Mass Media

Question 1

Karl Marx (Media)

Answer 1

Argued media is a tool of the ruling class, spreading dominant ideology and creating false consciousness.

Marx’s perspective highlights how media serves the interests of those in power.

Question 2

GUMG (Glasgow University Media Group) Proposed which model?

Answer 2

Neo-Marxists who proposed the hegemonic model — media reflects the values of middle-class journalists, subtly shaping opinions.

This model emphasizes the influence of journalist backgrounds on media content.

Question 3

Stuart Hall

Answer 3

Developed the encoding/decoding model — media messages can be interpreted in different ways: preferred, negotiated, or oppositional readings.

Hall’s model illustrates the active role of audiences in interpreting media.

Question 4

Jean Baudrillard

Answer 4

Postmodernist who argued media creates hyperreality, where media images distort or replace real life.

Hyperreality refers to a condition in which reality is indistinguishable from simulations or media representations.

Question 5

What did Laura Mulvey identify regarding portrayal of women

Answer 5

Feminist who coined “male gaze” — media presents women from a male perspective, objectifying them for visual pleasure.

The concept critiques the way women are portrayed in film and visual culture.

Question 6

What did Angela McRobbie find out about media?

Answer 6

Found early media reinforced traditional female roles; later argued that portrayals of female empowerment are often superficial or commercialised.

McRobbie’s work examines the evolution of women’s representation in media.

Question 7

Curran and Seaton

Answer 7

Criticised media ownership concentration; argued media limits diversity and promotes capitalist and political interests.

Their analysis highlights the impact of media monopolies on content variety.