Sociologists Gerbner & Gross were concerned about long term exposure to media texts, especially violent TV in US (circa 1976). A fictional world that contains verisimilitude especially governed by spatial and temporal coherence. National and state flags, religious images, and celebrities gain shared symbolic meanings through their representation in the media. While watching TV, viewers want to be entertained. Net neutrality – Adam Conover is an advocate and Youtuber, not the inventor of the term. The analysis of the relationship between media and violence that you read about in preceding sections exemplifies this. I have summarised most theorists’ key ideas or simplified their concept for your benefit. Published in 1962 and 1964, respectively, the Gutenberg Galaxy and Understanding Media both traced the history of media technology and illustrated the ways these innovations had changed both individual behavior and the wider culture. It fosters communication, collaboration, sharing, helpfulness, and community… The ideas, information, and applications now launching on Web sites around the world capitalize on the transparency, usability, and accessibility that the internet was born to deliver.”. Advertising: "Commercial photographs," Goffman points out, "involve carefully performed poses presented in the style of being 'only natural'." In short, the press must be free of control, Fred Siebert in discussing the development of libertarianism, credits its transition from authoritarianism to the efforts of four men: John Milton in the seventeenth century, John Erskine and Thomas Jafferson in the eighteenth century and John Stuart Mill in the nineteenth centuxy Milton argued that people had the capacity to distinguish between right and wrong and good and bad. “The making of the new and the rearranging of the old” (Bentley, 1997). Objectification theory posits that girls and women are typically acculturated to internalize an observer's perspective as a primary view of their physical selves. This is merely to say that the personal and social consequences of any medium - that is, of any extension of ourselves - result from the new scale that is introduced into our affairs by each extension of ourselves, or by any new technology.”, ‘…men at once become fascinated by any extension of themselves in any material other than themselves’ (McLuhan, The Gadget Lover: Narcissus as Narcosis 1964).
- Uses and Gratifications – what audiences do with the media
4. It focuses on the tendency of majorities to negatively label minorities or those seen as deviant from standard cultural norms. Journalists and other media workers have responsibilities as well as freedom in their information gathering and dissemination tasks. The audience takes an oppositional position, whereby they understand the preferred meaning but decide to reject this and make their own interpretation. ‘Genres are agents of ideological closure; they limit the meaning potential of a given text’ – e.g. '; ‘By design, the Web has no centre, anyone can create…. He states that it is not a replacement for the Web that we know and love, but rather a way of using existing systems in a 'new' way: to bring people together creatively. Carol Vernallis describes how verbal, musical, and visual codes combine in music video to create defining representations of race, class, gender, sexuality, and performance. By examining factors of different groups’ media choices, researchers can determine the motivations behind media use (Papacharissi, 2009). Josephy Campbell – based on years of research, he proposed the idea of ‘universal monomyth’ that is essentially the condensed, basic hero narrative that forms the basis for every myth and legend in the world and is, therefore, common to all cultures: Ordinary World – the ordered world that the hero will choose (or be forced) to abandon. We are a nation of Netizens and prosumers. Here are his main points, some expanded in detail. Claimed there are 4 methods for measuring audiences. She adds, ‘Genre may offer various emotional pleasures such as empathy and escapism’. G Burton (2000) said genres must contain “The familiar and the unexpected”; something must add to the genre pool. Rick Altman was critical of genre theory. E.g. He also suggested that ‘We derive pleasure from observing how the conventions of a genre are manipulated’. Indiana Jones, James Bond, Rocky etc. Technol… May be better, similar of worse than the original equilibrium. Media should always be subordinate to established authority. Agenda-setting research traces public policy from its roots as an agenda through its promotion in the mass media and finally to its final form as a law or policy (Dearing & Rogers, 1996). This style of debate has become a template for handling disagreement to those who consistently watch this type of program. The internet is the most extraordinary of these external storage systems, offering access to a vast array of information, text and audio-visual material, and giving people a platform to share and exchange ideas, and to collaborate on projects together. The distribution and funding possibilities of the internet are better than the traditional models. Prensky – games/intellectual “Digital games are now being used to teach babies the alphabet, to help kids monitor their diabetes and overcome ADD, to teach both practical and tactical skills to the military, to teach financial derivatives to auditors and to teach CAD software to engineers, among many other things. Media also propagate other noncommercial symbols. Institutions therefore have to examine ways to make money in a copying age – Kelly developed 8 concepts. Superiority, Domination & Body Language: Men are shown in dominant positions; appear to be reflective of thought and intelligence. Groups, organizations and local communities should have their own media. Man loves woman…unfortunately one or both of them are already spoken for, or a third party intervenes, e.g.
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