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1704864671 Discussions about the effectiveness of media critique often steer towards the mechanism of formal regulation,particularly government control and professional discipline.The above discussion shows that media critique could also effect change through influencing individual media workers and citizens（who are informal regulators）,and consumers（formal regulators in the market mechanism）.

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1704864673 Like the other two levels of media critique,media review also exerts effect through education of media workers and members of the public.Unlike the other two levels of critique,media review faces an easier task over the formal regulators.Professional conduct and product quality-the standards used by media review-are the ones most likely to be regulated by law or other formal sanctions.In Hong Kong,for example,broadcasting organizations are governed by codes of practice on technical standards,and program services respectively issued by the Hong Kong Broadcasting Authority,involving formal sanctions such as financial penalty,and censure.Given the resonance with widely accepted values,media review is also the level on which informal sanctions could easily be applied.As such,media review is the level of critique that could achieve the most obvious effects in the nearest term.Constraints on the exercising of influence by media review would mainly be technical,involving:

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1704864675 ·access of the critique by the regulators

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1704864677 ·soundness of the critique

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1704864679 ·timeliness of the critique

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1704864681 ·plausibility of change within production conditions

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1704864683 This,of course,assumes that the formal regulators fulfill their roles.In countries where the government-the most powerful formal regulator—cannot be relied upon for impartial and effective enforcement of law,the influence of media review is also very much cast in doubt.

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1704864685 With this understanding about the possible role of media critique on enlightening and changing the value positions of the people,the feedback loop in Figure one should be re-visited.The feedback loop connecting media critic,regulators,and the producers should be viewed as existing in two dimensions of time,one immediate and the other long-termed.The earlier part of this paper has discussed the operation of the immediate feedback loop.In the long-termed dimension,media workers,steeped in new value positions,would engage in new media practices,and prevent occurrence of the problems being critiqued.Citizens and consumers help in the process by acting as informal regulators.

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1704864687 Conclusion

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1704864689 Looking to the future of media critique,several questions loom on the horizon:（1）Who is the critic?（2）What should be the object of critique?（3）What methods should be used for analysis?

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1704864691 Of the objects of media critique,content is the most accessible,and tends to be the most commonly critiqued.Data on work processes,practitioner conduct,and organizational relationships,however,are accessible only to relevant media workers.For media critique to embrace its many legitimate objects of critique,media workers themselves need to act as critics.This is far from the case at this moment.

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1704864693 In the new media environment,content is produced not just by media practitioners,but also members of the audience.The distinction between critics and their target audience is more fluid than before:At any time,any person with Internet connection could decide to comment on a movie on a web forum,for example,and act as a de facto media critic.This also means that the standards against which media are critiqued would not be limited to professional or quality values cherished by the profession,or social,cultural,and political values championed by media critics.The relationship between professional critics and citizen critics is an issue that needs to be studied.Given the proliferation of media content enabled by new technology,citizen critics could potentially play a positive role in filling in the vacuum of critique.The new media genres,for example,online games,enabled by new media technologies also suggest that the object of critique needs to be focused more on technology and its related manifestations.

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1704864695 On the method of content critique,critics tend to assume that predictable effects on the audience can be read from the content.This assumes the transmission model of communication（Carey,1975,1988;Dahlgren,1988）.Developments in audience reception（e.g.Morley,1980；Radway,1991）have shown that audience effect is not easily predictable.Acknowledging such weakness,researchers have suggested taking into account the audience in evaluating media performance.This is particularly relevant for media watch,where the social and cultural implications of the media occupy its central concern.

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1704864697 References

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1704864699 Berry,David（2006）,“Radical Mass Media Criticism:An Introduction,”in David Berry & John Theobald（eds.）,Radical Mass Media Criticism:A Cultural Genealogy,Montreal:Black Rose books,pp.1-16.

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1704864701 Carey,James W.（1989）,Communication as Culture,New York:Routledge.

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1704864703 Dahlgren,Peter（1998）,“Meaning vs Information in Media Studies”,Society and Leisure,21（1）,pp.43-62.

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1704864705 Fowler,Roger（1986）,Linguistic Criticism,Oxford:OUP.

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1704864707 Fowler,Roger（1991）,Language in the News:Discourse and Ideology in the Press,London:Routledge.

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1704864709 Hall,Stuart（1972）,“Encoding/Decoding,”in Stuart Hall et al.（eds.）,Culture,Media,Language:Working Papers in Cultural Studies,1972—1979,London:Routledge Kegan Paul,pp.128-138.

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1704864711 Hallin,Daniel C.（1989）,The Uncensored War:The Media and Vietnam,Berkeley,CA:University of California Press.

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1704864713 Herman,Edward S.and Chomsky,Noam（1988）,Manufacturing Consent,Pantheon Books.

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1704864715 McChesney,Robert W.and Scott,Ben（2004）,“Introduction,”in Robert W.McChesney & Ben Scott（eds.）,Our Unfree Press:100 Years of Media Criticism,NY:The New Press,pp.1-30.

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1704864717 McQuail,Denis（1999）,“On Evaluating Media Performance in the Public Interest:Past and Future of a Research Tradition,”in Kaarle Nordenstreng and Michael Griffin（eds.）,International Media Monitoring,Cresskill,NJ:Hampton Press,pp.15-24.

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1704864719 McQuail,Denis（2005）,McQuail’s Mass Communication Theory,5th ed.,London:Sage.

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