会计学Analysingmediacontent:anoverviewofresearchtraditions“Limitedeffects”thesis-areactiontotheFrankfurtSchool(Marxist)“hypodermic”or“magicbullet”thesisofmediaomnipotenceAgendasettingresearchinthe1970s:themediamaynotbesuccessfulintellingpeoplewhattothink,butverysuccessfulintellingpeoplewhattothinkaboutTraditioncriticisedforitsneglectoftheoryandaninadequateconceptionofpowerAttackedbycriticaltheoristsforitssubserviencetopolicyconsiderationsandcapitalistvalues“Hermeneuticoftrust”towardsthemediaUStraditionstilladministrativelyledandlargelyindustryfundedCriticaltradition(ideologicalcritique)Roleofthemediainpropagating“dominantideologicaldefinitionsandrepresentations”(Hall)nowbecamecentral.Newsnota“neutralproduct”–but“asequenceofsociallymanufacturedmessages,whichcarrymanyoftheculturallydominantassumptionsofoursociety”(Eldridge)Drewonqualitative,interpretativemethodologieslikesemioticsBirminghamandGlasgowschoolsparticularlyimportantDrewonvariousMarxiststrands(Frankfurt/Gramscietc.)-whichregardcultureasoneofthekeymeansoflegitimatingandinculcatingcapitalistvalues“Hermeneuticofsuspicion”towardsthemedia“Discourseanalysis”apartofthatcriticaltraditionkeytheoreticalconcepts(1)EarlyworkinthecriticaltraditionIdeologyHegemonyKeyconcept(Gramsci)intheculturalstudies/MarxistlexiconReferstothewaysinwhichsocialelitessecureandmaintainpopularconsentthoughtheircontrolofkeyculturalformsandinstitutionslikethemassmedia.SignifiersTermusedinsemioticstodescribethemeaningstriggerredbyparticular“signs”andsymbols.Forexamplethelinguistic“sign”“september11th”isnolongersimplythemarkofanotherdateinthecalendar,buta“signifier”oftheterroristattacksonAmerica(the“signified”).(2)thepost-modernistlexiconPost-modernismReferstothoseparadigms/disciplines/theoriesofsocialanalysisthatopposeexistingparadigms/disciplines/theoriesbecauseofwhatacriticalperspectivewouldregardastheiruncriticalacceptanceofexistingsocialstructures,conventionsandinequalities.Someofthemoreinfluentialcriticaltheoristsofrecentd