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* Reading News critical analysis of news: concepts and criteria lecture Sean Phelan Analysing media content: an overview of research traditions American administrative tradition Empirical/commercial/practical in orientation Research agenda driven by the advertising needs of early media practitioners (1930s/40s) and the advent of “new” media like radio and television Self image as the “science of human communication” – simple linear/cause effect models Early content analysis “objective, systematic and quantitative” (Berelson) Can be most easily understood in terms of a broad critical/administrative dichotomy “Limited effects” thesis - a reaction to the Frankfurt School (Marxist) “hypodermic” or “magic bullet” thesis of media omnipotence Agenda setting research in the 1970s: the media may not be successful in telling people what to think, but very successful in telling people what to think about Tradition criticised for its neglect of theory and an inadequate conception of power Attacked by critical theorists for its subservience to policy considerations and capitalist values “Hermeneutic of trust” towards the media US tradition still administratively led and largely industry funded Critical tradition (ideological critique) Role of the media in propagating “dominant ideological definitions and representations” (Hall) now became central. News not a “neutral product” – but “a sequence of socially manufactured messages, which carry many of the culturally dominant assumptions of our society” (Eldridge) Drew on qualitative, interpretative methodologies like semiotics Birmingham and Glasgow schools particularly important Drew on various Marxist strands (Frankfurt/Gramsci etc.) - which regard culture as one of the key means of legitimating and inculcating capitalist values “Hermeneutic of suspicion” towards the media “Discourse analysis” a part of that critical tradition key theoretical concepts (1) Early work in the critical tradition Ide