Mass Media Theorists

Baudrillard (Ownership & Control)

Audiences become so immersed in media, they find it difficult to distinguish between real life & media versions of reality. He called this 'hyper reality' and it means that owners can undermine truth and objectivity.

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Levene (O&C)

Members of society now have a greater choice in their access to a greater diversity of media, making it easier for them to reject or challenge the metanarratives proposed by the powerful.

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Keen (Globalisation)

Twitter & Facebook are too wraped up in 'me culture' to be effective tools of social change.

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Adorno and Marcuse (G)

The global mass media is there to indoctrinate global consumers into the capitalist ideology & to produce a homogenised culture that mainly promotes capitalist values. This produces false consciousness that stops any criticism of the global system.

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Gautling and Ruge (News)

Suggested that newsworthy items must include some of these characteristics; composition, continuity, elite nations/people, frequency, meaningfulness, negativity, personalisation, proximity, threshold, unambiguity & unexpectedness.

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Ritzer (G)

McDonaldisation - it's posible to travel round the world & never eat indigenous food. This has lead to a decline in local culture.

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Strinati (G)

The destinction between high culture & popular culture has become blured. This has incresead consumer choise.

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McQuail and Blumler (Models of Media)

Audiences have their needs met by the media: Information/ Surveillance, Personal Identity, Entertainment and Diversion, Personal Relationships

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Klapper (M of M)

Identifies three filters audiences have: Selective Filter – A message must be chosen to be read, Selective Perception – A message has to be accepted, Selective Retention – A message has to stick

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Morley (M of M)

Researhcer how 29 groups interpreted the content of news progarmmes. They actively chose one of of three readings;preferred reading, oppositional reading & negotiated reading. Each can be generated in the same social group. Media is 'polysemic'.

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McRobbie (Media Representation)

Found that magazines like 'Jackie' encouraged girls to seek romance & marriage as primary goals & to value themselves only in terms of how they are valued by boys.

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Wolf (M.R.)

The beauty myth - 'Body Ideals' shown through advertising & printed media. They make women feel inadequate and hate themselves. It's produced by the patriarchy

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Batchelor (M.R.)

Found that sexuality isn't generally intergrated into mainstream media & when it is it's presented as a source of anxiety or embarrassment.

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Barnes (M.R.)

Believed there are a range of images of the disabeled, e.g. sinister &evil, a burden, their own worst enemy or an object of violence.

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Van Dijk (M.R.)

Argued that right wing tabloid newspapers often panic about the number of EM's in the UK. They panic about the impact on housing and jobs & the benefits of immigration are rarely covered. Black African-Caribbean's seen as criminals in tabloids.

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Bagdikan (O&C)

In 1983, 50 organisations owned the majority of the USA's media, by 1992 22 organisations did. By 2014, 6 corporations control the USA's media. This shows that media is becoming more concentrated.

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Boyle (New Media)

Points out that the younger generations are more media savvy, they are more likely to consume media in a variety of formats, such as watching TV on their mobiles or Ipads. This can create a digital divide between ages.

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Cornford and Robbins (N.M.)

Believe that interactivity is not something new because people have written to newspapers & phoned into radio & television for many years. The only new thing is that media can be accessed in 'real time'.

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Curran and Seaton (N.M.)

They identified big differences in the attitudes of individuals to new media & categorised these as two groups; Neophiliacs and Cultural Pessimisnt.

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GUMG (O&C)

Suggests that media content supports the interests of those who run the capitalist system. Capitalism controls what we see

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Miliband (O&C)

Argued the role of the media is to shape how we think about the world & suggested that audiences are rarely informed about important issues like inequalities in wealth or why poverty persists. The capitalist system is rarely criticised or challenged.

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Cohen (N)

His research into moral panics identified how the increased reporting on a category of antisocial behaviour or other undesirable events led to moral panics.

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Hall (M.R.)

Saw moral panics as serving an ideological function & that it had the effect of labelling all young African-Caribbeans as criminals and a potential threat to White people. This diverted atention from the mismanagement of capitalism by the R/C.

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Newman (M.R.)

Agues that the media focus very positively on the concerns of the wealthy &the privileged. The media over-focuses on consumer items such as luxury cars, costly holiday spots and fashion accessories that only the wealthy can afford.

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Connell (M.R.)

Argues that cultural expectations of gender roles in the UK are still the product of hegemonic ideas of how the sexes should be socialised and how they should behave as adults. Masculinity = dominant, femininity = subordinate.

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Flew (G)

The USA is the dominating force in the spread of Global culture and cultural imperialism. American culture is ubiquitous (everywhere).

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Turkle (G)

People are so engaged in TV soaps and online gaming that they replace their actual families and communities with new media versions. They become lost in the real world.

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Marcuse (O&C)

Media owners play a key role in helping to control the working class through a ‘bread & circuses’ approach. They deliberately make media output mainly entertainment-orientated so that people are kept unaware of their poverty & exploitation.

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Jewkes (N)

There are different levels of deviancy & responses to moral panics. Not all moral panics are vulnerable – some are justified. The audience can see past the media moral panic techniques – they are not passive.

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GUMG (N)

Journalists side with powerful groups as they (white, middle class, males) have more in common with owners. They engage in agenda setting – leave out content that doesn’t suit this neoliberal world view.

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Mulvey (M.R.)

Male Gaze- Media is created through the lense of a heterosexual male. Overly sexualised images of women

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Davis (M.R)

The youth are blamed for issues in society. Adults project societal problems onto our youth. (Moral Panics and Folk Devils)

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GUMG (M of M)

State that the agenda is already set by the media, meaning audiences would struggle to interpret media outside the ideological constraints

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Bandura (M of M)

In the experiment, children changed their behaviour in response to what they had seen on the TV! Therefore they concluded that violent media content could lead to imitation or copycat violence.

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Mass Media Theorists

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