Mass communication and culture

The role of media in cultural diffusion across the globe

Postmodernism is sceptical about absolute truths, artistic, scientific, historical or political, so a secure sense of time and place is becoming more difficult to sustain. This has major significance in terms of media institutions. Mass media are centrally involved in the production of modern culture. Since the mid 19th century, we have come to live not only in a situated culture, but in a culture of mediation. Discussion Questions How would you explain what culture is in your own words? It is argued that as mass media have become 'facts of life' and we have all become socially and culturally more dependent on them. Ideology - a set of ideas or a view of the world that is selective and gives a particular version of reality. Put simply there are four areas of definition here: 1. There is 'feedback'. Specialised technologies, especially the internet, have begun to affect the one-way system of communication described above. Our identity is shaped by our culture, which creates a range of viable and non-viable identity options that are presented, refined and renegotiated through our communication and exchange of cultural objects. One way we can think about this complex interplay is by looking at du Gay, et al notion of the circuit of culture.

What exactly is 'quality' and cultural value in broadcast output? How does a media text shape or construct or change cultural identity? There is a gap or an institutional break between the 'sender' of the message and the 'receiver'.

Something not 'nice' or 'respectable'. It is 'normal' to spend 3 - 4 hours per day in the company of a TV set.

is mass communication through digital technologies threatening cultural diversity

Choose a form of communication or a media text, and see if you can apply the five variables du Gay suggests to understand that example. In the computer world, media is also used as storage to keep a data.

Sometimes seen as deliberately constructed by powerful groups in order to maintain power and control.

Understanding media and culture: an introduction to mass communication pdf

A look at current research shows that we spend from 18 to 35 hours per week watching TV, for example. This means that mass-mediated culture tends to be a one-way process. Our cultural experiences are affected by the development of systems of mass communication. Hall was an anthropologist define the culture as a medium evolved by humans to survive. This leads into a further consideration, which is the definition of 'popular culture' as 'low' culture, something not for the elite, but for the 'common' people. For example, what does the colour pink represent in your cultural context? Because popular culture and media images dominate the age, they dominate our sense of reality. Its intend to the term used to describe the academic study of the various means by which individuals and entities relay information through mass media to large segments of the population at the same time. Cultures are defined by these learned behaviours and schemas. Mass media has a political and a persuasive power over us. Look at any glamour magazine and you can see what the makers of the texts think men and women should look like, for example. Sometimes seen as deliberately constructed by powerful groups in order to maintain power and control. Regulation — finally, regulation refers to the forces which constrain the production, distribution, and consumption of texts.

These factors may support the text, reinforce a cultural position, or alternatively, they may challenge or confront a cultural schema. They also make assumptions about audiences that are based on conceptual ideas of what people are like, rather than how they really are. They may die out, or may become incorporated into the mainstream as part of this ongoing evolution of culture.

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The Role of Mass Media in the Transmission of Culture