Sociocultural situation

The question about the degree and the way of the influence of the social and cultural situation in the country of their residence on the aims and approaches of media education, was answered by the few experts. Ideally, we expected a developed answer, which of course requires more time and effort to give. So many experts confined themselves to general remarks, that did not clarify the correlation of the social and cultural situation and the media education goals and approaches (This is example of the typical answer: “Both social and cultural influences are inextricably linked to media education – they cannot (or should not) be studied in isolation. High correlation between media education and sociology and culture, for sure!”).

Among the obtained answers the following factors of the social and cultural impact on the media education were mentioned:

-“Russia is on the threshold of the transition to the information society, that is why people must be prepared to actively participate in it” (V.Gura);

-“The spontaneous introduction to the media is fraught with the deformations in the sociocultural development of a personality (deformations of the values’ hierarchy in the cultural sphere, decrease of the cultural needs of the people, scarcity of the spiritual life, etc.) (V.Monastyrsky);

-“Commercialism of mass media, the strong State and corporative control of main media resources, the lack of public broadcasting, the lack of democratic civil pressures to mass media – it provokes (in Russia) the interest to Civil Defense Approach, Critical Thinking/Critical Autonomy/Critical Democratic Approach” (A.Korochensky).

-“Considering the abundance of foreign media in Russia and the globalisation of the teenage culture teachers can use the media education for the study of a native and a foreign culture, comparison, and appreciation”(A.Novikova);

“the authority of scientific knowledge is reduced, but we have the very much remembered information from mass-media (including advertising & Internet). Therefore on the first places I have put those moments which are connected to perception and a critical estimation of the information” (E.Yakushina);

-“sociocultural situation in Russia is connected to a muddy stream commercial media texts (first of all – American), that considerably complicates process of a media education” (L.Usenko);

-“In Switzerland we have a high degree of prosperity. Private homes, schools and firms are highly equipped with media. Therefore young people have to become media literate, to be able to participate in a postmodern media society and as citizens in a direct democracy. This democracy does only work if the citizens are able to evaluate media information appropriately and if they know where to find reliable knowledge. This is influenced by the scientific approaches which are dominant in our universities. Media Education as I understand it, is part of a social science. Media and communication research works with surveys and qualitative studies on media exposure, reception and on media effects. Media education is based on a democratic parenting style and tries to take into account the needs and educational tasks of young people in our pluralistic society” (D.Suess);

-“In the United States, content analysis takes precedent over the analysis of historical, economic, social and cultural contexts that shape the meaning of texts. Increasingly, media educators are expanding their analysis of media content to include these contexts. Because of the high integration and access to digital technology, as well as the American penchant for individualism, hands-on media production is a natural entry point for media education in the United States. In addition, cultural and social values related to equity and fairness make the issue of representation in media a priority for many media educators. Conversely, geographic pockets of political conservatism as well as ideological extremism of both ends of the political spectrum, as well as the historical significance and tenacity of Puritanical social trends also favor widespread association of media education with innoculatory approaches to media” (K.Tyner);

-“Basically, Chinese culture doesn’t encourage person’s critical thinking, especially in children’s education. But in the information society, the critical thinking is very significant ability for every person. Actually, these theories have been not adopted into media education in China. Moreover, there is not formal media education in schools in China. So it is difficult to estimate social and cultural influence” (B.Wei).

As we can see, some media education specialists tried to bind the approaches and aims of media education with the social and cultural context of their countries, find grounds for t he priorities. However in order to get a more complete and deep picture of this problem, no doubt, a long and substantial research, based on the comparative analysis, is necessary.

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The main theories of media education	\|	The Main Ways of the Introduction of Media Education

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