Jou nal o Educa ion, Communica ion, and Digi al Humani ies-Vol.2, No.2, Sep . 2025
pg. 1
Concep ual Analysis o He meneu ic Media Theo y
D . Shad ach Idi
Depa men o Mass Communica ion, Ta aba s a e uni e si y, Jalingo
email: [email p o ec ed]
&
Ande u Bi us
email: [email p o ec ed]
Depa men o Mass Communica ion, Ta aba s a e uni e si y, Jalingo
DOI : h ps://doi.o g/10.5281/zenodo.17690559
Abs ac
The ield o he meneu ics, guided by he wo ks o philosophe s such as Schleie mache ,
Dil hey, Heidegge , Gadame , and Ricoeu , has shaped he app oach owa ds he in e p e a ion
o ex s and communica ion. Unlike he mo e con en ional app oach o communica ion,
he meneu ics unde s ands communica ion as dis inc om me e ansmission and emphasizes
he pi o al ole o si ua ed in e p e a ion and cul u e. I s ele ance o analyzing ex s s ems
om he in e play and ansi ion accompanying media, jou nalism, ad e ising, and digi al
communica ion, whe e meaning is cons an ly shaped and con es ed. This semina inco po a ed
con empo a y w i ings, pee - e iewed a icles, and philosophical wo ks p ecisely o analyze
he e olu ion o he he meneu ic app oach o communica ion. Using desk s udy me hodology
and quali a i e analysis, he esea ch aimed o add ess he s eng hs and weaknesses, namely
he ins abili y o meaning ac oss cul u al and media con ex s, o he meneu ic heo y in
con empo a y communica ion esea ch. The indings o he esea ch posi ha he heo y o
he meneu ics is in aluable in he ield o mass communica ion because ad anced quali a i e
esea ch needs o be complemen ed wi h explo a ion o he p ocesses by which meanings a e
cons uc ed, media ed, and in e p e ed. I enhances quali a i e esea ch in he ield o mass
communica ion and p o ides amewo ks o audience in e p e a ion, ideological aming, and
media e hics. C i iques o he s udy a e i s subjec i i y, lack o gene alizabili y, and p edic i e
capaci y ela i e o posi i is models. The conclusions d awn om he s udy indica e ha he
use o mass communica ion in esea ch will con inue o equi e he use o he meneu ic heo y.
I ecommends ha inco po a ing he meneu ics wi h es ic ed balanced empi ical app oaches
can endo semen o os e ing deepe in e p e a i e insigh as well as me hodological igo in
communica ion s udies.
Keywo ds: Mass Communica ion, In e p e a ion, Media, media s udies, quali a i e esea ch,
media s udies
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1 In oduc ion
The domain o mass communica ion has unde gone a conside able ans o ma ion o e he
yea s. I is ega ded as a powe ul ool o app ecia ing he p ocesses o cons uc ing,
ansmi ing, and ecei ing meaning in ela ion o media con ex s. Ou o he b oade
philosophical adi ions o in e p e a ion, eme gency heo y p o ides an impo an amewo k
o looking no only a wha messages con ey bu also how meanings a e c ea ed, shaped, and
unde s ood by di e en people (Wilson, 2022). Unlike he b anches o posi i ism ha p io i ize
objec i i y and he sending and ecei ing o messages as linea and s a ic p ocesses, meaning
in he con ex o he meneu ics is social, si ua ionally dynamic, and con ex ually hick. I is
meaning ha is undamen ally shaped by he cul u e, his o y, and language o a people
(P akoso, 2020). This shi in pe spec i e is use ul in examining communica ion in an
ad anced, media abundan globalized wo ld whe e ex s ci cula e ac oss di e en cul u es and
loca ions.
