Mass Media Topic New Media: Changes in the Media Types of Media TECHNOLOGICAL CONVERGENCE: One device Print means of mass communication in the form of printed publications, such as newspapers and magazines can access a wide range of media. E.g. iPhone- podcast, radio, music, email, TV, film, photos Broadcast airing of audio and video to the public via technology such as TV and radio. Digital media that are encoded in machine-readable formats, usually involving the internet and mobile devices INTERACTIVITY: Audience can actively engage in the media – in real time. E.g. red button, tweeting 1605 – First Newspaper TIMELINE radio shows etc. Remember not 1906 - Radio all of the world transmission waves developed have access to ACCESSIBILITY: A lot of the media is free to all media 1927 – First TV access once you have a device. technology. 1936 – BBC Formed AUDIENCE: Have more choice, media fits around 1954– First Colour TV the audience needs, audience can produce their 1983– First mobile phone own media.

1989– Internet develops DIGITAL DIVIDE: Men and women use similar levels of media but Remember not all social groups (WWW) use it differently, young people use media more than old people, have access to all media working classes use media less than middle classes, developed technology. world use media more than less developed world. Mass Media Topic Curran and Seaton (2003) New Media: Neophiliac vs Cultural Pessimists Neophiliac Cultural Pessimists Ao1: Neophiliacs are people who are positive about the Ao1: Cultural pessimists are people who are critical about the benefits of the media. new media. • Increased consumer choice • The media isn’t so new • Revitalization of democracy • New Media is dominated by media conglomerates (big businesses) • Political engagement • Doesn’t provide diversity of media – just lots of the same poor • Give audience control of media quality media • Provides little opportunity for political discussion • Increased interactivity • Access to criminal activity online • Consumer revolution • Internet is a form of surveillance (e.g. cookies) AO2: ARAB SPRING: was partly sparked by interactions • Way to exploit you further through advertising through the new media, such as Facebook or mobile phone • Increases inequality messaging platforms. • Decline in quality of popular culture AO2: CAMBRIDGE ANALYTICA: the company harvested the personal data of millions of people's Facebook profiles without their consent and used it for political advertising purposes. Ao3: Ignores the negatives in New Media Ao3: Ignores the positives in New Media • Cornford and Robbins – it isn’t as new as it appears • Assumes we are passive as an audience • Boyle – the speed is what has changed not media • Doesn’t recognise the choice and diversity in media today • Digital Underclass – some don’t have access to New Media • What is the increase in popular culture is due to audience choice • Political discussion has increased online (e.g. Twitter in election) • Creating inequality Mass Media Topic Theories of Ownership and Control: Trends and Patterns

Media Conglomeration: Horizontal Vertical Synergy: Lateral Technological Concentration: The major Integration: Integration: Media companies Expansion: Some I Convergence: recent trends in difference in media some media Some media often use their media involves putting N media ownership ownership and companies are companies have very diverse corporations are several C and control control compared characterised focused on interests to not content to technologies into suggest that the with forty years by horizontal increasing package focus on media R one media number of ago is the integration or economic control or synergise their products, but product. E companies movement of cross media over all aspects of products in have diversified in E.g. The iPhone! A controlling global media corporations ownership – this the production several different to other fields. S mass media has into the global refers to the fact process in order to ways, e.g. a film is E.G Virgin – I significantly marketplace. The that global media maximize profits, often Internet, Trains, shrunk in recent major media corporations often e.g. film accompanied by Holidays, Spas, N years. companies are cross media corporations not a soundtrack Experiences, G Bagdikian (2004) now global boundaries and only make album, computer Food and Drink notes that in 1983, conglomerations invest in a wide movies, but game, ring tone 50 corporations – transnational range of media distribute them or toy action controlled the vast corporations products. to their own figures. – Think P majority of all (TNCs) with a E.g. NewsCorp, cinema chains. DINSEY STORE! R news media in the presence in many for example, Netflix is a key O USA, but by 2004 countries. owns example. media ownership E.g. Disney, Time newspapers, C was concentrated Warner magazines, book E in seven publishers, TV S corporations. etc. S Mass Media Topic Theories of Ownership and Control: Marxism and Neo-Marxism

MARXISM NEO- MARXISM (Hegemonic)

