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Understanding the Media


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Table of Contents

Introduction: Asking Awkward Questions Chapter 1: Understanding the Media Introduction Defining the Media The Media in a Social Context Asking Questions about U2 Asking Questions? Which Questions? The Importance of Theory and Method Conclusion Chapter 2: Media Histories, Media Power Introduction Media Histories Changing Media Histories: an Irish Example A Contested Field Media and Power Power and Media Content Power and the Media Industries Power and Media Audiences Towards a (More) Critical Media Studies Model of Media Analysis: Production, Content and Reception Conclusion Chapter 3: Media Globalization Introduction What is Globalisation? The Latest Brand of Colonialism? Theories of Globalisation Media Globalisation Conclusion Chapter 4: Media Ownership: Concentration, Conglomeration and Regulation Introduction Why Should We be Bothered about Media Ownership? Media Ownership Conglomeration, Concentration and Content Vertical and Horizontal Integration The Political Economy Perspective 'Follow the money...' Jurgen Habermas and the Public Sphere Media and Regulation Models of Media Regulation So, Do We Need Media Regulation? Conclusion Chapter 5: Media Professionals and Media Production Introduction Production Research Two Traditions Theoretical Underpinnings of Production Research Methodological Basis Hall's Encoding/ Decoding Model Ethnographic Research on Media Production and Media Professionals Inside Prime Time by Todd Gitlin Conclusion Chapter 6: Media, Ideology and Discourse Introduction What Precisely is Meant by the Term Ideology? Defining Ideology Ideology as Dominant Ideology Discourse and Ideology It's All in the Discourse? Conclusion Chapter 7: Media 'Re-presentations' in an Unequal World Introduction Representation/ Re-representation and 'Reality' What is Content Analysis? Media Re-representations in a Divided World: Four Approaches Outlined Media Re-presentations of Social Class Media Coverage of the Underclass: Stories about Welfare The Happy Poor: Representations in Fictional Media Content Media Representations of Ethnicity: a Discourse Analysis Approach Media Representations of Gender and Sexuality Conclusion Chapter 8: Media Audiences and Reception Introduction Themes and Tensions: Competing Theoretical and Methodological Approaches in Audience Research Power to the People? Three Phases in Reception Research Reception Analysis and the 'Ethnographic Turn' Qualitative Audience Research: Three Examples Audiences, Fans and Participatory Cultures Conclusion Chapter 9: New Media, Social Media Introduction: New Media and Social Media - Empowering Audiences, But Who is Holding the Tiger's Tail? Will the Revolution be Digitalized? The Promise and the Reality of the Internet We are All 'Produsers' Now, are We? Audiences and New Media Conclusion Chapter 10: Conclusion: The 'How' and 'Why' of Media Analysis Introduction: This is Not a Methods Chapter... A Step-by-Step Approach to Doing Media Research How to Usefully Engage with Existing Research Doing Production, Content and Reception Research Keep on Asking Awkward Questions... Conclusion: The 'How' and 'Why' of Media Analysis

About the Author

Dr. Eoin Devereux is Senior Lecturer in Sociology at University of Limerick and Adjunct Professor in Contemporary Culture at the University of Jyvaskyla, Finland. He is the author of the academic best-seller Understanding The Media now in its 3rd edition (SAGE, 2014), co-editor of David Bowie: Critical Perspectives (with Aileen Dillane and Martin J. Power, Routledge, 2015) and co-editor of Morrissey: Fandom, Representations and Identities (with Dillane and Power, Intellect, 2012). Eoin is a founding member of two research clusters at UL namely the 'Power, Discourse and Society Research Cluster' and the 'Popular Music and Popular Culture Research Cluster'. In 2014, he co-organised the Limerick City of Culture music legacy project The Pigtown Fling with sonic artist Dr. John Samuel Greenwood and Noel Hogan of The Cranberries. He was also recently selected by SAGE to present a series of short video lectures on a range of themes including the work of Stuart Hall; Fandom; Ideology and Media Representations of Poverty for their Media and Communications tutorials and case study videos. He tweets daily as @drdevereux and in his spare time DJ's, organises an event called Manchester Night, gardens and writes short fiction. His most recently published flash fiction story 'Mrs Flood' came second in the RTE Radio 1 '100 Words, 100 Books' competition and was published by O'Brien Press in 2014.


Devereux's third edition of Understanding the Media has expanded the possibilities of what a textbook can be. Incisive questions framed through accessible and detailed examples provide a platform for a wealth of different activities that engage readers in the critical study of media. -- Dr Daniel Ashton

This is a lucid and lively introduction to key concepts and developments in media and media studies. The new edition, with updated case studies and a good range of online reading, is a valuable resource for both students and lecturers.

-- Dr Chindu Sreedharan
Understanding the Media is carefully aimed at a new generation of media students. Accessibly written and very well-structured, the book will be one of those you go back to time and time again throughout your studies. In addition it also offers that much-needed, little-found extra in a textbook: critical engagement with media and society. A joy for those of us teaching the subject. -- Joke Hermes

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