• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

Assess the postmodernist views of the mass media.

Extracts from this document...


´╗┐POSTMODERNIST view of mass media. PM argue mass media are central to the PM theory, as the decline of traditional communities, time-space compression and flexible production ? all derived through the media. PM argue the global society is media-saturated, making it harder to distinguish between reality and hyper-reality, and making culture fragmented and unstable. PM challenge viewing audience as passive and easily manipulated, as they use media images to construct individual identities. The major criticism of PM is that their argument is based on abstract concepts and a lack of empirical evidence. Marxists criticise PM for ignoring inequalities in media access, and that the media messages can mislead the audiences, as the main effort behind them is maintaining profit for capitalists. PM argue the society today is media-saturated. ...read more.


PM argue the media actively create reality. BAUDRILLARD argues media images have replaced reality to such an extent that we live in hyper-reality, i.e. reality structured by electronic communication. In turn, the media present simulacra (artificial copies of real events), which is hard to differentiate from reality. There is no longer separate reality for things like TV programmes, highlighted by media stories about fictional characters. TUCKLE notes that the lives of TV characters have become more real to the audience than actual communities. For example, people felt so strongly about TV show Cheers that they created Cheers bars in America, similarly to creating Central Perk coffee shops after popularity of Friends. Moreover, the media can create realities of such major events as wars. BAUDRILLARD argues that the First Gulf War was a simulation created by the media, noting that ?the war only happened on TV?. ...read more.


However, PM are criticised for not being able to empirically prove the link between popular culture and creation of identities. PM conducted small scale ethnographic research, as they reject possibility of discovering objective truth about social world. However, it severely undermines their argument. In support of PM, however, neo-functionalist PUTNAM found empirical evidence to highlight the breakdown of the real world social interaction and declining social capital due to the influence of the media, and especially new media. In conclusion, PM view of the media is influential in drawing attention to the impact of the media on creation of identities and how consumption influence people?s ability to create their identities themselves. However, the major limitation of PM theory is reluctance to recognise the significance of the market forces and concentration of media ownership in understanding the media impact on the society. Moreover, PM do not acknowledge the media?s role of promoting and exacerbating inequalities among audiences. ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our AS and A Level Media section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related AS and A Level Media essays

  1. The function of Education is to develop and reinforce social solidarity.

    Parsons then developed the idea of roles into collectivities of roles that complemented each other in fulfilling functions for society [Parsons, 1961:41]. Some of the roles are bound up in institutions and social structures, such as economic, educational, legal, and even gender structures.

  2. "Any sociological explanation of the influence of the mass media needs to take into ...

    & not encouraged to read educational books. In relation to Belson's findings, the boys' poor childhood experience with their parents could be an explanation on their behaviour. Lack of parental supervision from childhood may be a big factor. The Interpretive Model believes that the audience has the ability to 'filter' the media content.

  1. Moral Panic and media folk devils.

    Music from heavy metal bands also has claims of Satanist rituals in the lyrics, Black Sabbath was repeatedly accused of Satanist concerts in America and seemed to incriminate themselves when Ozzy Osbourne bit off a bats head on stage (although it was accidental).

  2. Examine the ways in which the output of the mass media may be influenced ...

    As the control over the production and distribution of ideas is concentrated in the hands of those few who own the means of production, capitalist power is maintained. The media in this way, projects messages, which reinforce the ideology of the ruling class.

  1. Using Sociological evidence and concepts access the view that the mass media perpetuates stereotypes ...

    A study of advertisements in male magazines and female magazines begun in 1983 and it studied 1200 adverts from both male and female magazines. Ferguson's results showed that 1179 articles in woman's magazines dealt with issues such as food. This shows the high level of pressure placed on females to work harder on their appearances then males.

  2. Assess cultural pessimist views of the new media

    Cultural pessimists argue this leads to loss of social capital. PUTNAM?S ?bowling alone? study suggests social capital is declining in the US, partly due to new media encouraging social isolation and losing touch with real social networks.

  1. To what extent does the Media affect body image in teens and their perception ...

    People who suffer with Anorexia Nervosa usually are perfectionists[35] and overachievers?. People who suffer from Anorexia work relentlessly towards a thinner body because they feel that this will promise them beauty, success and happiness.[36] The victims usually want to feel accepted by society however they do not feel valued by others.

  2. Assess the effects of mass media on popular culture.

    used by the media present a "beauty ideal" through which they show women that they should treat their bodies as a blueprint that is in constant need for improvement. Furthermore feminists argue that women are encouraged by the media to see these achievements as central to their happiness and well

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work