The media
Tech involved in communicating with the large mass audiences e.g., TV,
computers, DVD etc.
Institutions where ppl work to get info out e.g., press, cinema,
broadcasting, advertising etc.
Includes: movies, news, TV soaps etc.
Traditional and new media
Trad media: non-interactive process to large mass audiences. Trad
broadcasting: BBC 1, 2, ITV etc.
New media: interactive digital process, involves high tech (CD’s, DVD,
satellite TV, smartphones, social media apps etc.
Social media
Used for social interaction amongst big group of ppl. Contains apps such
as: YouTube, twitter, Instagram etc. Can exchange pics and vids via this.
Through this stories go viral.
Power of media
2014 – OFCOM – 96% homes = digital TV – 4 hours screen time min. a
day. 77% had WIFI. 93% adults had mobile phones etc.
There is now instant news around the globe.
BAUMAN – last 30 yrs more info passed around globe than in the last
5000 yrs.
Society = media saturated (used for important info, entertainment,
leisure etc).
Media shapes view of world. It moulds and shapes ppl’s lives.
Bias – images one sided/distorted.
Formal controls over the media
The law
laws of libel – ppl can’t post untrue statements about ppl affecting their
rep.
official secrets acts – illegal to post gov activity without approval.
Racial + religious hatred act/equality act – forbids opinions that will
cause hatred towards others.
,Ofcom
Media regulator responsible for:
Furthering interests of consumers
Securing best use of radio spectrum
Ensuring wide range of TV, radio, electronic media available in UK.
Remove anything offensive from media (safeguarding).
The BBC
Gives media/entertainment to license fee payers. Its independent and
has no influence of outside sources.
They advertise to justify why they deserve a license fee (have large
group of consumers).
Independent broadcasting
All non-BBC tv. Regulated by Ofcom – allows it to be streamed on private
sector, make sure the quality is good.
The independent press standards orgs (IPSO)
Independent news regulator for newspaper and mags in UK. Took over
from PCC as they were caught hacking ppl’s phones.
It maintains standard of journalism, looks at accuracy, invasion of
privacy, intrusion into grief or shock and harassment.
How gov’s influence and control media output
Gov press conferences talking about gov position on today’s issues.
Leaks and off record briefing – journalists leak info, but this is in favour
of the gov, journalists who do that are looking for preferential
treatment.
Gov spin doctors – attempt to bury bad news that shows gov in bad
light, expose on sensational topics divert attention off gov.
Doesn’t give broadcasting licenses they deem unfit.
The gov use filtering and surveillance software to block access to some
internet sites. USA blocked WikiLeaks as they though ppl were
commenting there and posing threats to the gov. The gov caused them a
financial loss.
They track emails, and intercept mobile calls. Police can look at convos.
Ownership of the media
, In the hands of a few large companies.
Around 86% newspapers controlled by 4 large companies, and over half
by 2 companies (news UK + daily mail).
Rupert Murdoch – accountable for news UK (owns the Sun and the
Times), made up of 32% of all national daily newspaper sales in UK.
What we see and hear in the media is their views.
Features of media ownership: lords of the global village
BAGDIKIAN – five global dimensions (Walt Disney, news corporation,
time warner, CBS, and Viacom) own most mags, newspapers, and book
publishers etc. They have immense communication power.
features include:
Concentration of ownership: media owned by few large companies
Vertical integration: one company owning several newspapers, and
owning all stages in production of media e.g., film companies that own
cinema chains. Example – company called News corporation – owns film
and tv studios but also huge chunks of sky.
Horizontal integration: media owners have an interest in a range of
media e.g., books, newspapers, magazines, cable, and satellite TV etc.
Global ownership: owners have global media empires, interest in many
diff countries.
Conglomeration and diversification: companies that have interests in
other products beside media e.g., virgin – broadband service but also
airlines.
Synergy – product is promoted in different forms. Example, film shown
in cinema may drop merch, books etc. this helps promote greater sales.
Technological convergence: media was once on separate devices but
are now all on one.
The media and ideology
Ideology – set of ideas, values and beliefs that represent the outlook,
and justifies the interests of a social group.
MORLEY – preferred (dominant) reading – messages that those
producing media content would prefer audiences believing.
Marxists – society have dominant ideology. Dominant class justify their
advantages, why they are wealthy groups in society, and also justify the
disadvantages of those who lack wealth.