Althusser: Media is part of the Ideological State Apparatus – a form of capitalist brainwashing. GUMG argues that these journalists are not (GUMG) suggests that media content does Miliband: the role of the media is to shape how we motivated by a desire to support the interests of those who run the defend capitalist think about the world we live in and suggested capitalist system. However, this is an interests. Media that audiences are rarely informed about unintended by-product of the social companies are profit- important issues such as inequalities in wealth or backgrounds of journalists and making businesses. why poverty persists. The capitalist system is broadcasters rather than a conscious They write stories which capitalist conspiracy. The GUMG points out rarely criticised or challenged. make them money, that most journalists working for national avoiding controversial Tunstall and Palmer: governments are no longer interested in newspapers, television and radio tend to be topics. Capitalism is controlling the activities of media owners because they need their overwhelmingly male, White, and middle presented as ‘normal’ support to either gain power or hang onto it. class, e.g. 54% are privately educated. So and ‘acceptable’ as no support the ruling class ideology. alternative is presented. Curran: Evidence from Murdoch’s media empire. Papers change political alliance to ensure the government let them do what they want and make Barnett and Weymour: TV has become dumbed down – there are less documentaries profit. They acted as a phantom prime minister under Thatcher but supported on TV now – this means audience are less educated – can’t challenge dominant Blair once he was in power. ideology – creates false class consciousness.

• Assumes the audience is passive • Not all journalists are right-wing – newspapers exist with left

• Economically deterministic – only focuses on profit leaning views AO3 • Whale – the media content reflects the demands of the audience • We can chose actively to engage in media/capitalism

• We have diversity in media – we can chose to read/watch what we AO3 • Media owners can’t control all content of media (editors want and journalists do) • Hard to prove the relationship between hegemony and views Mass Media Topic Theories of Ownership and Control: Pluralism and Post-Modernism PLURALISM POST-MODERNISM Pluralists argue that media owners are generally responsible in the way Levene: In our diverse, complex society, media is owned and that they manage information because media content is mainly shaped created by audience and owners. Technology means we can by consumer demand in the marketplace. If we don’t like it, we won’t buy produce out own media e.g. vloggers. it! We live in a media saturated society. There is so much choice and diversity in media content. The media is uncontrollable. The audience therefore Moreover, editors, journalists and broadcasters have a strong sense have control over what they engage in. of professional ethics which act as a system of checks and controls on potential owner abuse of the media. Baudrillard: We experience hyper reality – real lives get blurred with media lives. Pluralists suggest that the mass media are an essential part of the democratic process because the electorate today glean most of their • Overstates the influence of the audience member. AO3 knowledge of the political process from newspapers and television. • Social media bubble – messages are shared but in a group of people The media supply what the audience wants rather than what the owner who are in agreement. decides. If some viewpoints have a greater range of media representing • Media saturations suggests even more power for big media companies them, this is not necessarily biased. It merely reflects what the audience PUBLIC SERVICE BROADCASTING wants or views as important. • Pluralists point out that a significant share of the media market in Pluralists also argue that concentration of ownership is a product Britain is taken up by public service broadcasters (PSB), i.e. media of economic rationality rather than political or sinister motives. It is outlets controlled by the state such as the British Broadcasting driven by the need to keep costs low and to maximize profits. Corporation (BBC). Globalisation too results from the need to find new audiences rather than • The BBC has a legal obligation to inform, to educate and to ensure from cultural imperialism. that all programming is diverse. • Pluralists argue that PSB is impartial and objective, and balances out • Ignores the power media conglomerates have and the ways media manipulates audience members to buy their products. any potential bias in the private sector. • There isn’t diversity in media content, not all audience needs are catered for. • Pluralists note that the power of media owners is also restricted

