Teori MediaTeori Media

Tying It All Together: Applied Media Theory

Media Object

Institutional Contexts & Preconditions

Dialogic EncodingIntertexts & Intermedia:Prior, Contemporary, &

Presupposed works and genres

Dialogic DecodingCommentary, Supplements,

Ongoing Interpretation

Ideologies &Discursive Practices

The Media System:technologies & social hierarchies of media;social & institutional

history of media.

Receivers/Reception/Audiences:Media construction of subjects:implied receivers and subject

positions of interpreters

Subjectivities & Identities:

class, ethnic, national& gendered identities;sexualities

Producers/Production/SendingShared codes and Contexts

of Production

The Cultural Encyclopedia:Learned Codes, Genres, Symbolic

Correspondences.Binary oppositions and semiotic

structures of meaning.

Economic and Industry Contexts;Consumer Market Conditions

TraditionTradition

Media studies draw on traditions from both the Media studies draw on traditions from both the social sciences and the humanities, and social sciences and the humanities, and overlap in interests with related disciplines overlap in interests with related disciplines mass communicationmass communication, , communication, communication, communication sciences and communication communication sciences and communication studies. studies.

Researchers develop and employ theories and Researchers develop and employ theories and methods from disciplines including cultural methods from disciplines including cultural studies, rhetoric, philosophy, literary theory, studies, rhetoric, philosophy, literary theory, psychology, political science, political psychology, political science, political economy, economics, sociology, social theory, economy, economics, sociology, social theory, social psychology, media influence, cultural social psychology, media influence, cultural anthropology, cultural studies, museum anthropology, cultural studies, museum studies, art history and criticism, film and studies, art history and criticism, film and video studies, and information theory.video studies, and information theory.

Interdisciplinary Nature Interdisciplinary Nature of Media Studies of Media Studies

media content production media content production audience studies and media influence audience studies and media influence mass communication mass communication journalism journalism political economy political economy interpersonal communication interpersonal communication cultural sociology cultural sociology

Contemporary Media StudiesContemporary Media Studies The analysis of new media with emphasis on the The analysis of new media with emphasis on the

internet, video games, mobile devices, interactive internet, video games, mobile devices, interactive television, and other forms of mass media which television, and other forms of mass media which developed from the 1990s. developed from the 1990s.

Because these new technologies allow instant Because these new technologies allow instant communication across the world (chat rooms and communication across the world (chat rooms and instant messaging, online video games, video instant messaging, online video games, video conferencing), interpersonal communication is an conferencing), interpersonal communication is an important element in new media studies. important element in new media studies.

Another factor influencing contemporary media Another factor influencing contemporary media studies is globalization: the debate of globalization as studies is globalization: the debate of globalization as a historical event or as a social construction rages on.a historical event or as a social construction rages on.

The State/Government/Political EstablishmentThe State/Government/Political Establishment

The Public SphereThe Public Sphere

MediaNews

TV debates Current affairs

EditorialsFeatures

Trade unions

Pressure groups

Publicorganisations

Terroristorganisations

Business

Political parties

Public Opinion

Citizens

PerspectivesPerspectives

Katrine MillerKatrine Miller

PerspectivesPerspectives

Post Positivist PerspectivesPost Positivist Perspectives Interpretive PerspectivesInterpretive Perspectives Critical PerspectivesCritical Perspectives

Post Positivist PerspectivesPost Positivist Perspectives

Use of the scientific method: develop theory Use of the scientific method: develop theory and accumulate knowledge about the world and accumulate knowledge about the world through the process of empirically testing through the process of empirically testing theoriestheories

The evolution or Revolution of Research The evolution or Revolution of Research Programs Programs

Barbara Wilson (1994)Barbara Wilson (1994)

I believe that children‘s interpretations and I believe that children‘s interpretations and responses are as richly individualistic responses are as richly individualistic

However, I also believe that there are However, I also believe that there are common common patternspatterns that characterize a majority of young that characterize a majority of young viewers and that those patterns are as viewers and that those patterns are as predictable and explainable as the basic predictable and explainable as the basic process by which all those unique snowflakes process by which all those unique snowflakes are formed from waterare formed from water

Ontology position:Ontology position:

Emphasized both the patterned nature of the Emphasized both the patterned nature of the social construction process and the regular and social construction process and the regular and predictable effects that reified social predictable effects that reified social constructions have on social actorsconstructions have on social actors

