Principle 1 : The media are fundamentally constructions
All media are carefully assembled, edited, selected and designed constructions.
They show us a selected and often unrepresentative view of the world even
though it seems to be true. We must learning to distinguish the reality from the
The media is a tool.
It is inherently prone to bias depending on who has greater control of its use. (the government ? businesses ? the public ?)
Principle 2 : Audiences negotiate meaning
The audiences are not passive recipients of media messages.
Rather we filter media content and messages through a complex nexus of our own nature and needs including our existing beliefs and value systems.
shapes the future by projecting ideals
more easily controlled by government
NEW SOCIAL MEDIA
viewer is also the content
openness & content sharing
engagement & discussion
shapes behaviours and attitudes of modern society
Who’s watching who ? And who is watching the watcher ?
uniting or dividing?
problem for censors – rapid spread
The control & hijacking of discourse : silent majority vs vocal minority
Is the majority always right ?
indirect messages through state-commissioned programmes, movies or websites
new media : encourage engagement OR try to build “firewall” ?
direct buying of advertising space and time
product placement in programmes
new media : the power of the ‘like’ button & customer reviews