The Development of Media and Communications - Essay Example

Due: THE DEVELOPMENT OF MEDIA AND COMMUNICATIONS This essay is going to discuss the development of media and communications over the last century. This will be enhanced by examining different theoretical perspectives of past scholars about the discipline. There are very many ideas and schools of thought of past scholars that have contributed to the development of the study of communications and development (Atton 51). Therefore, this essay is going to discuss this discipline in light of some of these bodies of thought that have helped develop it. These include: Marxism, Cultural Studies, Feminism, Sub cultural Theory, Structuralism and Postmodernism. According Elisa et al (1), many disciplines have contributed to the study and development of media and communications as well. The first work to be discussed is that done by Karl Marx. His influences on this discipline were less assertive. Notwithstanding, the works were very important and well known in the analysis of media and communication (Atton 51). The theory of Marx is inclined to give a strong emphasis on how media and communication leads to situations of status quo among individuals (Elisa et al 1). This is opposed to many scholars who say that media’s role in the society is to encourage people communicating freely. The fundamental characteristic of the Marxist theory is his point of view on “materialism”, where Marx insists that social being is a great determinant of individual’s awareness. According to his opinion, ideological perspectives of others are not correct on their claim that the social status of individuals determines directly their consciousness and awareness. The researchers view ideology as power of specific system to denote its own meanings as experienced (Ivan 78). Marx’s position on ideology is that the media offers a great persuasion on the people of different groups to embrace capitalism as a natural aspect to them. Antonio Gramsci developed the concept of Marxism in 1920s and brought in a new idea of hegemony. Hegemony is a scenario where power relationship is received and regarded natural or seen as a common sense. Hegemony for example would include lifestyle programs that cover a range of areas of domestic life as well as personal lives of individuals. This could further include programs like childrearing, dog training, clothing, cooking, among others (Emke 57). Chomsky and Herman found out that media has a way of manipulating populations such that they are prevented from being rebellious. They did achieve this by manufacturing consents and controlling the audiences’ thoughts and ideas. This may not be planned though but is done automatically, with the media’s need to make money as well (Emka 58). There were criticisms surrounding the theory of Marxism. Most critics noted that Marx is partial in the way he views the audience who are connected to media. They deny the claim of Marx that the audience is passive than active. Some scholars also have the view that media campaigns were unsuccessful and this clearly demonstrated that they were not as easily manipulated. Critics hold to the fact that the audience must interact with media. Theorists in cultural studies have a standpoint that communication and media display ideologies of the class in the society that dominates over the rest. Media has a whole is managed by corporations. The corporations are careful enough to relay views that will be accepted by the society, since they are profit oriented. Thus, the theorists’ interests are on how media is affected and structured with this scenario, most especially their focus on making profits. They are interested on the role power has while culture is being translated (Ivan 63). The people who are involved in cultural studies ask questions such as: what does the media hopes to accomplish when presenting certain information? What are the things the media relied upon that the media personnel considered to draw the attention of people? What is the message and the essence of passing the message across to the public? Cultural studies consider the background, elements and effect of the messages that come from the media (Ivan 72). The broad focus of cultural studies as a discipline is to establish the processes by which the society derive meaning and relate it to daily experiences, ideologies and objects they interact with. The researchers then are able to establish how these objects and ideologies bring a change to culture or all the same support it. They do this scrutiny with regard to gender, social class, ideology aspects and ethnicity (Lynnette 23). The researchers focus is not on one culture but prefers an overall outlook of culture as whole. Generally, culture gives birth to history, political context, forms and origins. This theory was founded by Raymond Williams and Richard Hogarts in 1960’s. Cultural studies adopt diverse approaches methodologically as well as philosophies. This comprises postmodernism, post-structuralism, pragmatism and Marxism. The research focuses on communication where media now comes in, political science, economics, sociology and cultural anthropology. For this reason, the theory or tradition it possess is disjointed and not unified as it is supposed to be (Lynette 24). POSTMODERNISM Many scholars view postmodernism as an extension of modernism. The literal meaning of postmodernism denotes it to have