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THE MEDIA - Coggle Diagram
THE MEDIA
REPRESENTATIONS
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GENDER
WOMEN
- SEX OBJECTS - SYMBOLIC ANNIHILATION
GEORGE GERBNER (1976)
the absence of representation, or underrepresentation, of some group of people in the media (often based on their race, sex, sexual orientation, socio-economic status, etc.), understood in the social sciences to be a means of maintaining social inequality
GAYE TUCHMAN(1978)
divided the concept of symbolic annihilation into three aspects: omission, trivialisation and condemnation
TEBBEL (2000)
argues that the body and faces of real women have been symbolically annihilated, replaced by computer manipulated, airbrushed, artificially images, in order to encourage women to buy into the beauty myth.
HENRY GIROUX
argued in his essay ‘The Mouse that Roared’ that women were represented in a narrow, restricted and distorted range of roles
- MOTHERS
GAYE TUCHMAN
women were often represented in roles linked to gender stereotypes, particularly those related to housework and motherhood – a good example of this being 1950s washing powder advertisements in which mothers and small daughters are working together, while men and boys are the ones covered in mud.
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- HOUSEWIVES
Women are chained to the homestead in media depictions - women dominant in their field of work are often shown coming home to their children and working the ‘second shift’ (ARLIE HOCHSCHILD) in order to ‘humanise’ them
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OWNERSHIP AND CONTROL
KEY TERMS
CONCENTRATION
how many conglomerates own each media outlet - the fewer owners there are, the more concentrated the media is
INTEGRATION
the unification of different media formats, elements and techniques to relay information or advertisements
VERTICAL INTEGRATION
when a conglomerate owns the means to produce a piece of media (e.g. owning the recording studios, the editing companies, the distributors, etc.)
HORIZONTAL INTEGRATION
When a conglomerate owns multiple different types of media outlet, e.g. Film, TV, and Radio
CONGLOMERATE
A parent company that has ownership over multiple subsidiary companies (e.g. Disney (parent) owns Marvel, Star Wars, and 20th Century Studios (subsidiaries))
DIVERSIFICATION
where a media company moves from producing one type of product to creating different media forms (e.g. a TV company moving into film production)
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TECHNOLOGICAL CONVERGENCE
using multiple forms of new technology in tandem with one another to create, advertise, and distribute a media product
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THEORY
HAROLD LASSWELL - HYPODERMIC SYRINGE - MARXIST
Ideology is 'injected' into our lives and minds via the media
passive audience theory
BAGDIKIAN (2004)
a small number of privately owned giant companies operate a monopoly over almost every mass medium, including newspapers, books, radio, and TV, which they can then use to strongly influence peoples political and social views
MILLIBAND
the concentration of ownership of the mass media is in the hands of the very few. Owners of Media companies serve the interests of the ruling class and use media products to manipulate audience with false class consciousness
Miliband (1973) also argues that owners share cultural capital as they have the same social networks.
MARCUSE
the media ‘brainwashes’ its audience through creating ‘false class consciousness’ to distract people from the realities of capitalist exploitation. Agencies such as the media suggest that if we fail to be successful in life it is our fault for not working hard enough e.g. TV shows such as ‘The Apprentice’ and ‘Dragons Den’ encourage a hard work ethic.
FALSE NEEDS
Marcuse believes that we are convinced by the media that capitalism is a fair system. Consumerism has become the meaning of life, with lifestyle programmes encouraging us to buy the latest fashions and household appliances
RECEPTION THEORY
developed by Stuart Hall
asserts that media texts are encoded and decoded.
The producer encodes messages and values into their media which are then decoded by the audience. However, different audience members will decode the media in different ways and possibly not in the way the producer originally intended.
Argues for ACTIVE vs PASSIVE audiences
GREG PHILO(1990) - NEO MARXIST
Believes that owners may be powerful, but they do not have direct control over all their products. It is the managers/journalists/editors who have the control of the day to day running of the company. Owners rarely interfere in media content because they don’t have time to.
MARTIN HARRISON - PLURALIST
there is no dominant class, but many competing groups with different interests. All these different interests are represented in the media. The owners do not directly control the content of the media, but, rather what appears in the media is driven by the consumers (public).
FEMINISTS
believe that the vast majority of owners and decision makers within the media are MEN and that programming has a bias towards male interests e.g. women being portrayed as sex objects or absent from positions of power
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