Introduction
As I explore a different way of thinking about mass communication, I’m particularly interested in the critical perspective, which is part of a broader alternative approach discussed by Denis McQuail. In a world where communication science is mainly about using numbers and facts, critical theory provides a new and interesting way of looking at things. Instead of just studying the surface-level effects of media, it encourages us to think about the complex power structures behind mass communication.
The Critical Perspective: Power, Media, and Influence in Mass Communication
One main idea of the critical perspective is that knowledge is a type of power. It makes us question who holds this power and how they use it. In this view, mass media becomes a tool for influential people to maintain and spread their cultural power (Inyang et al., 2020). This is different from the usual approach, which tends to support the existing way things are and the current power relationships (Rosenberry & Vicker, 2022). To show how critical theory applies to mass communication, let’s look at a typical example in popular culture: the way social media platforms use algorithms to choose and show content (Raghunath, 2020). Powerful companies like Apple, Google, Facebook, and Amazon control these algorithms, and they unintentionally help spread ideas that support the beliefs of those in power.
Conclusion
In summary, the critical perspective is like a catalyst for new ideas, pushing us to go beyond the usual viewpoint on mass communication as just a way to share information. It encourages us to look deeper into the power dynamics that shape how media works, revealing the subtle influences woven into our communication systems. This way of thinking challenges us to question the ideas that media promotes, urging us to examine the stories that shape how society sees things carefully. In doing so, it makes us think about the long-term effects built into the structures of media, prompting us to look beyond the immediate impacts and consider how they affect culture and what people collectively think over time.
References
Inyang, M. J. P., Alegu, J. C., & Maku, B. S. (2020). Development communication process and theories: An overview. GNOSI: An Interdisciplinary Journal of Human Theory and Praxis, 3(1), 61-75.
Raghunath, P. (2020). Media Policy Studies and Community Media. Community Radio Policies in South Asia: A Deliberative Policy Ecology Approach, 1-45.
Rosenberry, J. & Vicker, L. (2022). Applied mass communication theory: A guide for media practitioners (3rd ed.). Routledge.