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Atlas Shrugged: Assessing the Media Performance Assessment Domain

Atlas Shrugged: Assessing the Media Performance Assessment Domain Commentary on McQuail Atlas Shrugged: Assessing the Media Performance Assessment Domain DOUGLAS BIRKHEAD University of Utah ENIS McQuail is a skillful surveyor of mass communication theory. In the preceding chapter he has outlined a strategy of critical inquiry and D mapped out a research terrain to represent it. The approach is described as a union of the social responsibility and empirical schools of media criticism. The merger is said to link normative principles with the research procedures of the social sciences. The work is careful and exacting, and many researchers can benefit from this thoughtful demarcation of the field. But the precision of the effort also raises a problem. McQuail's focus is so tight as to invite distortion, or at least misunderstanding, of the critical enterprise. So much is "unlinked" in forging the union of norms and empirical methods as to call into question how participation, observation, and expression combine to fashion critical judgment. What McQuail describes as a process of critical inquiry of media performance will strike many readers as not actually "doing" criticism at all, or only a desensitized and detached version of it. I want to deal with this issue of how criticism is constructed in http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Annals of the International Communication Association Taylor & Francis

Atlas Shrugged: Assessing the Media Performance Assessment Domain

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Atlas Shrugged: Assessing the Media Performance Assessment Domain

Abstract

Commentary on McQuail Atlas Shrugged: Assessing the Media Performance Assessment Domain DOUGLAS BIRKHEAD University of Utah ENIS McQuail is a skillful surveyor of mass communication theory. In the preceding chapter he has outlined a strategy of critical inquiry and D mapped out a research terrain to represent it. The approach is described as a union of the social responsibility and empirical schools of media criticism. The merger is said to link normative principles with the research...
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Publisher
Taylor & Francis
Copyright
© 1991 Taylor and Francis Group LLC
ISSN
2380-8977
eISSN
2380-8985
DOI
10.1080/23808985.1991.11678783
Publisher site
See Article on Publisher Site

Abstract

Commentary on McQuail Atlas Shrugged: Assessing the Media Performance Assessment Domain DOUGLAS BIRKHEAD University of Utah ENIS McQuail is a skillful surveyor of mass communication theory. In the preceding chapter he has outlined a strategy of critical inquiry and D mapped out a research terrain to represent it. The approach is described as a union of the social responsibility and empirical schools of media criticism. The merger is said to link normative principles with the research procedures of the social sciences. The work is careful and exacting, and many researchers can benefit from this thoughtful demarcation of the field. But the precision of the effort also raises a problem. McQuail's focus is so tight as to invite distortion, or at least misunderstanding, of the critical enterprise. So much is "unlinked" in forging the union of norms and empirical methods as to call into question how participation, observation, and expression combine to fashion critical judgment. What McQuail describes as a process of critical inquiry of media performance will strike many readers as not actually "doing" criticism at all, or only a desensitized and detached version of it. I want to deal with this issue of how criticism is constructed in

Journal

Annals of the International Communication Association – Taylor & Francis

Published: Jan 1, 1991

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