the media

• What is the manipulative or instrumentalist approach in media studies?

  It refers to the owners directly controlling the media.
• How does the audience behave according to the manipulative approach?

  The audience is considered 'passive' and easily manipulated.
• What does the manipulative approach suggest about the audience's critical thinking?

  It suggests that the audience are unthinking and uncritical robots.
• What is a consequence of the limited range of stories in the media?

  It often leads to biased reporting.
• How does the media present serious issues according to the manipulative approach?

  They interpret serious issues in a way that is favorable to the ruling class.
• What role does the Glasgow media group attribute to the media?

  • The media spreads the dominant ideology.
  • It plays an important role in shaping public perception.
• How does the media manipulate public opinion?

  By presenting opinions as 'reasonable' or 'unreasonable'.
• What effect does the media's portrayal of challenges have on public perception?

  It makes those who challenge the status quo appear unreasonable or "extreme".
• What is a 'climate of conformity' as described in the study material?

  It is created by the media's power to provide a distorted view of the world.
• What do pluralists believe about the media?

  • There is a wide range of opinion in the media.
  • The primary focus for media owners is profit.
• What is the dominant ideology or hegemonic approach in media studies?

  It is a new Marxist approach where owners employ people who align with their views.
• How do media owners influence the day-to-day running of media organizations?

  They leave the day-to-day running to managers and journalists.
• What does the term 'hegemony' refer to in the context of media?

  It refers to the dominance of the ruling class maintained through societal consent.
• Who proposed the view that media persuades readers/viewers to accept consent?

  Gramsci
• What demographic do most journalists belong to according to the study material?

  They are predominantly white, male, and middle class.
• What did Bagdikian suggest about media ownership in 1989?

  He suggested there were 8 ways media companies control the public and communication process.
• What are the types of media ownership discussed in the study material?

  • State ownership: e.g., BBC, controlled by the government.
  • Private ownership: owned by individuals or shareholders.
  • Global conglomerates: companies operating across multiple countries.
• What is vertical integration in media ownership?

  It is when a company owns all stages of production in one medium.
• What is horizontal integration in media ownership?

  It refers to media owners having interests across various media types.
• What is conglomeration in the context of media ownership?

  A business that operates in multiple industries, including media.
• What does synergy mean in media production?

  It means a media company can produce, promote, and sell a product in various forms.
• How does technological convergence benefit media companies?

  It allows them to maximize profits through promotion of products on one device.
• What did Bagdikian claim about the concentration of media ownership?

  It gives corporations more communication power than any dictatorship in history.
• How do Marxists view the audience in relation to media control?

  They see the audience as passive and easily manipulated.
• What is the role of gatekeeping in media?

  It allows media companies to limit access to valuable knowledge and restrict public awareness.
• What is agenda-setting in media?

  It is the ability to manage which issues are presented for public debate.
• What are the criticisms of modern journalism according to the study material?

  • Owners and editors manipulate media content.
  • Limited choice of stories reflects dominant ideology.
  • Tabloidization leads to a decline in serious news reporting.
  • Increased focus on entertainment over quality journalism.
• What do Marxists argue about the role of journalists?

  They argue that journalists spread the dominant ideology due to their upbringing.
• What is the pluralist view on media power?

  It suggests that power is spread across various interest groups and individuals.
• How does the pluralist approach view media content?

  It is driven by profits and audience demand.
• What does the phrase "the public get what the public want" imply in the pluralist approach?

  It implies that media content is shaped by audience preferences.
• What is the significance of citizen journalism in modern media?

  It allows ordinary people to report their views and news, undermining traditional media control.
• What do critics argue about the quality of news reporting in modern journalism?

  They argue that there is a serious decline in the quality of serious news reporting.
• What is tabloidization in the context of media criticism?

  It refers to making news simpler and more appealing to attract audiences.
• How do Barnett and Seymour view the trend in television programming?

  They found that TV schedules contain less serious programs, indicating a market-oriented approach.
• What is the difference between high culture and popular culture?

  High culture is exclusive and respected, while popular culture is mass-produced and entertaining.
• What is globalization in the context of media?

  It refers to societies across the world becoming interconnected through shared media messages.
• How does McLuhan describe the impact of technology on society?

  He suggests that technology allows the world to shrink by reducing time and distance.
• What is the role of news values in media management?

  They guide media managers in attracting audiences and shaping content.
• What is the effect of agenda-setting on public debate?

  It manages which issues are presented for public discussion.