Mass media content as cultural theory
Ashok Kumar PuriFuel and Energy Abstracts
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Abstract
Scholars often examine mass media as operating within one of several specific theories. Studies examine press operations to determine the governing theory. This article proposes an approach in which mass media act to develop and disseminate informal cultural theories that govern institutions. These theories are derived from the primary culture within which mass media operate. Disagreements over the role and function of mass media, such as the renascent NWICO debate, revolve around cultural differences. With culture as a foundation, the press serves to define social components and institutions, even itself, and the relationships between them.This study suggests analyzing relationships asserted through mass media as monadic, dyadic or triadic, depending upon the number of components. Two basic relationship types are symmetrical and complementary. In symmetrical relationships, the components have equal status. In complementary relationships, one or more of the components have superior or inferior status. Conflict may occur when one or more of the components reject or ignore an asserted relationship type.Communication has two aspects: content and relationship. In the debate over press role and function across cultures and national boundaries, emphasis on content often ignores implicit relationship. In the absence of explicit relationship definition, culture defines the relationships in press content. Actual press freedom requires freedom from cultural restraints that can be difficult to recognize.► This article proposes an approach in which mass media act to develop and disseminate informal cultural theories that govern institutions. ► With culture as a foundation, the press serves to define social components and institutions, even itself, and the relationships between them. ► This study proposes analyzing relationships asserted through mass media by component number and basic type: monadic, dyadic or triadic, and symmetrical or complementary. ► In the debate over press role and function across cultures and national boundaries, emphasis on content often ignores implicit relationship.
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