Bibliography

Bibliography

1)      A.Giddens – Runaway World

2)      http://www.theory.org.uk/gidbook.htm

3)      A.Giddens – Modernity and its Consequences

4)      Media, Gender and Identity: An Introduction by David Gauntlett

5)      http://www.guardian.co.uk/global/2007/jun/04/anthonygiddens

6)      Media and Cultural Studies: Key Works – Durham and Kellner

7)      The Constitution of Society: Outline of the Theory of Structuration

8)      Rob Webb - A2 Sociology

                                                    

Modernity & its consequences

Giddens rejects the idea of that we are now in an era of post-modernity in society, instead he argues that we are now at a stage of late or high modernity. His argument suggests that although major social institutions (such as media) are developing, creating rapid changes on a global scale, it does not indicate that we have entered a new era of post-modernity. In Giddens book, ‘The Consequences of Modernity’ he outlines these consequences, stating how modernity is globalising to form a universe of events which involve both risk and hazard (pg177). In this high modern societal state, we are now receptive to influences and relations from an international scale. We no longer need to have meet people to communicate. This opens up to us a high number of risks and consequences. Society is unstable and therefore our identities are too.

Giddens refers to the lifting of social interactions from a local to a global context as disembedding. (1) Information and ideas from social institutions such as the media do not simply reflect society, but contribute to its formation. This idea is central to Giddens idea of reflexivity. It is concepts such as these which apply to the field of media studies.

Giddens influences on media and theorists. ref to 'the self'

When our group met to discuss our findings on how Giddens has influenced other theorists in media studies, we found it difficult to draw direct correlation. However, Giddens has influenced sociological thinkers, academics and politicians through his social analysis. His theories offer a perception about our social world which can be applied to the study of the media. His work concentrates more on society as a whole than directly to the field of modern media. Yet his theories and concepts of modernity and theoretical writings on society are of importance to analysis of social life.

I now attempt to take Giddens works and concepts on the issue of modernity and illustrate how the media is influencing us. Giddens book ‘Runaway World’ briefly shines light on the idea that the creation of ‘celebrity’ has been created through globalisation and modernity (pg 12). The creation of celebrity is something to which our society is now heavily influenced by. The power and influence is not surprising as new technologies mean that information can be distributed to the masses instantaneously (globalisation). As our identity is no longer handed to us by society, but constructed by our societal influences, after consuming these texts we are offered a huge variety of ideas and choices which then influence our everyday decisions and lifestyle. ‘Genres’ of lifestyle have been manufactured to which celebrities demonstrate the ideal image of. We then can aspire to these when constructing our own lifestyles. From singers to politicians, sportsmen to actors, the wide-spread range of celebrity and lifestyle saturates us from a local and universal scale is endless. This glorification of certain ideal ‘types’ of human provides an incentive for us to reflect on our own lifestyles, and influences how we shape our own identities (although this is not always conscious). (1)Although the chances of achieving idealistic lifestyle are slim, we are still encouraged to reflect on ourselves by these images. Giddens sees this as a corruption of, and a threat to, the true quest for self. The media in modernity offers possibilities and celebrates diversity, but also offers narrow interpretations of certain roles or lifestyles.

(1)http://www.theory.org.uk/giddens4.htm

                                                    

Runaway World: Globalisation and its effects media

Together as a group we looked at Giddens book, ‘’Runaway World’’ which evaluates the impact of globalisation on our lives. . Globalisation refers to the growing interconnectedness of the world, and the ‘shrinking’ of national boundaries, due to new technologies and forms of communication. Globalisation is taking place all around us and restructuring the way in which we live. Globalisation has brought instantaneous interaction, and brings us access to a whole variety of global markets and information. In Giddens book, ‘‘Runaway World’’ he highlights: ‘’globalisation does not only concern big systems e.g. world financial order it is a development which influences intimates and personal aspects of our lives.’’ (Runaway World Chapter 1).

