P4
50 mins for one eassy
20 mins for thesis, 20 for anti thesis, 5 mins for introduction and 5 mins for evaluation
miminium 4 paragraphs for thesis and minimum 4 for anti thesis
perspectives are important, aik sawal aye ga
religion : secularisation, religion is a force of change etc
media : new media and media effect, effects of media
Mass media ;
MEDIA OWNERSHIP :
PRIVATE OWNERSHIP
, EG RUPERT MURDOCK ( NEWS INTERNATIONAL OWNER,FOX )
STATE OWNERSHIP
EG BBC/ PTV
STATE ALSO ACTS AS A REGULATOR, PEMRA/OFCOM
Integration;
Production house > Distributer > Imax cinema > production increases and scales of economies are achieved.
BIg Six / conglomerate
conglomerate > a company works in fields where it doesn’t operate > UNIVERSAL, DISNEY, SONY, 21ST CENTURY FOX, WARNER BRO, PARAMOUNT
Perspective on media ownership and control :
MARXIST : They assume media as an ideological institution
Media owners promote capitalist ideology through their content control.
Capital ideology as making it seem like inequality is a natural phenomena and not the fault of capitalist
It is impossible for the media editors or the managers to develop content without the permission and input of the owner which promotes capitalist ideology.
PLURALIST : They assume media as an economic institution.
They see media as a business model.
Managers Control the media content.
they believe in managerialism> technocratic managerial elite are the ones who develop the content., eg editor, director news channel, ceos, real owners just make strategic decision.
managers and editors create the content as per audience demand. ( audience is the real controller).
Role of Media :
Old Media and new media
OLD MEDIA :
Analog form of media, centralised form of media.
NEW MEDIA :
Decentralised media content is produced and consumed by audience, eg instagram, digital media
Doyle : There is a need for a diverse media , there needs to be different point of views and different source of content production. Advantages :
Different opinions of the societies are heard.
Avoids the abuse of the power.
Media owners are powerful individuals who can shape the narratives because of their soft powers , can manipulate government, can affect democracy and create public opinion
Media ownership:
Concentration Ratio : cr4 meaning 4 or more cooperation contain 85% of media ownership
BEN BEDIKIAN : In 1983 > There were 50 corporations in the USA
In 1992 > 22 corperationas
in 2013 > only 6 because of integration and conglomeration
EVALUATION : NEW MEDIA LIKE APPLE, AMAZON FACEBOOK AND NETFLIX THEY HAVE BROKEN SHARE OF TRADITIONAL MEDIA SUCH THAT THEY ARE CONVERTING TO DIGITAL PLATFORMS LIKE DISNEY PLUS HBO MAX
CURRAN : IN 1973 4 NEWS GROUPS, NOW 7 INDIVIDUALS CONTROL IT.
Pluralists :
This thought developed in the first 70 years of the 20th century, they viewed the modern capitalist society as democratic , they think that society is run by the individuals.
they believe that content of the media is derived by the audience’s demands.
technocratic managerial elite have the ability to derive the content of the media.
Concentration in media is being done for economic control rather than ideology.
Sociologists :
WHALE : Owners do not have the time to direct and control the day to day operations ( EVALUATION : BUSINESS DECISIONS CAN’T BE DONE WITHOUT THE PERMISSION OF OWNERS) EG DOWNSIZING, MANAGERS CAN’T DO THAT.
Acc to pluralists media reflects the reality of the society . ( EVALUATION : AGENDA AND PROPAGANDA SETTING, MEDIA MANIPULATION )
Public service broadcasting shows that media is impartial and objective to the welfare of the society. eg bbc and cn are promoting democracy ( EVA : DECLINE IN PUBLIC SERVICE BROADCASTING, COMMERCIALIZATION OF BBC.
State controls the monopolies and regulation, OFCOM
KARTZ AND LAZERFIELDS :
Media has limited influence because they have limited exposure
Belief and message of an individual can modify and distort the message.
Critcism by Marxists:
BLUNDER AND GURVITCH : Politicians and Journalists share the same culture and journalist promote the agenda of politicians.