advanced from modernism. Postmodernism is a broader term that is interchangeably used in numerous fields, especially philosophy, art, communication and critical studies. It keeps the same ideologies as modernism, but just lays emphasis on playfulness and aspects of irony. Postmodernists are interested in getting the truth. They assert that it is up to individual themselves to remain truthful in the way they portray and accept ideas (Atton and James 78). Critics have claimed that postmodernism have left out important aspects of the modern project. They rather support modernism in this regard than postmodernism by itself. Critics of postmodernism thus are concerned that they suggest for an improvement of postmodernism, such that the all the crucial characteristics to be included. This includes the objective truth that has been left out. Marx is among those who evidentially criticize postmodernism (Atton and James 78) The postmodernism was not in support of people logically thinking. On the other hand modernism had a strong support for logical means of attaining knowledge and information. Modernism had an objective approach while postmodernism employed subjective kind of theoretical approaches. The dissimilarity at a basic level between postmodernism and modernism is, post modernist is convinced that there is no abstract truth while modernist seeks for an abstract truth (Clack 46). Feminist and Queer Theory Most scholars use feminist theory to comprehend the aspect of gender and as a communicative process. They are motivated to make changes in the social interaction of women. This would lead to an eventual development of the women’s wellbeing and in the end to everyone. Though these scholars of feminism differ in several ideologies with other scholars in the field of communication, all of them have a common purpose to develop the media and communication industry (Burns 36). Scholars, professionals and researchers had laid a strong foundation before including the theory to explain aspects of communication. They decided on the issues about media and the industry as a whole. They also need intensive research on the field and relating it to the facts about the history of media and communication. They then proposed changes and adjustments on the media industry according to the conclusions they made. They came up with great resolutions after this project supporting women to be professionals in this discipline (Elisa et all 68). Quite a number of scholars have embarked on improving this theory of feminism in communication generally. Some of them improve on the themes that are evident in this theory. The critics claim, the theory is sophisticated and is jumbled up thus not bringing their points as it is supposed to be (Clark 149). Queer theory illustrates clearly how it contributes to the composition of the community, despite it being among the examples of minority media. Through this theory, the community and the society as a whole is able to define itself. The theory also considers gender, sex and sexuality as influenced and enhanced through socialization. The theory further provides an avenue for studying the characteristics of community in death, thus understanding it better (Burns 36). Elisa et al (1) show a very close connection of the academic fields of Media studies and queer theory. Such an illustration that joins these two together is a scenario where sexual identity and Gay/lesbianism Print Media. He examines and evaluates the community of gays/lesbians. An aspect of performativity is some of the minor disciplines that support queer theory. Performativity narrow down on how identities in queer media get formulated whenever people interact on daily basis. Queer theory can be applied to communication and Media Studies in presenting a structure that forms a basis for the analysis of product and process of texts of media. In conclusion media industry has evolved and advanced by the help of these theories. It is through these theories that has just been discussed that the media industry as well communication has gained its popularity and globalization. The technology that has evolved can only be built upon the foundation laid by these theories. The interaction of people in the society was a great determinant to the evolution of communication and media over the years. The society determines the kind of messages they will be provided through media industries. Work Cited Atton, C hris. ‘A Reassessment of the Alternative Press.’ Media, Culture & Society 21(1):51-76. 1999. Abes, Elisa S, Susan R Jones and Marylu K McEwen. Reconceptualizing the Model of Multiple Dimensions of Identity: The Role of Meaning-Making Capacity in the Construction of Multiple Identities. Journal of College Student Development 48(1):1-2. 2007. Atton, Chris and James Hamilton. Alternative Journalism. London: Sage. 2008. Print. Burns, Lynette Sheridan. Understanding Journalism. London: Sage. 2002. Print Clark, Christine. Diversity Initiatives in Higher Education: Deconstructing The Down Low – People of Color "Comin Out" and "Being Out"on Campus: A Conversation with Mark Brimhall-Vargas, Sivagami Subbaraman, And Robert Waters. Multicultural Education 13(1):45-59. 2005 Emke, Ivan and Anna Woodrow. Talking to Ourselves: The Role of Local Media in Community Consensus Building. Prepared for the Rural Sociological Society Meetings. Montreal, Quebec. Cited with permission. 2003. Print. Read More