theory of media and society. varying perspectives of media theory progressive versus conservative...
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THEORY OF MEDIA AND SOCIETY
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VARYING PERSPECTIVES OF MEDIA THEORY
• Progressive versus conservative• Progressive or leftist• Criticize power of media
• Conservative or Right• Criticize damage to traditional values
• Critical versus Applied • Critical• Expose underlying problems
• Applied• Provide understanding of communication processes
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DIMENSIONS AND TYPES OF MEDIA THEORY
Media-Centric
Culturalist Materialist
Society-Centric
Media-Culturalist Media-Materialist
Social-Culturalist Social-Materialist
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MEDIA-SOCIETY THEORY I
• The Mass Society• Concept began in 1800s with industrialization,
urbanization and modernization• Theory emphasizes interdependence and media as a
causal factor• Media content• Works in favor of those who hold social power• Provides content that maintains status quo with dependent
society
• Modern day implications• Nostalgia for more communitarian perspective• Political indifference
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MASS SOCIETY THEORY II
• Political Economy Theory• Revision of Marxist Theory • 20th Century• Focuses on:• Media activity as economic process that leads to commodity• Other view: Media delivers audience attention to advertisers• Mass Media part of economic system
• Main Strength• Empirical testing• Centers on media activity as economic process
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MASS SOCIETY THEORY II
• Political Economy theory and the Internet• Key = commodification of users • Relevance of political economy theory enhanced by
trends• Increased media concentration worldwide• Growing global information economy• Decline in direct public control• Growing digital divide
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MEDIA SOCIETY THEORY III
• Functionalist theory• Primary tenets:• Explains social practices• Describes society• Media benefits
• Depicts media as:• Self-directing and self-correcting• Apolitical• Conservative bias
• Earlier versions discarded but survives with new forms
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MEDIA SOCIETY THEORY III
• Functionalist Theory• Primary social functions of media:• Information• Provides information• Indicates power relations• Facilitates innovation
• Correlation• Explains and interprets meaning• Supports norms• Social and consensus
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PRIMARY SOCIAL FUNCTIONS CONT.
• Continuity• Expresses dominant culture
• Entertainment• Amusement
• Mobilization• Used to campaign for societal objectives
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MEDIA-SOCIETY THEORY IV
• Social constructionism• Society is constructed and open to change• Emphasizes action and choice• And the media: • News reality • Impact of mass media• Media is subjective view of social reality
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MASS SOCIETY THEORY V
• Communication and Technology Determinism• Toronto School• Theorist H.M. Innis• After WW II• Attributed characteristics of society to prevailing
communication • Organizing principle:• Communication = monopolization
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MASS SOCIETY THEORY V CONT.
• Primary Tenets of Media Technology Determinism• Communication technology is fundamental• Technology bias• Impact of communication inventions• Communication revolutions and social impact
• Modern implications of Media Technology Determinism• No single factor explanation• Development shaped by social and cultural context
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MEDIA SOCIETY THEORY VI
• The Information Society Theory• More ideology than theory• Beginning• Post-industrial society• Decreased cost of technology
• Impact• No major transformations noted• Increased interconnectedness and globalization• Increased dependency• Increased awareness of risks
• Concept as theory• Not universally accepted
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MEDIA-CULTURAL THEORY
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THEMES OF MEDIA-CULTURAL THEORY
• Quality of mass culture• Nature of popular culture• Impact of technology• Political economy and culture• Globalization• Identity• Gender• Ideology
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FRANKFURT SCHOOL AND CRITICAL CULTURAL THEORY
• Frankfurt School• Mid-19th century• Concerns regarding Marxist theory
• Critical Cultural theory• Studies ideology in media culture• Concerned with significance of media culture for specific
groups• Evaluates media interpretation