Competing Cultural Perspectives Challenge Limited Effects Thoery

Competing Cultural Perspectives Challenge Limited Effects TheoryMass media may non be satisfactory to tell the public what to think , nevertheless it may successfully be able to tell nation what to think about . After the certify World war various cultural perspectives arose to challenge limited-effects theory . This theory , as its name suggests , proposes that media have only limited effects on the public . This means that active media audiences have the capacity or intellect to use media content for their man-to-man purposes . This theory in like manner suggests that media effects depend upon the intent or purpose of individual viewersHowever several atomic number 63an cultural groups came to challenge the validity of limited-effects theory because it was widely known that media was widely used before the Second World War as a very effectual propaganda tool by governments .

The loudest of these cultural perspectives came from the neo-Marxists who were reluctant of and aware of the world power the mass media to disseminate hegemonic ideas and dominant cultures of the elite . The neo-Marxists also argued that the ideological and even political elite may be able to use the mass media to maintain their powerful social positionThe aim of the neo-Marxists and other left-wing and right-wing cultural groups in Europe lies on the fact that the elite can use the media to air carefully programmed worldviews and hegemonic social ideas . They dismissed US media s reductionism as American obsession which is only favorable to the country s interest . European scholars were doubtful about America s influence...If you want to get a full essay, order it on our website: Orderessay

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