Page 215 - Communication Cultural and Media Studies The Key Concepts

REGULATION

context in each case. Why, for example is (1) not from an exchange in
a pharmacy, and why is (2) not from a discussion between two nurses
in casualty?
The fine-tuning that goes on between language and its context of
situation operates along three independent parameters. First, the
activity or topic on which the talk is based influences the kind of
language used, particularly in the selection of vocabulary. Second, the
nature of the social relationship will affect the language: talk between
friends, for instance, is likely to avoid formal expressions, unless for
ironic effect. Finally the medium of communication adopted –
whether face-to-face speech, written text, telephone, dictaphone, etc.
– will affect the way all utterances are formed. These three parameters
are known as field, tenor and mode, respectively. Collectively they shape
the register of a particular text.

See also: Genre
Further reading: Halliday (1978); Montgomery (1986)

REGULATION

Government guides and shapes the conduct of institutions, individuals,
the market and culture through regulation. Regulations are admin-
istrative rather than legislative instruments, but they are backed by
statute. The rules are intended to provide a framework that will bring
about stability and prevent disorder.
Government regulation is justified as necessary for the promotion
of the public good, in overcoming inequality and deprivation or
possible harm. It is also intended to stabilise industry and advance
particular activities. The word ‘protection’ has been used to describe
the purpose of regulation. The need for protection can be seen in rules
that uphold the consumer’s interest by means of price control or
quality control, or in regulation that guards workers from exploitation
or unsafe practices (Groenewegen, 1991). Regulatory controls within
the media determine issues of ownership, content and licensing,
shaping cultural consumption and production. Although regulation
differs from country to country, regulatory media requirements may
include: local content rules that require broadcasters to screen a
minimum number of hours of locally produced material, ratings and
classifications that prohibit certain content from being shown to
children and ownership rules to prevent a monopoly or an oligopoly
from occurring.

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