Adrienne Shaw, Katherine Sender, and Patrick Murphy
Critical audience studies is the branch of media research primarily concerned with what people do with the media they consume, rather than on the supposedly negative effects of media on people. Critical audience studies has long drawn on “ethnographic ways of seeing” to investigate the everyday uses of media in myriad contexts. This area of audience research has had to define who and what constitutes “an audience,” where audiences are located, and how best to understand how people’s lives intersect with media. Changes in media production and distribution technologies have meant that texts are increasingly consumed in transnational and transplatform ways. These changes have disrupted historical distinctions between producers and audiences. Critical cultural approaches should be considered from a largely qualitative perspective and look at feminist and global reception studies as foundational to the understandings of what audiences might be and how to study them. Taking video game players as a boundary example, we need to reconsider how contemporary media forms and genres, modes of engagement, and niche and geographically dispersed media publics affect audiences and audience research: what, or who, is an audience, how can we understand it, and through what methods might we research it now?
Central to many definitions of the term “cultural imperialism” is the idea of the culture of one powerful civilization, country, or institution having great unreciprocated influence on that of another, less powerful, entity to a degree that one may speak of a measure of cultural “domination.” Cultural imperialism has sometimes been described as a theory, especially where scholars build a case that the cultural influence of the stronger entity has had a pervasive, pernicious impact on the weaker.
The term evolved from 1960s neo-Marxist discourses within cultural, media, and postcolonial studies that contextualized the post–World War II “independence” wave of new nations emerging from colonial servitude. It was propelled by the writings of nationalist revolutionaries, revolutionary theorists, and their sympathizers of the 1950s and 1960s, but it has sweeping relevance across human history. The foremost western theorist of cultural imperialism in the West was Herbert Schiller. The concept was adopted and endorsed in the 1970s by both UNESCO and the Non-Aligned Movement.
Following Oliver Boyd-Barrett, the concept may denote a field of study embracing all relationships between phenomena defined as “cultural” and as “imperialism.” These encompass cultural changes that are (1) enforced on a weaker entity and (2) occur within both stronger and weaker entities through contact, contest, and resistance, including (3) assimilation of social practices encountered by the stronger in the weaker entity, and (4) original hybrids manifesting cultural traces of both stronger and weaker entities.
The concepts of cultural and media imperialism were much critiqued during the 1980s and 1990s, and many scholars preferred alternative concepts such as globalization and cultural globalization to analyze issues of intercultural contact, whether asymmetrical or otherwise. John Tomlinson critiqued the concept, identified four different discourses of cultural imperialism, and argued in favor of its substitution with the term “globalization.” Mirrlees has placed Tomlinson’s work in context by describing the dialectical—parallel but mutually aware—development of both a cultural imperialism and a cultural globalization paradigm. Both are influential in the 21st century.
“Imperialism” commonly references relations of conquest, dominance, and hegemony between civilizations, nations, and communities. “Cultural imperialism” relates primarily to the cultural manifestations of such relations. Culture and empire relate in many different ways, fueling different theories that often play on dichotomous discourses, including territorial/non-territorial, totalistic/partial, benign/malign, ephemeral/perpetual, superficial/essential, voluntary/involuntary, intended/unintended, welcome/unwelcome, forceful/peaceful, noticed/unnoticed, linear/interactive, homogeneous/heterogeneous, and acceded/resisted.
The concept has affinities with hegemony, the idea that stability in conditions of social inequality is achieved not mainly by force but by securing the consent of the masses (starting with co-option of their indigenous leaders)—through persuasion and propaganda—to the elite’s view of the world. This process is commensurate with forms of democracy that provide the appearance but not the reality of choice and control. Fissures within the ranks of the elites and within the masses create spaces for resistance and change.
Culture encompasses the totality of social practices of a given community. Social practices are manifest within social institutions such as family, education, healthcare, worship, labor, recreation, language, communication, and decision-making, as well as their corresponding domains. Any of these can undergo change following a society’s encounter with exogenous influences—most dramatically so when stronger powers impose changes through top-down strategies of command and influence.
Analysis of cultural imperialism often incorporates notions of media imperialism with reference to (1) print, electronic, and digital media—their industrialization, production, distribution, content, and capital accumulation; (2) cultural meanings that media evoke among receivers and audience cultures; (3) audience and media interactions in representations of topics, people, and ideas; and (4) relationships between media corporations and other centers of power in the reproduction and shaping of social systems.
