Media 30.4

Question 1

1. Argument — Labelling and Deviancy Amplification

Answer 1

Essay 15: Evaluate the role of the media in creating moral panics

Theory: Interactionism
Sociologist: Cohen
Cohen argues the media creates folk devils by exaggerating deviance, leading to public fear and a deviancy amplification spiral. Labelling by the media can lead to increased deviance.

Question 2

2. Argument — Moral Entrepreneurs and Self-Fulfilling Prophecy

Answer 2

Theory: Interactionism
Sociologists: Becker, Cohen
Becker says powerful moral entrepreneurs (e.g., media, police) define deviance. Cohen shows how media narratives incite fear and shape enforcement, reinforcing norms.

Question 3

3. Argument — Distraction from Capitalist Crisis

Answer 3

Theory: Neo-Marxism
Sociologist: Hall
Hall argues moral panics (e.g., mugging in the 1970s) are engineered by the media to create scapegoats, distract from capitalism’s problems, and justify state control.

Question 4

4. Evaluation — Overestimates Media Power

Answer 4

Theory: Postmodernism
Sociologist: McRobbie & Thornton
They argue society is too fragmented for single moral panics to dominate; audiences are media literate and reject exaggerated narratives.

Question 5

5. Evaluation — Some Panics Are Justified

Answer 5

Theory: Realism (Right and Left)
No single sociologist
Right and left realists claim moral panics reflect real societal fears, such as knife crime or terrorism, and should not be dismissed as merely constructed.

Question 6

6. Evaluation — Citizen Journalism Undermines Media Control

Answer 6

Theory: Postmodernism/Neophilia
Example: Arab Spring, Twitter
Citizen journalism offers alternative perspectives and can resist mainstream moral panic narratives, showing that media control is weakening.

Question 7

1. Argument — Cultural Globalisation and Glocalisation

Answer 7

Essay 16: Evaluate the relationship between globalisation and the media
Theory: Postmodernism
Sociologist: Thompson
Postmodernists argue the global village fosters diverse media. Thompson notes cultural hybridity as local cultures reinterpret global media, e.g., Bollywood’s localised adaptation of Western themes.

Question 8

2. Argument — Economic Globalisation and Media Synergy

Answer 8

Theory: Pluralism
Sociologist: Noam
Pluralists argue global capitalism fosters synergy and consumer choice. Integrated media companies cross-promote across platforms, e.g., Marvel films and merchandise.

Question 9

3. Argument — Political Globalisation and Civic Engagement

Answer 9

Theory: Neophilia
Sociologist: Jenkins
Jenkins argues new media enhances global democracy and civic activism, e.g., Arab Spring. Social media enables users to share, organise, and critique governments.

Question 10

4. Evaluation — Digital Divide Limits Global Participation

Answer 10

Theory: Marxism
Sociologist: Helsper
Helsper identifies a global digital underclass. Inequality in access to new media restricts global engagement, especially in the Global South.

Question 11

5. Evaluation — Global Media Reinforces Consumerism

Answer 11

Theory: Cultural Pessimism
Sociologist: Turkle
Turkle claims globalisation creates a culture of false needs and dependency on digital identities. Media saturates users in consumerist ideology.

Question 12

6. Evaluation — Global Ownership Concentrates Power

Answer 12

Theory: Instrumental Marxism
Sociologist: Chomsky
Chomsky argues transnational media corporations manipulate global narratives for elite benefit, limiting democratic pluralism.

Question 13

1. Argument — Media Saturation and Hyperreality

Answer 13

________________________________________
Essay 17: Evaluate the postmodern perspective on media ownership and control

Theory: Postmodernism
Sociologist: Baudrillard
Baudrillard claims society is media-saturated. Media constructs a ‘hyperreality’ where simulacra dominate truth, e.g., reality TV or ‘fake news.’

Question 14

2. Argument — Globalisation Increases Audience Power

Answer 14

Theory: Postmodernism
Sociologist: Jenkins
Jenkins says glocalisation and interactivity have decentralised media. Audiences now shape and remix content, challenging traditional media control.

Question 15

3. Argument — Rejection of Meta-Narratives

Answer 15

Theory: Postmodernism
Sociologist: Trowler
Trowler argues postmodern audiences are sceptical of universal truths. Media messages are polysemic and interpreted differently by each user.

Answer 16

4. Evaluation — Ignores Role of Media Owners
   Theory: Marxism
   Sociologist: Curran
   Curran argues that postmodernism underplays structural power. Media is still largely owned by elites with vested interests in maintaining hegemony.

Answer 17

5. Evaluation — Vague and Anecdotal Claims
   Theory: Realism
   Sociologist: Philo (GUMG)
   Philo criticises postmodernists for making abstract claims lacking empirical evidence, ignoring real inequalities in access and power.