One o he majo di icul ies ha is aced wi hin he ield o communica ion is he ins abili y
o meaning as messages a el ac oss a ious in e p e i e ho izons. Con en does no s ay
cons ained wi hin a singula meaning as i a e ses ac oss bounda ies which a e cul u al,
go e nmen , media, o in e p e i e ci cles. Fo ins ance, a news headline ha is b oadcas ed in
Lagos will be in e p e ed in a manne ha is dissimila in compa ison o an audience ha is
si ua ed in New Yo k. As a esul o he cul u al ames ha a e di e en , he igno ance o body
his o ical memo ies as well as in e p e i e adi ions, he me hod by which he ex s a e
econs uc ed and decoded is in luenced p o oundly (Hall, 2021). The e is meaning ha is luid,
and he meaning is ques ioned in he con ex o he media con en , which is o be ead on he
ace o i . I is a he a case o he in e p e i e sys em which places he ac o communica ion
wi hin se ous e lexi e changes in he social, cul u al, and his o ic componen s o a sys em
(Meye & Simons, 2022).
He meneu ics is he school o hough ha ejec s he ac o nai e, simplis ic decoding o
messages because i encou ages unde s anding media discou se in a mo e complex manne .
Communica ion, which is he ela ion o ac s, is an ac o deep unde s anding and app ecia ion,
and i is he p esen ing o a complex ma e in a manne ha is simpli ied. Tex s a e a p oduc
o complex in e ela ions be ween ames including epo e , audience, and con ex , whe he i
is jou nalis ic epo s, ilms, o ad e s, and is placed in a discou se o g ea e in e ela ion by
means ha a e cul u al and his o ical in ecep ion (Gadame , 1960/2004). Fo he pu poses o
his dialogue, communica ion is abou he means h ough which meaning is p oduced and
nego ia ed, and no i is in how i is b oken down in o an ac oss he linea me hod o
communica ion.
To jou nalism, he meneu ics p o ide a mechanism o explo ing amewo ks and in e p e i e
ho izons o audiences. An illus a i e case is an in es iga i e epo ha , depending on one’s
socio-poli ical o ien a ion, can be pe cei ed by one communi y as an ac o u h- elling and by
ano he as an ideological assaul . Rega ding Film and Ad e ising, he meneu ic sc u iny assis s
esea che s in peeling laye s o symbolism, me apho , and cul u al a che ypes ha shape
audience pe cep ion. In he ealm o Poli ical Communica ion, p ac i ione s also bene i om
he meneu ic inqui y because, wi hin he domain o he o ic, he o ical s a egies a e seldom
in e p e ed in a acuum. Ra he , hei in e p e a ion is nes ed in he b oad eelings, na a i es,
and sel -unde s anding o he audience (Ogunyemi, 2021). This kind o dep h, b ead h, and
sophis ica ion is wha mo es mass communica ion schola ship om supe icial con en
analysis o a nuanced comp ehension o meaning as con ex ually ancho ed and con es ed.
By explo ing he ole o in e p e a ion as a cons uc i e p ocess o be s udied in i s own igh ,
i s o gan o ‘p oducing meaning’ beyond simply ‘ ansmi ing’ a message (sending and
ecei ing) as isola ionis is co ec ional o medial ou come educ ionism and dismisses he i s
in e p e i e aspec s. Tha a e he in e cul u al complexi y o dynamic and dialogical
Jou nal o Educa ion, Communica ion, and Digi al Humani ies-Vol.2, No.2, Sep . 2025
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in e ac i i y a he hea bea o blu ing con empo a y communica ional amewo ks. ‘Social’
cybe (e)spaces, and he ex-145 communica ion ha happens h ough hem, s e ched in e e y
di ec ion a e in ica e and mul i-laye ed. B ian Whi ake asse s ha he e a e epochs whe ein
a single (non-) u e ance, se ializa ion and eplay a he imeline o an audio- isual ame, o a
sha d o such a mon age, can and do gene a e wi hin he ma ix o a single plane . He meneu ics
(Thompson & Reyes, 2021) helps much in e lec ing upon he shi s (in) engaging wi h he
‘audience’ ha o mula es x he bounda ies o ac i e (in) audience esea ch. I is no longe he
case o ask wha media is saying. Ra he wha aspec s o meaning do he ‘ ecep o s’ app op ia e
o hemsel es and o wha (sub) cul u e he meanings a e ‘gi en’ wi hin.
This akes Lussie ’s de ini ion o he meneu ic as a discipline ha desc ibes “ [T]he s a egic
issues and he choices a communica o makes o in e p e and con ey a message’ ex and
discou se-cen e ed pe spec i e.”
