year 13 media theory revision mat 1 - media attic · year 13 media theory revision mat 1 ... tim...
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SocialrealismAgenreofUKfilmaboutthegrimrealityworking-classlife.AndreaArnold,KenLoach,MikeLeigh
YEAR13MEDIATHEORYREVISIONMAT1
Curran&Seaton1981:‘Powerwithoutresponsibility’.Trad.mediahaveallthepower&influenceNowoutdated?⚰?
Neale:genre=repeKKon+variaKon/difference
PostmodernismNothingisoriginal-soit’sallabout:imitaKon,borrowing,reinvenKonparody,pasKche,bricolage,self-reflecKon,inter-textuality,blurringofopposites,formovercontent,mixoflow&highculture,hybridity.
Dyer’s Utopian Solutions / Pleasures Model
media provides gratification through escapist fantasy to
counteract the dull routine of normal life,
Routine – excitement Shortage- abundance
fragmentation - community
Baudrillard:HyperrealityThemediated,simulatedscreen-basedworldismorerealandimmediatethanauthenKcreality.
StuartHall–3readings1)Dominant(hegemonic)-someKmescalledthepreferredorintendedreading.Thisisthemeaningintendedbytheproducer.2)NegoPated-ameaninginbetweenthetwo.3)OpposiPonal:theoppositemeaningtotheoneintended.AMESSAGEISTRANSMITTEDTHROUGH‘ENCODED’(mediated)REPRESENTATIONS&‘DECODED’BYAUDIENCES.
MoralPanics-StanleyCohen‘FolkDevils&MoralPanics(1971)
Popularmedia(e.g.tabloids)sPrupfearaboutstateofsociety.Minorityandvulnerablegroupsaretargeted&demonized.EncouragesscapegoaPnganddividessociety.Leadstoareinforcingof‘conservaKve’valuesofstronggovt,firmpolicing,tougherlaws.Protectstherichandperpetuatesprivilege.Statusquoisprotected.Nothingchanges.Gatekeeping
TradiKonalmediacontentisdecidedbyeditors&proprietors.Likenightclubbouncers,thesegatekeepersactascensors.Decisionstendtohegemonici.e.supporKngtheinterestsofrulingcorporateelites.
GeorgeGerbner1960sCulPvaPonTheoryProlongedexposuretoTVhasadesensiPzing,numbingeffect.AlsoleadstoanexcessivelypessimisKc,negaKveviewoftheworld-MeanWorldSyndrome
Twostepflow(Lazersfeld&Katz)Opinionsflowinacyclebetweenmedia,opinionleadersandthepublic.Allaremutuallydependentandrelyoneachother.
Seenewsvalues,Chomsky&thePropagandaModel
AuteurtheoryTheideathatthedirector,nottheproducer,hasfullcreaKvecontrolofafilm.WesCraven,TimBurton,AlfredHitchcock,StanleyKubrick.
Year13
YEAR13MEDIATHEORYREVISIONMAT2feminism&neo-Marxism
HesmondhalghCulturalindustries
ExploresimpactofindustrializaKonofculture,extendingintothedigitalage.LinkstotheFrankfurtSchoolviewsoncommodificaPonofculturetocreateconformist,massaudience-consumerswhofeedthecapitalistsystem.TiesinwithPoliPcalEconomymodels&neo-Marxistideasonculturalhegemony,falseconsciousnessmassconsent.
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Gramsci–culturalhegemony(Neo-Marxist)Elitesmaintainhegemonybywinningovertheconsentofordinarypeople.(Notbyforce,violenceorrepression).TheywillacceptthestatusquoiftheyarekepthappybyasortofculturalsedaPon.
Marx“Ineveryage,theideasoftherulingclassesaretherulingideas.”
Marx-‘falseconsciousness’themasses’unawarenessandpassiveacceptanceoftheirinferior,exploitedstatus.
