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Culture and Media
What do these words mean to you?
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CultureCulture consists of the beliefs,
behaviors, objects, and other characteristics common to the members of a particular group or society.
Culture includes many societal aspects: language, customs, values, norms, mores, rules, tools, technologies, products, organizations, and institutions. Media falling into many of these
characteristics
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Ch. 1: Interpreting Mediathe means of communication, such as
radio and television, newspapers, and magazines, that reach or influence people widely
can also be used as a collective noun for the press or news reporting agencies.
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Analyzing Media: Semiotic ApproachAlso known as semiology. It is the study of signs and their
significance.Belief that media is not a simple
channel of communicationMedia actually “structures reality that
it seems to describe and stand for.”
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SemioticsPhysical form is called the signifier
What the sign refers to is called the signified (this is an idea or concept)
Referent is the real object that the signified and signifer refer to
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Language shapes our sense of realityExample: Inuit words for snow.Have you come across words in Turkish
that do not translate to English? How does this “shape” reality for
Turkish speakers differently than English speakers?
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StructuralismThe belief that “human social order is
determined by large social or psychology structures”
Example – Different societies structuring of rules on food.Rules of ExclusionRules of OppositionRules of Association
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StructuralismWhat kind of rules do you see here at
school?Clothing? Schedule? Food? ClassesNow do they fall into any of these
categories?Opposition/exclusion/association/others?
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Signs: Denotation and ConnotationDenote – stands for/a symbol for
Red for the color Connote – implied or additional
meaningRed for passion, blood, communism etc.
Remember the “Red Wheelbarrow” poem from last year?
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ExampleConfederate flag
Denotative (original) – symbol of South countries when they were trying to succeed from the union during the civil war.
Connotative – symbol of “white” supremacy over African AmericansConfederate Licence Plate
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Control over SignsSign are polysemic – capable of having
several meaningsAnd sometimes the media tries to
control the meaning of these signs. This attempt at control is called anchoring.
Examples – Negative connotation of calling someone or
something “black” to the revamped image of “black is beautiful”
Literal meaning of words like “cool” or “wicked” or “hot” to the slang terminology we are all familiar with.
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Control over SignsBe aware of verbal construction and visual
framing.Why of all the possible words and photos
have they chosen the ones that reach the headlines.
Spin – other than the obvious meaning, can also refer to a drastic change in appearance or impression
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Verbal ContructionAuthorities on lookout for two
Lansing prison escapees http://www2.ljworld.com/news/2011/nov/15/authorities-lookout-two-lansing-prison-escapees/
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Visual FramingCasey Anthony TV
Movie in the Works
www.people.com
New tremor hits quake-ravaged Turkey: reports
http://en.cumhuriyet.com/
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Turkey's president said on Tuesday that it would be disadvantageous for the European Union (EU) to block Turkey's negotiation process.
http://en.cumhuriyet.com/?hn=293172
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Verbal Construction and Visual Framing in Practice1. Pair the image with a possible caption
2. What would this story be about? What would you expect to read?
3. When you have finished with a packet, mix them up and pass them on.
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Controlling SignsMode of Address
“The ways a text seems to speak to its audience, or who it thinks we are”Timing of commercials during the dayFormatting and address of different news
stationsCovers of magazines aimed at women and
men
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Chapter 3:Q. How many real men does it take to
change a light bulb?
A. Real men aren’t afraid of the dark.
Along with the light bulb genre…
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Guy walks into a bar…A piece of rope walks into a bar and the
bartender says, "We don't serve your kind." The rope goes outside, ties himself in a knot and frays one end of himself. He walks back into the bar and the bartender says, "Weren't you just in here?" The rope replies, "No, I'm a frayed knot."
A drunk goes into a bar. The bartender tosses him out as he is too drunk. The drunk walks back into the bar. Again, the bartender throws him out for being too drunk. Again the drunk walks into the bar. The bartender is just about the throw him out when the drunk looks at him and says, "How many bars do you own, anyway?"
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Cont.A mushroom walks into a bar and the
bartender says "We don't serve your kind here." and the mushroom says - "Why not? I'm a fungi."
Two men walk into a bar. The third one ducks.
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Genre related VocabularyStandardization – “sameness” or the maintenance of
“sameness”Niche marketing – attempt to reach specialized and
profitable grounds of consumersHybridity – mixing of genres or values Intertextuality – variety of interactions between different
types of mediaVerisimilitude – (latin for truth and similar), connection to
realityFormat – a “recipe” for success under a genre or
subgenre Big Brother format
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Movie genresHow many movie genres can you come up
with?The reading describes the Romantic Comedy
genre in depth, focusing on audio-visual conventions. Gone with the Wind
Choose one of the genres you’ve listed and describe its typical characteristics with a partner.Give at least one example of a commonly
known movie
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Genre Stereotypes?Is there an assumption that one genre
is fit for only certain people?What genres are you a fan of? Are there any you strongly dislike?
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Not all media is accepted EquallyHow do some products gain the label
of “art” while others do not?What do you consider art? Why?
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Art in Movie GenresDo certain genres contain more artistic
merit than others?As a class place the genres of movies
on a scale according to its acceptance as art.
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Classification for Audience SuitabilityTime of airing on public broadcast
Tv, radio, etcGovernments and agencies create a
rating system for age/maturity appropriateness.UK – BBFCUS – Rating board from 3 agencies
(R,PG, PG-13, G)What about Turkey?
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Rating as censorship or advertising?How much do you pay attention to the
rating of a movie or tv show?