The Media Book (Hodder Arnold Publication)

460 Pages·2002·32.87 MB·English

by  Chris Newbold

The Media Book
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The Media Book
Edited by
Chris Newbold
Oliver Boyd-Barrett
Hilde Van den Bulck
A member of the Hodder Headline Group
LONDON
Co-published in the United States of America by
Oxford University Press Inc., New York
First published in Great Britain in 2002 by
Arnold, a member of the Hodder Headline Group,
338 Euston Road, London NW1 3BH
http://www.arnoldpublishers.com
Co-published in the United States of America by
Oxford University Press Inc.,
198 Madison Avenue, New York, NY10016
© 2002 Arnold
All rights reserved. No part of this publication may be reproduced or
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are issued by the Copyright Licensing Agency: 90 Tottenham Court Road,
London W1P OLP.
The advice and information in this book are believed to be true and accurate
at the date of going to press, but neither the author[s] nor the publisher can
accept any legal responsibility or liability for any errors or omissions.
British Library Cataloguing in Publication Data
A catalogue record for this book is available from the British Library
Library of Congress Cataloging-in-Publication Data
A catalog record for this book is available from the Library of Congress
ISBN 0 340 74047 7 (hb)
ISBN 0 340 74048 5 (pb)
1 2 3 4 5 6 7 8 9 10
Production Editor: Jasmine Brown
Production Controller: Bryan Eccleshall
Cover Design: Terry Griffiths
Typeset in 9.25/14pt News Gothic by J&L Composition Ltd,
Filey, North Yorkshire
Printed and bound in Malta by Gutenberg Press Ltd.
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Contents
List of Contributors vii
Acknowledgements ix
Introduction x
1 Theory in Media Research
Oliver Boyd-Barrett 1
1 On the Uses of Theory: an Example 2
2 Theory and Ideology 4
3 Demarcating the Field 9
4 Different Theories in the History of Mass Communication Research 20
5 Administrative and Critical Traditions 25
6 Theory Circles and Spirals 29
7 The 'Big Three': Further Observations 40
2 Tools for Studying the Media
Hilde Van den Bulck 55
8 The Nature of 'Scientific' Research 56
9 Quantitative Survey Research 62
10 Qualitative Survey Research 68
11 Ethnographic Field Research 73
12 Quantitative Content Analysis 78
13 Qualitative Content Analysis 83
14 Document Analysis for Historical and Policy Analysis 89
3 The Moving Image
Chris Newbold 101
15 Understanding the Moving Image 102
16 The Early Moving Image 112
17 Narrative Theory and the Moving Image 129
18 Genre Theory and the Moving Image 142
4 Media Industries
Roland Van Gompel, Hilde Van den Bulck and Daniel Biltereyst 162
19 The Power of the Media Industries: Theoretical Positions 165
20 Media Systems, Policies and Industries in Transition 173
21 The Structures and Dynamics of the Media Industries 185
22 News, Technology and the Paradoxes of Globalization: a Case Study 201
VI C o n t e n t s
5 The Analysis of Popular Culture
John Lough 212
23 Origins 214
24 Dominant Theories: Marxism and Ideology 232
25 Main Areas of Cultural Studies Today 237
26 Semiology and Beyond 248
27 Criticisms of Cultural Studies 252
6 Representation, Identity and the Media
Alina Bernstein 259
28 Representation and the Media 260
29 Gender and the Media: The Representation of Women and Femininity(ies) 268
30 Gender and the Media: The Representation of Men, Masculinity(ies), Gays
and Lesbians 287
31 Representation, Race and Ethnicity 300
32 Identity and the Media 305
7 Advertising and Marketing
Rachel Eyre and Michel Walrave 318
33 'We're Surrounded!' Advertising in Society 319
34 Theory, Method and Analysis 329
35 Advertising, Regulation and Reputation 336
36 Marketing Communications: Possibilities, Limitations and Innovations 343
8 Interactive Electronic Media
Gillian Youngs and Oliver Boyd-Barrett 372
37 Globalization and the Internet 373
38 Information and Communication Technologies 382
39 Virtual Communities 391
40 Media Technology for Distance Learning 400
Selective Glossary of Key Terms 420
Subject Index 425
Name and Title Index 434
List of Contributors
Chris Newbold is Lecturer and BSc Course Tutor at the Centre for Mass Communication
Research, University of Leicester. He has taught film, media studies and television produc-
tion at all levels of education. His research interests are film as mass communication, video
production in education, and research methods in the study of film. He has written and
edited three books: Approaches to Media (1995) (with Oliver Boyd-Barrett) London: Arnold;
Media: Communication and Production (1996) (Newbold et a/.) Harlow: Longman; and Mass
Communication Research Methods (1998) (Hansen et a/.) London: Macmillan. His new book,
Cinema, Film and Mass Communication, is due to be published by Arnold in 2002.
Oliver Boyd-Barrett is Associate Dean, College of the Extended University at California
State Polytechnic University, Pomona. He previously pioneered distance learning courses in
communications, at the Open University and at Leicester University (both in the UK). He has
written and edited many books and articles on international communications and educational