AO3 • Media has become samey and dumbed down. by state, or government, controls, e.g. The Press Council and the • Hard for journalists to be neutral. Office for Communications (Ofcom). Mass Media Topic Globalisation: Changes in Culture Globalisation: the process by which societies become increasingly interconnected. The societies used to be disparate, distant and independent from each other. COHEN and KENNEDY: Now they are increasingly interconnect via globalisation. In 2015, there are 196 separate nation states, but instead the world is a global village due to economic, social, political and cultural transformations. Consequences of globalisation: Political Changes Cultural Changes “Drugs, crime, sex, • High Culture: elite in society regard as intellectual disease, people, • Develop of • Influenced by ideas, images, achievements – art, music, literature, poetry and theatre. news, international political cultures across information, organisations (EU, the world – entertainment, • Folk Culture: traditions and rituals of a culture- folk pollution, goods UN) fashion, music, and money now • TNC sell products food, singing/dancing, traditional costumes. travel all over the cross cultures and consumerism globe. They are • crossing national have more influence and tastes are Popular Culture: Products of the mass media in capitalist boundaries and societies, TV, films, magazines, popular music, comics connecting the than states multicultural world in an enjoyed by the mass of the population. unprecedented *** scale with Economic Changes Risk Society previously unimaginable • International stock • Environmental Due to technology and globalisation, a large section of the speed. The lives or market ordinary people disasters world’s population engaged with much of the same popular everywhere seem • Economic boom and impact world culture – same films, same TV shows (e.g. Friends), same music to be shaped bust impacts the increasingly by not just area it (e.g. Coldplay). This has lead to cultural homogenisation – decisions and whole world people’s consumption habits in the field of popular culture, actions that take happens, • Development of World wherever they are in the world, have become very similar. Folk place far away increase in from where they Bank and IMF culture is rejected in favour of mass produced popular culture. live and work”. international COCHRANE AND PAIN terrorism Mass Media Topic Globalisation: Cultural Imperialism vs Post-Modern Cultural Imperialists – Marxists – Pessimistic Globalists Cultural Hybridisation - Post-Modernists – Hyper Globalists The globalisation of the media has led to cultural imperialism: the Cultural globalisation as a force for good, then, where cultural Western world dominating the rest of the world through the media globalisation adds to our cultural options and enriches culture rather and the marketing of its own cultural products. than displaces it. ADORNO AND MARCUSE: (Frankfurt School) Argue that the global mass media is there to indoctrinate global consumers into the COHEN AND KENNEDY: People do not generally abandon their own capitalist ideology and to produce a homogenised culture that mainly promotes capitalist local/folk culture just because of the mass media. Their values and traditions values such as materialism and consumerism, therefore producing false consciousness do not simply disappear. Rather they appropriate elements of global culture that inhibits any criticism of the global capitalist system. It also creates false needs and and mix and match them with elements of local culture in much the same conspicuous consumption. way as the citizens of the USA and UK do. (Called GLOCALISATION) FLEW: The USA is the dominating force in the spread of Global culture and cultural MURTHY : Social media sites such as Twitter and Facebook (with over 300 million users) imperialism. American culture is ubiquitous (everywhere). can help increase political awareness such as issues of human rights abuses, repression and RITZER: McDonaldization - It is now possible to travel around the world without protest. It can help co-ordinate mass political response to these issues. As a young ever having to eat indigenous food. The décor and the menu is immediately communications system, Twitter has the potential to shape many aspects of people’s recognisable. It is reassuring and familiar but also evidence of decline in local social, political and economic lives. cultures. JENKINS: Jenkins argues that participatory culture creates new forms of community BARBER: The increase of Americanisation has lead to an increase in because those involved feel connected to one another in that they care about what other extremist terrorism as an approach to reject globalisation. (Discussed people feel about what they have created. in the book Jihad vs. McWorld) STRINATI: In the post-modern world, the distinction between high culture and popular culture has KLEIN: Cultural homogenization is increasing. This is the idea that local cultures are killed become blurred. This has increased consumer choice. High culture assimilates popular culture – we see off by globalisation and the whole world becomes the same, with the same shops, films, Opera on the TV accompanying coverage of global sports events and Opera singers . television programmes and brands.

