Topic 1 - Ownership and Control of Media

Question 1

What is ‘traditional media’

Answer 1

• Mass media that communicates uniform messages in one way.
• Its non-interactive process to very large audiences.
• They are assumed to be homogeneous (Same characteristics and interests)
• Associated with traditional broadcasting e.g terrestrial television channels (BBC1 and 2, ITV 1, and Channels 4 and 5, radios and newspapers).
• Little consumer choice with only what channels/newspaper/radio station to pick.

Question 2

What is ‘new media’

Answer 2

• Interactive screen-based, digital technology involving integration of images, text and sound and technology for the distribution.
• Examples: computers, e-books, satellite TV, and DVD recorders which allow for hundreds of channels to be viewed
• Also Twitter and youtube

Question 3

What is the manipulative approach?

Answer 3

• Traditional Marxist approach

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