kcb101 week 13
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MEDIA AND MEDIA AND COMMUNICATION COMMUNICATION
TEXTS TEXTS (THE CONCLUSION)(THE CONCLUSION)
Dr Stephen Harrington
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Cast your minds back to February 26…
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So, what is this unit all about?
The official version:
“This unit introduces you to foundational ideas in the study of communication. It covers key questions of textual analysis, practice, and context. Drawing extensively on examples of popular communication practice from contemporary society, the subject aims to impart an understanding of communication ecologies, processes, systems, and modes within the wider frame of radical changes occurring to the way texts are produced, read and circulated within our culture.”
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So, what is this unit all about?
The simple version:
Understanding communication theory
Apply communication theory
Analyse developments in communication practice
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So, what is this unit all about?
The super simple version:
Communication in theory
Communication in practice
Communication in context
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Communication in theory
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Communication in theory:
Meaning is not ‘fixed’.
“[R]eaders with different social experiences or from different cultures may find different meanings in the same text…” (Fiske, 1990: 3)
‘Meaning’: Is culturally-specific Often changes over time (unstable) Highly contextual
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Communication in theory:
Which means that… the study of communication is inseparably tied to the study of culture.
Semiotics Aims to understand the cultural production and
exchange of meanings.
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Communication in theory: Context Signifier/Signified Icons/Indexes/Conventional Signs Denotation/Connotation Framing Genre
Textual Analysis Looking for a “Likely Interpretation” of a text.
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Communication in practice
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Communication in practice: A brand’s ‘meaning’:
Is culturally-specific Often changes over time (unstable) Highly contextual
Advertising as a means of giving a brand meaning/identity/status/image
Used your knowledge of communication theory to affix (positive) meaning to a fictional product
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Communication in context
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Communication in context:
Advertising:
Apple ‘1984’
Old Spice ‘The Man Your Man Could Smell Like’ and responses
Old Milwaukee beer
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Communication in context:
1984 Clear distinctions between advertiser and consumer Message reaches ‘everyone’
Old Spice Distinctions breaking down Dialogical relationship, advertiser still with most 'control'
Old Milwaukee ‘Distance’ in the value chain between advertiser and consumer
eliminated; roles are interchangeable Mass conversation: message is developed and communicated by
anyone keen enough, but can be resistant to integration (e.g. Shell's 'Let's Go').
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Communication in context:
1984 Consumers as listeners
Old Spice Consumers as participants
Old Milwaukee Consumers as “co-creators”
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Communication in context:
Shift from Monological to ‘Polylogical’ communication
OR
Mass communication, to mass conversation (Spurgeon, 2008).
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This represents a significant change to the ways that media texts are produced, distributed and understood.
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Assignment 3
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Theorist Television Web 2.0
Harrington Monological Polylogical
Spurgeon 'Mass Communication' 'Mass Conversation'
Bruns Producer/User ‘Produsage’
Gauntlett “Sit back and be told”(Media like ‘Gods’)
“Making and doing”(Media sharing)
Illic (in Gauntlett) Industrial tools Convivial tools
Lessig (Mix)? Remix
Final assignment
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Assignment 3:
Talk about the shifting nature of communication (changes to how texts are produced, distributed and understood) through the lens of your chosen websites. Not website content.
E.g. Meme Generator
Potential implications for: Regulation/’control’ of this (highly chaotic) environment Copyright Economics Creativity Authorship Ethics (e.g. ethics in digital/social media) Branding/Advertising
“There’s all kinds of digital media which don’t enable people to really make their mark on the world, to stamp their own meanings and ideas…” – David Gauntlett (2010)E.g. Louis Vuitton, The Global Mail
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Assignment 3:
Due next Friday!
Length 1800 - 2200 words
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Assignment 3:
Due next Friday!
Length 1500 - 2200 words
Because we want quality
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Assignment 3:
Any questions?
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And, finally…
Thanks for a wonderful semester.
Go write your assignments!