Akademik Veri Yönetim Sistemi
Megatrends and Media 2018: Reality and media Bubbles, Trnava, Slovakya, 24 - 25 Nisan 2018, cilt.5, sa.1, ss.298-308
ABSTRACT:
As the communication apparatus of modern system, mass media is still determinative
for forming and disseminating life-styles. Since the emergence of welfare societies,
presentation of life-styles in media has been considered as a tool to make use of
working masses’ leisure to gain profit and consent. However, from the viewpoint of
critical theory, situation is more complex, relating to every aspects of modern life
and shaping the ways of socialisation worldwide. The theoretical approach can be
offered as a frame for utilizing pragmatics which has been used relatively rare in
media studies. Based on this approach, any selected texts or the meanings of texts
are not significant, unless they are connected to actions in the society. Therefore, the
subject of consideration should be the arguments to be presented to individuals prior
to personal actions. To transfer the focus of analyse from the texts to the arguments
and to the persuasion, as a linguistic and cognitive process experienced in social level,
thematic units in media texts were identified and counted. These groups of symbols
or words are the units motivating individuals to choose consumption agendas or
life-styles. The method of analysis in this essay had been offered in a former essay
of the author, in a theoretical level. In this study, the application of method was
demonstrated on magazine contents. Along with the application, theoretical approach
has been modified with the help of the author’s doctoral thesis, as the theory of
critical media literacy. The essay’s problem is the examination of magazine contents
as argumentation units of instrumentalist system. Accommodating instrumental
rationality within the mediated communication, similar journalistic codes can be
adopted by media organizations in different countries. Therefore, in the context
of globalization, celebrities page of CNN news site from USA and magazine page
(Kelebek) of Hürriyet news site from Turkey were analysed. These sites could be
approved for any studies because of their outstanding roles in monopolistic media
groups. In addition to this, CNN has a global recognition due to the central position
of USA for the system. In this case, magazine content themes, which use to construct
schemas of perception and coverage at all, has been analysed as indicators of a global
process persisting from the centre to the periphery. Results supported such a common
process with some local differences. The method of the study can be considered a tool
to describe mediatisation as a global process.
KEYWORDS:
celebrities, journalism, Kantian schematism, media monopolies, mediatisation,
system and lifeworld, universal pragmatics