In the world of Media and Communications, the concept of phenomenology holds a crucial place. Phenomenology is a philosophical and theoretical framework that helps us comprehend how we experience and interpret the world around us. However, for us we look at it through Media and Communications perspective. So in saying that, we delve into the core principles and applications of phenomenology in the context of this field.
What is Phenomenology?
Phenomenology is a philosophical approach that originated in the early 20th century. It is particularly associated with the works of Edmund Husserl. At its core, phenomenology is the study of human experiences and how individuals make sense of the world. This philosophical perspective emphasises the subjective nature of our experiences. Therefore, it seeks to understand the “what it’s like” aspect of any given experience.
The Phenomenological Approach
Phenomenology is built on a few fundamental principles:
Intentionality: The central idea of intentionality in phenomenology means that all consciousness is consciousness of something. In other words, whenever we experience something, our consciousness is directed towards an object or a phenomenon. For example, when we watch a movie, our consciousness is directed toward the storyline and characters.
Bracketing (or Epoché): This concept, also introduced by Husserl, involves temporarily setting aside our preconceived notions, beliefs, and biases when examining a phenomenon. It allows us to explore the experience in its purest form, as it presents itself to us.
Phenomenological Reduction: This reduction is a process of stripping away everything that is not directly related to the experience. It helps in isolating the essential aspects of an experience.
Description: Phenomenology further encourages meticulous description of experiences. This then involves recording details about the experience, emotions, thoughts, and sensory perceptions involved.
Phenomenology in Media and Communications
Now, let’s explore how these phenomenological principles are applied to media and communications.
The Media Experience: Understanding Viewer Perspectives
Phenomenology plays a significant role in understanding how individuals experience media. When we watch a film, for instance, our consciousness is directed towards the screen, the characters, and the unfolding story. We become engaged in the narrative, and our sensory and emotional experiences are also part of the viewing process.
Shaun Moores (2000) points out that phenomenology allows us to delve into the intimate and often subconscious aspects of our media consumption. This approach is especially useful in media studies to comprehend the nuanced ways in which viewers engage with media content.
The Role of Technology
Phenomenology helps in understanding how technology shapes our media experiences. With the advent of new communication technologies, our experiences of mediated communication have evolved. These technologies, such as smartphones and social media, alter the way we perceive and interact with the world.
Philip Brey (1998) delves into the impact of technology on our communicative experiences. Brey suggests that our relationship with technology is essential in today’s media landscape. Thus, phenomenology offers a lens through which we can study this relationship.
News & Public Discourse
Phenomenology can also be applied to the realm of news media and public discourse. When we engage with news, our consciousness is directed towards the issues, events, or stories being presented. Our experiences of news can vary widely, influenced by our background, beliefs, and personal experiences.
Peter Dahlgren (2009) explores how different individuals experience and engage with political news. Therefore, Phenomenology can help us understand the role of media in shaping public opinions and attitudes.
Online Communities & Social Media
The internet has given rise to a plethora of online communities and social media platforms where people interact, share experiences, and express their thoughts. Therefore, Phenomenology is invaluable for comprehending the experiences of individuals within these virtual spaces.
Christian Fuchs (2016) examines how digital media and social networking sites have transformed our communication experiences. Fuchs suggests that phenomenology enables us to investigate the role of social media in shaping our online identities and social interactions.
Why Phenomenology Matters
Phenomenology is an essential framework in media and communications for several reasons:
Subjectivity & Diversity
Phenomenology emphasises the subjective nature of human experience. It also recognises that each individual’s experience is unique and influenced by their personal history and perspective. In a diverse and globalised media landscape, understanding these subjective experiences is critical.
Media Effects & Audience Reception
Phenomenology also helps media researchers study the Media Effects content on audiences, such as Reception Theory. By examining how individuals experience and interpret media messages, researchers can then gain insights into the potential impact of media on society.
Media & Social Change
Phenomenology also provides a foundation for understanding how media can shape cultural, social, and political change. It allows us to explore the ways in which media influences our perceptions and attitudes, and how it contributes to the formation of collective identities.
Challenges & Critiques of Phenomenology
While Phenomenology is a valuable approach in Media and Communications, it is not without its challenges and critiques.
Subjectivity & Interpretation
Phenomenology’s emphasis on subjectivity can sometimes make it challenging to arrive at objective conclusions. Different researchers may interpret the same experiences differently. Thus, leading to potential disagreements in findings.
Limited Generalisability
Phenomenological research often focuses on individual experiences, making it less suited for making broad generalisations about entire populations. This limitation can be a drawback when trying to understand large-scale media phenomena.
Time-Consuming Methodology
The phenomenological research process, which involves in-depth interviews, observations, and detailed analysis, can be time-consuming and resource-intensive. Thus, this can make it impractical for certain studies with limited resources.
Conclusion
In Media and Communications, Phenomenology offers a powerful lens through which to understand the ways in which individuals experience and interpret mediated communication. Therefore, by delving into the subjective aspects of media consumption, it helps us gain deeper insights into the complexities of our media-saturated world. While it has its challenges and limitations, Phenomenology remains a valuable tool for researchers and scholars seeking to uncover the rich tapestry of human experiences in the context of Media and Communications.
In this article, we’ve explored the core principles of Phenomenology and its applications in Media and Communications. Furthermore, the importance of understanding subjective experiences in a diverse and rapidly evolving media landscape. As media and technology continue to shape our daily lives, Phenomenology therefore remains a vital tool for uncovering the mysteries of our mediated experiences.
References
Brey, P. (1998). New Media and the Quality of Life. Techné: Research in Philosophy and Technology 3(1), 1-23. University of Twente.
Fuchs, C. (2023). Digital Democracy and the Digital Public Sphere. Routledge.
Husserl, E. (1900). Logical Investigations. Routledge
Husserl, E. (1913). Ideas: General Introduction to Pure Phenomenology. Routledge.
Moores, S. (2000). Media and Everyday Life in Modern Society. Edinburgh University Press.
Dahlgren, P. (2009). Media and Political Engagement: Citizens, Communication, and Democracy. Cambridge University Press.