Online Mind Mapping and Brainstorming

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McQuail (2000)

The media is signification in terms of culture & it provides us with their image of 'Social Reality' and it also expresses our 'Shared Identity'

Mass Media

New media such as; satellite television, WAP mobile phones and the internet make it possible for information to circulate around the world

McLuhan (1971) - world has become a Global Village due to all new forms of the Mass Media

McCullagh (2002) - defined the media as ''simply the means through which content, whether fact or fiction, is produced by organisations and transmitted to and received by an audience''

Devereux (2008) came up with key aspects that give a better understanding of the roles of the Mass Media


Some see the media as a beneficial institution which educates, informs and entertains its audience.

Others see it in a negative light and say it controls its audience. Viewers are faced with transmitted messages based on the concept of 'determinism' (human behaviour being fixed consequences of particular events or experiences) It denies/minimises the possibility of free choice

McLuhan (1964) - "Media Determinism", argues that new media technologies have a determining influence on social change.


Ways of regulating and controlling the media, which involves preventing or restricting the audience from being reached.

Can be used by the government and regulatory bodies; Government Censorship includes the use of Official Secrets Act and DN Notices in order to prevent reporting of public on the fact that they harm the national security.

Watershed is a form of censorship whereby contents on television are restricted from broadcasting before a certain time

Formal Censorship; regulating by official bodies like the government. Informal Censorship; used by media professionals based on mutual agreements and informal discussion.

Methods of researching the Mass Media

- Content Analysis - Semiology - Experiments

Content Analysis; used to analyse contents of media products i.e. newspapers/magazines. Often used to quantify parts of the media content by counting or measuring it.

Semiology; involves analysing the meaning of signs and codes within cultural context. Some sociologists semiotic analysis to reveal what they think is an ideological message. Feminists also use this to analyse messages of gender role ideology

Experiments; the use of this is influenced by methodology of natural sciences. Social scientists like Psychologists use laboratory experiments whilst Sociologists prefer field experiments - which are more likely to be found in studies of Media where variables are manipulated in order to analyse their influence





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