Epistemology position:Epistemology position:

knowledge can best be gained through a search for knowledge can best be gained through a search for regularities and causal relationships among regularities and causal relationships among components of the social worldcomponents of the social world

Regularities and causal relationship can best be Regularities and causal relationship can best be discovered if there is a complete separation between discovered if there is a complete separation between the investigator and the subject of the investigationthe investigator and the subject of the investigation

This separation can be guaranteed through the use of This separation can be guaranteed through the use of the scientific methodthe scientific method

Axiology Position:Axiology Position:

Though no claims to absolute thruth and value Though no claims to absolute thruth and value free inquiry are made, the belief exist that free inquiry are made, the belief exist that progress can be made if researchers exercise progress can be made if researchers exercise care in their theorizing and research and are care in their theorizing and research and are critical of theoretical assertions and empirical critical of theoretical assertions and empirical justificationsjustifications

Interpretives TheoriesInterpretives Theories Reflect the complexity of both the social world and Reflect the complexity of both the social world and

the social construction processthe social construction process Foundational Theoretical Positions:Foundational Theoretical Positions: Hermeneutics: Does not blindly interpret the text Hermeneutics: Does not blindly interpret the text

which he or she presented, rather involves a process which he or she presented, rather involves a process of tacking, going back and forth between theory, of tacking, going back and forth between theory, tacit knowledge the researcher takes into the project, tacit knowledge the researcher takes into the project, and the textual dataand the textual data

Phenomenology: Knowledge is not found in external Phenomenology: Knowledge is not found in external experience but in individual consciousnessexperience but in individual consciousness

Symbolic InteractionismSymbolic Interactionism

Ontological Issue:Ontological Issue:

Realities exist in the form of multiple mental Realities exist in the form of multiple mental constructions, socially and experientially constructions, socially and experientially based, local and specific, dependent for their based, local and specific, dependent for their form and content on the persons who hold form and content on the persons who hold themthem

Epistemology IssueEpistemology Issue - interpretive theorists advocate a subjective - interpretive theorists advocate a subjective

epistemologyepistemology - there are no universal laws or causal relationship to - there are no universal laws or causal relationship to

be deduced about the social worldbe deduced about the social world - Reality is socially constructed, interpretivist believe - Reality is socially constructed, interpretivist believe

that this understanding can be reached only from the that this understanding can be reached only from the actor‘s point of viewactor‘s point of view

Axiological IssueAxiological Issue

should try to minimize the influence of values should try to minimize the influence of values on the research processon the research process

Critical PerspectivesCritical Perspectives

Ontologi:Ontologi: Emphasizes the complex and dialectical Emphasizes the complex and dialectical

relationship between structure and actionrelationship between structure and action

Structuration Theory: Anthony GiddensStructuration Theory: Anthony Giddens

“ “ structure… is not to be conceptualized as a structure… is not to be conceptualized as a barrier to action, but as essentially involved in barrier to action, but as essentially involved in its production”its production”

Ontological privileged: Agent over structure Ontological privileged: Agent over structure

Epistemological Theory: nature of knowledge Epistemological Theory: nature of knowledge and how knowledge is to be gathered and use and how knowledge is to be gathered and use in the social worldin the social world

Jurgen Habermas:Jurgen Habermas:

- - Empirical – analitical cognitive interestEmpirical – analitical cognitive interest Knowledge should consist of deterministic and Knowledge should consist of deterministic and

general laws of nature general laws of nature - - Hermeneutic- historical cognitive interestHermeneutic- historical cognitive interest: the : the

uniqueness of human activitiesuniqueness of human activities Positivist approach as reductionist and believes that Positivist approach as reductionist and believes that

knowledge should be based on emergent on local knowledge should be based on emergent on local text that are historically situatedtext that are historically situated

- - Critical- emancipatory cognitive interestCritical- emancipatory cognitive interest : : knowledge as a process of self reflection through knowledge as a process of self reflection through which historical constraints which historical constraints

Axiological Commitments: Axiological Commitments: Values should guide scholarship, and theorist Values should guide scholarship, and theorist

should work as change agents in supporting should work as change agents in supporting those valuedthose valued

Cultural StudiesCultural Studies

Feminist Studies Feminist Studies