Media is spun by the ‘ Spin Doctors’ aka journalists
2003 Attack on Iraq, journalists were using words like ‘ our tasks’ which is very biased and Journalists no longer remain independent.
Owners can sack the journalists.
Independent journalism is not visible
Owners and Journalists share the samw values.
Marxists:
Carl Marx: In every Epoch the ideas of ruling class are the ruling ideas.
If u do not adopt these ideas society won't accept you
Media is an ISA, althussers theory, pluralist see media as an economic institution, Marxist view it as ideological which promotes the capitalist ideology
Capital culture is the culture for everyone, anyone who doesn't follow it is out ot bond of sanity in society
They develop false class consciousness
ruling class ideology also builds false consciousness among the working class by rewarding for behaving good and sanction for behaving bad, they do this because it is easier to control the masses ideologically than by force.
They are converted into passive audience
Acc to Zertzky, Advertisement create a consumption lifestyle which helps the capital industry
Capitalist class make the capitalist values normal for the society through media
Lack of Diversity.
EVALUATION: New media is very diverse everyone makes and consumes the content,
advertisment generate money for the economy
Marxist is too deterministic approach
Marxist theorists :
TUNSTALL & DALMER : Increasing deregulation and regulatory favours by the government,
CURRAN : Believes that press Barons used their newspapers for propaganda with their political news, this can be seen in the recent elections of USA, where legacy media endorsed kamala over trump and targetted elon musk for his political views, could be seen in Pakistan.
Media Manipulation: Ruport Murdoch directed the front page content, he did media propoganda > acc to Marxist he does this to promote capitalist propaganda, acc to pluralist he is doing this because of audience demand and economic benefit.
Criticism on these approaches:
Owner focuses on Profits rather than agenda
State Regulations exist to limit media influences eg OFCOM PEMRA
PLURALISM POV
NEW MEDIA POV
Marxist argument of passive audience is opposed by new media that we have prosumers which also produce the content they cannot be passive. ISA is also opposed as it only works when audience is silent.
Neo Marxists : GUMG ( Glassgow University Media Group)
Ideology : ( Media is being run in pursuit of economic interest rather than ideology, media owners are united on the basis of economics
Cultural Hegemony: ( Capitalist Culture is the comman sense )
Economic Pressure on Journalists, so they drive the content which favours the capitalist in order to gain financial benefits.
Agenda Setting: They promote certain agendas, eg Giving significant airtime to LGBTQ stuff while being a very minute percentage of society, its visible in TV shows movies etc. It also discourses the attention to suppress some issues, US AND UK’s media did not cover the human rights violation in pak for the last 2 years nor covered elections fraud but did in Bolivia.
Declining role of Public Service Broadcasting eg Commercialization of BBC influence of state has been reduced over media and control went to the media owners, bised form of media
Culture Industry eg false class consciousness, capitalist values these are the by products, when a capitalist owner and capital journalist will make content they will promote capitalist values
THEORIES :
CURRAN : Profit MAXIMIZATION, example is Rupert Murdoch they care about the profits. Owners are not ideologically united they are united by economics
STUART HALL : Alternative meanings eg Communism or equality are made unthinkable by the media.
CRITICISMS :
POWER OF MEDIA OWNERS ARE UNDERESTIMATED
NEW MEDIA UNDERSTANERESTIMATED
ACTIVE AUDIENCE
Factors affecting the selection and presentation of news.
News is socially constructed and changes time to time and society to society.
Economic value : public demand, pluralist see media is an economic institution, dawn covers the ramadan content even tho their agenda setting is that they are progressive channel because they want to capitalise on the economic value because viewership increases
News Producers are the gatekeepers of the news channels, they check if news is the news worthy
Levisin Inequiry ( phone hacking)
Political factors > media follows government regulations eg in UK OFCOM provides regulations. In pak PEMRA AND PTA acts. They ban and fine which goes against the political views. Censorship polices
Ideological factors : Marxists : media owners propogate capitalist ideologies.
News values : Standards of News, SOP, Frequency of news, air time.
