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Theory of media and society

Theory of media and society. Varying perspectives of media theory. Progressive versus conservative Progressive or leftist Criticize power of media Conservative or Right Criticize damage to traditional values Critical versus Applied Critical Expose underlying problems Applied

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Theory of media and society

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  1. Theory of media and society

  2. Varying perspectives of media theory • Progressive versus conservative • Progressive or leftist • Criticize power of media • Conservative or Right • Criticize damage to traditional values • Critical versus Applied • Critical • Expose underlying problems • Applied • Provide understanding of communication processes

  3. Dimensions and types of media theory Media-Centric Media-Culturalist Media-Materialist Culturalist Materialist Social-Culturalist Social-Materialist Society-Centric

  4. Media-society theory I • The Mass Society • Concept began in 1800s with industrialization, urbanization and modernization • Theory emphasizes interdependence and media as a causal factor • Media content • Works in favor of those who hold social power • Provides content that maintains status quo with dependent society • Modern day implications • Nostalgia for more communitarian perspective • Political indifference

  5. Mass society theory II • Political Economy Theory • Revision of Marxist Theory • 20th Century • Focuses on: • Media activity as economic process that leads to commodity • Other view: Media delivers audience attention to advertisers • Mass Media part of economic system • Main Strength • Empirical testing • Centers on media activity as economic process

  6. Mass society theory ii • Political Economy theory and the Internet • Key = commodification of users • Relevance of political economy theory enhanced by trends • Increased media concentration worldwide • Growing global information economy • Decline in direct public control • Growing digital divide

  7. Media society theory III • Functionalist theory • Primary tenets: • Explains social practices • Describes society • Media benefits • Depicts media as: • Self-directing and self-correcting • Apolitical • Conservative bias • Earlier versions discarded but survives with new forms

  8. Media society theory iii • Functionalist Theory • Primary social functions of media: • Information • Provides information • Indicates power relations • Facilitates innovation • Correlation • Explains and interprets meaning • Supports norms • Social and consensus

  9. Primary social functions cont. • Continuity • Expresses dominant culture • Entertainment • Amusement • Mobilization • Used to campaign for societal objectives

  10. Media-society theory iv • Social constructionism • Society is constructed and open to change • Emphasizes action and choice • And the media: • News reality • Impact of mass media • Media is subjective view of social reality

  11. Mass society theory v • Communication and Technology Determinism • Toronto School • Theorist H.M. Innis • After WW II • Attributed characteristics of society to prevailing communication • Organizing principle: • Communication = monopolization

  12. Mass society theory v cont. • Primary Tenets of Media Technology Determinism • Communication technology is fundamental • Technology bias • Impact of communication inventions • Communication revolutions and social impact • Modern implications of Media Technology Determinism • No single factor explanation • Development shaped by social and cultural context

  13. Media society theory vi • The Information Society Theory • More ideology than theory • Beginning • Post-industrial society • Decreased cost of technology • Impact • No major transformations noted • Increased interconnectedness and globalization • Increased dependency • Increased awareness of risks • Concept as theory • Not universally accepted

  14. Media-Cultural theory

  15. Themes of media-cultural theory • Quality of mass culture • Nature of popular culture • Impact of technology • Political economy and culture • Globalization • Identity • Gender • Ideology

  16. Frankfurt school and critical cultural theory • Frankfurt School • Mid-19th century • Concerns regarding Marxist theory • Critical Cultural theory • Studies ideology in media culture • Concerned with significance of media culture for specific groups • Evaluates media interpretation

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