Media simplified with theorists, key info, strengths & weaknesses to back up points
This document includes the following topics:
- New media, globalisation & pop culture
- Audience Theories ( active & passive )
- Ownership & Control
- Selection & Presentation
- Representations in the media ( ...
NEW MEDIA, GLOBALISATION & POP CULTURE :
STINATRI : GLOBAL INDUSTRY
- Media creates a global industry - promotes other global industries ( brands ) & creates a
global culture
MCLUHAN : GLOBAL VILLAGE
- Advancements in technology & globalisation have lead to increased interconnectedness,
this as a result means that people no longer have to rely on the media to find out what is
happening & when it happens
FUCHS : PARTICIPATORY CULTURE
- If it doesn’t spread, it’s dead - media that does not go viral is considered unimportant
JENKINS : PARTICIPATORY CULTURE
- The public help with creation of media ( eg. wikipedia )
POPULAR PROTESTS
- Media enabled people to raise awareness about specific political issues ( eg. BLM )
AMERICANISATION / HYBRIDISATION
- Western countries begin to dominate other countries
CRITICISM : culture flows both ways
CULTURAL IMPERIALISM
- Spread of pop culture dominating the world through media - eg. bollywood are
influenced by hollywood
RESULTS :
- Rise in anti american extremism
- Loss of consumer choice
- Loss of local culture
CRITICISM : underestimates the strength of local culture / culture flows both ways, eg. sushi
CULTURAL HOMOGENISATION
The world becoming one due to globalisation, loss of culture in countries
NEOPHILIAC PERSPECTIVE
- New media has :
- Revitalised democracy
- Inc. consumer choice
- Lead to e-commerce
, CRITICISM : e-commerce encourages businesses to spy on customers / ignores negative sides
of the media
CULTURAL PESSIMISTS
- Focus on the ‘bad’ side of new media
- Eg. dark web / pornography
CRITICISM : not all mainstream media is bad
HARVEY : CANDYFLOSS CULTURE
- Tv is talking to everyone, but no one in specific
GLOBALISED CULTURAL INFLUENCE
- Media ownership is not restricted by national boundaries
- Marketing is now done on a global scale
CRITICISMS : ignores the loss of individuality / ignores inequality
AUDIENCE THEORIES :
PERSPECTIVES
FUNCTIONALIST
- Media = secondary socialisation - valuable to value consensus & social solidarity
- Agent of social control
MARXIST
- Media = reinforces capitalist values & beliefs - w/c think this is the norm
FEMINIST
- Women = objectified in the media & portrayed doing stereotypical ‘feminine’ jobs
PASSIVE AUDIENCE THEORIES
HYPODERMIC SYRINGE MODEL
- Young people pick up on the violence they see in tv - therefore age certificates & water
shedding has been put in place to ensure that young people watch age appropriate
shows / movies
BANDURA : BOBO DOLL - IMITATION
- 1961 = kids watched man assault bobo doll - they copied him
- 1963 = kids watched film of man assault bobo doll - they copied him
- Children learn things subconsciously by observing other people
CRITICISM : conducted in lab, kids may not replicate behaviour in real life / does not take
child’s home life background into account
GERNBER : CULTIVATION THEORY - DESENSITISATION
- People are overexposed to things, eg. violence & murder in the media - lose their
importance & people become desensitised
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