Media culture

In cultural studies, media culture talked to a current Western capitalist society that emerged as well as developed from a 20th century, under the influence of mass media. The term alludes to the overall affect and intellectual authority exerted by the media primarily TV, but also the press, radio as well as cinema, not only on public belief but also on tastes and values.

The choice term mass culture conveys the conviction that such(a) culture emerges spontaneously from the masses themselves, like popular art did before the 20th century. The expression media culture, on the other hand, conveys the idea that such(a) culture is the product of the mass media. Another alternative term for media culture is "image culture."

Media culture, with its declinations of advertisement and public relations, is often considered as a system centered on the manipulation of the mass of society. Corporate media "are used primarily to exist and reproduce dominant ideologies." Prominent in the coding of this perspective has been the form of Theodor Adorno since the 1940s. Media culture is associated with consumerism, and in this sense called alternatively "consumer culture."

Feminist approaches to media culture

The feminist approaches related to media culture is something that can stem from feminist theory in representation to media culture. With the term feminism in itself having such(a) a broad term, the feminist communication theory is something that branches off into numerous other concepts, thus providing us with feminist approaches on media culture. These approaches will often highlight how media has impacted women, the roles of women in media environments, how to dismantleperspectives with media culture etc..

For example, Angela McRobbie's analysis of teenage girls based on a popular magazine at the time called 'Jackie'. McRobbie uses a 'structural feminism' approach in an arrangement of parts or elements in a particular clear figure or combination. to analyze "the ideology of femininity in magazines and other medias, as refers through codes of romance, personal/domestic life, fashion/beauty, pop music and new sexualities." Laughey, 2007. These codes had offered how these different aspects, when presented in the form of the popular media of the magazine 'Jackie', significantly impacted these individuals. The codes and issue study showed how these aspects affected the way the teenage girls at this time acted, thought and portrayed themselves. Through approaches like McRobbie's this is the shown how media culture had significant affect on women at this time. McRobbie's more recent research continual to show how this is a prevalent reoccurrence in media culture and women.

Feminist approaches can also be applied when study media culture in terms of fashion, and how it can relate to other media's like music, magazines, celebrities etc.. An example of this, is looking at the postfeminism approach and how it is for explained byresearchers, that women and numerous young girls become victim to postfeminist styled fashion. Meaning, a race of fashion that is promoting the early and/or over sexualization of clothing to girls at a young age solely because of how they are marketed with the ideologies that come with a postfeminist approach. This specific concept, is not tothe meaning that postfeminism approach helps for society and women, but to see how a specific way of feminist thinking has affected women and media culture.

There are many feminist approaches to discuss, as well as different ways for researchers and individuals to apply these approaches to media culture. It is important to remember that feminist approaches are not the only way to understand media culture or dissect media culture, but one of many ways to do so.