Media are logically subsumed as important components of cultural imperialism. Yet the significance of media can be understated. The concept of mediatization denotes that “knowledge” of social practices draws heavily on media representations. Social practices that are experienced as direct may themselves be formed through exposure to media representations or performed for media.
Discourses of cultural imperialism speak to major current controversies, including: cultural suppression and genocide; ideas of “globalization”; influential economic models of “capitalism” and “neoliberalism”; ideologies that are embedded in the global spread of concepts such as “modern,” “progressive,” “growth,” “development,” “consumerism,” “free market,” “freedom,” “democracy,” “social Darwinism” and “soft power”; cultural specificity of criteria and procedures for establishing “truth”; instrumentalization for the purposes of cultural conquest of academic disciplines such as psychoanalysis, economics, social anthropology, or marketing, or environmental crises, especially as linked to western ideologies that underwrite humanity’s “right” to dominate nature.
Pamela J. Shoemaker
One of the oldest social science theories applied to the study of communication, the gatekeeping approach emphasizes the movement of bits of information through channels, with an emphasis on decision points (gates) and decision-makers (gatekeepers). Forces on both sides of a gate can either help or hinder the information’s passage through a channel. The gatekeeping process shapes and produces various images of reality, not only because some bits of information are selected and others rejected, but because communication agents put information together in different ways. In addition, the timing and repetition of information can affect the prominence of events or topics and can influence the probability of future information diffusion.
Gatekeeping was originally modeled as a series of linear processes within the mass media, but in the late 20th century the flow of information through the mass and social media began to interact. Information is now understood to flow among journalists, among social media users, and among agents of both types of media. All such communication agents are gatekeepers. In addition, we can study these networked interconnections as one level of analysis, with the supra-gatekeepers (such as Facebook or Twitter) adding their own gatekeeping processes over and beyond those of their own clients of the mass media.
In addition to looking at various pairwise relationships between gatekeepers, gatekeeping theory should go beyond to instead consider the entire web of gatekeepers as a whole or system. A system is composed of elements (gatekeepers), interactions (relationships among them), and a goal or function. Multiple functions have been proposed by 20th-century scholars (such as socialization, entertainment, or surveillance) for the mass media, but scholars should now consider the function(s) of the gatekeeping system (mass and social media, as well as supra-gatekeepers) as a whole. Although each type of medium can be analyzed as its own system, such analysis would not facilitate new thinking about the various ways in which these partial systems affect one another and how the whole system functions beyond the simple addition of its parts.
Mel Bunce, Martin Scott, and Kate Wright
Humanitarian journalism can be defined, very broadly, as the production of factual accounts about crises and issues that affect human welfare. This can be broken down into two broad approaches: “traditional” reporting about humanitarian crises and issues, and advocacy journalism that aims to improve humanitarian outcomes. In practice, there is overlap between the two approaches. Mainstream journalists have long helped to raise awareness and funds for humanitarian crises, as well as provide early emergency warnings and monitor the treatment of citizens. Meanwhile, aid agencies and humanitarian campaigners frequently subsidize or directly provide journalistic content.
There is a large research literature on humanitarian journalism. The most common focus of this research is the content of international reporting about humanitarian crises. These studies show that a small number of “high-profile” crises take up the vast majority of news coverage, leaving others marginalized and hidden. The quantity of coverage is not strongly correlated to the severity of a crisis or the number of people affected but, rather, its geopolitical significance and cultural proximity to the audience. Humanitarian journalism also tends to highlight international rescue efforts, fails to provide context about the causes of a crisis, and operates to erase the agency of local response teams and victims. Communication theorists have argued that this reporting prevents an empathetic and equal encounter between the audience and those affected by distant suffering. However, there are few empirical studies of the mechanisms through which news content influences audiences or policymakers. There are also very few production studies of the news organizations and journalists who produce humanitarian journalism. The research that does exist focuses heavily on news organizations based in the Global North/West.
