Media theories overview

  1. PLURALISTS
    • -The mass media is the platform for all view points to be expressed in our democratic and modern capitalist society
    • -Vital component of society because most people get their knowledge about politics from news-papers and television
    • -Media owners must be objective, responsible, impartial facilitators of this political process
    • -However, they are constrained by market economies and competition
    • -Constrained by state controls
    • -Power in media lies with the audience/consumer rather than the owners. The media meets the needs of the audience
    • -Audience do not passively accept, they are diverse and critical of the media and they use the media in very different ways
    • -No real evidence that the media affects attitudes or behaviours.
  2. MARXISTS
    • -Media is a powerful ideological influence, transmitting capitalist values and norms
    • -Persuades people capitalism is meritocratic - false class consciousness
    • - coverage makes people believe that their perspective on the issue is the correct one
    • -Gate keeping, agenda setting and media owners ensure we get a narrow range of 'approved' views and knowledge
    • -Ensures that inequality and exploitation are not defined as social problems = do not become the focus of debate
    • -convinces public that capitalism is the best for our society
  3. NEO-MARXISM
    • -Function of media=to ensure cultural hegemony of the dominant capitalist class
    • -Over time, the news creates an illusion of consensus. The news is supportive of capitalist interests because they see them as credible sources- they have better access to media institutions and media professionals
    • -May stem from media professionals being middle class themselves and presume there is consensus about capitalism
    • -However, sometimes journalists are given opportunities to write anti-establishment pieces
    • -In general media still celebrates hierarchy and wealth (perhaps reflecting cultural hegemony)
  4. FEMINISTS
    • -Media socialises women to be dependent and men to be dominant through the stereotypical representations of both genders. This can limit young girls aspirations and behaviours in the future
    • -Some march of progress in terms of female representation. Media still focuses on cult of femininity. Females taught to feel concerned about their body image and the need to keep a man (domestic family concerns)
    • -The glass ceiling means that some issues concerning women are ignored
    • -The male gaze exists in the media because most media professional are middle class white men
    • -A women's success is still determined by her attractiveness
    • -By objectifying women in the media, they are dehumanised and this creates more patriarchy in society
    • -Portrayals of sexual violence has created more sexual violence in real life
  5. POSTMODERNISM
    • -Media messages polysemic
    • -Media saturated societies have created hyperreality
    • -We identify more with fictional life than real life
    • -The media is part of our lifestyle - physical creation of different identities
    • -Challenges traditional definition of gender and is a force for change for encouraging a diversity of masculine and feminine identities
  6. FUNCTIONALISTS
    • -Important source of socialisation
    • -However it needs to be controlled and censored to ensure protection of societal norms and values (especially for children
    • -The media reinforces our norms and values through norm setting- showing us the consequences of breaking laws and deviating from society
    • -The media also sends us important messages about behaviour, roles, mores and status
Author
azilahussain
ID
320572
Card Set
Media theories overview
Description
Theoretical debate of the media
Updated