Communication is a component of culture. Study of culture is a form of communication. And media are avenues and tools of communication and culture. While people/audience participates in communication and culture. The production, processing and dissemination, reception, and the study of culture and culture products are activities and processes that exist in all societies and cultures. Culture is understood here as a system of communicative action with several sub-systems of such communicative actions including all types of communication in all media. Following the theoretical and applied framework of comparative cultural studies. The production of culture in and of communicative action consist of (1) The process of production, including the producer and products (2) The processing of the product, including its distribution and dissemination; (3) The audience and reception of the product; and (4) The post-processing of the product (e. g., the criticism and the study of the product and the system itself and in its parts).
Cultural studies and mass communications, contribute to media influence research. Cultural studies contribute to the media influence debate by looking at politics, ideology, and psychology to evaluate the interactions of media and culture.
Some cultural studies researchers are concerned with the social construction of culture through the normalization of behaviors characterized in media. Average students, for example, watch 5,000 hours of television before they ever get to school, so they may not recognize media bias about race, economics, gender, politics, and morals. According to some researchers, cultural studies methods have evolved from reception research and audience ethnography to social construction. Cultural studies research has moved from the audience "uses and gratifications" and "mass culture" to perspectives of the interactions among audiences, media, and culture.
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