As a result, producers of media messages tend to be unsure about how they are being perceived, or even whether anyone is paying attention at all. Media audiences are large and their members are often shut away behind the closed doors of the household.
This is well clarified by Toynbee in aThe mediaas view of the audiencea It is also a fact that there is a distance between media producers and their audiences which prevents them from knowing the way they are perceived by these audiences. They serve as one of the most important elements in this held, hence media organizations should have an idea about their importance as there are no media without an audience, and, yet, they are seen sometimes as naA w and passive. It seems that there is a paradox when it comes to media and the audience. This theory has ignored some of the audience like for example those who listen to radio and those who read the print materials as well. The following citation gives a clear idea about the traditional audiences as they were considered: aThroughout most of history, the idea of audience has meant a face-to-face audience in the presence of a communicator or entertainer, whether at a political meeting, the theatre or a concerta (Gillespie, 2005, p.15).
It worth saying that in the past audience used to mean face to face audience according to the traditional view about them, not like nowadays where audience means any receivers they can be readers, watchers or listeners. Lire aussi Social Status of Individuals - Moroccan culture However, Gillespie seems to fall in the trap of generalization and to ignore that not all audience are alike, there are those who are very much critical. The traditional view of media looks at the audiences as passive as it is claimed by Gillespie (2005) aAudiences are seen as mindless, ignorant, defenceless, naA vc and as manipulated or exploited by the amass mediaaa (p.10). In this respect, this theory shows the audience as powerless, with no resistance at all to avoid being influenced. The manipulative theory of the media argues that the powerful and the wealthy are the ones to control the media and use it to maintain the existing social structure.
Memoires de fin d etudes how to#
Kellner writes aLearning how to read, criticize, and resist media manipulation can help individuals empower themselves in relation to dominant media and culturea (Kellner, 1995, p.2).The power to analyse and look critically at the mass media are the key terms concerning the critical analysis of media. Hence, the critical analysis of media provides individuals with power to resist and enhance their abilities of understanding the messages transmitted properly vis- A – vis media, and even helps them in understanding better their own cultures. If the audience looks at the mass media with a critical eye rather than just passive receivers, they would get the right meaning that will allow them to neither be affected by what they see, nor to be influenced by it. Harvard and MacDonald (1993) explained the situation saying aBlack people are usually treated as a problem by the press and much reporting has focused on incidents or racial conflict or portrayed cultural difference in negative termsa (P.46).
Memoires de fin d etudes tv#
It can be used to indicate the presence of a racist massages, for example in some TV programs the image of black people is represented negatively as trouble makers. The critical analysis focus on the media content to look to what extend there is bias in what is being presented. Critical studies see the mass media as part of the processes of control and as reproducing the present situation through the constant reassertion of dominant ideology. The prior aim is not to understand these produced images or to locate the effect of the media but rather to look at the mass media through certain critical ideologies.
It puts emphasis on how the messages transmitted by the media are being received and how they were produced. The critical analysis of the media approach is concerned with the way the mass media and the social structure go hand in hand.
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