mass-communication-theory

INSTANT ACCESS
Critical Theory
Strengths Weaknesses
1. Is politically based, action-oriented
2. Uses theory and research to plan change in
the real world
3. Asks big, important questions about media
control and ownership
1. Is too political; call to action is too subjective
2. Typically lacks scientific verification; based
on subjective observation
3. When subjected to scientific verification,
often employs innovative but controversial
research methods
COMPARING CULTURAL THEORIES WITH THOSE BASED ON
EMPIRICAL RESEARCH
qualitative
methods
Research methods
that highlight
essential differences
(distinctive
qualities) in
phenomena
Chapter 8 The Emergence of Critical and Cultural Theories of Mass Communication 215
It is useful to keep in mind both the strengths and the limitations of the theories introduced
in this chapter. Many of the theorists whose ideas we discuss believe that
media play a central role in modern social orders or our daily lives. Rather than
presenting us with the types of empirical evidence favored by postpositivists, they
ask us to accept their view of media influence using logic, argument, and our own
powers of observation. Some describe compelling examples to illustrate their arguments.
Others offer empirical evidence for their belief in powerful media, but they
use innovative research methods, and so their work is challenged and questioned
by postpositivist researchers. During the 1970s and 1980s, supporters of the
limited-effects perspective were especially troubled by the rise of cultural theories.
They were quick to question the evidence offered by cultural theorists. They saw
cultural theories as new variations of mass society theory—a theory they felt they
had quite effectively debunked in the 1950s and 1960s. Limited-effects researchers
believed that cultural theories were too speculative and the empirical research generated
from these theories was too loosely structured.
Cultural studies and political economy theorists employ a broad range of research
methods and theory-generation strategies, including some that are unsystematic
and selective. As a result, critics believe that personal biases and interests
inevitably motivate culture researchers and affect the outcome of their work. But,
argue cultural theory’s defenders, this is acceptable as long as researchers openly
acknowledge those biases or interests.
In contrast with the quantitative empirical research methods described in previous
chapters, the techniques used by many critical or cultural researchers are often qualitative
methods; that is, they highlight essential differences (distinctive qualities) in phenomena.
Epistemologically, the creation and advancement of knowledge tends to be
accomplished through discourse (debate and discussion) involving proponents of contrasting
or opposing theoretical positions. Theory is advanced through the formation
of schools of thought in which there is consensus about the validity of a specific body
of theory. Often rival schools of theory emerge to challenge existing theories while developing
and defending their own. Proof of a theory’s power often rests in its ability
to attract adherents and be defended against attacks from opponents.
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