• Assumes we passively accept Americanisation without challenge • Exaggerates the role popular culture plays in our identity- many people still see

• Globalisation improves diversity and choice, not narrows it family, class, ethnicity etc. as more influential in their lives and identities. AO3 • Over-emphasises the negatives of globalisation it has led to a • Ignores the inequality of the new media divide – not all people globally have access to technology which allows them to benefit from globalisation. multicultural world – we live in a ‘global village’. AO3 • There are some negative and exploitative consequences of globalisation ignored • We are more aware of the world now – making us more supportive by Post Modernists. e.g. Corona Virus support • Globalisation could lead to more cultural appropriation – possibility of Racism. Mass Media Topic News: News Values - Presentation Gate Keepers: This refers to the medias’ power to let Norms Setting: The process where the mass media some issues in and some kept out of the news. Editors emphasise and reinforce conformity to social norms Agenda Setting: Agenda setting refers decide what makes the cut and what doesn’t. Linked and isolate others who don’t conform by making to the media’s influence in laying down to Marxism, it may depend on the values of the media them victims of unfavourable media reports. the list of subjects or agenda for public owners. discussion. However, people can only Journalists decide what makes the headlines based on Regulation of News: discuss and form opinions on things they have been informed about by the media. news values. Galtung and Ruge (1970) suggested that OFCOM: Regulates media and news content to check This gives those in charge of the media a newsworthy items included some of the following… for quality and libel. great deal of power over society as they 1. Composition (fit the style of the paper) choose what is left in and out of the news. 2. Continuity (will it be running for days/weeks etc) Journalists Code of Ethics: There is an list of Therefore some subjects will not be 3. Elite People/Nations (does it include important figures) ethics journalists are discussed as the public never get 4. Frequency (will it fit into 24 hour news) recommended to follow informed about it. 5. Meaningfulness (will it mean something to the readers) (respect privacy, avoid Constraints on News 6. Negativity (bad news more interesting than good news) harassment) etc but many don’t follow this. Content 7. Personalisation (can it apply to people’s lives) This is demonstrated by 8. Proximity (stories closer to readers geographically) the Levenson Inquiry into F Financial Costs 9. Threshold (stories likely to make an impact) the Phone Hacking Scandal. News of the A Audience 10. Unambiguity (easy to understand by readers) World hacked into the T Time/Space Availability 11. Unexpectedness (surprising news will make headlines) phone of Millie Dowler who was a girl who went S Sources of News missing as well as AO3: Not based on British News – may not apply to the UK, celebrities phones to find I Immediacy (Live) News is now diverse, may not fit these categories. out about their lives. D Deadlines Mass Media Topic News: News Bias and Moral Panic The Marxist view: NEWS IS Based on case of the BIASED AND IS USED AS AN Work of Cohen Mods and Rockers IDEOLOGICAL TOOL The Neo- Marxist view: NEWS IS McChensey (2002) BIASED BECAUSE OF • Journalists do not present the JOURNALIST BACKGROUND truth in the news. Media Hall (1973) • owners use news as an Journalists rank the views of ideological tool. Democracy is politicians, police officers, civil undermined as the ‘truth’ is servants (primary definers) as constructed around the more important than trade capitalist and right wing values unions or ordinary people. These groups are used as of the owners. Journalists don’t report ‘scape goats’ and are known Herman and Chomsky (1988) minority groups, only the as folk-devils. • News isn’t objective but works views of primary definers, and around market forces. don’t even put forward their Advertising shapes news own personal view point. content, as most news GUMG (1981) • organisations are funded by Journalists side with powerful advertising so news will be groups as they (white, middle shaped based on advertising class, males) have more in contracts of the media common with owners. They companies. You won’t see engage in agenda setting – More recent moral AO3: • The concept of a moral panic is too abstract to be measurable. It is also news which is anti- leave out content that doesn’t panics: suit this neoliberal world view. ➢ Hoodies subjective due to sensationalism and may be value-laden – can’t neoliberal/free market measure it (Critcher) capitalism because of this. The language used to describe ➢ Lone-parent primary definers is different to • There are different levels of deviancy and responses to moral panics. Edwards and Cromwell (2006) Families Not all moral panics are vulnerable – some are justified (e.g. ordinary or challenging groups. • Corporate crime is therefore ➢ Immigrants paedophiles) – (Jewkes) left out of the news – it is a ➢ Young Muslims • Now we have a diversity of media interpretations which can be propaganda machine. ➢ Pedophiles interpreted in many ways – new media allows all groups to have a say. ➢ Football Audiences are sceptical and have access to may media sources, so can Ao3: Schlesinger : Media doesn’t always act in the interest of the powerful groups. Hooligans do the research to find the ‘truth’ – McRobbie and Thornton Politicians are very careful now about what they say as not to get slated in the media. ➢ Knife Crime • The audience can see past the media moral panic techniques – they are Feminism: Women’s views are often left out – Marxist views do not challenge this. ➢ Coronavirus not passive (Jewkes) Mass Media Topic Media Representation: Ethnicity Different ways that Ethnic Minorities are represented… A lot of this leads to Moral Panic As criminals As abnormal As a threat As unimportant As dependent

