Cultural pessimiste view on the media

Question 1

Decline in quality - Harvey (2008)

Answer 1

E - Harvey (2008) argues there is now a ‘candy-floss culture’ that speaks to everyone not just one person.
E - The new media has introduced many versions of the same content but they have no substance such as some reality TV shows. They produce similar shows but none of them have anything different about them due to an overload of these shows. e.g. Love Island compared with Too Hot To Handle.
E - However, Curran & Seaton argue people can choose what and how they use the internet e.g. some people will ignore and not watch new programs created.

Question 2

Commercialisation & Surveillance - Conford & Robins

Answer 2

E - Conford & Robins argue there may be more choice but companies can engage in customer surveillance.
E - This can target consumers by keeping a surveillance over them e.g. cookies on the Internet may include how they are going to track your activity if you press accept but most people don’t read this and press it regardless. Marxists argue this creates materialism and false needs as for you pages can use your activity to create content you like.
E - Curran & Seaton argue instead of commercialisation this is an e-commerce revolution meaning more shops are online creating more choice.

Question 3

Dominated by conglomerates - Jenkins (2008)

Answer 3

E - Jenkins argues most new media has developed due to big companies investing in them.
E - Big companies who traditionally owned TV networks and movie studios now also see as much as we see online such as on social media. These companies can also control what we see on Microsoft by keeping what they want as a top search online etc. The role of conglomerates undermines potential for democracy - business in control.
E - However, critics argues he underplays the influence of digital audiences on conglomerate decisions e.g. Warner bros reversed the cancellation of the Snyder Cut of Justice League after fan backlash - power is negotiated.

Question 4

Reinforcing elite power - Cornford & Robins

Answer 4

E - Cornford & Robins argue despite appearances, new media reinforced power of the capitalist elites rather than undermining it e.g. Facebook, Amazon are owned by a small number of powerful conglomerates, maintaining a concentration of ownership.
E - This means corporations control the distribution and content of media, shaping public opinion to serve their economic interests. The illusion of choice masks the reality that elites still dominate through algorithmic control and monetization strategies, limiting genuine audience influence.
E - Critics argue they underestimate how technological innovation and global market competition can disrupt elite media conglomerates, as emerging platforms such as TikTok challenge traditional power and limit cooperate dominance.