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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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Presentation Transcript
critical studies
Critical Studies

Looks for relationships between

  • The media
  • Media content
  • Audiences for media
  • Culture
political economy
Political economy
  • Focus on interests-Karl Marx
    • Power
  • Advertising
  • Commercial interests and ownership
  • Hegemony
    • Ideology
hegemony
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
setting the agenda
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
gatekeeping and framing
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?
opinion leaders
Opinion leaders
  • People who try to influence media coverage
    • Diverse interests
  • Lobbying groups
    • Special interests, business constituencies
  • Ethics of media favoritism
literary criticism
Literary criticism
  • Electronic media as a new kind of literature
  • Apply tradition of literary or cultural criticism
    • Genre studies
    • Semiotic analyses
the active audience
The active audience
  • The media and audiences are both powerful
  • Media creators have a preferred reading
societal functions of the media
Societal Functions of the Media
  • Functions of the mass media
    • Surveillance
    • interpretation
    • socialization
    • entertainment
  • Functions of new communications media
    • Interpersonal
    • virtual
social learning theory
Social Learning Theory
  • Explains media consumption behavior in terms of
    • Expectations
    • Modeling
    • Cognition
    • Reward
uses gratifications
Uses & Gratifications
  • Information
  • Entertainment
  • Social Utility

(this differs from your text)

diffusion of innovations
Diffusion of Innovations
  • Explains the spreading of new ways of doing things in a social system
    • Innovators
    • Early adopters
    • Critical mass
    • Late adopters
    • Laggards
diffusion of innovations2
Diffusion of Innovations
  • Observability
  • Trialability
  • Utility
  • Compatability
  • Affordability
diffusion
Diffusion
  • VCR
    • VHS vs. Beta
  • Internet
    • Email and WWW
  • HDTV
    • Format wars
  • MP3
    • Systems and players