Van Dijk: Black Poole: Cultural Van Dijk: Right-wing tabloid Davies: The Daily Mail News stories about African- practices of EM newspapers often panic about the are more interested in the less developed Caribbean’s seen groups are called number of EM’s in Britain and the victims of crime if the countries often seem as criminals in the into question by impact on housing and jobs. Used to victims are white to imply that the tabloid press. the British Media. be on Asian and Black groups but now Shah: When Ems are on causes of the Davies: Content The media is more focused on Eastern Europe. TV/Film they are in low problems are self analysis of the ‘ethnocentric’. Poole: claims that Islam has always status roles or as a form inflicted, and these Daily Mail - 64% of Ameili et al: been demonised and distorted. of tokenism. countries are pictures of black discussion of the Moore: Four Negative Images of Broadcasters dependent on the people were wearing of Muslim Islam in the media. overcompensate of the Western world. exclusive of dress (Hijab, 1. Islam is dangerous, backward, lack of EM’s in high media Informed African muggers, murders Burkha) is negative irrational. positions so there are experts on the and rapists. and sees the dress 2. Multiculturalism is allowing Islam to many Black and Asian situation in less Cushion et al: as oppressive. spread extremist messages to the UK faces on screen, developed countries Young black men Journalists rarely Muslim community. regardless of whether are ignored in favour and boys are focus on the choice 3. UK is presented as tolerant and they authentically fit in of European and regularly women have to democratic, Islam seen as the programmes they are American reporters, Marxists would explain the associated with wear it and the misogynistic, intolerant and in. EMs are there as who may not be there representation as using moral panic as negative news context in which oppressive. ‘props’. full time and do not an ideological tool to divert attention values. 7/10 stories they wear it. 4. Islam is a threat to a British way of Bennet et al: Many Ems have a true of exploitation onto a scapegoat. are linked to crime. life. don’t identify with British understanding of the Media – their culture is situation. Neo-Marxists would explain the left out. representation as reflecting the limited • A lot of the analysis here is carried out on right-wing tabloid newspapers. numbers of EM journalists/ editors. • Gauntlett (2008) states that analysis of media representations needs to be cautious as the British media is so diverse. • For example, some papers like the Guardian may display more positive representations. Pluralists would explain the

AO3 • The murder of Steven Lawrence (carried out by white racists) received high profile coverage in left and right-wing papers. representation as reflecting the real • Consider ‘Ackley Bridge’. concerns and worries of the audience. Mass Media Topic Media Representation: Gender Concepts to describe how women and men are represented… Femininity Masculinity

• Tuchman: Symbolic Annihilation - women are effectively left out of media • Connell: Hegemonic Masculinity -the idea that there is a particular view of discourse: their achievements are ignored or minimised; their interests and masculinity – of being a “real man” – that is dominant in Western culture. pursuits trivialised and devalued. That view includes both gender hierarchy (real men are above women in • Newbold: Found that women’s sport was marginalised and also sexualised. the hierarchy) and a hierarchy among men: boys should aspire to become • Mulvey: Male Gaze – women are sexualised in the media through the lese “alpha males”. Masculine Myth: This view of masculinity discussed above of the heterosexual male. leads to men feeling like they have to be that way to be considered • Ferguson: Cult of Femininity - women were encouraged through masculine. This creates toxic masculinity and can lead to violence against magazines to focus on their appearance, their marriage, their domestic women and other men. roles and raising their children, as opposed to other possible aspirations. • Metrosexuality: magazines have encouraged men to take more interest in • Wolf: Beauty Myth - media represents women as sex objects, for men’s fashion and appearance e.g GQ and Men’s Health gratification. A particular body image is presented as ideal and anything • Gauntlet and Rutherford: Retributive Masculinity - still an emphasis on short of that is a “work in progress. Is leading to eating disorders. traditional masculinity and the objectification and sexualisation of women • Gill : suggests that women are not much more likely to be shown as in media aimed at men. E.g Top Gear or some comedy panel shows and powerful, using their sexuality to get what they want. There is a debate sports entertainment shows as well as some magazines. within feminism about whether this is a positive development as radical • Whannel – Case of Beckham: David Beckham is presented as a “new man” feminists in particular argue that patriarchy has convinced women that in relation to his family commitment and as a “metrosexual” for his fashion they are in control, but really it is the men who are getting what they want sense, but is also hegemonic masculinity – sport and marrying a Spice Girl (sexualised images of women).