The issue o in e p e a ion is bo h social meaning and he meaning o he u e ances. As an
ex ension o Foucaul and Lyo a d's wo k, he meneu ics p ime hemsel es o show he social
and poli ical ela ions and he balance o powe , ideological and o he wise, in he
communica ion, he message i sel , he u e ance, and he s uggle which s uc u es he social
ela ions ha communica ion makes possible.
Mo eo e , wi h i s mul idisciplina i y ha inco po a es poli ical he meneu ics, he
concen a ion on powe ela ions in communica ion pa allels much in communica ion and
cul u al s udies wi h a mo e sociological ou look on he p oblem. This is o say ha he
applica ion o he meneu ic heo y and i s analysis on issues o social s uc u e, he media, and
he ela ions p edominan in a socie y can go beyond he ma ke ing o a ious communica ions.
The ad oca e blu s he dis inc ion o heo y and p ac ice. I is a he he shi ha e lexes he
need o look o a mo e ac i is -based heo y.
The unde lying assump ions o he meneu ics o mass communica ion esea ch emain
me hodological as well. He meneu ic inqui y in ol es quali a i e and, chie ly, in e p e a i e
me hods which end o be mo e in dep h han b oad. Resea che s u ilize a a ie y o me hods,
om ex ual analysis o e hnog aphy o e hnog aphy and e en discou se analysis, o peel back
he laye s o meaning in communica ion p ac ices (C eswell and Po h, 2018). Con a y o
posi i is esea ch designs ha a e in ended o be gene alizable and p edic i e, he meneu ic
app oaches seek o en ich unde s anding by si ua ing communica ion in con ex . This is he
in e p e i e pa adigm o social science, which a emp s o g asp he subjec i e and mul i ace ed
na u e o human expe ience.
The e o e, in his semina pape , he esea che will cons uc he philosophical ounda ions
and his o y o de elopmen o he meneu ic heo y alongside he applica ion wi hin he ield o
mass communica ion o asce ain i s s eng hs and weaknesses. This will be a desk s udy as he
esea che will ely on exis ing li e a u e as well as heo e ical wo k in si ua ing he meneu ics
in communica ion s udies. Ul ima ely, his will in o m he discussion abou he heo y’s cu en
ele ance in mass communica ion, especially in ligh o apid changes in media. The
esea che ’s e lec i e conclusion ocuses on mass communica ion as a p o ession and ield o
s udy, and he heo y’s possible in luence on he socie y, and he wo ld a la ge.
2 His o y o he He meneu ic Theo y
Ea ly His o y and Pionee ing Schola s we e ca e ully discussed he e.
The Ge man F ied ich Schleie mache (la e 18 h o ea ly 19 h cen u y) i s p oposed wha has
come o be known as gene al he meneu ics, acco ding o which in e p e a ion is bo h
g amma ical and psychological, o econs uc he in en ions o he au ho and he his o ical
con ex o he ex . Wilhelm Dil hey applied he meneu ics o human sciences
(Geis eswissenscha en) and belie ed ha he in e p e a ion o social and cul u al phenomena
is o be done h ough empa he ic in e p e a ion and no he na u al science echniques.Ma in
Jou nal o Educa ion, Communica ion, and Digi al Humani ies-Vol.2, No.2, Sep . 2025
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Heidegge (1927) o ien ed he meneu ics as on ological: in e p e a ion is ied o he being-in-
he-wo ld o Dasein, and no unde s ood as ex -only.Hans-Geo g Gadame (1960) de eloped
philosophical he meneu ics using such e ms as usion o ho izons, whe e he in e p e a ion o
he ex does no exis in ad ance, bu occu s in he dialogue be ween he in e p e e and he
ex , and no objec i e and isola ed meaning may exis . Paul Ricoeu s essed he au onomy o
ex : an au ho , when c ea ing a ex , migh no be able o ully con ol i ; he ex can ha e a
meaning, c ea ed h ough con lic s be ween his ex and he con ex and he eade .
He meneu ics was de eloped as a eac ion o posi i is pa adigms ha dis ega ded meaning,
in en ion, and quali a i e sub le y. Schleie mache and Dil hey de ended he idea ha ex s and
human expe iences need o be s udied in dep h, bu Heidegge and Gadame buil on his
app oach by basing he in e p e a ion on on ological and dialogic app oaches.
