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Media Theories

Media Theories. Review. Noam Chomsky. Propaganda is used to control the masses Propaganda Model Owndership Funding Government The Enemy. David Manning White. The Gatekeeper – between the world and the media Agenda Setting – Media does not reflect but shapes public interest.

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Media Theories

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  1. Media Theories Review

  2. Noam Chomsky • Propaganda is used to control the masses • Propaganda Model • Owndership • Funding • Government • The Enemy

  3. David Manning White • The Gatekeeper – between the world and the media • Agenda Setting – Media does not reflect but shapes public interest. • Media Bias – We judge bias based on if we agree with the gatekeeper.

  4. Neil Postman • Amusing ourselves to Death • News & Information is watered down as entertainment. • By keeping people uninformed they don’t care about losing their freedom.

  5. Paul Lazarsfeld • Two Step Flow of Communication • Mass Media Opinion Leader Everyone else

  6. Theodor Adorno • Cultural Industry • Standardization – Art succumbs to formula • Pseudo-Individualization • We’re all different! I am a rebel! (Adorno: No, not really) • Manipulative – The media manipulate the audience and thus distract us from more serious issues.

  7. Walter Benjamin • Aura of art is lost in reproduction. • But, Art is designed for reproducibility. • Artificial build-up of personality – The cult of the star. • “reality” is an artifice (therefore artificial)

  8. feminism • Belief in the social, political, and economic equality of the sexes. • Feminist readings challenge the cultural notions of masculine society. • Media perpetuates dominant masculine stereotypes.

  9. Queer theory • Challenge the cultural notions of "straight" ideology • Gender, sexual acts and identities are socially constructed. • Imprinting of heterosexual norms manufactures heterosexuality as the dominant sexual format. • Media perpetuates dominant masculine stereotypes.

  10. marxism • Exploitation of an entire class of society by another • The ruling class controls the means of production • Subjectificationof working class • Who is producing the message? • What is the message? • Who is consuming the message?

  11. Post-colonialism • The East is “created” by the West. • “other” or “othering” • The identity of the “other” is created by our Western interpretation. • Thus, our view of the world is artificial.

  12. Structuralism/Semiotics • There must be a structure in every text • Structuralism rejects the concept of human freedom and choice; behavior, is determined by various structures. • We must be able to read texts so to unmask their meaning (symbolic).

  13. Marshall mcluhan • any technology or “medium” is an extension of some human quality Ex. A book is an extension of the eyes • 2 messages • The overt content • The covert meaning • “the medium is the message”. • The message (overt content) is not nearly as important as what the medium is doing to us. • Iconic • Feedback • Global Village

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