McQuail's Mass Communication Theory
Media Theory
Multiple & divergent perspectives
โLeftist (critical of media power of large corporations)
vs. conservative (critical of liberal news & damage
to values)
โCritical theory (exposure of problems of media
practice w.r.t. social issues) vs. applied theory
(harnes mass coms to effective use)
โMedia-centric (focus on media's sphere of activity as
autonomous) vs. society-centric (media seen as
reflection of political & economic forces)
โCulturalist vs. materialist