• There is a lot of focus in the media on independence and aspiration for women .e.g • Men are now portrayed as more sensitive and in less hegemonic and toxic ways. Beyoncé • More men are in media positions so have influence to present men in a particular way • Assumes women can’t see through the images and are passive (contribute to the patriarchy). Ao3 • Men are objectified and suffer from eating disorders too. • There is often contradiction in magazines – men should be family men and be more Ao3 • McRobbie thinks that the apparent greater equality in the media today has been sensitive but still be objectifying women. overstated. It is an illusion of equality. • Gauntlett – we now have diversity in media representations. • Gauntlett – we now have diversity in media representations. Mass Media Topic Media Representation: Class AO3 Shows like Downton Abbey or films like the King’s Speech tend to portray There are some more negative portrayals of UC the upper classes in a nostalgic or people. eccentric way. It is a rosy picture, characterised by honour, culture and Upper Classes Neo Marxists Most of good breeding. the creative personnel in Rarely portrayed the media are NEWMAN: The media tend to ignore the themselves middle class. issues with capitalism, such as the large negatively Pluralists the media view the UK as a In news and current bonuses which bankers have (as this meritocracy and the media portrayals of affairs, the middle focuses on the gap between the rich and Elite figures the wealthy are representative of the classes dominate the poor). feature heavily idea that talented people are deserving positions of authority – of high rewards. the ‘expert’ is invariably The content of newspapers such as the Daily Mail Royal family presented as idea family. There are middle class. suggests that journalists believe that the middle representations classes of middle England are generally anxious about UC favoured positively as media companies of MC which are the decline of moral standards in society and that not perfect Marxists state that they are proud of their British identity and heritage. need their support. families. the negative portrayal is an ideological tool JONES: States how differently the Middle Classes media value classes by exploring media that functions to representation of Madeline McCann Over represented class group in most film and maintain, legitimise (MC) and Shannon Matthews (WC) and reproduce class TV shows. GAUNTLETT: Media inequalities and to Presented as normal and rational. representations of class bring about a state are diverse and varied. of false class NEWMAN: argues that when news Working Classes consciousness in organisations focus on the working Portrayed negatively – used as scapegoats in moral panics. Shildrick and MacDonald – calling class, it is generally to label them as Pluralists say that these those who occupy the working class terms like chavs leads to people not having public sympathy. the bottom rungs a problem, e.g. as welfare cheats, representations reflect drug addicts or criminals. Presented as benefit scroungers as opposed to presenting poverty in reality. If poverty is of society. mentioned – it is often in statistical terms. (Newman) the reality of capitalist COHEN: notes that the media Forms of media aimed solely at WX e.g. Daily Mail and Sun Newspapers – form of society. There are often fails to see the exploitation, contributing to lack of education on political issues as media is dumbed down. some more connection between (Curran and Seaton) positive deprivation and wealth. portrayals British media is so focused on Middle class journalists suffer from ‘liberal bigotry’ they assume that all WC people are of WC the good fortune of capitalism feckless, promiscuous, foul-mouthed racists who hate multiculturalism and refugees. people. it ignores the casualties. (Jones) Mass Media Topic Media Representation: Sexuality Heterosexuality Over-represented Homosexuality presented ‘stereotypically’ Homosexuality present’ non stereotypically’ • Swanson: ‘extreme and caricatured way in • Gauntlett argues that lesbian, gay and bisexual Other which [stereotyping] draws on commonly-held people are still under-represented in much of sexualities impressions and assumptions’. the mainstream media, but things are slowly are • Homosexuality represented often as a source of changing for the better. symbolically embarrassment or anxiety, often seen to be a • Wilke : more recently, programs such as Will & annihilated ‘problematic state.’ or seen to be a victim and Grace and Queer As Folk, and films such as The (Tuchman) being teased or bullied. Birdcage, have resulted in a shift in • The representation of ‘male homosexuality’ representations towards less stereotypical dominated, whilst ‘female homosexuality’ representations. (lesbianism) was ignored – symbolically • Sociologists have argued is because advertisers annihilation. are now finding an untapped market ‘THE PINK • Craig :suggests that when homosexual POUND’ – homosexuals couples are usually Batchelor: heterosexuality is normal and characters are portrayed in the media they are dependent free and thus have a large income to homosexuality is always exceptional or unusual often stereotyped as having particular amusing spend on media products/products advertised. in some way or presented in stereotypical ways. or negative psychological and social characteristics – e.g: Campness, Macho, Deviant However – the diversity in sexuality • Bennett: the news still systematically ignores isn’t represented. E.g. lack of Particularly in the 1980s, reporting of HIV/AIDS and distorts the lives & experiences of focused strongly on the gay community and representation of bisexuality, trans, non homosexuals. Furthermore, the news reinforces further supported a stereotype of gay men binary etc. being particularly promiscuous. AIDS was prejudice and discrimination. reported on in a less sympathetic way in • Gill : suggests homosexuality is represented in a The new media provide a space for the relation to gay men than for other sufferers, in ‘SANITIZED WAY.’ LGBTQ+ community to create their own media a sense suggesting that they had brought the • Stonewall: “Unseen on Screen” Found in 126 and create their own representations BUT this disease upon themselves. hours of TV, only 46 minutes of it showed This lead to MORAL PANIC also may increase online harassment and homosexuality realistically and positivity bullying. manner. (in 2o13) Mass Media Topic Media Representation: Age

