Introduction to media studies
description
Transcript of Introduction to media studies
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Introduction to media studies
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Early foci
• Mass communication– Journalism– Print– Radio/TV/Film– Propaganda/political communication– Information campaigns
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More recent foci
• Ideology/Framing• Popular culture/cultural change• Advertising/consumerism• Identity/Disadvantaged groups• Meaning making
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McQuail’s list of themes and issues
• Time• Place• Power• Social reality• Meaning• Causation and determinism• Mediation• Identity• Cultural difference
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Let’s apply them to a few concerns of media studies
• Political communication– The Healthcare debate– The death of Ted Kennedy
• Gender communication– Pornography/Erotica– Treatment of female athletes on television
• Online video– Hulu– YouTube
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McQuail’s ‘kinds of theory’
• Social scientific theory• Cultural theory• Normative theory• Operational theory• Everyday or common-sense theory
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Alternative traditions
• Structural• Behavioural• Cultural
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“Elements that produce distinctive configurations of application and significance in
the wider life of society”
• Certain communicative purposes, needs, or uses;• Technologies for communicating to many at a
distance;• Forms of social organization that provide the
skills and frameworks for production and distribution;
• Organized forms of governance in the ‘public interest’
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Media features
• Senses engaged• Industry structure• Audience characteristics• Uses and gratifications• Economics• Regulation
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Terms of media debate
• Power of the new media• Social integration or disintegration
they might cause• Public enlightenment
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Mass society
• Disintegration of social bonds as a result of industrialization– Working conditions• Factory structure
– Urbanization– Immigration
• Move from bonds of personal affiliation to bonds of legal responsibility
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Mass society
• Alienation– End of ties to work, production of entire
article– Rootlessness– Anomie (normlessness)
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‘Mass communication’Mass communication process Mass audience
Large-scale distribution and reception
Large numbers
One-directional flow Widely dispersed
Asymmetrical relation Non-interactive and anonymous
Impersonal and autonomous Heterogeneous
Calculative or market relationship
Not organized or self-acting
Standardized content An object of management or manipulation
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Lasswell’s outline
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Schramm’s basic communication model
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Schramm’s conversation
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Schramm’s model of mass communication
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Schramm’s conditions of success
What position is privileged in Schramm’s analysis?
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Hall’s Encoding/decoding model