1. Nader Taghizadeh
COMM-522
The relation between two terms

3.  1. Informing
 2. Correlation (explains and helps us to
understand the meaning of the
information)
 3. Continuity: expressing the dominant
culture, recognizing new social
development and forging common
values.
 4. Entertaining
 5. Mobilization (in war time, campaigns)
 - This is Functionalist theory (Denis
McQuail-2000)

4. However …

5. Conflict theory says
something different
 Ideology and bias in
media: the study of
media is closely related
to the impact of
ideology in society.

6.  Ideology refers to the
influence of ideas on
people‟s beliefs and
actions. (Anthony
Giddens)
Ideology

7. Mediation

8. Selection
Mediation
Organizing (News/documentary
In visual media Vs. Fiction)
Mise-en-scne
Focusing
Mediation ends
up with
audience

9.  OXFORD definition: To
represent something is to
describe or depict it, to
call it up in the mind by
description or
portrayal.....; to place a
likeness of it before us in
our mind.

10.  But to simplify it:
Representations are a result
of a selection from different
possibilities. So both those
representing and the
representations are
Ideological.

11.  Stereotypes: values,
attitudes, behavior,
background of certain
group.
 Content analysis &
ideological approach
 Power relations in society:
this can lead to
stereotyping.
 The matter of belonging to
a social group

12.  media owners can
manipulate content and
“reproduce the relations
of dominant class”(refers
to Marx‟s view on
ideology).

13. How media can manipulate
representation of social relations?
-mise-en-scene
-Editing
-Framing (camera angels
in film and TV, sounds in
radio and music, texts in
newspapers and magazines).
-The notion of “otherness” or
“others” is an issue that
media touches sometimes.
-Film industry, TV, Radio,
newspapers, Magazines
-Conflicts/tensions

14.  Content analysis:
in order understand how
media can shape, create or
change the public opinion
How to we need to analyze the
content of the media.
analyze
media?
 Compare the TV images
and real life.

16.  The hegemonic model says that the
ruling classes maintain their power
through control of ideas and culture
rather than force.
 In hegemony, the ruling classes
govern by consensus: they control
the way the media represents the
world so as to influence the way
people think about the world, and
the ruling classes. This can become
a running battle between rivals.
 E.g. Cyprus society

17.  Pluralism says that the media is
diverse, with a wide range of
available choices for
consumers rather than the
media influencing consensus,
consensus values influence
media representations.

18.  If particular
representations are
dominant, because they
are popular among the
audience, not because
powerful media
institutions are „pushing‟ a
particular ideology.

19.  Media tries to please
audiences, to provide
representations that meet
audience expectations
&
 This is where stereotypes
come in…

23. References:
Class notes- Dr. Nayia Rossou
-Joseph.R.Dominik –
Mass communications -2009
-Steve Baker-Representation -2007