year 13 media theory revision mat 1 - media attic · year 13 media theory revision mat 1 ... tim...

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.

Year13

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’

Year13

Livingston&LuntTV’seducaKonalrolehasdeclined.-moresocialandentertainment-based.

ISE-MEDIAPLURALISMALIE?