The “class which has means of material production at its disposal, consequently also controls the means of mental production” (Marx and Engels, 2006, p. 9).   Cont’d

Cultural approach (Craig, 1993)

The approach focuses on production and reproduction of culture (Craig, 2007). Inter-subjective negotiation of meaning shapes and reshapes culture or ways of life/behaviour.

• Communication has to be “contextualised in socio-cultural terms” (Siapera, 2010, p. 70).
• The meaning people share using various means of communication has the power to revolutionize how those very people or people somewhere else behave.

Cultural studies

• Culture: The learned behaviour of members of a given group
• Media have become a primary means by which many of us experience or learn about many aspects of the world around us (Baran and Davis, 2003: 222)
• Media and Culture:
• 1) The media as culture: (High culture, popular and Mass culture).
• Pessimists and elites define popular culture as new forms of mass entertainment like print, radio, TV, film, generated by capitalist institutions.
•  

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