Mass media content as cultural theory

Abstract

Scholars often examine mass media as operating within one of several specific theories. Studies examine press operations to determine the governing theory. This article proposes an approach in which mass media act to develop and disseminate informal cultural theories that govern institutions. These theories are derived from the primary culture within which mass media operate. Disagreements over the role and function of mass media, such as the renascent NWICO debate, revolve around cultural differences. With culture as a foundation, the press serves to define social components and institutions, even itself, and the relationships between them.

This study suggests analyzing relationships asserted through mass media as monadic, dyadic or triadic, depending upon the number of components. Two basic relationship types are symmetrical and complementary. In symmetrical relationships, the components have equal status. In complementary relationships, one or more of the components have superior or inferior status. Conflict may occur when one or more of the components reject or ignore an asserted relationship type.

Communication has two aspects: content and relationship. In the debate over press role and function across cultures and national boundaries, emphasis on content often ignores implicit relationship. In the absence of explicit relationship definition, culture defines the relationships in press content. Actual press freedom requires freedom from cultural restraints that can be difficult to recognize.

Notes

1 Mass media may report objectively verifiable facts in a way that is not objective. The selection of objective facts is a subjective choice.

Additional information

Notes on contributors

Robert Pennington

Robert Pennington holds a Ph.D. in mass communication research from the University of Wisconsin. He is a member of the faculty at Fo Guang University, teaching in the Departments of Communication, Foreign Languages and Literature, and Management. He has also held positions at National Chung Hsing University, New Mexico State University, the University of Texas at Arlington, and the University of Oklahoma. He specializes in the cultural approach to marketing communication strategy. He has written previously about marketing communication development, marketing in virtual environments, brand meaning within consumer culture, and psycho-linguistic methodology.