Discuss the role of media studies in making sense of the political, economic and cultural meaning of everyday life.
... economic standing of a society. In relation to an economic perspective, we might ask questions such as: How do people make money through the media? How effective is advertising-does it persuade us to buy things we otherwise would not? Such issues are typical concerns of individuals to examine how media function in society. From an economic approach, media studies identifies what is of economic importance by studying the ownership and control of the media and how these may influence the audiences and economy. How then do people make money through the media? To answer this, one has to understand that the advertising industry plays a significant role. Advertising, while “not a medium of communication in itself, is the force which sustains all commercial media” (Sinclair 2002:200). It provides the main source of income for media owners. For instance, according to the United States economy, newspapers obtained approximately 75% of their revenues from advertisers (James and Michael 1977:125). With the growth of advertising, papers appear attractive in their features making them more sellable, which in turn improve the country’s economic status. With the statement above, we have to agree with Bazalgette (2000:10) that one basic function of the media is to sell audiences to advertisers. Media industries are seen to be “providing products or commodities for consumers” (Bonney and Wilson 1983:31). The media may have the aim of entertaining audiences but this is primarily to capture audiences for advertisers. Thus, media is often known as ‘consciousness industries’ that sell ways of “thinking, seeing and talking about the world” to people (Cunningham and Turner 2002:12). Hence, audiences are seen as potential consumers for the products advertised, which forms the financial sources for the media industries. In media studies, we regard radio and television as industries where large number of people are employed and financed to produce what they do (James and Michael 1977:135). As media such as news broadcasting turn out to be increasingly popular, the news will eventually become a means of securing high viewer ratings that will ultimately boost the economy. With the invention and development of television, it also brought about economic development and because of this, job and educational opportunities are made possible for people of today. The other concern pertaining to economic perspective is capitalism. Corporations comprising of banking, insurance or advertising fields that are large and profit- seeking do contribute to the economy. These investors constitute a force that helps to integrate media companies into market strategies and with such pressure from competitive investors, it generates capitalism, bringing more profit into the media industry (James and Michael 1977:58). This means that with advanced capitalism where corporations reinvest part of its profits into developing new production methods, it will give scope for further industrialisation and globalisation. Eventually, media helps to open up new international markets for both cultural products such as magazines and music videos and consumer products such as television sets and fashion styles. From this perspective, media are seen as economic organisations designed to create profit as well as to foster a cultural environment. Media studies engages with cultural aspects that are central to one’s life. Under the American empirical tradition, social scientists were more interested in knowing the effect of certain kinds of media content on attitudes (Sinclair 2002:28). In other words, media are cultural industries that help to shape the values and way of life. An example to exemplify would be the use of television. The invention of television plays a distinctive role in the cultural life of contemporary society. It is a forum where different cultures and groups are represented in social relations. An example would be the Australian ‘Celebrity Big Brother’, which have become a part of what people share as a culture. The program brings together cultural groups and raises a level of group consciousness. Another example is the work of Eric Michaels, an American who provided a report analysis of how aboriginal people in Australia adapted television to their cultural values (Sinclair 2002:33). If television had not been invented, these cultural events would not have occurred. It is through television medium where cultural significance is portrayed and global communication and relationships are enhanced. Therefore, from a cultural approach, media studies gives people an opportunity to acquire a sense of how others in various parts of the world live and to understand the meanings and values of a culture (Thompson 1995:213). Despite opportunities for improved power relations, economy, and understanding cultural values, there are significant effects that media studies present. One of which is the relations between the media industry and government. Instead of playing supporting roles, will the government be dominated by the media? To some extent, it will. As reported in a newspaper article, radio and television stations ignored Thailand’s Culture Ministry, which appealed to ban a raunchy song that created a stir in the media (Ghosh 2004:14). From here, we can see media industries as domineering organisations exercising their power and influence over the government. Media studies is hence, a ...