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Media Theories

Media Theories. Critical Studies. Looks for relationships between The media Media content Audiences for media Culture. Political economy. Focus on interests-Karl Marx Power Advertising Commercial interests and ownership Hegemony Ideology. Hegemony.

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Media Theories

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  1. Media Theories

  2. Critical Studies Looks for relationships between • The media • Media content • Audiences for media • Culture

  3. Political economy • Focus on interests-Karl Marx • Power • Advertising • Commercial interests and ownership • Hegemony • Ideology

  4. Hegemony • An underlying consensus of ideology that favors a system that serves the interests of a dominant social group • Economic system preserves the interests of the ruling classes • Mitigating factors: Consumer needs, laws of supply and demand

  5. Setting the agenda • The ability of the media to determine what is important • Two-party elections • Elian Gonzales and Cuban-American diplomacy • Activism and media event creation

  6. Gatekeeping and framing • Gatekeeping: deciding what will appear in the media • Does a media message make it through the gate? • Framing: writing to tell stories • What makes the story? What is left out?

  7. Opinion leaders • People who try to influence media coverage • Diverse interests • Lobbying groups • Special interests, business constituencies • Ethics of media favoritism

  8. Literary criticism • Electronic media as a new kind of literature • Apply tradition of literary or cultural criticism • Genre studies • Semiotic analyses

  9. The active audience • The media and audiences are both powerful • Media creators have a preferred reading

  10. Societal Functions of the Media • Functions of the mass media • Surveillance • interpretation • socialization • entertainment • Functions of new communications media • Interpersonal • virtual

  11. Social Learning Theory • Explains media consumption behavior in terms of • Expectations • Modeling • Cognition • Reward

  12. Uses & Gratifications • Information • Entertainment • Social Utility (this differs from your text)

  13. Diffusion of Innovations • Explains the spreading of new ways of doing things in a social system • Innovators • Early adopters • Critical mass • Late adopters • Laggards

  14. Diffusion of innovations

  15. Diffusion of Innovations • Observability • Trialability • Utility • Compatability • Affordability

  16. Diffusion • VCR • VHS vs. Beta • Internet • Email and WWW • HDTV • Format wars • MP3 • Systems and players

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