A Critical Historical Overview of Media Approaches

نویسنده

  • Zala Volčič
چکیده

The article offers an overview of the main approaches to the media and introduces the reader to the most influential media theories. It deals with the historical development of the relationship of media, culture, society, and the public. It traces the development of different notions of culture, their impacts on the media, and their relationships to various conceptions of “the public”. It draws on this history to explore current debates about the influences of the media and society on public life. In the first part, the paper deals with some issues of the relation between theories of communication and theories of society. It grounds the study of the media and communication in the classical social theory and in the context of liberal pragmatism (Chicago School). It tries to answer the questions such as how Dewey, Lippman, Mead, et al. conceptualize the media and communications and what theoretical assumptions underlie liberal pragmatism. Further, it seeks to explore the differences between Mass Communication research (Media Effects Tradition) and Critical Theory (the Frankfurt School). The main question in this section is how the ideas of thinkers associated with the “critical” tradition compare with those of the “liberal” and “media effects” traditions. The article also focuses on the differences between British Cultural Studies and the American version of cultural studies. Lastly, it reviews the debate in Feminist and Audience approaches to the media.

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تاریخ انتشار 2006