Eoin Devereux 
Understanding the Media [EPUB ebook] 

Introduction: Asking Awkward Questions
Chapter 1: Understanding the Media
Introduction
Defining the Media
The Media in a Social Context
Asking Questions about U2
Asking Questions? Which Questions?
The Importance of Theory and Method
Conclusion
Chapter 2: Media Histories, Media Power
Introduction
Media Histories
Changing Media Histories: an Irish Example
A Contested Field
Media and Power
Power and Media Content
Power and the Media Industries
Power and Media Audiences
Towards a (More) Critical Media Studies
Model of Media Analysis: Production, Content and Reception
Conclusion
Chapter 3: Media Globalization
Introduction
What is Globalisation?
The Latest Brand of Colonialism?
Theories of Globalisation
Media Globalisation
Conclusion
Chapter 4: Media Ownership: Concentration, Conglomeration and Regulation
Introduction
Why Should We be Bothered about Media Ownership?
Media Ownership
Conglomeration, Concentration and Content
Vertical and Horizontal Integration
The Political Economy Perspective
′Follow the money…′
Jurgen Habermas and the Public Sphere
Media and Regulation
Models of Media Regulation
So, Do We Need Media Regulation?
Conclusion
Chapter 5: Media Professionals and Media Production
Introduction
Production Research
Two Traditions
Theoretical Underpinnings of Production Research
Methodological Basis
Hall′s Encoding/ Decoding Model
Ethnographic Research on Media Production and Media Professionals
Inside Prime Time by Todd Gitlin
Conclusion
Chapter 6: Media, Ideology and Discourse
Introduction
What Precisely is Meant by the Term Ideology?
Defining Ideology
Ideology as Dominant Ideology
Discourse and Ideology
It′s All in the Discourse?
Conclusion
Chapter 7: Media ′Re-presentations′ in an Unequal World
Introduction
Representation/ Re-representation and ′Reality′
What is Content Analysis?
Media Re-representations in a Divided World: Four Approaches Outlined
Media Re-presentations of Social Class
Media Coverage of the Underclass: Stories about Welfare
The Happy Poor: Representations in Fictional Media Content
Media Representations of Ethnicity: a Discourse Analysis Approach
Media Representations of Gender and Sexuality
Conclusion
Chapter 8: Media Audiences and Reception
Introduction
Themes and Tensions: Competing Theoretical and Methodological Approaches in Audience Research
Power to the People? Three Phases in Reception Research
Reception Analysis and the ′Ethnographic Turn′
Qualitative Audience Research: Three Examples
Audiences, Fans and Participatory Cultures
Conclusion
Chapter 9: New Media, Social Media
Introduction: New Media and Social Media – Empowering Audiences, But Who is Holding the Tiger′s Tail?
Will the Revolution be Digitalized?
The Promise and the Reality of the Internet
We are All ′Produsers′ Now, are We? Audiences and New Media
Conclusion
Chapter 10: Conclusion: The ′How′ and ′Why′ of Media Analysis
Introduction: This is Not a Methods Chapter…
A Step-by-Step Approach to Doing Media Research
How to Usefully Engage with Existing Research
Doing Production, Content and Reception Research
Keep on Asking Awkward Questions…
Conclusion: The ′How′ and ′Why′ of Media Analysis

Professor Eoin Devereux is Professor of Sociology at the University of Limerick, Ireland and an Adjunct Professor in Contemporary Culture at the University of Jyvaskyla, Finland.     Primarily interested in Cultural and Economic Sociology,  Professor Devereux has published extensively on media representations of poverty, inequality and the stigmatization of poorer neighbourhoods.  He has also published widely on the media and on popular music including co-edited books on David Bowie,  Morrissey,  Joy Division and Protest Music.  He is the author of the international best-selling book Understanding The Media,  now in its 3rd edition and the editor of Media Studies: Key Issues and Debates, both published by Sage (London).   Professor Devereux is co-founder/director of two research clusters at the University of Limerick, Ireland, namely,  The Popular Music and Popular Culture Research Cluster and The Power, Discourse and Society Research Cluster. In addition to his academic work, Devereux is also a creative writer and experimental musician. His essay ′Waltzing Back: The Cranberries 1989-1993′ is featured in the Box Set Version of The Cranberries debut album ′Everybody Else Is Doing It, So Why Can′t We?′ released by Universal Music (London) in October 2018. He has also curated sleeve notes for The Cranberries albums ′Something Else′,   ′In The End′ and the 2020 re-issue of ′No Need To Argue.′