Mass Media- Perspectives Flashcards
(23 cards)
McCullagh
Mass media is the means through which content is produced by organisations and transmitted to audiences
McLuhan
‘Global village’ due to the media
Patriarchy
Social system in which males hold power
Mulvey
Coined the term ‘male gaze’. Implies an active male subject of the gaze and a passive female object of the gaze, which satisfies male fantasies.
Lauzen
Found that women account for only 16% of all directors, writers, producers etc.
Three types of feminists that hold opinions on the media
Radical feminists
Liberal feminists
Marxist feminists
Liberal feminist opinion of mass media
Optimistic about the possibility of change. Contribute change to greater number of media professionals.
Radical feminist opinion of the media
Say that the media is ‘male stream’. Men decide what women should look like.
Marxist feminist opinion of the media
View media representation of women as products of both patriarchy and capitalism. They believe they operate together to maintain inequality.
McRobbie
Content analysis of magazines. Found magazines like Closer and Heat encourage low self esteem in women.
Traditional Marxist view of the media
The bourgeoisie u the media to transmit their ideology. The controllers are white upper/middle class males and show this type of person more favourably. Marxists are opposed to main stream media and believe it is an unfair representation of society.
Miliband
Marxist who believe that the ruling class use the media to control society by creating a false picture of reality, presenting capitalism in a positive way.
Neo-Marxist view of mass media
The believe that mass media plays a key role in promoting ruling class hegemony. Because so many of the journalists and media workers are upper/middle class males, they promote this social group because they themselves have those norms and values. Other groups may be seen as threats and marginalised by the media.
Hall
Neo-Marxist who stated that Black people are stereotyped into three categories, the native, the entertainer and the slave.
Glasgow Media Group
Mirrors the findings of Neo-Marxists. Found that media representations of refugees mirrors that of political leaders and that mainstream media outlets seem to be working together.
Pluarlist view of Mass Media
The pluralist view represents the views of media professionals. They view the media as offering a window into the world and say that it is fair.
Four aspects of the Pluralist view
Diversity and choice
Supply and demand
Media workers and skilled professionals
The media as the fourth estate
The Leveson inquiry
Inquiry into the news of the works scandal. Used by Pluralists to demonstrate that the media is fair because it is self-regulating.
Schlesinger
The news diary. Said that the same story will be reported on. (Therefore the media are not showing diversity and choice)
Post Modernist view of mass media
Post-modernists focus on a number of social changes which impact society, and subsequently impact media representations. Believe the media contributes to a global society.
4 aspects of the post modernist view of mass media
Diversity and choice
Media saturation
Globalisation
Blurred boundaries
Turkle
Described the post modernist perspective that some people think TV is more real than the world which they inhabit.
McQuail
Sees the mass media as giving people an image of ‘social reality’.
