Communication, Media Determinism , technology
Media Determinism is derived from technological determinist theory. This theory proposes that the progress of a society is a function of technological advancement. In addition, the advancements in the field of technology are determined by social demand because demand creates a void in the market and consequently fuels innovations to fill the void (Storey, 2009). In the field of communication, changes in communication platforms and patterns are a function of the changes in technology. In the article Media Slant: A Question of Cause and Effect', Mankiw, 2014, shows the relevance of social demand in shaping the content posted by the media.
He shows that application of technology in the press and the language used by the media houses is a function of the traits of the target population. The Media Determinism theory of communication is influential in examination of media ethics, objectivity and professionalism of the journalists in writing articles.
[...] Therefore, dictation of interactions by race is a function of racism. In social meetings, Caucasians are often careful not to violate the rights of the African Americans. On the other hand, African Americans are sensitive to any slights that they perceive as being a function of their race. Therefore, in facilitating certain forms of communication in the community, the legal and social structures in the US are flawed(Loon, 2008). The Critical Race Theory proposes that the power structure, the forms of communications and social perceptions combine to create racism by virtue of their effect on interactions between members of the different races. [...]
[...] This theory proposes that the progress of a society is a function of technological advancement. In addition, the advancements in the field of technology are determined by social demand because demand creates a void in the market and consequently fuels innovations to fill the void (Storey, 2009). In the field of communication, changes in communication platforms and patterns are a function of the changes in technology. In the article ‘Media Slant: A Question of Cause and Effect', Mankiw shows the relevance of social demand in shaping the content posted by the media. [...]
[...] Therefore, application of bot theories in analysis of the media shows that social forces dictate policies and therefore affect the dissemination of information and approaches taken in communication. Therefore, the problem emanates from the society and is shown in the communication platforms in the society as opposed to the communication approaches causing social problems. The illustration shows that though the two theories have a distinctly different approach, they are interrelated. References Loon, J. (2008). Media technology critical perspectives. Maidenhead: McGraw- Hill/Open University Press. Vaughta, S., & Castagno, A. [...]
[...] (2008). don't think I'm a racist”: Critical Race Theory, teacher attitudes, and structural racism. Race Ethnicity and Education, 95-113. [...]
[...] The theories also propose a criteria for evaluation of the role of media outlets in the society. The Critical Race Theory shows that responding to the economic forces by media houses create social inequality while the Media Determinism theory shows that these responses are a function of social and economic demand (Loon, 2008). Therefore, despite the differences in appearances, the two theories form one complete metric of observation and explanation of behavior by the media. In addition, they both evaluate the significance of the media in facilitating social interactions. [...]
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