Mediated World (Lecture 1) 0.0 / 5 ? Media StudiesMediated World UniversityNone Created by: iva.semerdjieva-gbCreated on: 10-01-17 16:32 Media = Technologies Media is always changing Intensification of media is our everyday lives Media as salient system of communication in a complex globalising world. Importance of time and place. 1 of 9 Media Production Theorists adopt a critical stance. There are 'worries' about the impact of capitalist development of media on individuals, communities and societies. Consumers - are seduced, manipulated, passive and mass. Neo-Marxist ideologies (Lec2,3,4 and 6) Citizens - are seduced, manipulated, specific, worried about democracy and voice (Habermas, Chomsky Lec4 and 8) Communities - lose their localised culture and values as cultural imperialism homogenises culture (Globalisation Lec2) 2 of 9 Transmission -> Reception Frankfurt School - Adorno and Horkheimer Lec2 Worries about the commodification of culture = debased (standardised) and non-challenging. Takes away the tools for individual creativity and critical reflection. Audiences are seduced e.g. pseudo-individualism. Althusser Lec3 develops a Marxist theory on ideology. Ideological State Apparatus = work on our beliefs (e.g. education, religion, the family, media and popular culture) Individuals are hailed/ interpelled in "what's normal". lack of agency - people are passive. Habermas Lec4 is especially concerned about citizenship and democracy - Democracy = not only about voting but participation in political debates Worried about large corporations and their manipulation of public opinion. Has there been a decline in critical democratic debate and opposition. Imperialism Lec2 - shifting the values of the powerful onto those that are less powerful -> from West to the rest. Boudrillard Lec8 - concerned about the sheer quantity of images in our mediated world. This makes it hard to make meanings stable Worried about sign/ symbolic value of ruling over use value 3 of 9 Transmission -> Reception (2) Media 'effects' research Lec6 Focus mostly on negative rather than positive 'effects'. Moralistic in tone (violent toys and kids). Hypodermic syringe (strong effect) Limited effects - Lazarfeld's 'top-step-flow' Minimal effects Need to challenge the moralities in debate. 4 of 9 Transmission and Reception All of the theories by Adorno, Baudrillard, Althusser etc. are challenged in some way, mostly by giving 'audiences' and 'citizens' more agency. Herzog et al (US and Lazereld 30/40s) What do audiences get out of media consumption? Uses and gratifications Social learning Cultivation and de-sensitisation 5 of 9 Transmission and Reception (2) Gramsci's notion of hegemony is more dynamic than Althusser's notion of ideology Gives individuals more agency Hegemony needs to be fought for, through cultural struggles Dominant groups must engage in political, cultural and ideological struggles to secure their power Resistance to 'normality' - often symbolic and in small ways e.g. Hebdige on resistance through style 6 of 9 Transmission and Reception (3) Birmingham Centre for Contemporary Cultural Studies (60's-80's) Stuart Hall - production, texts and consumption relatively independent. Audiences decode media texts Media and everyday life Diverse audiences Media often side - issue in everyday life Dreaming and escape 7 of 9 Transmission and Reception (4) Texts as relatively independent? How are texts 'made up'? Analysis of textual structures/conventions and their impact Stereotypes 8 of 9 Transmission and Reception (5) Politics, democracy and friendship done in different ways. New social movements Social networking through new digital media Prosumption - is the production - consumption binary collapsing? 9 of 9
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