FrankfurtSchool(Neo-Marxist)
(Adorno,Horkheimer,Benjamin)IndustrializaKonofcultureencouragesmassconformityandincreasescorporatewealth.ItsKmulatesconsumerismandcorporateprofit.Itexploitspeople’sunfulfilledaspiraPons,generatesfalsehopes&needswhichfuelthecapitalistsystem.Connectstomass/passiveaudiencetheories,+poliKcaleconomy,propagandaandhypodermicmodels.
Post-colonialismchallengestradiKonalcolonialvalues.ReassertsnaKonalpride&idenKty.
NewsvaluesMediaorgs.selectnewsaccordingtocommercialconsideraKons.Galtung&Rugeetcshowedthateventsconsidered‘newsworthy’areselectedaccordingtocriteriasuchasproximity,scale,personalizaPon,negaPvityetc Hegemony
inacPon
GlobalizaPon=thespreadofmediaproductsacrosstheworld.TendstoimplyUSdominanceofglobalculture.SomeKmestermed‘culturalimperialism’,orthe‘WestvtheRest’oreven“Coca-colonizaKon”
Bechdeltest(AlisonBechdel)Afilmistrulynon-sexistifithas• atleast2namedfemalecharacters• whotalktoeachother• aboutsomethingotherthanmales• andwithoutanothermanpresent.
1960’s&70sSecondWaveFeminismNaomiWolf:‘TheBeautyMyth’condiKoning&patriarchy.______________3FacesofEve___________QueerTheory:JudithButler:’GenderTrouble’
Postfeminism:femininityfightsback
NoamChomskyPropagandaModel
‘ManufacturingConsent’19885news‘filters’:newsisselectedbymediaorgstosuit:interestsofadverKsers,interestsofowners,anK-communism,elitesourcesofinformaKon,awarenessofcriKcs(‘flak’)
CampaignforequalrightsandagainstthehumiliaPngobjecPficaPon&sexualizaPonofwomen
FeminismLauraMulvey-MaleGazeJohnBerger:“awoman…isalmostconKnuallyaccompaniedbyherownimageofherself.”
YEAR13MEDIATHEORYREVISIONMAT3E-MEDIA
DavidGauntlegMulKple&fluididenKKesWeb2.0-user-centred+HarryJenkinsConvergent,transmediademocraKzedSocial&parKcipatory‘Manytomany’modelProducerislessimportantFandom:e.g.fanficKonparKcipatory,digitalcommuniKes
AlvinToffler1980The3rdWave‘Prosumer’
TimO’Reilly‘wemedia’-collecKveintelligenceofdigitalcommuniKes(crowdsourcingetc)
TimBerners-Lee<<InventorofHTML/>>WebisacreaKve,democraKcspace.Againstcorporatesurveillance&control.Campaignsfor‘digitalhumanrights’.[pluralistnothegemonic]
EchoedbycommentatorslikeAleksKrotowski.Infavourofcyberdemocracy(Basset&Poster)butseesthedangers.
JakobNielsenSecondscreening.Impactonreading.LeanbackvleanforwardinteracKon.
DanGilmourAnotheradvocateof‘wemedia’CiKzenjournalismUGC&User-controlTrad.gatekeeping⚰
DenisMcQuailMasscommunicaKontheorist–masscommsareindeclinebutsKlladomainofcorporatepower.OveresKmatespowerofTV?
ChrisAndersonLongTailTheoryAproduct’scommercialsuccessisextendedoverKmebyitsonlineavailability.
ClayShirky‘endofaudience’Everyoneisaproducer.E-mediaare:social,global,ubiquitous&cheap
EliPariserthefilterbubble
AlgorithmsdeterminesearchresultssoeveryonegetslockedinsidetheirownpersonalinformaKonbubble.
Linkstothe‘echochamber’effectofsocialmedia:usersonlyengagewithotherswhoshare&echotheirviews&interests.
MarshallMcLuhan1960s‘globalvillage’.‘Themediumisthemessage’
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Livingston&LuntTV’seducaKonalrolehasdeclined.-moresocialandentertainment-based.
ISE-MEDIAPLURALISMALIE?