                                                

Giddens refers to a creation of globalisation, ‘global media’ which enables the distribution of media produce across the world to become effortless. This has created remarkable changes from the way we consume media, to the sheer power and influence surrounding the media. Giddens demonstrates how the first signs of global media power began to show dating to the collapse of The Soviet Union, ‘’the ideological and cultural control upon which communist political authority was based similarly could not survive in an era of global media. The Soviet and the East European regimes were unable to prevent the reception of Western radio and television broadcasts. Television broadcasts played a direct role in the 1989 revolutions…street protests taking place in one country were watched by television audiences in others, large numbers of whom then took to the streets themselves.’’ (Page 14).  Giddens is highlighting how media has the power to spread ideas to influence and change.

Giddens draws light to the fact that the changes we are experiencing as a result of globalisation around the globe are having a profound effect on our lives. Giddens writes, ‘’instantaneous electronic communications isn’t just a way in which news or information is conveyed more quickly. It alters the very texture of our lives, rich and poor a like.’’ Giddens is demonstrating a very significant idea here, that regardless of gender, class, ethnicity or background, there is no getting away from the changes taking place in our world.

Key theory: Structation

The theory of structuration is best known by Anthony Giddens analysis. Giddens outlines structuration in his book,’ The Constitution of Society’. He defines structuration as (p.25): ‘Conditions governing the continuity or transmutation of structures, and therefore the reproduction of social systems.’For Giddens, the study of the structuration when looking at social systems is, ‘’ the modes in which such systems, grounded in knowledge draw upon rules and resources in the diversity of action contexts, and produced and reproduced by interaction.’’ (p.25).

Giddens describes how human activity and social structures exist according to the duality of structure. Giddens believes our action depends on the existence of these social structures (structures and institutions) which organise and place boundaries upon our human activity. However, it is as a result of our own individual actions that these structures and produced and reproduced to begin with. Therefore, these work simultaneously society to run. Giddens claim argues that we must consider both ‘micro’-level activity and ‘macro’-level explanations when analysing society and our world.

When studying Gidden’s theory of structuration, our group was not able to draw from readings and research any direct correlations which have been previously been made between Giddens work and media influences. We can however apply Giddens theory when analysing the nature of media activities. For instance, as consumers we believe we are free to decide which media we consume, and to then interpret it through our own conscious choices. Giddens argument suggests that although we select and use media, our interpretation and uses of these texts have been influenced by our social background, relationships and cultural contexts. (James Lull, 1995:169-170). Structuration theory is useful to study ‘mediated’ globalisation across time and space. Media and communication practices are essential in the process of which the outcome is mediated globalisation. A focus on ‘mediated globalisation’ takes into account both global awareness and experiences- focuses on both micro worlds (people’s experience) and macro processes (globalisaiton).

Who is Gidden's and what are his key works?

Anthony Giddens was born in 1938. He is a British sociologist who is renowned for his work and theories of modern societies. Giddens work attempts to combine and apply traditional sociological theories (those of Durkheim and Weber), to the contemporary changes in society. Giddens is critical of the division of the ‘left and right’ in social analysis, therefore his analysis attempts to bridge this gap. He was a key architect to the notion of ‘the third way’ in politics, which was central to Tony Blair’s political strategy. It attempts to merge left and right traditions and find a balance between the two. This is what Giddens calls a ‘radical centre’ which he outlines the notion in: The Third Way: The Renewal of Social Democracy and The Third Way and its Critics.

Giddens holds an impressive academic career. He began predominately as a sociological theorist. Until 1997, he was professor of sociology at The University of Cambridge. He then became Director of The London School of Economics and ultimately was made a member of The House of Lords in 2004.

Since Giddens first work, ‘Capitalism and Modern Social Theory’, he has fortified a reputation through his theoretical writings and experience. Giddens work covers many different topics which offer many different perspectives and theories on social thoughts. His works include globalization, structuration theory, modernity and the notion of the third way in politics.

His prolific work has established him among the world’s most influential academics. He has written over 40 books which have been translated into many languages, to which several have become academic best sellers. His work has been recognised on a global scale by political leaders and heads of state that have consulted and sought out Giddens and his works.