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THE MEDIA - Coggle Diagram

- - - - WOLF
        Wolf suggests that the images of women used by the media present women as sex objects to be consumed by the male gaze
        Wolf notes that the media encourage women to view their bodies as a project and in constant need of improvement
- - - - GENERAL OVERVIEW
        Neo-Marxists see the media as playing a key role in strengthening ruling class hegemony since the media has such a reach in society
        Journalists and broadcasters tend to be white, middle class and male, and more than 50% have attended independent schools
        The Neo-marxist argument is that media professionals promote ruling class hegemonic ideas because they themselves share the norms and values of the dominant culture in society
        Neo-marxists argue that social groups that are seen as threatening to white middle class males are marginalised by being portrayed in a negative, stereotypical way
        
        HALL
        Hall argued that the media operates with three stereotypes of black people
        
        The native- offering nobility, dignity and savagery. the native always appears in anonymous masses, contrasting with the solitary white hero
        
        The clown or entertainer- seen as expressive, emotional, and stupid
        
        The slave- is seen as devoted and childlike but also cunning, untrustworthy and maybe mocking
        
        Such stereotypes were seen as being evident in old Hollywood films, but are evident in more contemporary representations of black people and other minority ethnic groups
        Hall argued that the media representations of ethnic groups reflect and unconscious racism in that they typically portray black people as the 'source' of the problem
        
        CRITICISMS
        Neo marxists have been criticised for ignoring the evidence that shows significant improvements in the improvements in the representations of social groups
        Critics point to the increasing number of media professionals coming from varied social backgrounds wh bring a different perspective to the media they are involved with
- - - - THE TWO STEP FLOW MODEL
        Katz and Lazersfeld suggest that personal relationships and conversations with others, such as family and friends, result in people modifying or rejecting media messages
        They argue that social networks are usually dominated by opinion leaders, people of influence whom others in the network listen to
      - THE USES AND GRATIFICATIONS MODEL
        Blumler and McQuail and Lull see media audiences as active. their uses and gratifications model suggests that people use the media in order to satisfy particular social needs that they have
        For example, Wood illustrates how teenagers may use horror films to gratify their need for excitement
      - THE RECEPTION ANALYSIS MODEL
        Morleys research into how audiences interpreted the content of evening news- nationwide, examined how the ideological content of the programme were interpreted by 29 groups made up of people from a range of educational and professional backgrounds
        Morley found that audiences were very active in their reading of media content and did not automatically accept the medias perspective on a range of issues
      - THE CULTURAL EFFECTS MODEL
        Marxists argue that media content contains strong ideological messages that reflect the values of those who own, control and produce the media
        Consequently, there is little serious debate about the organisation of capitalism and the social inequalities and problems it generates