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42 COMMUNICA TION THEORY
Meyrowitz’s major work No Sense of Place (1985) was a carefully
theorized volume which attempted to continue the traditions begun by
McLuhan and Innis. For Meyrowitz, electronic media reterritorialize ‘sense
of place’ and the spatial, political and social conditions of this sense of
place. They do this by their cross-contextuality and reach, the way in
which they can asymmetrically bring together extremely diverse groups
who are otherwise separated in cultural focus, in space, and perhaps also
in time. Media, especially electronic media, make possible arbitrary rela-
tions between a concrete space and a sense of place. By undermining ‘the
traditional association between physical setting and social situation’ the
constraints of embodiment such as being in one place at the one time
disappear (7). The value of this analysis is in anticipating what has
recently only been attributed to ‘cyberspace’, the mobility that is afforded
to an Internet consumer, highlighting the ‘virtual’ aspects of broadcast.
The value of the ‘mediationists’, as David Crowley and David
Mitchell describe them, is that they were the first to draw attention to the
interrelation between different media and systems of power. Their work
neither is based on a philosophy of consciousness nor is it behaviourist.
In the next two chapters I discuss it further, firstly, in Chapter 3, in terms
of how network media have heightened the importance of medium theory;
and secondly, in Chapter 4, in terms of how medium theory allows us to
theorize the relationship between network and broadcast media.

Notes

1 The major corpus of critical accounts of the transmission view has come from post-
Saussurian philosophies of language.
2 Bennett (1982) gives a useful survey of the different perspectives.
3 Effects analysis quickly established itself as a serious pursuit of sociological research. In
American sociology, dominated as it was by positivist methodologies, the opportunity
for empirical testing of the various theories about media effects presented itself (see
McQuire, 1995).
4 For the former function, see, for example, Leavis (1930); for the latter function, see
Chakhotin (1939).
5 Oddly, this latter critique is confused about the different kinds of ‘mass media’. For
example, in a dictionary definition on the subject, John Hartley distinguishes between
print, screen, audio and ‘broadcast’ media. Broadcast is therefore equated with whatever
might be in some sense ‘live’ throughout a signal radiation apparatus (in O’Sullivan
et al., 1994: 172–3). Here Hartley is caught up in a cosmology of media ‘effects’, the study
of how the media affect audiences. For example, even in critiquing the idea that the
media influence the mass, and arguing that audiences are much more active and intelligent
than mass society theory would have us believe, the very prospect of resistance presup-
poses an effects model.
6 The Marxist and cultural studies frameworks are primarily interested in the way media
are industrially and state regulated.
7 More recently audience studies has become a branch of media studies in its own right,
which stresses the idea of the active and diversified audience. See Ang (1991) and Gitlin
(1998) – the argument that there is no such thing as a single Habermasian public sphere.