consume and possess products
What does gramsci suggest about Marxism and the media (theoretical perspectives)
Media don’t deliberately attempt to manipulate the auifence and instead the media asserts a dominant view of the world
If media messages don’t directly influence what do they have according to Marxism (theoretical perspectives)
Media messages have a preferred message
What does the cultural effects theory argue about media (theoretical perspectives)
Dripping two
Socially contricted view of the world offered to us and it represents the intrests of the ruling elites
An active audiences
Audiences can reject media messages
What does the anti racist theory of media argue (theoretical perspectives)
Concerned with exploring the way in which ethnic groups are represented in the media and whether media reinforce cultural ideologies of race
Racist ideology related with institutional racism
Racism in Britain linked to imperial last and Growth of capitalism
What does the feminist theory of media argue (theoretical perspectives)
Concerned with whether the media served patriarchal interests and reinforce female subservience
Tuchman
Content analysis women portrayed in two ways domestic and sexual
symbolic annihilation
Appearing as object is
What do Marxists suggest about the media (theoretical perspective)
Argue the national press report events in terms of the status quo and support Conservative party
Owners of media mould public taste
Ads determine content so low serious content
Media describes a world that fits into a particular class
What do the liberal pluralists argue about the media (theoretical perspectives)
The media aren’t allied to a political party
They don’t sensationalise of trivalise events
The media cater for what people want
In a free market economy people have a choice
Consumers rule
Mistake to assume owners control
What does the liberal pluralists j whale say about media (theoretical perspectives)
Readers determine shape and nature of the press
Rupert Murdock changed sun to tabloid
Others followed as lower market papers also developed
The power of the wonders must sill Defer to the influence of readers
What does the liberal pluralists k Rosenberg suggest about media (theoretical perspectives)
The media serve important functions as a source of news facts and info that allows people to make informed judgements
What do the liberal pluralists suggest the media provides to society (theoretical perspectives)
Promotes a set of cultural values and identifies areas of conflict and oppression
What are two main criticisms of liberal pluralists (theoretical perspectives)
The free market doesn’t always work in practice and capitalism make large conglomerates that may dominate the market
When media is used exclusively for profit quality can suffer
What do interactionists suggest about media (theoretical perspectives)t
The media reflects existing attitudes of the audience and helps to create and reinforce a consensus view of the world
Focus mainly on media amplification
