Why is important to study the media, rather than simply consume it?

1631 Words7 Pages
The media is a dynamic entity inherent in society that is both powerful and important. It demonstrates this by playing a vital role in the development of a person 's perspective on political, economic and socio-cultural issues. This consequently helps to shape individuals ' viewpoints of the world and define their lives through the interpretation of media texts. (Newman, 2004). Bazalgette supported Newman 's point by stating "Media studies open up your understanding of how things work, how people become informed - or misinformed - and how the myths and ideologies that govern all our lives are created and sustained." (Bazalgette, 2000, pp.14). Thus, the focus of this essay will be on these aspects; how the theory of ideology and…show more content…
The media messages are no longer fixated with only one prevailing meaning imposed on by the authoritative figures. (Schirato & Yell, 2000). Now, not only are there multiple angles to analyze and interpret media texts, the sheer volume of different messages transmitted by media forms is astounding. Perhaps even more crucial to this whole analysis is that the public of today has become more knowledgeable, informed and engaging in participation. They are genuinely interested in what is portrayed before them and may even have a personal stake in the many issues which the media disseminates. People have gotten more independent and complex. Consequently, they become more analytical.

To make sense of the meaning of the world portrayed to the audience through the media, there needs to be an engagement in an active work of decoding or interpretation, rather than a passive process of purely receiving and consuming media messages. (Morley, 1992). As quoted from Alan McKee;" When we perform textual analysis on a text, we make an educated guess at some of the mostly likely interpretations that might be made of that text." (McKee, 2001,pp.140). Textual analysis serves as a critical approach to ignite comprehension of media texts and to uncover possible interpretation of reality, thereby allowing the construction of
Get Access