Angling eg a conservative right wing channel gives a different angle than a left wing channel on the same incident eg a statue was broken in kpk
Media is linked with agenda setting, they follow particular lines and guidelines. Some channels appear pro establishment and some anti establishment
Digital Optimism and Pessimism
Digitalization
> leads to globalization because of ease of communication
Economic activity will increase because of globalization and economies of scale will be established
Decentralization > which leads to Prosumer
Harmonization
Democratic views will prevail because people can contribute the viewpoint as they will have freedom of speech
Digital Optimism is heavily linked with Globalization:
Culture
Languages ( English)
Traditions
Pessimism :
Americanisation, ethnocentric culture
It has negative impact on gdp
Digital Optimism > lifestyle is better of people
Eg because of E commerce, networking people are earning money and shit.
SEATON > onlinr political involvement mirrors the involvement of common people.
SEATON > Progression in new media occured, over the period of time online political involvement increased. This showed involvement of people. This has brought mass online revolution. Democracy is revitalised.
Activism rises, people are talking about autocratic regimes like north korea etc. Eg you can talk about # me too, timesup, BLM.
Citizen journalism rises eg with Musk buying X and rise of internet journalists. Eg Mario Nafal.
Eva : Propaganda can be made in mass online revolution and also bots useage. People can be manipulated by misinformation
Digital Optimism View
New media :
Increasing consumer choice eg multiple delivery system eg movies can be watched on netflix with less censors.
E commerce revolution, created jobs, ease of earning, ease of buying and changed world.
Revitilising democracy: how?
Information is available to everyone, censorship is difficult now, north korea announced their team won the match in WC in their country because their media is heavily controlled.
citizen journalism is increased with platforms like X owned by Musk.
Politicians are held accountable when they get viral on social media
Alternative viewpoints are available to be seen and heard eg feminism etc because of freedom of speech, eg there's also an anti global capitalism.
BLACK: Gave the view that Facebook and Twitter have been crucial in revolutionary protests like arab springs
Tayyab erdogan’s democratic government was saved from coup when he came live on social media
SEATON : Online Political involvement mirrors the involvement of common people in real world
Cultural pessimist : they are against digitalization.
In new media there is lack of regulation. Decentralized online platforms have individuals creating and consuming content and thus cannot be regulated individually, EVA : Every platform has community guidelines there.
Jenikens : New Media reinforces elite power by creating domination of new media conglomerates. Eg Mark Zuckerberg, elon musk, jeff bezoz
Minority views are shifted to margins on as the new media is colonized by the conglomerates, eg a small country like isreal who is criminally prosecuted by ICJ gets to openly defend their acts of genocide on social media platforms
Commercialization has led to increased advertising which leads to data privacy issues as they collect unethical data.
Digital class divide where many people are yet unaware of the tech eg the boomers
Govt Pressure on internet, Governments suppress any views they don't like for eg X has been banned in Pakistan for 2 years now, they censor anyone who disagrees with them eg Alex jones and Andrew tate, or governments just create their own platforms to control like we chat in China.
HARVEY : Privacy ( cheap imported content including movies and games)
Candy Floss culture is prevalent, less choices as more of the same thing exists
HILL AND HUGHES : Only 6% of sites were devoted to political issues and 78% to mainstream social groups, this means that democracy isn't being revitalised as it's supposed to.
Disneygication and americanisation of culture is being done, eg jeans, English, McDonald's
KEEN : Cult of Amateur, it was believed that quality of content would be less
Digital narrcism : 50% of bloggers blog about their own lifestyle.
Open source websites like Wikipedia, u can edit snd spread misinformation
Cultural Imperialist: Globalization is a one way process, American influence is on globalization, global media supports capitalism, sense of consumerism is created false needs through advertising, mcdonalisation and disneyfication leads to pollution.
Post Modernism perspective on Digitalization:
Hybridization of Culture has taken place which leads to harmonization between societies. Music and food are just one example where people can have a sense of belonging
Thompson : Global media products are modified in local culture, eg pizza hut McDonald's presents local products eg mcarabia.
Media is central to Globalization which leads to diversity of Culture.
Man has individual choices, blurring of culture, you consume and use whatever u want eg jeans, chinease food American music European football
Self expression because of freedom of speech
Prosumer
Global protest : Spencer 2007 use of mobile phone to spread awareness of military violence in Burma, arab spring etc