G adually, he p inciples o he meneu ics mo ed in o media and communica ion as well as
philosophy. As an exempla y case, he esea ch by Tony Wilson (2022) e eals he applica ion
o he he meneu ic phenomenology based on Heidegge and Gadame o he media-use
p ac ices in he amewo k o he he meneu ical ho izons o unde s anding, which is iden i ied
in he si ua ion in Malaysian mul icul u al se ings. On he same no e, Jensen (2018) heo ized
he meneu ics doubled in communica ion s udies conce ning he exis ing in e p e a ion o social
eali ies by indi iduals/audiences (media).
The he meneu ic heo y has gained majo ad ances in quali a i e esea ch in media, c i ical
discou se analysis, and cul u al analysis. I p o ides powe ul ins umen s o aming analysis,
na a i e enqui y as well as in e p e i e dep h, which is ex ensi ely used in he communica ion
ield o s udy and me hods o esea ch. Subjec i i y and ela i ism pu a lo o s ess on he
con ex o he in e p e e , making he in e p e a ions oo pe sonal o ela i e. In e ms o
me hodological agueness, he heo y is c i iqued ha he meneu ics can be unsys ema ic, and
i depends on much in ui ion. While in he a ea o Bias and powe e ealed ha wi hou
e lexi i y, we un he isk o no iden i ying ou p ejudices; some say ha wi hou e lexi i y,
he meneu ics can in olun a ily ep oduce pa ia chal o hegemonic s andpoin s.
Posi ion and Rele ance Today
He meneu ics can also be used in he analysis o social media na a i es, news aming, iden i y
o ma ion, and in e cul u al communica ion. I helps o in e p e complex media ed eali ies in
which da a ica ion, algo i hmic logics, and social con ex s a e in e locked. As an example,
he meneu ics-da a: Jensen (2018) de ines he meneu ics-da a as he loops o in e p e a ion in
digi al media s udies. In a b oade sense, he meneu ics helps in democ a ic discou se, e hical
media pa icipa ion, and he o ma ion o iden i y in plu al socie ies.
3 Me hodology
The me hodology employed in his semina is he desk s udy. I is a li e a u e-based enqui y
s udy ha is ocused on pee - e iewed a icles, heo e ical li e a u e, and case s udies ha a e
ela ed o mass communica ion and he meneu ics.
Sou ces o In o ma ion a e Wilson (2022) on he meneu ics in Malaysian media; Jensen (2018)
on he opic o double he meneu ics in communica ion esea ch; schola ly discussion o
Gadame and Ricoeu as me hods in communica ion s udies; and c i iques o he he meneu ic
app oach.
The analy ical o ien a ion o da a o his s udy is seen in he pa adigm o he s udy, which
shows he in e p e i e pa adigm in line wi h he meneu ic philosophy-quali a i e, con ex ually
o ien ed, and e lexi e. I builds knowledge based on he meaning ha is cons ued by he
communica ion schola ship ins ead o he gene aliza ion ha is based on s a is ics.
The applica ion o his heo y o mass communica ion was e iewed, and ound ha
He meneu ics sheds ligh on he manne in which media messages (news epo s, mo ie plo s,
poli ical he o ic, e c.) a e in e p e ed di e en ly by di e en cul u ally, ideologically, and
Jou nal o Educa ion, Communica ion, and Digi al Humani ies-Vol.2, No.2, Sep . 2025
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his o ically di e se people. To illus a e, news con en abou poli ical un es can ha e a
di e en meaning o he Nige ians and he Wes e ne s. Likewise, gende ep esen a ion in he
media can ha e a di e en in e p e a ion wi hin he sociocul u al ho izons.
Some o hese case e e ences explain i all:
In he si ua ion o con lic news co e age, bo h media p oduce s and esea che s use he
app oach o a double he meneu ic loop because hey in e p e c ises in e ms o laye s o
meaning (Jensen, 2018).
In cases o Gende ep esen a ion, he meneu ical analysis demons a es ha socie al no ms a e
p esen in he in e p e a ion o media ep esen a ions and equi e eading wi hin a con ex .
