Week 7- Media and cultural industries

This week’s lecture was focused on research methodology and why studying the media is important. The key reading, ‘How to do media and cultural studies’, outlines both qualitative and quantitative research methods and describes the level of control that the state has on media content. My found reading, ‘Media Culture’, also discusses the impact that the governmental control has had on audience ideology.

My two readings this week have developed my understanding of the importance of research into the media and cultural industries. Studying the media is significant as it has allowed me to realise the amount that national governments are involved with controlling content production. Stokes states that the industries are “dependent on prevailing governmental attitudes” (Kellner., 1994: 103) meaning that governments have the most significant influence on the media industries content production. This is to ensure that the public behave in a way that does not disturb the current ruling hierarchy. This links to my found reading as it also discusses the manipulation and ideological nature of products. Kellner discusses how there is always a product created for everyone; “none can escape” (Stokes., 2003: 40) the capitalist production process. This emphasises that our individual perspectives of everything in the world are influenced and encouraged by the national government.

My previous knowledge of synergy has helped me with my understanding of this week’s reading. I understand that the consumer/ audience has little or no choice on the content they are presented with, regardless of the origin of distribution. I agree with these concepts and the Marxist belief of false consciousness. I feel as though the public all have the same idea that they have freedom of choice and decision making, however, this thought is put in place by the hierarchy to prevent the true nature of their social situation being revealed. This serves the purpose of maintaining the social equilibrium in favour of the political elites. For example, the BBC was founded by the secretary of the conservative party in Britain. The BBC is a prominent organisation as part of the media and cultural industry, being a main origin of content distribution for the public. This can lead to the forging of national identities with the ability to push political agendas.

I found this week’s key reading the most challenging of the 8 weeks. It has been useful in preparing me for the following weeks of working towards my research report. I would be interested in using a focus group to create an open discussion on people’s general perspectives on life. This would help me understand if the political agendas embedded into media and cultural industries production are decoded by the audience.