Media plays an important role in our everyday lives. Why is it important to us?

Authors Avatar

Media plays an important role in our everyday lives. Why is it important to us? This is because media can tell us what is exactly going on in the world today, so that we will not be left behind and we can always keep ourselves updated via the media. Media comes in many forms such as newspapers, film, radio, television, computer software, communications network and so forth. While discussing about media, technology and theory are involved. This is because media themselves change quicker than any theory (Bazalgatte, C, 2000, pp.5). But what is ‘media studies’? According to Bazalgette, media studies is a controversial, unstable and immensely important field. This is because it is still new and deals with things that change continuously. Therefore it is hard to be understood, regulated & consumed (Bazalgatte, C, 2000, pp.2). Media studies is considered as a hybrid subject. This is because the ideas and approaches that make up the subject are taken from many different sources (Bazalgatte, C, 2000, pp.3).

Media studies is associated with politics, not just national party politics but the politics of the media. Undeniably, the politics of the media influences our lives as much as government politics and can be fulfilling to investigate since proofs can be found daily all around (Bazalgatte, C, 2000, pp.7). The influences, the impact of the influences and how they may be challenged and modified is what makes up media studies. Bazalgette “identified two basic principles that media studies courses are likely to have in common: using economic and political perspectives as key ways of understanding the media” (Bazalgette, C, 2000, pp.7). Furthermore, media studies also plays an important role in making sense of the political, economic and cultural meaning of our everyday lives.

According to Sinclair, “it has become conventional to contrast the main differences in theoretical orientation behind media studies, and their corresponding research methodologies as ‘European’ and ‘American’. In this characterization, ‘European’ means heavily interpretive and holistic in scope – that is, taking a macro perspective, looking down on society as a whole. Its sociopolitical stance is critical of society as it exists, and most often specifically Marxist” (Sinclair, J, 2002, pp.14). On the contrary, ‘American’ means powerfully empirical, experimental and micro in its scope (Sinclair, J, 2002, pp.14). “Its sociopolitical stance is said to be liberal or pluralistic” (Sinclair, J, 2002, pp.14). It means it is not associated with any sort of sector of the society that interested in changing the world. Moreover, it is more conventional and straight. As a whole, the ‘American’ approach is the contrast of the ‘European’. These approaches were taking in two different points of view. The ‘European’ is taking a macro viewpoint which observes the whole society. The Marxism term is come from the ‘European’. On the other hand, the ‘American’ is taking a micro viewpoint, “its form of knowledge relies on the direct observation of distinct phenomena, preferably controlled and measurable occurrences, like in a laboratory experiment” (Sinclair, J, 2002, pp.14). The Empiricism term is come from the ‘American’. However, the ‘European’ and ‘American’ are related to each other and cannot completely be separated in the media theories. This is because the aspects of each are found in the other. ‘Positivism’ is then produced by the Europe, fundamentally ‘positivism’ means “the idea that the methods of natural science can and should be applied to understand and control society and culture, which includes the media” (Sinclair, J, 2002, pp.14). Moreover, it is the form of empiricism that bases all knowledge on perceptual experience (not on intuition or revelation).

Join now!

However, in order to understand the contemporary media studies, it is important and imperative to know about the significant of the ‘Frankfurt School’ and its tradition (Jay 1974; Slater 1977). The Marxism was also brought up by them. The member of this group had described a critique of the rise of the mass media. The mass media is referring to the ‘new’ media nowadays such as the media of cinema, radio and so on. However, the critique that they made is actually defining the significant direction for Marxist criticism (Sinclair, J, 2002, pp.15). This is said to be the ...

This is a preview of the whole essay