2. • Expresses ideas on how people shape their self-
identity in modern societies and the role of the
media.
• - issues relating to gender are important - especially
rise of feminism
• - democratisation of the media "we media":
representations, ideologies and
• - globalisation
• - 'the third way' - key proponent - neither 'right' nor
'left' (Marxist)
3. • - concerned with the 'micro' level - with actions of the
individual (Weber) not just 'macro' level generalisations
• - 'structuration' bridges the gap between 'macro' and 'micro'
levels of society = society not random individual acts but also
not determined by social forces - it is a combination of the two
- individual acts can also impact upon the structure and change
it
• - there is a social structure - traditions, institutions, moral
codes, established ways of doing things (dominant) but these
can be changed when people start to ignore them, replace
them or reproduce them differently (negotiated)
4. • - interface between society and media seen as a state of
struggle where readings are negotiated - pluralistic
• - social rules are 'unwritten' but accepted by all in a society as
what is normal they have no formal force to back them up
• - deviation from social conventions is met with horror - gender
issues
• - 'society only has form, and that form only has effects on
people, in so far as structure is produced and reproduced in
what people do' 1998
• - traditional (social precedents) v post-traditional (reflexive
reconstruction
5. • - in traditional societies 'self' is socially defined in a post-
traditional society individuals need to construct 'self'
• - 'macro' level institutions cannot be seen in isolation
• - changes in sexuality (relationships/behaviour), in our society
cannot be explained at 'macro' level as capitalism and the
'moral authorities' of the state would prefer monogamous
family lives - so must be 'micro' level
• - role of 'drama' of the media telling a 'good story' - this has an
influence on what people view as 'acceptable' desensitisation
• " ideas from the media do not merely reflect the social
world...but contribute to its shape.." Gautlett, 2008
6. • - 'self' can only be constructed from a range of goods on offer
in media - these are pre-determined by tradition (advertising)
• - "the media in modernity offers possibilities and celebrates
diversity, but offers narrow interpretations of certain roles or
lifestyles" Gauntlett, 2008
• - process of constant negotiation and refexivity to find 'self' -
not fixed
• - ideas offered by media are more open that ever before due to
digital revolution
7. • - 'self' can only be constructed from a range of goods on offer
in media - these are pre-determined by tradition (advertising)
• - "the media in modernity offers possibilities and celebrates
diversity, but offers narrow interpretations of certain roles or
lifestyles" Gauntlett, 2008
• - process of constant negotiation and refexivity to find 'self' -
not fixed
• - ideas offered by media are more open that ever before due to
digital revolution
