Evaluation of the model

Evaluation of the model - Evaluation of the model. The...

Info iconThis preview shows pages 1–3. Sign up to view the full content.

View Full Document Right Arrow Icon
Evaluation of the model. The Hegemonic model would appear to be a significant advance on the manipulative model for a number of reasons: Firstly, it does not depend on an unrealistic (invalid?) analysis of the relationship between an "all-knowing and all-powerful" ruling class and the rest of society. Secondly, it explains how choice and diversity can exist within a society without these being a threat to the overall domination of a ruling class. Thirdly, it shows how an apparent consensus over the nature of society and social relationships can be manufactured through cultural institutions such as the mass media. In this respect, a ruling class, through its ownership and control of media institutions is able to set various forms of political, economic and cultural agendas without directly controlling the content of the media. Fourthly, one potential weakness in the overall model is the consistent failure to show, empirically rather than anecdotally, precisely how people are affected by the media. That is, to show a meaningful relationship between such things as ownership , control , agenda setting and people's behaviour . Finally, the validity of Hegemonic theories rests on the idea that certain fundamental values are encoded in media output. On the one hand, such values must be relatively simple and broadly-drawn (for example, the fundamental Capitalist value of private ownership and profit ), yet on the other hand the very fact of their simplicity and breadth means that a huge number of (normative) interpretations can be placed on and drawn from these values. Given this idea it's difficult to see how a ruling class can maintain any level of internal cohesion (and hence domination over other classes) over time. In short, it's difficult to see precisely what hegemonic role the media play in society. C: The Pluralist Model of Media Content. 1. An outline of the model.
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
The Pluralist perspective is most closely aligned with the general Weberian interpretation of the social world and it differs in a couple of ways from other general sociological perspectives: In this respect, the basic interpretation here is that any society consists of a variety of different ideological viewpoints and interpretations . At any one time
Background image of page 2
Image of page 3
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 01/17/2012 for the course SCIE SYG2000 taught by Professor Bernhardt during the Fall '10 term at Broward College.

Page1 / 5

Evaluation of the model - Evaluation of the model. The...

This preview shows document pages 1 - 3. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online