ABSTRACT
In this chapter we advocate a particular focus in communication theory and research-the production and control of the media symbolic arena. Before developing our own perspective, however, it is helpful to consider the broader context, locating our questions within the larger trends in social science and the fi eld of communication itself. Mapping the fi eld both theoretically and historically shows where research has been and where it’s developing, particularly within the Hierarchy of Infl uences taken up in the rest of this volume. An historical view shows how the dominant directions in the social sciences left behind the serious study of the mass media themselves. In large measure, the questions posed by media sociology were not compatible with the prevailing methods and theories of the relatively young fi eld of communication research. Some of the blind spots that characterized the early years have been corrected, and the focus has broadened since this book’s fi rst edition. We argue, however, that the general thrust has remained true to our earlier picture. For example, in a 20-year analysis of research trends in major mass communication journals, most studies were related to uses and effects of media. Between 1980 and 1999 only 39 percent mentioned a theory by name and, of those, two were related to media sociology: “media construction of social reality” (10 percent of mentions) and “hegemony theory or media as maintainer of status quo” (8 percent). Research was dominated by quantitative methods-arguably a method less tied to studying media production and control-in a pattern that remained consistent over the period (Kamhawi & Weaver, 2003).
