Effects Theory And U G example essay topic

What is globalisation? Globalisation is... when things take place in a global arena or scale. Factors affecting it... P.E.T. (Political, Economic, Technological). Since '80's major restructuring of media industries due to globalisation.

Interdependency- helping out countries (3rd world debt) Hegemonic Version... (Branston and Stafford). Enormous process. Irresistible. Baffling. Beyond people's control.

Inscrutable Counter-hegemonic Version... (Branston and Stafford). Cause - effect relationship between local and global actions and results. e.g. 3rd world debt. Open to some kinds of regulation and direction Uneven Development... Lack of free market (no total freedom of speech). e.g. The development of Burmese pop music... C.F.I.C. (Censoring, Forbidding exports / imports, Inferior sound systems, Cover versions restrict Burmese identity) Fragments as it Co-ordinates... Film genres - fragmented but can co-ordinate e.g. romantic thriller...

Sex and violence being favoured by majority means minorities' views not considered. Are there no others? Globalisation does not consider this - only considers majority... e.g. Sept 11th - America refuses to accept the views of terrorist nations. Is there such a thing as a 'right-thinking' nation?

Globalisation... Inflicts views on other nations. Others are not always considered. Uneven because countries will always be richer / poorer What are Uses and Gratifications? "What people do with the media" (Marr is and Thorn ham). A theory developed by Denis Mc Quail.

Media - Person interactions - S.I.R.D. (Surveillance, personal Identity, personal Relationships and Diversion)... Developed after effects theory - "inverted 'effects' approach" (Elliott)... U&G has problems like effects. Problems with U&G (Elliott). Inconclusive Results - Elliott said these were ambiguous and left questions unanswered... Mentalist ic - only concerned with psychological states and processes.

Could result in inaccuracy or people lying about true feelings... Individualistic - generalizes... People can look to the same material for different gratifications or different materials for the same gratifications - U&G theory does not consider this... Circular - assumes audience has total control over the media... Isolated - does not consider other influences outside mass communication...

Imprisons research... Does not consider whose interests are being served. How these criticisms were useful. Will lead to a better paradigm...

Effects theory and U&G could well be considered in the next paradigm in the future. Conclusion. No paradigm will describe the mass communication process perfectly - it is too complex. Regulation is... (Thompson).

Government policies and rules. Reproduction of a similar pattern. "One of the most controversial topics in modern society". Complex.

Influenced by many factors Why is regulation such a controversial topic? (Thompson). Policy not rational. De-regulation.

Favours the status quo. Previous alliances between the government and the media such as Murdoch and Thatcher (Herman and McChesney) Importance of pressures on Ofcom. Government - regulate the content of the media as Thompson said. Can be influenced by the media... Advertisers - "Ghettoized" US children's TV programmes (Herman and McChesney). The level of US children's TV decreased from 33-5 hrs p / w between '55 and '70...

Audience - U&G and effects suggest audience are important. They have weaknesses and invalid ities and do not consider other contextual pressures. Have influence as a collective but not as a set of individuals... TV, Radio and Newspapers - Ofcom will not be able to have full control of them without their say. Conclusion. Government most important pressure according to Thompson because they govern the media and make the rules...

Maybe it shouldn't be the government making the rules because they have been influenced by the key players in the media before (Murdoch). The Italian government were also influenced by Berlusconi as well... The greatest concern is that: WILL ONE CORPORATION BE IN CONTROL OF EVERYTHING?