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What type of integration is NewsCorp (Owned by Murdoch)?

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Explanation

The answer is horizontal because as they are a big company there own a diverse range of different newspapers

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Horizontal because they own a wide range of different media products

Vertical due to the fact that they focus on all aspects of the production

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Match the words to their correct definitions

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Match the text
Hypodermic syringe model
Active audience approaches
Uses and gratifications model
Selective exposure

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the view that the media are very powerful and the audience very weak. The media can ‘inject’ their messages into the audience, who accept them uncritically.
the view that people use the media for their own purposes.
the idea that people only watch, listen or read what they want to.
theories that stress the effects of the media are limited because people are not easily influenced.

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Theoretical perspectives on media representations of gender

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Match the text
Liberal feminism
Marxist and socialist feminism
Radical feminism

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Traditional hegemonic images of femininity are deliberately transmitted by a male-dominated media to keep women oppressed into certain roles; this creates a form of false consciousness in women and deters them from opportunities available to them.
They acknowledge that representations of women have changed significantly for the better in the last thirty years. Some say women’s progress as media professionals has slowed down in recent years. The majority of media owners are male. Influential positions within the media like newspaper editors, producers and TV/film directors are also dominated by males
The roots of the stereotypical images of men and women in the media are economic. The male dominated media aim to attract a large audience, this leads to an emphasis on the traditional roles of men and women in sitcoms, game shows etc. The alternative images of women (assertive career women) don’t fit easily into this type of media content and such women are ignored, devalued or treated critically. The media emphasis on women’s bodies as projects is the result of the growth of the cosmetic and diet product industries. Marxists note that the marketing strategies of these industries deliberately manipulate women’s anxieties so that they can be exploited as consumers of body-related products

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What is Horizontal integration?

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owning all the stages in the production, distribution and consumption of a product.

Also known as cross-media ownership. Refers to the fact that the bigger the media companies often own a diverse range of media.

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Match the correct theorist to there idea.

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Match the text
Cohen and Young
GUMG

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'bad news is good news' disasters are attractive to audience
Bad news makes us feel better

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Match these theorist of ownership and control

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Match the text
Doyle
Plurists
Marxist
Milliband
Tunstall and Palmer

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Media content is mainly shaped by consumer demand. The audience are the real power holders as they have the right to buy or not buy (Market mechanism).
Too much concentration of media ownership is dangerous as the media have the power to make or break political careers and have influence over public opinion.
Capitalist class use its cultural power to dominate institutions like education and the media to transmit ruling class ideology, to socialise the W/C into accepting the capitalist system and ideas.
Governments no longer care about controlling the media owners, as they need their support to gain/hang on to power.
media shape how we think about the world we live in and say audiences are rarely informed about important issues

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What does Tunstall say about the traditional representations of gender in the media?

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Women are seen as being the more dominating and powerful over work ethic.

Media representations portray workingwomen as unfulfilled, unattractive and possibly unstable. It’s often applied that working mothers are guilty of emotional neglect of their children

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'The media participate in the symbolic annihilation of gays and lesbians by negatively stereotyping them, portraying them unrealistically or by not portraying them at all.' What did Craig say to support this?

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Deviant – Gays may be stereotyped as deviants/evil, sexual predators or people who feel tremendous guilt about their sexuality

Campness in media - Most widely used gay representation; in-between male and female

Macho – Exaggerates masculinity.

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What is agenda setting?

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People have control over what goes into the media

Media decide what issues are discussed by society and which aren’t = agenda setting, which results in cultural hegemony.

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What is the male gaze and who says this?

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Mulvey Media presents women as sex objects to be consumed by what Wolf calls the male gaze.

Wolf: Media presents women as sex objects to be consumed by what Mulvey calls the male gaze.

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What does Gauntlett say about empowering women?

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That their is no chance of women ever being looked at as being empowered and overstepping the boundaries men already have in place for them.

Magazines aimed at young women emphasise that women must do their own thing and be themselves. Female pop stars, like Lady Gaga, sing about financial and emotional independence

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What did Batchelor say about sexuality in the media?

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Being gay was brought into the media successfully, with no negative connotations

Being gay was not generally integrated into media representations. When it did appear (TV dramas) it had connotations of embarrassment or a target for bullying. In young people’s media, lesbianism was completely invisible.

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Match the definitions

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Match the text
Cultural hegemony
Desensitisation
False consciousness
Media conglomerate
Marginalising

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a Marxist term to describe the way in which people’s values are manipulated by capitalism.
a company that owns various types of media.
the process by which, through repeated exposure to media violence, people come to accept violent behaviour as normal.
making a group appear to be ‘at the edge’ of society and not very important.
the interests of the ruling class being accepted as ‘common sense’ by the mass of the population.

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'Ferguson done a content analysis of women’s magazines from 1950 to 1980 and found they promote a traditional ideal where excellence is achieved through caring for others, the family, marriage and appearance.' Who disagrees with this statement?

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However Winship argued that women’s magazines tackle problems that have been largely looked into by the male-dominated media, such as domestic violence and child abuse.

However Winship argued that women’s magazines tackle problems that have been largely ignored by the male-dominated media, such as domestic violence and child abuse.

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What did McQuail say about news as a social construction?

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News isn’t objective. It is a socially manufactured product, an end result of a selective process. Gatekeepers chose what events are important enough to cover and how to cover them.

The media does not have any imput into what goes into the news, it is picked at random