Children presented positively in Media criticises youth – use of moral Often this group are presented the media – mostly as little angels panics (Cohen) to blame young negatively. They are seen to be a (although sometimes as little people for societal problems. burden, as grumpy and bitter, or devils) Rarely do TV/news articles involve confused and ill. Sometimes they are presented as infantile or as having their Sometimes they are presented as views of young people, but often present them as criminal (Wayne et second childhood. Childhood victims or as accessories (think al) Old age is undesirable in advertising.

Madonna's children) Age Old Adolescence Media images are often negative – Lee et al : noted that older adults in Chandler: talks about pester showing young people engaging in advertisements (although nowhere power. Children’s television, and criminal activity. near as prevalent as young people) are particularly the advertisements in However the media also needs generally represented positively, as between the programmes, treat healthy, active people with a wide children as consumers, selling young people as their main target audience. range of interests, enjoying a “golden them all manner of toys, holidays age”. and consumer Media socially constructs youth, through advertising and help to Newman : upper/middle-class elderly products. create youth subcultures and fashion people (particularly men) are often trends. portrayed as being in leadership positions or elite occupations: presidents, judges and businessmen.

However… In our post-modern world, media presentations are diverse. We have the ability to create our own media and create our own representations. However, there is a digital divide – older people are less likely to have ages to digital technology. Mass Media Topic Media Representation: Disability Barnes: ways that the Agyeman (2003) – 42% of disabled people in media are Tom Shakespeare portrayed in relation to ideas of prejudice, discrimination disabled are represented: and stereotyping, however it is still rare for disability to (2000) found that • pitiable and pathetic be ‘portrayed as an everyday incidental phenomenon’

the media Pluralism • an object of violence • Representations reflect the dominant view that disability is The media representations of dysfunctional for the individual and society. contributes to… • sinister and evil Representations mirror social anxieties about impairment. disabled people still • atmosphere or curio Disablism: The relied on old Constructionism • Impaired individuals are disabled by society and the mass social barriers that • ‘super cripple’ stereotypes of media. arise when an able Social • an object of ridicule • Media professionals have a view of disability (unfortunate, bodied person twisted villains, dependant etc) views someone • their own worst • Disabled rarely consulted by journalists. Representations with an plucky heroes and enemy reflect their low status and exclusion in society. impairment-such as weak victims. they might be • a burden