When dealing wi h Poli ical he o ic, he meneu ics is used o decons uc he manne in which
he symbolic he o ic is ca ied ou in he con ex o his o ical memo y and cul u al ames o
explain he how o pe suasi e media.
4 The S eng hs and Weaknesses o he He meneu ics Theo y.
S eng hs o He meneu ics Theo y
The s udy explains ou s eng hs o his heo y, hus;
1. Deep In e p e i e Insigh - He meneu ics b eaks h ough p esen a ional con en o ge a
he sub ex , cul u al codes, and symbolic esonance- essen ial o in e p e ing he
complica ed media ex s.
2. Con ex ual and Cul u al Sensi i i y - Posi ioning he in e p e a ion wi hin he ho izon o
unde s anding, he meneu ics is conce ned wi h he issue o he in luence o cul u al,
his o ical, and linguis ic con ex s on he meaning (Wilson, 2022).
3. Imp o emen o C i ical Thinking - He meneu ics-based esea ch p omo es e lexi i y,
doub and he disco e y o biases- building in e p e i e ma u i y in schola s o media.
4. Flexibili y Ac oss Domains - He meneu ics can be applied o li e a u e, news, ilm,
ad e ising and social media- lexible acco ding o di e en ypes o media and si ua ions
in socie y.
Weaknesses o He meneu ics Theo y
The ou phases o discussion o he weaknesses o his heo y a e as ollows.
1. Rela i ism and Subjec i i y - Risk - Conce ns abou in e p e a ions
include ha hey can con ain a slice o pe sonal p ejudice o cul u al
ela i ism, which need no be cons ained by empi ical s anda ds.
2. Lack o p edic abili y - in his si ua ion, He meneu ic knowledge is no
gene alizable and canno be eplica ed o a di e en con ex , and canno
be applied in an empi ical, quan i a i e s udy.
3. Limi ed Fi and Quan i a i e Pa adigms - He meneu ics may be less
use ul o disciplines elying on da a-based audience measu emen ,
s a is ical modelling, o media e ec s.
4. The Abs ac ion o Policy (Hypo he ical) - He meneu ic esul s may be
excessi ely abs ac o sub le and useless o policy-make s who need
guidance o measu es.
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5 Conclusion
Being a esea che in Mass Communica ion, I can a i m ha he he meneu ic heo y is
unques ionably use ul in he con empo a y media landscape, namely: misin o ma ion, cul u al
complexi y and agmen ed media ecologies. I is ich in i s in e p e a ions in how and why
media messages esona e (o ail o esona e) wi h audiences, among o he audiences. Despi e
he c i icism o subjec i i y, he bene i o he meneu ics is ha i has a e lexi e and si ua ion-
speci ic in e p e a ion, and he quan i a i e app oaches canno p o ide he same. I sugges he
ollowing wo app oaches: o balance he meneu ic analysis wi h empi ical ools, which would
p o ide addi ional insigh s o he audience, and he aspec s o nuance and gene alizabili y o
ideas can be econciled.
He meneu ics o e s o Mass Communica ion as a p o ession he c i ical esou ces o
in e p e a ion- cul i a ing sub le communica ion and mo al acui y. In he academic language
o mass communica ion, he heo y assis s a esea che o ad ance on he exis ing esea ch by
p o iding backg ound and con ex o analysis, especially o digi al s o ies, he media ion and
signi ying o cul u e. He meneu ic p ac ice would be bene icial o socie y and he Wo ld in
gene al because i enhances in e cul u al awa eness, democ a ic pa icipa ion, and media
li e acy, which would be a shield agains globalized communica ion hin-slicing. In sho , he
he meneu ic heo y is no a me e academic anci ulness, bu a undamen al in e p e a i e
compass o nego ia e he unce ain y o meaning in mass communica ion, socie y, and cul u e,
on a la ge scale.
6. Con ibu ion o He meneu ic Theo y o Knowledge
The s udy o mass communica ion has bene i ed g ea ly om he use o he meneu ic heo y,
which has i s oo s in philosophical adi ions o in e p e a ion. I highligh s meaning-making
as a dynamic, con ex -dependen , and cul u ally media ed ac i i y, challenging o e simpli ied
concep ions o communica ion as a one-dimensional in o ma ion ansmission mechanism.