communications, including The G/oba/i'zat/'on of News (with Terhi Rantanen) Sage; Media in
Global Context (with Annabelle Sreberny Mohammadi et al.) Arnold; Approaches to Media
(with Chris Newbold) Edward Arnold; Education in Democratic Spain (with Pamela O'Malley)
Routledge; and The International News Agencies (Constable). He has worked as communi-
cations consultant for the Government of Dubai, NATO, the UK's Royal Commission on the
Press, the UK's Parliamentary Technology Committee, USIA and UNESCO.
Hilde Van den Bulck is a Lecturer at the University of Antwerp (UIA) in Belgium. She wrote
a PhD on 'Public Service Broadcasting as a Project of Modernity' and has published widely
on audiovisual media culture and identity.
Daniel Biltereyst is an associate professor at the University of Ghent (Belgium), where he
teaches film, television and cultural media studies. Most of his work is at the crossroads of
cultural media studies and international communication issues, on which he has published
widely.
Alina Bernstein has a PhD from the Centre for Mass Communication Research, University
of Leicester. She lectures on various aspects of television studies at the Film and Television
Department, Tel Aviv University, Israel. Her principal interest is the media coverage of sport,
an area in which she has published several articles. She is currently co-editing a 'media and
sport' special issue of Culture, Sport, Society, which will also be published as a book in
2002 (by Frank Cass).
Rachel Eyre has an MA from the Centre for Mass Communication Research, University of
Leicester, she has taught widely on the media, advertising, journalism and health. She has
researched and published on women journalists, local news and women politicians in the
media. She is now a part-time Lecturer, a freelance researcher and writer on the media, and
full-time mother to Larissa and Danielle.
vviiiiii L i st of C o n t r i b u t o rs
Roland van Gompel is a research assistant at the Department of Communication, KU
Leuven, Belgium. He is currently preparing a PhD on historical developments in election
press coverage. He teaches on institutions and structures of print media, a field in which he
has several publications.
John Lough has an MA in Mass Communication from the Centre for Mass Communication
Research, University of Leicester. He has taught media theory to degree level at the
University of Lincolnshire and Humberside, the University of Winnipeg, Canada, and is
presently Head of Media Theory at West Kent College in Kent, England. His research inter-
ests include post-modernity, and contemporary popular television and film.
Michel Walrave is a Lecturer at KU Leuven, Belgium and at URL Barcelona. He teaches
about marketing communications, e-marketing and privacy issues.
Gillian Youngs is a Lecturer at the Centre for Mass Communication Research, Leicester
University. She has a PhD From Nottingham Trent University, and is a former journalist and
communications consultant. She has taught and conducted research in Asia, Africa and
Europe. She has written widely on subjects including the Internet, culture and technology,
gender and spatiality, and global political economy. Her publications include: International
Relations in a Global Age: A Conceptual Challenge (1999) Polity Press; and Political
Economy, Power and the Body: Global Perspectives (2000) Macmillan. She is co-editor of
International Feminist Journal of Politics launched in 1999.
Acknowledgements
The editors and publisher would like to thank the following for permission to use copyright
material in this book: McQuail and Sage for Table 19.1 Two models of media power', from
McQuail, D. (1994) Mass Communication Theory: An Introduction. London: Sage, p. 70;
Siebert et al, and University of Illinois Press for Table 20.1 'Four theories of the press', from
Four Theories of the Press, Siebert et al. (1956) Urbana: University of Illinois Press, p. 7;
Suine and Hulten, and Sage for Table 20.2 'Old and new media structures' from Siune and
Hulten (1998) 'Does Public Broadcasting have a future', in McQuail and Siune (eds) Media
Policy: Convergence, Concentration and Commerce, London: Sage, p. 36; Pictorial Press
Limited for Figures 29.1, 29.2, 29.3 and 30.1; Country Life for the front page from 28
March 1903 (Figure 33.1); Wright's for the advert for the Wright's Coal Tar Soap advert from
Country Life March 1903 (Figure 33.2); Cadbury Schweppes for the Cadbury's Cocoa advert
from Country Life March 1903 (Figure 33.3); R&A Main Ltd for the Main Gas Cookers advert
from The Daily Mail 13 May 1937 (Figure 33.4); Playtex for the Wonderbra advert from
Cosmopo/itan November 2000 (Figure 34.1). Warner Bros for the still from UnforgiVen;
Twentieth Century Fox Film Corporation for the still from The Gunfjghter.
We would also like to express our thanks to Rakesh Kaushal for his work on the piece of
research into media studies courses that helped to set this book on the path it eventually
took, and Jackie Gardner for her help in obtaining examples of American advertisements.
Thanks to Bernd Reggers, Alexande Dhoest and James Okemwa for their useful comments
and constructive criticism.