Matthew Bost and Matthew S. May
Michael Hardt and Antonio Negri are among the most powerful theorists of communication and social change under present-day global capitalism. In their Empire trilogy and other individual and collaborative works, Hardt and Negri argue for the fundamentally communicative nature of contemporary power. Their analyses demonstrate the ways that media technology, global flows of finance capital, and the contemporary shift to economies based on information and affective or emotional labor create new, more complex networks of oppression and new possibilities for more democratic social change. Hardt and Negri’s work, therefore, shifts the focus of critical communication and cultural theory from attaining or challenging political power within the nation-state and invites scholars to rethink sovereignty as empire: an interconnected global phenomenon appertaining to capitalism in the late 20th and early 21st centuries. They furthermore reimagine dissent as a constitutive process of resistance and mutual aid through which the multitude simultaneously withdraws from empire and composes itself through the social communication of struggles across time and space. Hardt and Negri’s work has been taken up in communication studies to theorize the materiality of communication; the labor performed in cognitive, communication, and service industries; contemporary media audiences and reception; and historical and contemporary social movements, from the Industrial Workers of the World to the Arab Spring and Occupy Wall Street.
Photography has been a practical reality for about 190 years, and, from its beginnings, journalism seemed like a natural application of the medium since most people believed that the photograph was an objective representation of reality. During the years since the first surviving photograph was produced in a camera, the evolution of photojournalism has been driven by a combination of technology, public demand, and a passion for the profession by its practitioners. In the first decades after that initial photograph, improvements in lenses, negatives, and prints made photographic reportage of the Crimean War (1853–1856) and the American Civil War (1861–1865) possible. The British and American populaces created immense markets for war images, and entrepreneurial photographers such as Roger Fenton and Mathew Brady provided them.
Technological advances in cameras, lenses, film, lighting, photographic reproduction methods, and an ability to transmit photographs worldwide continued to advance the boundaries of photojournalism throughout the 19th and 20th centuries. The topics of that work were mostly motivated by public demand. Wars, politics, photographs of “exotic” cultures from around the world, sports, everyday features, and celebrity portraits provided popular themes and continue to do so into the present, but photojournalists have also pursued subjects that they deemed important to humankind though not necessarily popular. Many have produced social, political, environmental, and cultural documentaries that challenge the status quo. Some have challenged this work as being outside the bounds of “objectivity,” but the usefulness of this argument has been rejected by many in the profession. Legendary photojournalist W. Eugene Smith, for example, stated succinctly, “there is nothing objective about journalism.”
The final decade of the 20th century brought the evolution of the digital camera. Today’s photojournalism is almost exclusively a digital endeavor. The transformation of photography from analog to digital has revolutionized photojournalism in terms of workflow, mobility, transmission of images, ethics, image availability, and the question of “who is a photojournalist?” Finally, the gradual mutation of the term “photojournalism” to “visual journalism” denotes a transformation of the medium itself from the still image to a combination of still and moving images or perhaps exclusively moving images in the future. This, in turn, may fundamentally change the ways in which photojournalistic stories are told and experienced.
Celeste M. Condit and L. Bruce Railsback
Whether understood as a set of procedures, statements, or institutions, the scope and character of science has changed through time and area of investigation. The prominent current definition of science as systematic efforts to understand the world on the basis of empirical evidence entails several characteristics, each of which has been deeply investigated by multidisciplinary scholars in science studies. The aptness of these characteristics as defining elements of science has been examined both in terms of their sufficiency as normative ideals and with regard to their fit as empirical descriptors of the actual practices of science. These putative characteristics include a set of commitments to (1) the goal of developing maximally general, empirically based explanations certified through falsification procedures, predictive power, and/or fruitfulness and application, (2) meta-methodologies of hypothesis testing and quantification, and (3) relational norms including communalism, universalism, disinterestedness, organized skepticism, and originality. The scope of scientific practice has been most frequently identified with experimentation, observation, and modeling. However, data mining has recently been added to the scientific repertoire, and genres of communication and argumentation have always been an unrecognized but necessary component of scientific practices. The institutional home of science has also changed through time. The dominant model of the past three centuries has housed science predominantly in universities. However, science is arguably moving toward a “post-academic” era.
Historical emergences of new communications technologies have had a dramatic impact on the structures of international contact. While these advances come in many forms, they all affect the ecology of international communications. Some forms of advances, such as the physical, are often overlooked and perhaps even trivialized. Advances like the stirrup and hay allowed increased movements, often in the form of conquests that brought disparate people and cultures into physical contact. Intellectual advancements such as the scientific method, mathematics like calculus and trigonometry, Copernicus’s heliocentrism, and Darwin’s theory of evolution bridged international boundaries through the formation and maintenance of international academic communities.