Culture Now Impresses The Same Stamp On Everything, - Communication Assignment

Internal Code: MAS5360

Communication Assignment:

Culture now impresses the same stamp on everything,' according to Adorno and Horkheimer. The context in which these Frankfurt School scholars coined the term ‘Culture Industry’ and how they used the concept to critique mass culture. Questions:

1. To what extent is McLuhan’s maxim still a useful framework for understanding media today?
2. Outline McLuhan’s approach to media and discuss its strengths and weaknesses.
3.  Is the media audience passive or active? Compare and contrast two scholarly approaches for understanding media audiences.
4. Outline the approaches and discuss their relative strengths and weaknesses.