Foundation of Communication | Essay

Running head: FOUNDATION OF COMMUNICATION
Foundation of communication
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FOUNDATION OF COMMUNICATION
Essay
According to Grunig (20130, the discourse in mass media often refers to the issues
and problematic areas in the area of mass communication, which has hindered the successful
share and exchange of information between the people within the community. This kind of
discourse in mass media could also be one of the major causes of hindering the management
of public opinion related to the social existence that has laid foundation to the communication
perspectives (Grunig, 2013). As stated by Zulch (2014), with the modern telecommunication
along with the emergence of recent trends associated with the globalisation and
internationalisation, it has come into limelight that the media discourse is common. The
development of mass media has resulted in the expansion of virtual information, which has
been the main aspect of media discourse and it has mostly covered a wider instance of people
communicating with each other and resulting in formative influences on various social groups
consisting of different types of audiences all over (Zulch, 2014). The chosen phenomenon is
about the women empowerment and femininity within the society, which has laid foundation
through media discourse and allowed for a wider social transformation too.
Considering the statement of thesis, the discourse analysis is to be used as preparation of the
paper to shed light on the empowerment of women and how the femininity has laid
foundation through media discourse, thus resulted in a huge transformation to the society.
The discourses have been referred to as the various media platforms that have emerged as
successful contributors to the messages and information about women empowerment. It has
been oriented towards the viewer or listener through viewing experience and can make
people understood that the social transformation has been possible with the femin9nity and
women empowerment.

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The different kinds of media discourse have been understood with the help of
cognitive systems managed by the sender and also by identifying the characteristics of target
audiences along with the target audience or receiver to whom the messages or information
have to be communicated to (Stephens, Mandhana, Kim, Li, Glowacki & Cruz, 2017).
Moreover, also stated by Kirilenko, Molodtsova & Stepchenkova (2015), the effectiveness of
mass media discourse represents the fact that the processes should involve proper
communication and interaction between the social subjects and also be a part of the self-
knowledge, which has the potential to increase the demands for projective outcomes as well
as develop idea plans to ensure management of human activities along with influence on
human behaviours and facilitating the process of communication largely too (Kolstø, 2016).
Also, to be noted that he discourse of mass media could be related to the problematic field of
mass communication where the process of sharing and exchange of information has been
possibly managed between the various subjects of the society while at the same time, allowed
to shape a public opinion about the social existence with the use of various tools, techniques
and channels for communication process management (Heller, 2016).
“Today we live in a society in which spurious realities are manufactured by the media, by
governments, by big corporations, by religious groups, political groups... So I ask, in my
writing, What is real? Because unceasingly we are bombarded with pseudo-realities
manufactured by very sophisticated people using very sophisticated electronic mechanisms. I
do not distrust their motives; I distrust their power. They have a lot of it. And it is an
astonishing power: that of creating whole universes, universes of the mind. I ought to know. I
do the same thing.”
― Philip K. Dick
According to Türken et al. (2016), the Michael Foucault has remained one of the
greatest intellectual giant who has been associated with the management of social as well as

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cultural inquiry. Not only does his knowledge and intellectual works have helped the scholars
to reflect on the assumptions of media discourse tat strengthened the empirical endeavours,
but also has allowed to emphasize on the concepts of ontology and epistemology. This has
largely contributed to the human sciences as well as helped in identifying the fields or areas
of media related inquiries, thereby, improved the potential to apply the concepts of discourse
and knowledge or power to the socio cultural behaviours and socio-cultural institutions as
well (Türken et al., 2016). This has further helped in researching and understanding the
various aspects of mass media and at the same time, shed light on the not “face to face”
communication process, rather prioritised on the occurrence of an issue that has been framed
or discussed by the mass media as well as by the public within the society. Based on
Foucault’s mass media discourse, it has also been found that the discourses have been related
to the politics, culture, social aspects and also analysed the preferred reality (Ball, 2013). The
media discourse has also been related to the representation of the messages or information
that could be encoded while even managing identity of the sender along with the reputation
and style of production. Due to this, he people have made sense of text by aligning with the
cultural patterns and even the value systems (Franzosi, 2017).
“Whoever controls the media, controls the mind”
― Jim Morrison
According to Klauser, Paasche & Söderström (2014), it has also been found that at
present femininity and women empowerment tend to be very much apt considering the
present trends. Based on Foucault’s intellectual study, the management of femininity and
women empowerment have created an institutionalised way of keeping things regulated and
controlled so as to reinforce the best possible actions and exert power to ensure successful
discourse of flow of knowledge as well as information all throughout (Klauser, Paasche &
Söderström, 2014). The mass of discourse has been growing since then and with the constant