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  1. The Media Determinism Theory
  2. The Critical Race Theory
  3. Theoretical assumptions of the two theories
  4. Evaluation of the theories

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. [...]


[...] The validity of the assumptions differ with perception of the reader. However, there are elements of correlation between the nature of interactions and race and the facilitating ability of political leadership, social and the power structures in a society. On the other hand, the theory of Media Determinism assumes that in communication, the media is driven by sales like all other investments in a capitalistic economic model. In addition, the theory assumes that the society is divided into different categories of people with each category having a distinct orientation. [...]

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