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

The Media and Audience Research

Extracts from this document...

Introduction

The Media and Audience Research One can begin to realize the effects and concerns of the media when analyzing the terms mediatization and industrialization brought forth by K. Ross and V. Nightingale in their article, "Audiences in Historical Perspectives." In the most basic and simplistic of explanations they identify media, or mediatization as, "the ways human cultures develop technologies that replicate, and usually also amplify, human senses and communicative power"(13). Media has given people the ability to transcend space and time, to read about, see or hear events that occurred thousands of miles away. However, what is more important is their idea of industrialization, not in its typical definition, but seen as the influence of the profit driven and commercial manipulation of media in a capitalist system, and the social and cultural transformations that occur because of it. The history of media studies on audience can be seen as a series of oscillations between viewpoints which have stressed the power of the message over its audiences and perspectives which stress the barriers the keep the audience neutral to the message. ...read more.

Middle

When a person watches a film that shows domestic abuse they normally don't go out and begin assaulting women. However, as Gerbner points out, "The assumptions, beliefs, and values of heavy viewers [of television] differ systematically from those of comparable groups of light viewers [...] most groups of heavy viewer score higher on our sexism scale"(29). Mr. Gerbner also highlights that there is a direct correlation to the amount of television someone watches, and the anxiety that they feel about the safety in their neighborhood. Television and other mediated messages do affect society on a daily basis. Nonetheless, it is the constant submersion in a television culture, with repetition of stereotypes and beliefs, which create the more subversive consequences that construct our knowledge of the world in a very frightening way. Another hole in Blumer's argument is that he lacks the recognition of prominent factors and circumstances. He gives no respect to issues such as income and location, arguing that there is no difference between child's play with boys from the suburbs and those from inner city slums. He states, "The evidence we have been able to secure shows an essential uniformity in the kinds of movie-inspired play among children regardless of their social status"(21). ...read more.

Conclusion

One can see that there is larger perspective to contemplate than just effects when the audience has become a part of an economic strategy. In our media dominated world today, people are no longer people, but dollar signs. We have become valued as consumers and customers. What can one say about a society driven by profit and greed? It is the process of the increasing privatization and dissemination of the corporate and capitalist ideologies that push us farther and farther into a moral decline. In the present time, with the ever-growing power of the media corporations and the increasing dependency on their technological devices, the future seems bleak. As Gerbner points out in the beginning of his article, "The longer we live with television, the more invisible it becomes"(17). The study of media effects isn't to make one feel hopeless or even to offer an all-powerful panacea to this growing problem. The audience does still have agency. One has the ability to choose, to watch, to change the channel, and most importantly, to spend. The importance of media and audience studies is to make society aware of these conditions and to see through the smoke screen. With this knowledge and understanding the manipulation process will be that much more difficult. ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our GCSE Audience and Production Analysis 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 GCSE Audience and Production Analysis essays

  1. In which ways do media representations construct our identities? Discuss using theories encountered on ...

    According to 'Homi Bhaba' most newspapers misrepresent black people. He believes that the front pages of newspapers contain stories about 'black thugs' (Bhaba,1979.pg89) and the back pages featuring black sports stars. This is sometimes true, which when it's done stereotypes black people as being bad people who are only good at sports.

  2. Examining and discussing the quotation from Sontag's latest book Regarding the Pain of others ...

    justice' whereby the police chief kills a suspect in the middle of the street with no remorse what-so-ever. This photo basically depicts two men alone in the street, one with a gun to the others head. The photo is shot in black and white which gives it an historical feel to it and a great sense or truth.

  1. PSB vs Commercial Broadcaster

    "Behind (it) lay of sense economic inferiority, exacerbated by Britain's dependence on American finance for post-war reconstruction, and a feeling that Britain's cultural 'superiority' over the United States (and the values reflected in its history and traditions) was under threat" (Barnard, 1989, p.29, cited in Crisell, 1997, p.79).

  2. Compare the way cultural difference is represented in two films (East is East and ...

    However, in 'East is East', a similar situation arises when Tariq and his brother sneak out at night to a nightclub. As they line up to enter, the audience see two Asian men get rejected by the security guard after being asked their names.

  1. Compare the representation of Britishness in the Metro Notting Hill Carnival article, the clip ...

    They use olden times language because it's in the 1940 our year to remember, which is a historical reference, remembering a time long ago. I think that language is used to send a message about Britishness or British culture to its audience is by trying to persuade us about how

  2. media studies biggie and tupac

    aswell as certain pieces of evidence which are used in his informing of the audience. He also uses a lot of music in the background so that the audience can relate what they are seeing in the pictures and videos of Tupac and Biggie to what they have seen or heard of Tupac in real life.

  1. 'Discuss the factors that shaped the invention and development of television in the UK ...

    Even though this idea was never actually developed it was picked up on by John Logie Baird who only slightly altered the design by implementing the use of vertical line scanning. He began this research development in 1922 and used a transmission of thirty lines.

  2. Television and its effects and importance to, children

    On the other hand, there is the distorted mirror model; which gives distorted news to the public in order to "agree" with the journalist opinions and beliefs. The ownership model maintains that "news are dictated primarily by the interest of the huge corporate empires that own so much of the Canadian media" (Tarras: 8).

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