Section B: Theoretical Perspectives

Question 1

Postmodernism: describe diversity and choice

Answer 1

People can pick and choose their identity.

People move away from shared norms and values and towards individualism; there is no fixed ideology

This all depends on an individual’s interpretation of the media

Question 2

Postmodernism: describe media saturation

Answer 2

What we watch or read in the media, makes us want to change/shape our identity

Question 3

Postmodernism: describe globalisation including a study

Answer 3

Broader range of lifestyles and identities from which people can choose (much more fluid)

McLuhan - ‘global village’, the world is becoming much more interconnected due to social, economic and technological changes.

Question 4

Postmodernism: describe blurred boundaries

Answer 4

Blurring boundaries between social groups which has led to increased individualism and less clear divisions between social groups

E.g. Males and females are not constrained by set roles that they are expected to follow

Question 5

Postmodernism: describe hyper reality using studies

Answer 5

A less optimistic view of media - they believe that reality and fiction are blended together e.g. Air brushing

Baudrillard - people are engulfed by communications

Turkle - TV is more real world than the actual world

Watson - loss of authentic community and no true sense of self

Question 6

Marxist: describe I.S.A

Answer 6

Ideology state apparatus- the bourgeoisie using media to exploit the proletariat

Question 7

Marxist: describe surplus value

Answer 7

Exploiting the proletariat for money, not paying the full amount for their labour

Question 8

Marxist: what is marxists views about the media

Answer 8

Marxists think that the bourgeoisie controls the media to creat a false class consciousness because they use their dominant ideology to portray an equal and natural society. It is an ISA, where the bourgeoisie/the media use to exploit a fair communist society. This tricks people into thinking that they live in a meritocratic society.

Question 9

Marxist: what did Miliband say

Answer 9

Miliband - the ruling class portray a false picture of reality and presents capitalism in a positive way by using the media

Question 10

Neo-marxist: what is Neo-marxism

Answer 10

Instead of just focusing on social classes like traditional marxism, Neo-marxism places greater emphasis on the role of the ideas in shaping society

Question 11

Neo-marxist: what do Neo-marxists believe about the media

Answer 11

That media professionals promote ruling class hegemonic ideas as they themselves share the norms and values of the dominant ideology (well educated, white, males of a ruling class)

Question 12

Neo-marxist: what does hall state about the media

Answer 12

3 overriding stereotypes of black people:

The native:
-seen in masses as attacking and threatening the white hero

The clown:
-seen as expressive, emotional and stupid

The slave:
-seen as devoted and childlike but also cunning, untrustworthy and mocking

Hall finds that black people are seen as the source of the problem that many are seeking to solve

Question 13

Neo-marxist: what does hall state about the media

Answer 13

3 overriding stereotypes of black people:

The native:
-seen in masses as attacking and threatening the white hero

The clown:
-seen as expressive, emotional and stupid

The slave:
-seen as devoted and childlike but also cunning, untrustworthy and mocking

Hall finds that black people are seen as the source of the problem that many are seeking to solve

Question 14

Feminism: what does liberal feminism say about the media

Answer 14

Optimistic view and acknowledge the development and progress made by women in the media

Question 15

Feminism: what do radical feminists say about the media using a study

Answer 15

Believe there is little change in gender representations in the media. They argue that traditional stereotypes remain widespread

Wolf - “beauty myth”, media presents ideal women that is damaging and unhealthy (young, slim, blonde, tall)
Media only uses this stereotype for economic gain

Question 16

Feminism: what does malestream mean

Answer 16

The dominance of men in the media as they have most of the key positions in society

Question 17

Feminism: what does marxist feminism say about media

Answer 17

Marxist feminists believe that media representations of women are inferring a patriarchal and capitalist society, where men exploit women to make their dominant ideology to create a false consciousness.

Question 18

What does Lauzen say about feminism in the media

Answer 18

Only 16% of all directors, executive producers, producers, writers and editors are women

Question 19

Feminism: what did Whelehan say about feminism in the media

Answer 19

Study of mens magazines and argues that it promotes a ‘laddish’ world where women are sex objects and changing gender roles can be dismissed with an ironic joke

Question 20

Feminism: what does Gauntlett say about feminism in the media

Answer 20

Argues that mens magazines offer a range of views that acknowledge changing gender roles

Question 21

Feminism: what does McRobbie say about feminism in the media

Answer 21

Womens magazines suggested they havena significant influence on femininity and identity

Question 22

Feminism: what does Frazer say about feminism in the media

Answer 22

Found that girls were likely to laugh at the content in girls magazine

Question 23

Pluralism: how do pluralists view the media

Answer 23

They think that the media is an accurate representation of the world “window on the world” - they believe that the media is true

Question 24

Pluralism: what do pluralists say about diversity and choice

Answer 24

People can decide and have a choice to agree with media representations

Question 25

Pluralism: what does whale say

Answer 25

“The broad shape and nature of the press is determined by no one but its reader

Question 26

Pluralism: what does Williams say

Answer 26

Argues that journalists provide an essential service in a democratic society in that they offer the information that people need to participate in political and cultural life