Book Chapter Details
Mandatory Fields
Siapera, E.
2017 March
The International Encyclopedia of Media Effects
Network Society: Networks, Media, and Effects
Wiley
US
Published
0
Optional Fields
network society; media effects; institution;media logics; mediatization; metaphor; structural change
This entry is concerned with Castells's theory of the network society. It outlines the main tenets of the theory and identifies its main intersections with media theories. These are a reconciliation of the transmission and ritual views of communication; an endorsement of McLuhan's view of the media as structuring society; a political economy of the media industry; the creative audience; and frames as producing cognitive effects. Ultimately the theory accepts media effects at two levels: the broader structural level, which organizes society; and the local cognitive level, which determines people's attitudes and behaviors. However, these are mediated by several factors such as policies, industry reactions, cultural values, and the personal trajectories of individuals. Moreover, media effects can be produced by those on the opposite side of corporate media. While Castells's contribution to media theory is undoubtedly significant, its value lies more in synthesizing existing perspectives than in its novelty.
Rossler, P.
9781118783764
Grant Details