Answer 18

6. Evaluation — Participatory Culture Isn’t Equal
   Theory: Feminism / Marxism
   Sociologists: Duffy / Helsper
   Digital engagement remains stratified; women and the working class are less represented in media production due to structural barriers.

Answer 19

________________________________________
Essay 18: Evaluate the pluralist view of media ownership and control
1. Argument — Media Reflects Consumer Choice
Theory: Pluralism
Sociologist: Jean Blondel
Blondel argues media is a marketplace; ownership doesn’t limit content as outlets compete to meet audience demand. Consumers dictate trends.__

Answer 20

2. Argument — Media as a Democratic Mirror
   Theory: Pluralism
   Sociologist: Whale
   Whale claims media reflects public views. The Sun’s shift from socialist to populist content reflects audience preferences, not elite influence.

Answer 21

3. Argument — Impartiality via Public Service Broadcasting
   Theory: Pluralism
   Sociologist: Nick Jones
   Jones found BBC reporting during the 1980 strikes balanced both sides. PSBs legally required to maintain neutrality and serve all audiences.

Answer 22

4. Evaluation — Male-Dominated Media Skews Content
   Theory: Feminism
   Sociologist: Mills
   Mills argues male-dominated media production results in symbolic annihilation of women and ignores female perspectives despite market demand.

Answer 23

5. Evaluation — Ownership Still Concentrated
   Theory: Marxism
   Sociologist: Curran
   Curran notes the media is dominated by a small number of conglomerates, contradicting pluralist claims of diversity and democracy.

Answer 24

6. Evaluation — PSB Bias Undermines Neutrality
   Theory: Neo-Marxism
   Sociologist: Berry
   Berry found Conservative politicians appeared 50% more on BBC than Labour, suggesting institutional bias and undermining pluralist ideals._____________________________________

Answer 25

________________________________________ Essay 19: Evaluate the instrumental Marxist view of the media 1. Argument — Media as Ideological Tool of Ruling Class Theory: Instrumental Marxism Sociologist: Miliband Miliband claims media presents capitalism as normal and inevitable, reproducing inequality by ignoring root causes like poverty and exploitation.

Answer 26

2. Argument — Audiences Are Easily Manipulated Theory: Instrumental Marxism Sociologist: Newman Newman notes media glorifies the wealthy while marginalising working-class struggles. Audiences are passive consumers who absorb these ideologies.

Answer 27

3. Argument — Media Prevents Critical Thinking Theory: Frankfurt School Sociologist: Marcuse Marcuse argues media offers trivial entertainment ('bread and circuses'), promoting false needs and discouraging social critique.

Answer 28

4. Evaluation — Overly Deterministic View Theory: Pluralism Sociologist: Abercrombie Abercrombie argues audiences are not brainwashed. They interpret media critically, and producers must cater to diverse views to remain profitable.

Answer 29

5. Evaluation — Lacks Explanation for Media Resistance Theory: Neo-Marxism Sociologist: Hall Hall says instrumental Marxism fails to explain resistance. Not all media supports elite interests—some shows challenge dominant ideologies.

Answer 30

6. Evaluation — Ignores Gender and Ethnicity Theory: Feminism / Critical Race Theory Sociologists: van Zoonen / Malik Instrumental Marxists focus too narrowly on class. Feminist and ethnic media theorists argue media also reflects patriarchal and racial ideologies.

Answer 31

________________________________________ Essay 20: Evaluate the hegemonic Marxist view of media ownership 1. Argument — Journalistic Consensus Reflects Elite Backgrounds Theory: Hegemonic Marxism Sociologists: GUMG / Curran GUMG argues journalists are mostly white, middle-class, and privately educated, so unconsciously reproduce ruling-class ideologies.

Answer 32

2. Argument — Agenda Setting Limits Debate Theory: Hegemonic Marxism Sociologist: Hall Hall notes the media sets agendas by prioritising issues that support capitalism (e.g., crime) while marginalising inequality or poverty debates.

Answer 33

3. Argument — Media Professionals as Establishment Theory: Hegemonic Marxism Sociologist: Owen Jones Jones argues journalists, editors, and owners form a powerful alliance that manages democracy to protect capitalist interests.

Answer 34

4. Evaluation — Agenda Setting Is Also Patriarchal Theory: Feminism Sociologist: Murdock Feminists argue hegemonic focus overlooks patriarchy. Murdock notes women are underrepresented, and issues like gender violence are sidelined. _

Answer 35

5. Evaluation — Citizen Journalism Challenges Hegemony Theory: Postmodernism Sociologist: Shirky Shirky highlights that platforms like Twitter and blogs let users bypass gatekeeping, questioning elite narratives and creating alternative views.

Answer 36

6. Evaluation — Difficult to Distinguish from Instrumental Marxism Theory: Critical Theory Sociologist: Bagdikian Critics say GUMG and instrumental Marxism overlap heavily. Bagdikian notes both ignore how some media outlets do challenge dominant ideologies.