The meaning theory of media portrayal suggests that media messages are not simply neutral or objective descriptions of reality, but are constructed in a way that shapes how audiences interpret and understand the world around them. According to this theory, the meaning of media messages is not fixed or universal, but rather varies depending on the cultural, social, and historical context in which they are produced and received.
One of the key insights of the meaning theory of media portrayal is that meaning is not simply inherent in the message itself, but is actively created by the audience through their interpretation of the message. This means that media messages are not simply received passively by audiences, but are actively engaged with and interpreted by them. As such, the meaning of a media message is shaped by the audience’s own experiences, beliefs, and values, as well as by the cultural and social context in which the message is received.
This theory has been applied to various forms of media, including television news, advertising, and popular culture. For example, researchers have found that television news often frames social issues in a way that emphasizes conflict and drama, and may oversimplify or distort the issue (Gamson & Modigliani, 1989). This framing can shape the audience’s perception of the issue and influence their attitudes and beliefs about it.
Similarly, advertisements often use cultural symbols, such as images of family and home, to construct meaning and create a connection with the audience (Klein, 2000). These symbols are often used to sell products that are associated with these values, such as cleaning products or household appliances.
The meaning theory of media portrayal has important implications for understanding the influence of media on society. By recognizing that media messages are not simply objective descriptions of reality, but are actively constructed and interpreted, it becomes possible to critically examine the role of media in shaping attitudes and beliefs, and to develop strategies for media literacy and critical consumption of media.
Overall, the meaning theory of media portrayal provides a valuable framework for understanding the complex and multifaceted ways in which media shapes our understanding of the world.
References
- Gamson, W. A., & Modigliani, A. (1989). Media discourse and public opinion on nuclear power: A constructionist approach. American Journal of Sociology, 95(1), 1-37.
- Klein, N. (2000). No Logo: Taking aim at the brand bullies. Picador.
- Hall, S. (1980). Encoding and decoding in the television discourse. In S. Hall, D. Hobson, A. Lowe, & P. Willis (Eds.), Culture, media, language (pp. 128-138). Routledge.
- Ang, I. (1991). Desperately seeking the audience. Routledge.
- Stuart Hall (1973) Encoding and Decoding in the Television Discourse, Communication Theory, 3:3, 171-192,
- Fiske, J. (1989). Understanding popular culture. Routledge.
- Van Dijk, T. A. (1993). Elite discourse and the reproduction of racism. In C. R. Caldas-Coulthard & M. Coulthard (Eds.), Texts and practices: Readings in critical discourse analysis (pp. 141-156). Routledge.
- Iyengar, S., & Kinder, D. R. (1987). News that matters: Television and American opinion. University of Chicago Press.
- Fairclough, N. (1995). Media discourse. Edward Arnold.
- Gitlin, T. (1980). The whole world is watching: Mass media in the making and unmaking of the New Left. University of California Press.