26 Pages Posted: 9 Jun 2009 Last revised: 28 Apr 2010
Date Written: June 7, 2009
Historically the role of ideology in media studies was largely determined by the paradigm shifts; from Marxist to pluralist, from pluralist to critical theory, from critical theory to neo-Marxist, from neo-Marxist to critical paradigm. These paradigm shifts in turn were determined by different historical and political contexts of society. With the advent of technology and major changes in socio-legal, economic and political institutions of society over the past decades, the content, form, ownership pattern, control and function of the media have mediated into a very complex structure which requires a combination of different theoretical views in media studies. By analyzing both the strengths and weaknesses of each of these different theoretical views, this paper suggests that a critical analysis of 'ideology' is essential in any media studies when the question is how the media work.
Keywords: Mass media, media studies, ideology, semiotics
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