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A pejorative reference to theories or ideas which prioritize the medium as opposed to other factors, as in McLuhan's ‘the medium is the message’, which treats content or sociohistorical context as secondary (see McLuhanism). Writing in 2009, Morley argues that media studies is media-centric in the sense that its current focus is on the ‘symbolic realm’—as in the attention given to the virtual dimension, which he characterizes as ‘the flow of information’ (see information flow). He argues that this is a form of idealism, and that the balance should be redressed by anchoring the subject in materialism, with a focus on ‘objects, commodities, and persons’.

Subjects: Media Studies.

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