Developing+Approaches+to+Media+Theory

=Schools of Thought: Developing Approaches to Media Theory= toc

Introduction
The change of audiences from the role of passive recipients to active participators has been an important theme in media theory development since the post-war period. Unlike the theoretical approach of the pre-war period that focused on grand theories, 'middle-ranged theories' began to develop so there would be more data from the collection of empirical data, and not generalizations. Critiques of Marxism, challenges of feminism and post-modernism all added diversity to theoretical positions on the media.

Limited Effects Paradigm
There was a 'paradigmatic change' in media theory that occurred between 1940 and the mid-1960s. The new paradigm was based on empirical research generated about the media and the mass communication process. Rather than embracing a grand theory, media 'methodologists' focused on theories drawn from empirical research to remove as many broad generalizations as possible from their theories. New research methods like lab experiments and surveys were used to observe the effects of media and it brought about the argument over which experiments would provide the best basis on which to develop theory. This lead to a new conception of the audience as resistant and one that consumes a lot of different kinds of media. This would change the view of how media affects or does not affect social values.

Functionalism
Functionalism was established as a theoretical approach to the study of society in the decades immediately after the Second World War. It views the media as being central to the natural operation of society, and it strives to compare societies to biological organisms. The theory was that if one looked at a society they could figure out what was functioning properly. In order for a society to function, it requires certain needs to be met, and functional analysis involves identifying the means by which those needs are met. Functionalism also assumes that media can be examined by empirical investigation to make a judgement as to whether their operation is functional or dysfunctional.

In addition, functionalism describes four major social functions of the media. These are surveillance, correlation, transmission, and entertainment. -**Surveillance** is the moderation and identification of what is happening. Media allows people to monitor their society and find out what is going on. -**Correlation** is media bringing together different individuals and parts of society together so they can analyze, understand, and explain events. -**Transmission** the transmission of cultural history through generations. It also allows for socializing people and shaping their norms and values. -**Entertainment** is media allowing for leisure, enjoyment, relief and relaxation.

The functionalist analysis of mass communication is based on the belief that all the components of society are organized and structured to maintain social stability. However, problems can result as society does not have a good definition for what is and is not functional, so media effects are not readily apparent.

Pluralism
Pluralism is concerned with the exercise of power in society. It also focuses on how power in Western societies is dispersed among competing groups and interests, none of which are able to control society or dominate, as everyone can have power, but no one group can have too much. The plurality of society is seen in the wide range of media products on offer and the range of opinions expressed in the output of media. In addition, pluralism argues that the media must maintain a consensus of the reinforcement of a set of shared values about democracy and the democratic process. A possible problem of pluralism is that it assumes media are neutral in their representations.

Rediscovery of Ideology
Functionalism and pluralism became problematic with the political turmoil of the 1960s, and the return of social conflict brought upon the re-emergence of a Marxist perspective in media theory. However, Marxism underwent changes in the post-war period, and focus was shifted from the classical model of Marx that linked ideology and culture to the economic basis of society, to neo-Marxist or structuralist approaches that stressed the autonomy of ideological practices.

Feminist Critiques
Feminism in mass communications originated in the women's movement of the 1960s. Many feminist critiques regarded the media as central to the discrimination against women. Media research was also mainly written by men about men and for men, so women were represented in relation to men. The feminist critique was based on two main points: an analysis of power and oppression in which women were subordinated and viewed as sexual commodities, and a focus on the politics of representation and the production of knowledge where women were objects rather than active participants.

Post Modern Revisionism
In the late twentieth century, there is a re-evaluation of the way in which society is developing. People's identities are becoming fractured and hybridized, and populations that were once marginal have become prominent in society. Modernity is ending with new technologies and the reduction of the nature of time and space in society; and these changes represent the end of modernity and the beginnings of post-modernity. Post modernists are those who reject the approach of trying to explain the present using traditional conventions of social science, and this way of thinking has had the biggest impact on media studies.

Marshall McLuhan was one of the first scholars to examine how the means of communication of people influence the society, economic, political, and cultural life, and contribute to their shaping, character, and scope. He proclaimed that the medium is them message. This would mean that it is not the content of the media that is important, but the technology and structure of the media. His beliefs contained technological determinism, that have been criticized by some. They accuse him of placing too much faith in technology to bring about social change while at the same time neglecting the need to reform current social structures. Despite the criticism, McLuhan's ideas were able to become popular and gain widespread attention.

