Media-Centric Theory

INTRODUCTION James D.Halloran , (1970 pp 21-50) made reference to a publication by the United Nations Educational, Scientific and Cultural Organisation (UNESCO), which states that intelligent publication policies depended on the availability of information that only re-search could provide .Given the critical role of the media, it therefore becomes necessary for research to be conducted both on the media and the society. Halloran further states that “a true understanding of the nature of research and its application calls for an understand-ing of the historical, economic, political, organizational, professional and personal factors that impinge on the research process in so many ways’. The study of the media attracted many academic disciplines

He further adds that ‘it also pays much more attention to the spe-cific content of media and the portential consequences of the different kinds of media (print, audiovisual, interactive, etc.)’ . It was argued that this theory do not focus sufficiently on the general, social, cultural and economic contexts within which the media are situated. Moreover it was stated that the key aspects do not of themselves constitute a pedagogy even though they may facilitate pedagogical thinking. Nevertheless, it has been stated that this framework undertaken by the BFI is extremely valuable in developing an understanding of the media and the communication process. It is a descriptive framework which not only seeks to examine the media institutions concerns but also society’s questions. Further, it helps to define the significant phenomena that are encountered in media study, questions typically asked about the media, or topics that are frequently discussed. Thus, while these questions may not be all encompassing, they help to create a foundation upon which further discourse can be encouraged

The questions asked about the media within the media effects tradition reflect the various key aspects in the BFI Framework to a great extent. While, the media effects tradition focuses primarily and substantially on the effects of the media on audience beliefs, attitudes and behavior and how such effects were differentially distributed according to the social positioning of audience members. This specifically refers to their social class, education and occupation. In so doing, it asks and answers the questions put forward by the BFI key aspects framework. Such as: ‘Who is communicating and why?, What type of text is it?, How has it been produced, How do we know what it means, Who receives it, and what sense do they make of it (Media Audiences), and How does it present its subject to