Theories

The social responsibility model come into play in the article for support of the local election, the media of this article shows that the audience has their own moral obligation to society to provide adequate information for themselves and other citizens to make their own informed decisions. This theory used with my example also opposes the Marxist approach of the political economy theory as it is left overt with no manipulation, emphasis or propaganda on the audience to cast an opinion due to the spreading of news which bias different people’s views.
The Narrative theory plays a role in my work because the theory is based on the concept of storytelling and although it focuses essentially on fictional narrative, the narrative theory appears to have been the most important form of communication, now with all media outlets doing that job of informing and sharing information my work is affected as it is a media outlet shared locally but with the opportunity to be shared globally via the internet, the articles inform individuals to act within this narrative framework.
The concept of hegemony is used within my work as from the beginning in the research stages of the work I needed to identify the target audience in the local area and in doing this I had to assume the social domination by looking into the interests of a target market, it determines social class and status in not only ideologies but all realms of culture. Hegemony also looks into political ideology but the idea was disregarded under my work.
John B. Thompson’s theory of mass communication and modernity are related with newspaper and magazine publishing and the theory links well with my work, the nature of some of the articles I have written about features the personal involvement of many people such as the article I have used for the Dartford Power Cut, the term ‘communication’ within the theory
Therefore, the term 'communication' in this context masks the individual’s social involvement within the media industry but promotes interpersonal communication.
The term mass within the theory refers to the products available for recipients and under the brief for the work I have done, as well as a newspaper, a website and a poster are specifically required and this is down to the modern advancement in media technology and the ways in which due to this, communication methods are made easy.