He meneu ics allows esea che s o s udy he cons uc ion, con es a ion, and nego ia ion o
meaning in mass communica ion when ex s a e sha ed among a ious audiences and
pla o ms.
He meneu ics' emphasis on in e p e a ion ha goes beyond su ace-le el ma e ial is among i s
mos signi ican con ibu ions. He meneu ics in es iga es how media con ey meaning h ough
cul u al codes, his o ical memo y, and social si ua ions a he han jus wha messages a e
con eyed (Gadame , 2004). By acknowledging ha audiences' li ed expe iences, language
amewo ks, and social posi ions shape in e p e a ion, his iewpoin expands he s udy o
media ex s (Meye & Simons, 2022). By emb acing he di e si y o meanings a he han
a ou ing a single dominan eading, he meneu ics b oadens he analy ical pu iew o mass
communica ion s udies.
In o de o connec communica ion s udies wi h c i ical and cul u al adi ions, he meneu ic
heo y has also been essen ial. He meneu ics, o example, sheds ligh on how news aming
a ec s in e p e a ion and how a ious communi ies in e p e he same headline in di e en
ways in jou nalism s udies. Fo ins ance, one audience may in e p e a epo on poli ical
co up ion as p oo o sys emic ailu e, while ano he audience may ejec i as pa isan
p opaganda (Nguyen, 2022). He meneu ics emphasizes he ideological ounda ions o media
ma e ial and i s unc ion in shaping public discou se by placing he in e p e i e ac a he cen e.
In he age o digi al and wo ldwide communica ion, he meneu ic heo y p o ides impo an
ools o comp ehending he plu ali y o media in e p e a ions. The ins abili y o meaning is
bes illus a ed by social media pla o ms, whe e w i ings can immedia ely sp ead ac oss
na ional and cul u al bo de s. One con ex may applaud a wee , meme, o b ie ideo as sa i e
while ano he may denounce i as o ensi e (Thompson & Reyes, 2021). By placing hese
in e p e i e ensions inside cul u al con ex s and communica ion p ac ices, he meneu ic
Jou nal o Educa ion, Communica ion, and Digi al Humani ies-Vol.2, No.2, Sep . 2025
pg. 7
inqui y aids in hei analysis. Gi en he p e alence o misunde s andings in mul icul u al and
c oss-bo de communica ion, his con ibu ion is especially pe inen .
Addi ionally, communica ion esea ch app oaches a e enhanced by he meneu ic heo y. I
alida es quali a i e me hods as igo ous o ms o in es iga ion, including ex ual
in e p e a ion, discou se analysis, and na a i e analysis (C eswell & Po h, 2018). By doing
his, i o e s a subs i u e o he posi i is amewo ks ha a e p e alen in he s udy o mass
communica ion. He meneu ics con ends ha con ex ual analysis and in e p e a i e dep h a e
necessa y o ully comp ehend human communica ion, which is no always quan i iable
(Akinwale, 2023). Resea che s may now ind meanings bu ied in cul u al na a i es, symbolic
o ms, and communica ion p ac ices hanks o his me hodological change.
Las ly, by emphasizing he mo al and socie al obliga ions o he media, he meneu ics ad ances
mass communica ion. Tex s a e ne e neu al; hus how hey a e in e p e ed has an impac on
how collec i e iden i ies a e o med, how powe sys ems a e upheld o challenged, and how
democ a ic pa icipa ion is a ec ed (Fuchs, 2020). Communica ion esea che s may e eal
how media shapes eali ies and p o ide c ucial insigh s o p omo ing inclusi e, dialogical, and
esponsible media p ac ices by using he meneu ic analysis. The abili y o he meneu ic heo y
o ein e p e communica ion as an in e p e i e, cul u al, and socially en enched p ocess is
wha makes i a aluable con ibu ion o mass communica ion. I has imp o ed heo e ical and
me hodological app oaches by mo ing he emphasis om ansmission o meaning-making,
which makes i essen ial o comp ehending he in icacies o communica ion in mode n
cul u e.
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