Theory revision

Dyer
Transparency
Community
Energy
Intensity
Abundance

Uses and
gratifications
Personal Identity
Social Interaction
Voyeurism
Entertainment
Information
Escapism

Name the theorist..

Uses and Gratifications
Blumler and Katz
Intersectional feminism
Bell Hooks
The Male Gaze
Laura Mulvey
Hyper-reality
Baudrillard

Which theories are linked to post modernism?

B..

I..

H..

Bricolage

Intertextuality

Hyper Consensus

What is a hegemony?
A dominant group in society

Liberal pluralism
Marxists believe
that the media play
an important role in
maintaining class
domination and
control over the
masses.

Pluralists believe
that the media is
responding to the
wants of the
audience.

Pluralists believe
that you pay
attention to the
media that you want
to pay attention to,
and reject others

So what is a liberal
pluralist?
This is a selection of ideas that oppose
Marxist ideologies. They think that
instead of the media controlling people
with bourgeois ideas, it offers a range
of ideas and ideologies that the
audience can pick and choose from.
Liberal pluralists believe three main
ideas:

 The mass media doesnt shape

society or control it, it is a reflection
of society.
Autonomy (freedom)
Audiences are free to consume
whatever media they want and
interpret it however they want. They
are not controlled by dominant
ideologies expressed in the media.
In turn, the media are free.

 Consumer sovereignty
The audience vote with their wallets
media products that are popular will
earn money. Media products that
arent satisfactory will not earn money,
The media gives people what they
want.

The media as the fourth

estate
Liberal pluralists also believe that the press has
an important role to play in democracy

Do you agree?

Scrutiny of powerful
institutions
Although liberal pluralists believe that
the press can be a positive and good
thing, they also think that the press
isnt above scrutiny and should be
questioned and examined.

Summary Liberal Pluralists

The media doesnt control society, it
reflects it.
Audiences are free to consume what
media and ideologies they want.
The Media is free to report on what they
choose.
Media products that are popular will earn
money, and those that arent wont.
The media can be important in a
democracy and provide audiences with
necessary information.
Media institutions should be scrutinised.

How do Liberal Pluralist ideas

challenge these theories?
Hegemony - It challenges the idea
that powerful, hegemonic groups inject
their ideas into the media. Instead the
media reflects society and lots of
different peoples ideas.
Hypodermic needle theory
Marxism -

Applying liberal pluralism to the

media

Youtube
Puts creating media into the
proletariats hands, and not the
bourgeois elite.
Dominant ideologies that benefit
hegemonic groups will not be forced
onto the audience.

Applying liberal pluralism to the

media
Gogglebox depicts normal people
watching television and giving their
views.
https://youtu.be/9vbQoBpIqfI
How does this clip support a liberal
pluralist view?

Gogglebox supports a liberal

pluralist viewpoint because..

Revision - critical
perspectives

Reality television
Missfergusonsmedia
.blogspot.co.uk
Celebrity culture
Post modernism
Post feminist perspective
Marxist perspective
Liberal pluralist perspective
Cultural appropriation and white washing
Globalisation
Hyper-reality