Some reflections on the western bias of media theory

This paper sketches a personal perspective of this phenomenon, as seen through Western eyes, and looks at some of its origins, manifestations and possible effects. The roots lie deeply embeded in Western social science where they are mixed with ideas about the superiority of Western (and Protestant) society. In relation to media theory, the bias partly comes from the extent to which media theory is dependent on and reflective of the meda themsleves, which according to some hypotheses are also very ‘Western’ if not ‘American’. The question arises how to combat, avoid or counter the bias in seeking a more universal form of media theory.