PostModernism • The medical viewpoint is in decline and our understanding hindered in He argues that the • sexually abnormal of health and the able-bodied is changing. performing some mass media • Shown in more positive representations (such as in sport) ordinary tasks-with • incapable of • You can’t make generalisations, different TV stations may prejudice and treats encourages the able participating represent disability in different ways. (Gauntlett) them in a – bodied population • normal discriminatory way. to view people with Roper (2003) – mass media representations of the disabled on disabilities as Changes in telethons can create problems for the disabled ‘other’ – an representations: Rely on ‘cute’ children which are not representative of the Undateables/ abnormal group population Paralympics that is not part of Imply that charities not governments should be responsible for mainstream society. providing for the disabled, doesn’t ask why these people are disadvantaged Mass Media Topic Media Models: Theories and Passive Audience

Theories: Relationships between Media and Audience Models assuming the audience passively accept media messages…. Functionalist: Media is an agent of socialisation, teaching • The audience norms and values of society to individuals. E.g. Children's passively accepts Hypodermic TV. Also acts as a agent of social control – how not to act. the message Syringe Model ‘injected’ into them Marxist: Media is part of the ideological state apparatus by the mass media. (Althusser). Assumes audience passively accept • There is DIRECT capitalism, contributes to false class consciousness – correlation between the violent accepting exploitation. behaviour shown. Neo-Marxist/Interactionist: Media uses moral panics as a Evidence to support: AO3: way to control audience members. Can lead to deviancy • James Bulger case, ‘Child’s • Assumes we passively amplification. Play 2’ accept media messages. • The Columbine Shootings • Could lead to sensitisation Feminist: Media control women and ensures patriarchy • Bandura’s Bobo doll • NEWSON: we become (Fesback and Sanger) continues. This is achieved through the objectification of desensitised to media • Deterministic violence women and the misrepresentation • MORGAN: Violence in • Can’t establish cause and pornography leads to more effect Post-Modernist: media provides audience with control sexual abuse. • Audience interpret media and diversity of choice. However, there is a burring • Introduction of 9pm Watershed and film differently between media life and real life (hyper reality) – certificates has some from • Blames the media for Baudrillard. this. societal issues. Mass Media Topic Media Models: Active Audience 1 Models assuming the audience do not passively accept media messages…. Two Step Flow Uses and Gratifications Selective Filter

AO3: AO3: The message is sent AO3: Audience use the 1. Firstly we must Recognises Recognises indirectly from the Still regards media in a listen or view a diversity in audiences are producer to the audience as diversity of ways media message. not homogenous reader and is passive because for different media usage. 2. Then we have to Sometimes we intercepted by an Ignores that accept it – often they accept needs. We select messages opinion leader who media is we will only messages from therefore don’t we do not agree acts as a filter as to concentrated in accept it if we OL. passively accept with. what message is agree. Recognises messages, we the hands of a We may received. They then 3. Then we have to few. remember share media media owners control how we remember it for it Not enough messages we messages to wider don’t have a use it and how it to affect us. audiences. direct impact. impacts us. supportive don’t want to. evidence. Mass Media Topic Media Models: Active Audience 2 Models assuming the audience do not passively accept media messages….

Cultural Effects Reception Analysis Post-Modern View

AO3: Media content Media is central to AO3: Recognises that Morley contains strong the creation of the Unclear if this has media content 1.Preferred (or dominant) AO3: IDEOLOGICAL reading – People go along post-modern world a positive or helps those who Recognises negative impact messages that with the media messages due to the choices manage and and it is accepted as audiences are on audience reflect the values of benefit from legitimate. different and they offer. members. those who own, capitalism 2.Oppositional reading – This allows Impossible to control media. A minority may oppose diverse. It understands the audience members make Marxists :audiences views expressed in the Methodological audience to create their own generalisations have been exposed media. concerns with interpret content 3.Negotiated reading – about media over a long period research – set of values and in different ways media audience may effects and of time to a slow reinterpret media content understandings of audiences as with confined demand ‘drip drip’ effect to fit in with their own the global viewers react limits. characteristics. process opinions and values. information their differently. receive.