, ALTHUSSER – ISA – media create false class consciousness, justify the
reasons why m/c are dominant. Persuade ppl society now is just and
fair, want w/c to accept this message – easier to control them.
MILIBAND – Marxist - it will be easier to portray distorted views of m/c
if w/c accept their dominant ideology.
Control of the media and media content
The manipulative/instrumental approach
Media manipulate audiences to protect their profits and spread
dominant ideology. Audiences are passive and uncritical.
Owners set boundaries and journalists + editors must follow.
Journalists self-censor work, they put out stories they believe owners
would want to hear.
CURRAN + SEATON – they found evidence that media owners distorted
info public receive through the use of journalists. They did this to protect
interests and divert attention away from gov.
HAROLD EVANS – Murdoch forced independent editors and journalists
to adopt his right wing views.
Feb 2003 – Murdoch stated war should be struck against Iran and with
no surprise another 175 newspapers backed his view (controls these
outlets).
LEVESON INQUIRY – media owners and gov work together. Media
owners hide truth about the gov and in return gov policies are in favour
of media owners (partnership).
Criticisms of manipulative/instrumental approach
Pluralists – media is based on audiences wants, not owners. They only
want profit.
State regulates media so no one person has enough power to produce
churn bias reports.
Not all ppl as gullible as this assumes. Ppl can either accept, reject, or
reinterpret this preferred reading.
Neophiliacs and pluralists – citizen journalism on the rise. Ordinary ppl
have more power.
The dominant ideology and hegemonic control
Neo Marxists – mass media justify and legitimise power of ruling class.
, It does state however owners don’t have day-to-day control of content.
GRAMSCI – hegemony – through dominant ideology, other classes are
persuaded to accept that the values and beliefs in that ideology are
normal.
GMG – most journalists are white, m/c males, their views are that of the
dominant class.
Media managers sometimes realise putting out dominant class info isn’t
that good at attracting mass viewers so there is a lack of profit.
Therefore, journalist news values oppose dominant views (criticise gov)
in order to get attention and revenue (may show riots against gov).
GMG – the journalists only show the riots however, they do not explain
in depth why they take place (agenda setting – discussions and debates
kept in background + gatekeeping – power of some ppl/groups to limit
access to something valuable).
Criticisms of the dominant ideology and hegemonic control
Underrates power and influence of owners. The journalists have to get
their stories approved by owners. Many journalists always look at the
story they are in pursuit of and ask what the owner would say.
Agenda setting and gatekeeping mean audiences have little choice over
media content, newspapers and tv programmes are framework of dom
ideology.
The pluralist approach
They believe no single person controls all the power in media, it spread
amongst wide interest groups.
Media is driven by profit, not dom ideologies/owners.
Media must fulfil consumer needs or will run out of business.
Ofcom prevent bias of owners from entering media.
Journalists are there to satisfy audiences needs and maintain their
audiences.
Audience can pick n mix. They can choose to believe news stories or
reject them.
There is now citizen journalism – not all control is in hands of dom class
or owners.
Criticisms of pluralist approach
, Media owners appoint editors. They sack those that don’t cooperate
with their stories.
While managers, journalists, TV producers have some independence,
they work within constraints of owners.
Journalists get their info form the most powerful – its distorted.
Rich ppl (and gov) can stop books, news stories that threaten their
interests.
CURRAN ET AL + BARNETT + SEYMOUR – media is now infotainment –
less serious – public are not getting the true/full stories.
Tabloidization – through news stories on celebs/scandals, gossip etc
real stories of media being hidden or not mentioned enough.
Hegemonic theorists state that media owners create audiences taste.
So, the news they look for is what media owners want to produce.
Topic 2
Globalisation and popular culture
MCLUHAN – the speed of technological change is causing world to
become a global village. No more space and time barrier due to
advancements in electronic media.
Globalisation – media has caused interconnectedness across the globe.
Ppl exposed to cultural products across the world (popular culture).
Popular culture
Culture of ordinary ppl (TV soaps) sometimes called low culture (inferior
culture).
mass culture – commercially produced culture, has entertainment
products available for sale to mass of ordinary ppl (mass produced,
short-lived products).
It is an rejects the fact that it has less quality than high culture.
Easy to understand rather than being ‘special’.
This culture is dumbed down, doesn’t need critical thinking/ analysis.
High culture
