Case Studies

Learning the theories is of course vitally important to your success in the exam. However, if you haven't got any case studies to explore in relation to these theories you will not achieve a good grade! A key area for debate is whether online has revolutionised the media and the way audiences consumer media. You should have at least two case studies that you can refer to. There are plenty of YouTube video links here to media practitioners such as David Gauntlett so use these as a starting point. Some examples of case studies could be:

• YouTube


• Wikileaks


• Twitter


• China


• Libya


• Haiti


• Iran's Twitter Revolution

Remember, your focus should be on the way news media has changed due to Web 2.0 as well as ways that it hasn't changed! 'Digital Utopians' would argue that web 2.0 has allowed citizens freedoms never experienced before. You should explore this claim but also explore counter arguments.

You may also be asked about the way the internet has impacted traditional media production and distribution so make sure that you know how this has been changing in the last 5 years particularly.

Reading List

I have added a Reading List to the bar on the right. The department has one copy of each book and I have only included books that I have read and recommend. Of course not every single page is going to be relevant but it will help you to develop a wider understanding of the topic and bring some new ideas to the table.

If you click in the link it will take you to the relevant Amazon page. Don't forget to check ebay as well for older books as students often want to sell them on.

Conflict Theory & Pluralist Theory

1. What are the key ideological themes that are explored in the Conflict Theory video?
2. What is Marcuse’s view of the media?
3. What are the arguments for the Conflict View of the mass media?
4. What are the criticisms?
5. Can you identify any programmes that show the mass media challenging the dominant ideologies of the ruling class?
6. What is the Pluralist viewpoint of the mass media?
   

Research Tasks:
1. What are the aims of Wikileaks?
2. What was the controversy surrounding this website about recently?
3. How far can a website like this be said to resolve some of the issues suggested by the Conflict Theory?

The Sun, Labour and the Tories...

Conflict Theories

A recent articulation of conflict theory is found in Alan Sears' (Canadian sociologist) book A Good Book, in Theory: A Guide to Theoretical Thinking (2008)

• Societies are defined by inequality that produces conflict, rather than which produces order and consensus. This conflict based on inequality can only be overcome through a fundamental transformation of the existing relations in the society, and is productive of new social relations.
• The disadvantaged have structural interests that run counter to the status quo, which, once they are assumed, will lead to social change. Thus, they are viewed as agents of change rather than objects one should feel sympathy for.
• Human potential (e.g., capacity for creativity) is suppressed by conditions of exploitation and oppression, which are necessary in any society with an unequal division of labour. These and other qualities do not necessarily have to be stunted due to the requirements of the so-called "civilizing process," or "functional necessity": creativity is actually an engine for economic development and change.
• The role of theory is in realising human potential and transforming society, rather than maintaining the power structure. The opposite aim of theory would be the objectivity and detachment associated with positivism, where theory is a neutral, explanatory tool.
• Consensus is a euphemism for ideology. Genuine consensus is not achieved, rather the more powerful in societies are able to impose their conceptions on others and have them accept their discourses. Consensus does not preserve social order, it entrenches stratification, e.g., the American dream.
• The State serves the particular interests of the most powerful while claiming to represent the interests of all. Representation of disadvantaged groups in State processes may cultivate the notion of full participation, but this is an illusion/ideology.
• Inequality on a global level is characterized by the purposeful underdevelopment of Third World countries, both during colonization and after national independence. The global system (i.e., development agencies such as World Bank and IMF) benefits the most powerful countries and multi-national corporations, rather than the subjects of development, through economic, political, and military actions.

Examination Date and Time

Thursday 16th June
2 Hours
PM

TED

This is a great series of lecture videos all about the impact of technology and the future. Remember in the exam that you will have to explore the possibilities of the future of the Internet!

Media Guardian

You will need your own case studies to refer to in your examination. Media Guardian is a great source of information. You can subscribe to RSS feeds and podcasts that are available and should be spending time each week gathering information.

Introduction to Cultural Theory

Check out this SlideShare Presentation:

Intro marx gramsci

View more presentations from MsJMcLeod.

Overview of Unit

• How have online media developed?
• What has been the impact of the internet on media production?
• How is consumer behaviour and audience response transformed by online media, in relation to the past?
• To what extent has convergence transformed the media?
  

Candidates might explore combinations of any two media, considering how each (or the two in converged forms) can be analysed from the above prompts. Examples might be music downloading and distribution, the film industry and the internet, online television, online gaming, online news provision, various forms of online media production by the public or a range of other online media forms.

In order to be fully prepared for the specific requirements of the question, the material studied by candidates must cover these three elements:

• Historical – dependent on the requirements of the topic, candidates must summarise the development of the media forms in question in theoretical contexts.
• Contemporary – current issues within the topic area.
• Future – candidates must demonstrate personal engagement with debates about the future of the media forms / issues that the topic relates to.