Public Spheres
Discussions in public areas and the distribution of news all over the world resulted in the formation of the public sphere in the nineteenth century. Public spheres are a forum or arena that mediates between the state and society, and it is described as a forum where individuals can debate public affairs. It is also independent of the government and it is dedicated to rational debate to all citizens, and the free flow of information and communication are essential to its effectiveness.

Key Terms

 * Limited Effects Theory: the media has limited effects because the effects are diminished by a variety of mediating or intervening variables
 * Paradigm: the dominant and widely accepted theories and concepts in a particular field of study
 * Political economy: the production of media products is constrained by economic and political factors
 * Recombination: the recirculation of material or cultural resources in a new product
 * Patriarchy: a system of society in which men dominate women
 * Gender: the cultural differentiation of male from female
 * Technological Determinism: the belief that technology shapes society

=Additional Material=

This commercial really changes the angle in which media portrays girls and women. This commercial, created by the toy company GoldieBlox, was used to show society that girls deserve more choices than dolls and princesses. The commercial also shows that girls are just as able if not more to build the future of the world. A great rejection of society's gender expectations media has enforced for several years. media type="custom" key="24510266"

This is a really interesting youtube video I found. I think the background song is great and has a lot of interesting facts about women in the media! Check it out!

http://www.youtube.com/watch?v=SNIihfK18Ro

Outside Research “The Problem that has no name” by Betty Friedan This excerpt concentrates on the struggles of suburban wives in the middle of the 20th century. At a time like this, a woman’s life revolved around finding a husband and keeping him happy, as well as bearing her children after marriage. A huge problem seen by Friedan is the lack of independence within a woman’s life. Her world is so dedicated to her job as a housewife that she can no longer fulfill her own dreams. As for younger woman, they had no dreams because of their planned out life consisting of pleasing husbands and taking care of children. Suffering woman would hesitate in seeking help. They knew something wasn’t right in their lives, but being as dedicated to family as they were, they didn’t have the courage to face their troubles. They would be afraid to visit psychiatrists with the fear of being judged. If a problem was apparent, it was automatically assumed to be involved with the husband. Friedan feels this is an issue that cannot be ignored. Because this suffering most likely comes from a woman’s desire to fulfill her femininity, it would take beyond understanding to resolve this matter.

Important quotes + Explanations “As she made the beds, shopped for groceries, matched slipcover material, ate peanut butter sandwiches with her children, chauffeured Cub Scouts and Brownies, lay beside her husband at night - she was afraid to ask even of herself the silent question - "Is this all?"” (Friedan) This quote clearly expresses the duties expected from woman during this time. The woman struggles with an inner problem she is afraid to be open about. She is scared to the point where she can’t even admit this problem to herself.

“Their only dream was to be perfect wives and mothers; their highest ambition to have five children and a beautiful house, their only fight to get and keep their husbands.” (Friedan) Woman lacked their own ways of thinking because of the low expectations society has given them. They wanted so badly to succeed in their role as a housewife that they made it their dream, instead of a more personal goal.

“It is NO longer possible to ignore that voice, to dismiss the desperation of so many American women. This is not what being a woman means, no matter what the experts say. For human suffering there is a reason; perhaps the reason has not been found because the right questions have not been asked, or pressed far enough. I do not accept the answer that there is no problem because American women have luxuries that women in other times and lands never dreamed of; part of the strange newness of the problem is that it cannot be understood in terms of the age-old material problems of man: poverty, sickness, hunger, cold....” (Friedan) This paragraph specifically reached out to me. I completely agree with Friedan when she exclaims, “this is not what being a woman means”. In my opinion, a woman should have her OWN sense of independence away from her husband and children. No one should be deprived of creating their own goals and fulfilling them no matter what.

Additional information on outside research

http://www.youtube.com/watch?v=bk-oc6U_oEI This youtube video gives a visual affect of the topics discussed in the article assigned for outside research. It delves into the changing roles of woman as time progresses.