Critical and Cultural Media Theories

Def

examine how power, ideology, and representation shape media and society.
They ask: Who controls media? Who benefits? Who is marginalized?

Political Economy

• Media systems reflect economic power structures.

• Those who control the media also control the production of ideas.

• Media helps maintain the interests of the dominant class (owners, corporations, elites).

• Focus on: ownership, profit, labor, inequality, commodification.

Media Ownership

• A few large corporations control most media outlets.

• Leads to:

  • Less diversity of viewpoints

  • Greater corporate influence on content

  • Profit-driven, standardized media

  • Fewer independent or critical voices

Example: Disney, Comcast, and a small number of companies owning the majority of entertainment and news.

Media Hegemony

leadership or dominance of one group’s ideology over others.

• Media helps the dominant group’s worldview appear “normal,” “natural,” or “common sense.”

• People adopt these ideas without realizing they come from elite interests.

Media Hegemony example

• Media outlets follow the norms, formats, and worldview of dominant systems.

• Example: Hollywood shapes global expectations of storytelling, beauty, gender roles, and success.

manufacturing consent

Media does not directly brainwash people; instead, it filters content in ways that favor powerful elites.

• ownership

• advertising

• sourcing from elites

• Flak

• fear ideology

ownership

Media companies are large businesses serving shareholders and owners.

advertising

Media must keep advertisers happy, so content avoids offending them.

sourcing from elites

Journalists rely on government officials, corporations, and experts—giving elites special access.

flak

Negative feedback, lawsuits, complaints, and pressure punish media that challenge powerful institutions.

fear ideology

Creating a “common enemy” (terrorists, immigrants, communists) unites the public and justifies elite policies.

cultural media theories

• rep & stereotypes

• communication as culture

• communication as myth

representation and stereotypes

• We do not see reality directly—media represents it.

• Media frames events, people, and cultures, shaping our understanding of reality.

• Stereotypes (racial, gender, cultural) are repeated, simplified images that influence how society views certain groups.

Example: portrayals of criminals, beauty standards, masculinity/femininity, minorities in limited roles.

comm as culture- transmission view

• Communication = sending information from one place to another.

• Focus on accuracy, efficiency, persuasion.

• Typical in news and information systems.

comm as culture- ritual view

• Communication = creating and maintaining shared meaning and cultural identity.

• Focus on participation, celebration, storytelling, traditions.

• Example: watching the Super Bowl, morning news rituals.

comm myth

• Myths are cultural stories that explain values, identity, and social norms.

• Media retells modern myths: hero narratives, romance, the American dream, justice, good vs. evil.

• These stories reinforce cultural beliefs and expectations.