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POWER AND THE MEDIA - Coggle Diagram
POWER AND THE MEDIA
TECHNICAL LANGUAGE
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Media Ownership - the concentration of media ownership in the hands of a few individuals, influencing types of information and perspectives shared
Media Pluralism - Diverse range of media outlets and perspectives exist to ensure a range of voices and opinions
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Media Effects - Study of how media can influence the attitudes, beliefs and behaviours of audiences (Gauntlett)
Media Gatekeepers - Institutions that control or influence the flow of information through decisions about what is published, broadcast or distributed
Media Literacy - ability to critically analyse and interpret media messages, understanding power dynamics involved in consumption and production
Rhetoric - use of persuasive language, symbols, and communication techniques to influence or persuade an audience
Mediation - the way media 'gives to us' identities, repacked and represented
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Theories
CHOMSKY
The media has a role that maintains a dominant hegemony even with the digitalisation of information (media still represents interests of elite and powerful groups even in its new digital forms)
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GAUNTLETT
Role of the media constructing our personal and social identities, media offers more diversity in terms of representation and identity and allows individuals to find content that resonates with them. Social media has empowered audiences to share their own content and shape their own identities. MUST consider power dynamics and inequalities that still shape representation and visibility of certain groups
TWO STEP FLOW
Challenges notion that audiences are injected with meaning. "opinion leaders" have a greater influence on individuals attitudes and behaviour. Importance of interpersonal communication and social networks in shaping individuals attitudes and behaviours
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HENRY JENKINS FANDOM
"textual poaching" - Fans engage with popular culture and actively recreate these and make their own meanings and identities. Allows a larger cultural conversation and challenge of dominant narratives
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CURRAN AND SEATON
Media is controlled by a small number of companies driven by profit and power --> homogenised content. Need for diverse and decentralised media landscape and policies that promote media plurality and diversity
GEBNER CULTIVATION
Long term exposure to media content shapes our perceptions of reality and influences our attitudes and beliefs. Heavy viewers of violent TV can make people perceive the world as dangerous.
STUART HALL
Decoding and encoding analyses how media messages are encoded by producers and decoded by audiences which influence the meaning they derive
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SHIRKY
Internet has allowed consumers to "speak back" and participate. Rise of user based content and more participation. Democratising the internet
BANDURA
Role of media in shaping behaviour, its influence on our behaviour and attitudes. Emphasises importance of media literacy
USES AND GRAT
Individuals use media for specific purposes. Personal identity, information and education, entertainment and social interaction
GRAMSCI
Dominant ideologies shape social norms through cultural institution. Ruling class maintain dominance through political and economic means but also through cultural institutions such as media, education and the arts which allows consent and conformity among other classes
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Summer Riots 2024
- Southport tragedy where 3 girls where murdered in a dance class (Southport "Killer")
- Online misinformation spread and represented the "killer" as a muslim refugee and was demonised on Tiktok and X and turned migrants into an instant "folk devil"
the hashtag ProtectOurCommunity received 2M+ views in the first 24 hours, shows Jenkins Participatory Culture
CHOMSKY
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• Common Enemy: Minority groups framed as threats, creating moral panic. Used as a scapegoat
Ownership: Corporate media framed riots as criminal disorder, avoiding structural causes.
A breakdown of hegemony in the UK shown by residents formed protection circles outside mosques and citizen journalism created a movement that attracted 1.2M likes across tiktok and instagram
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Iran
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Before the blackout, influencers like Reza Pahlavi insta posts attracted 290 million views across 12 posts
Iranian influencers posts gained attraction from global audiences who formed collective identities and continued to raise awareness after the blackout by using hashtags like IranRevolution2026 - Jenkins Participatory Culture
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