By James Watson
This new version of a favored ebook offers an outline of mass media in society at the present time. With illuminating examples and better overseas insurance, Watson covers the middle parts for media and verbal exchange levels, in addition to discussing scorching subject matters akin to the chances led to by way of electronic know-how for citizen involvement within the media.
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Extra info for Media Communication: An Introduction to Theory and Process
Example text
Such developments are largely initiated and operated by the global corporations mentioned earlier who are inscribing on world geography new kinds of 'territoryless' boundaries, one being access and the other control. These developments need to be viewed in the light of what has been happening to more traditional forms of communications access and control. The decline of public service broadcasting During the 1980s and 90s in the Western world public service communication, in particular, broadcasting, has been under siege.
Further, Marx believed that ideology upholds the position of the ruling classes, that is, the status quo. L. Allen in Social Analysis: A Marxist Critique and Altemative 9 writes that 'ideology is a process through which ideas, values and purposes act to influence behaviour ... therefore it is present in all societies at all times'. • Alan O'Connor in 'Culture and communication' in Questioning the Media: A Critical Introduction 10 says ideology is 'both as seemingly natural and as basic as the cement that holds everything together'.
SETTING THE SCENE: MEDIA IN CONTEXT 21 The modern face of hegemony For the most part we expect the powerful institutions in society - the commercial, industrial and media corporations - to subscribe to and support the hegemonic 'alliance'; though evidence of such an alliance is rarely made publicly explicit. That is part of its strength. What is made publicly explicit is that institutions support sponsor - features of the cultural scene, such as sport, the arts and entertainment, which confer prestige by assocation and in doing so nurture public approval.