How does the liberal-democratic tradition and the Althusserian approach to culture theorise the notion of the individual and its relationship to the media

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nAlthusserian approach suggest that a social formation was founded by an array of complicated over-determined associations between various independent stages of practice was significant within cultural lessons. Precisely, the approach also attempt to provide theoretical independence to the stages of ideology and culture. Althusserian approach implies that media should ideally function via ideology. In this regard, media is an ideological state tool rather than typically, oppressive state machines (Barker & Jane, 2003). On the other hand, Liberal-democracy tradition encourages mass media reforms, reinforcing broadcasting in the public service, participating, and developing in citizen journalism and alternative media. The key purpose of this approach is to empower, inform all society members, and embrace democratic values (Denis, 1994).

nAlthusser failed to perceive social formation as an entirety of which culture is a manifestation. Instead, he comprehended it as a complicated structure of various occurrences that are organized in dominance. Therefore, the difference occasions of ideology, economics, and politics are connected together to create unity (Bennett, 1982). The entirety is not the product of a base-superstructure, one-way and single determination. On the contrary, it is the result of determinations originating from various levels. Therefore, Althusserian approach suggests that social formation is the product of over-determination. In this regard, it attempt to explain the idea that any given instant or practice is the result of numerous diverse determinations (Barker & Jane, 2003).

nThe unique determinations represent types or levels of practice with their own specificity and logic. The formation permits the individual to determine a cultural phenomenon as a distinct demonstrating system with its self-determinations and effects. In fact, culture is complicated. The ideological and cultural factors seem to be a constitutive of human appreciative of what the economic is (Barthes, Evans & Hall, 1999).

nAlthusser approach on ideology as a sign of the imaginary association of individuals with the actual condition of their existence relocated the concept of ideology away from philosophies, which instituted a misleading illustration of reality. Althussers efforts emphasized that ideology communicated the representations and themes through which individuals interact with the actual world. The approach also has a material existence. In fact, it is engraved within its practices and a tool (Bennett, 1982). Moreover, ideology should be a medium or tool through which individuals experience their lives in the world. The approach also concentrates on the materiality and irreducibility of ideology. More importantly, based on Althusserian approach, the media function classically within ideology (Barthes, Evans & Hall, 1999).

nIn addition, it should operate as apparatus of ideological nation rather than tools of oppressive country. For this reason, the medias effectiveness is based in the unconscious categories via which conditions are experienced and represented (Fowles, 1992). On the contrary, media must desist from forced fabricated consciousness. Therefore, the effectiveness of the media should not be based on enacted consciousness neither in varying attitudes, but in the insentient groups via which conditions can be experienced and represented (Barker & Jane, 2003).

nThe media content should embody or reflect the need free expression, notwithstanding the numerous organizational and institutional pressures. It is difficult to identify how the quality of media freedom through opinion, information, and news can be identified in content. Various general factors of content can be identified as showing more or less autonomy from social, political or commercial pressure. The liberal-democracy implies that media should be given a chance to truly communicate opinion particularly on controversial matters (Denis, 1994). In addition, they should be allocated space to facilitate reporting of controversies and conflicts willingly. It should also adhere to a pro-active strategy in terms of sources because it should not base its stories on public relations and press handouts. In fact, the media must provide facts, interpretations and background of their stories. Therefore, the principles of liberal democracy demands that an individual should be given freedom to information through open and free media. Furthermore, media is expected to pay close attention on innovation, experimentation, nonconformity, and unexpectedness. The media, which have high level of freedom, are likely to depart from matters of conformity in issues of taste and be keen to be shunned by authorities and audiences.

nLiberal democracies ideals call for media outlets in the country to endow individuals with adequate information, which can enhance the democratic space. Furthermore, the objectivity of information spread through the media outlet should reflect the internal democracy (Barthes, Evans & Hall, 1999). However, strict regulation should be avoided aiming to eliminate bias. For instance, in the majority of the Western media, have suffered from deficient reporting because of over-emphasis on informative and neutral reporting. Nonetheless, objectivity is a complicated notion when a reporter oversteps the basic idea that new must be reliably report the happenings in the world. On the contrary, various sub-component of the notion that news deals with reality (Denis, 1994). In fact, the anticipations of neutral reporting create a wide range of interpretations.

nA free media is associated to improved democracy in the country because it permits individuals the right to share information with the media. People also intend to engage to the authority via media. It also has the power to extend its connection to the public sphere, where information can be collected, used and shared by the members of the society. However, Denis, (1994) contends that it is important for the media to promote factuality when engaging the public. Factuality refers to editions designed for discrete aspects of information, which are essential from comprehending or working on a news event. The media is required to demonstrate accuracy when reporting, as they are required to determine whether are adequate to create a sufficient account. Accuracy in reporting refers to conformity of reports to the news sources or subject matter (Denis, 1994).

nAvoiding bias in media especially in news content plays a major part in changing reality, providing a negative image of minority groups of different types. Bias also creates misconstruction or neglecting the position of women in the community, or favouring a certain philosophy or political party (Denis, 1994). In most cases, the media content disproportionally represent the official voices and higher social classes. In most cases, bias in the media is a product of commercial pressures and influence from corporate ownership, which significantly restrict the entertainment, opinions, and news received by the citizens (Barthes, Evans & Hall, 1999).

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nReferences

nBarker, C. & Jane, E. (2003). Cultural studies: Theory and practice. Sage.

nBarthes, R., Evans, J., & Hall, S. (1999). Visual Culture: The Reader. Jessica Evans and Stuart Hall, Thousand Oaks: Sage, pp33-40.

nBennett, T. (1982). Theories of the media, theories of society. Culture, society and the media, 30-55.

nDenis, M. (1994). Mass communication theory: an introduction. Sage, London.

nFowles, J. (1992). Why viewers watch: A reappraisal of television’s effects. Sage Publications.