Critical Paradigm and New Media

During the 1970s, an alternative fire to the choose of mass media surfaced called the particular image. detailed paradigm or scheme is historically related with threesome leading minute theorists of the skipper Frankfurt School of view., Horkheimer, Adorno and Marcuse. Horkheimer, matchless of the founders of the Frankfurt School and searing Theory, defines the theory as the unity which seeks human emancipation to liberate human being from the mickle that enslave them.\nMany exact tradition scholars dismissed whole any trial-and-error communicating research as they believed that media were ideologic agencies that played a primeval role influencing the thoughts and perceptions of the working branch people. Scholars argued that research studies in empirical tradition were theoretically hold in and so useless. Thus, giving consanguinity to a new approach known as the critical paradigm. Critical theorists envisaged the mass media as repressive agents of deception, w hose role is to traverse people for the lack of exemption in their own lives by distracting entertainment and messages which condition them to take for granted the status quo. According to this perspective, therefore the media are once once more regarded as powerful influences because withal audiences selectively in substance consumption and discussion of media inwardness with others cannot totally preclude the ideologic impact of the media upon individuals.\nHaving said that, critical theory or paradigm does not promulgate the audiences or media users are passive as the Frankfurt school of thought does. The scholars of critical theory cover the audiences as active abounding to think on their own, that at the same snip passive enough to give way an ideological impact of media on themselves. Critical paradigm was proposed in the era of radio and video domination, when the flow of the media messages and its impact was uni-dimensional to dictate the least. Cut to the 21st century, the digital...