Media Studies 120

1. Media Studies 120 The Four Key Concepts of Mass Media and Popular Culture (notes taken from `Mass Media & Popular Culture by Barry Duncan, 1988)

2. The 4 Key Concepts • In order for us to make sense of the issues surrounding the media, we need a framework or context to help us talk about them. We then can use this common language to discuss important issues. The following principles or categories will provide this framework. They are:

3. The 4 Key Concepts of Mass Media • 1. The media construct reality. • 2. The media have their own forms, codes and conventions. • 3. The media present ideologies and value messages. • 4. The media are businesses that have commercial interests which search for the appropriate audience to sell to.

4. Key Principle #1: Construction of Reality • When you are watching the news on TV, you are watching the absolute facts. • Right? Well… • Let’s look at some facts: • TV news programs always favour the visual aspects of a story. This means showing pictures of fires, riots, & accidents. What about the stuff that wasn’t shown? • The normal ratio of footage shot to footage used is 20:1. Who chooses the 1 out of 20 minutes of footage we see?

5. Construction of Reality • The point is, producers of media “construct” their product to create a world exciting and stimulating enough to keep audiences interested. Many decisions must be made by a producer to create this world we see in the media. What we see may be factual, but is it the “truth”? • Let’s look at an example that illustrates when it isn’t…

6. Construction of Reality • The producers of The Wild Kingdom, a popular nature program in the 1980’s, decided that they wanted to show wilderness areas inhabited by both wolves and cougars. They also decided that the footage shown would be much more interesting if they could show a conflict between the two animals. These two predators normally avoid each in the wild. They had a problem. Solution?

7. Construction of Reality • The producers used a cougar and a wolf bred in captivity, brought them out to the wilderness and then provoked them to fight. The producers also decided to dub in more snarling and growling than was recorded in the filming. Are these facts the “truth”? • The TV news documentary show the fifth estate investigated this story, and revealed that such fakery is common in many nature programs.

8. Construction of Reality • Does this kind of manipulation or “construction” of reality affect the way we see the world? Many people who have preconceived notions that nature is savage and ferocious likely will have their beliefs reinforced. How have your beliefs about the world we live in been affected by believing the media’s representations of the world? For example: how do you feel about sharks? • Watch this Dove commercial and comment on how advertising affects our views of beauty. http://youtube.com/watch?v=hibyAJOSW8U

9. Construction of Reality • Our job in this course is to examine the way the media construct the world it presents and “deconstruct” it so that we can understand why it is constructed this way, for whom it’s constructed, and how it affects us and others.

10. Construction of Reality • Exercise #1: The Aliens Experience • A. We are going to watch a scene from the 1982 film Aliens, starring Sigourney Weaver. Your assignment: after having imagined a large and empty warehouse, imagine filling it with all the objects, people and things you see in this scene. • In other words, you will “construct” the reality you see in this scene. Make a list of every object you need to create what you see. • When your list is as complete as possible, answer these two questions: • A. What was the purpose of the director in creating this scene? • B. Was the director successful in his goal?

11. Key Principle #2: Forms, Codes and Conventions • Consider the following: • In a TV show, the camera moves in for a close-up on a man and a woman, the lighting is dim, and the music soft and low. What is the scene about? • In films such as the original Star Wars trilogy, or Disney’s The Little Mermaid, what codes are used to tell the good guys from the bad guys? • What is the usual setting for TV family sitcoms (situation comedies)? • In the pop (popular) music industry, how do you tell the difference between a hip-hop artist and a country music star? • According to the ads, what kind of person drinks milk?

12. Forms, Codes & Conventions • In discussing & answering these questions, you have identified some of the codes or conventions used in the media. These codes, or symbols, are ways information is conveyed in the media, that we understand without being aware of them. A way of understanding these codes is to think of them as cliches or even stereotypes.

13. Forms, Codes & Conventions • The codes that are used in the media that we understand but don’t necessarily notice include: • Camera angles • Sound • Lighting • Editing • Language • Design • These all are used to construct meaning. Being media literate means being aware of these techniques and understanding the effects they are intended to have.

14. Forms, Codes & Conventions • Another aspect to consider is that the medium itself shapes the meaning of an event in this invisible way as well, because of its built-in conventions. For example, TV’s coverage of a story will favour the visual, the radio will use interviews and sound, while the newspaper will feature photos and interviews, as well as more detailed information.

15. Forms, Codes & Conventions • Let’s look at an example of how the medium affects the message: • In 1960, while running for office, Richard Nixon and John F. Kennedy took part in a presidential debate. Those who heard the debate on radio were convinced Nixon had won. Those who watched the debate on TV believed Kennedy was the clear winner. Why the difference? • On TV, Nixon was sweating profusely and appeared uncomfortable, while Kennedy was cool, calm and assured…..and better looking. So? • More people watched the debate on TV than listened to it on the radio….and Kennedy won the election. Many people believe U.S. history would have been dramatically different had Nixon won the vote. http://www.museum.tv/archives/etv/K/htmlK/kennedy-nixon/kennedy-nixon.htm

17. Forms, Codes & Conventions • Canadian communications/media expert Marshall McLuhan made important observations about how the mass media create their messages. He claimed that each medium codifies reality in a unique way, that each has its own grammar and bias. • Because of this built-in bias, the nature of the message differs in each medium we encounter. This idea was summarized in his memorable slogan: • “The medium is the message.” http://www.marshallmcluhan.com/main.html http://en.wikipedia.org/wiki/Marshall_McLuhan

18. Forms, Codes and Conventions • Exercise #1: “Oh Father” • Carefully watch the Madonna video for the song “Oh Father”. • After watching it, make a list of all the conventions that are used to convey meaning about the song. Consider that a whole counter-story is being told in the images of the video which complement the song, and yet nothing of the supporting story is explained in the lyrics. • For example:

19. Forms, Codes and Conventions • 1. How many different meanings for the concept of “father” are suggested in this video? Identify them. • 2. What camera angles are used to make some characters small and powerless, and others large and powerful? • 3. How is the passage of time suggested? • 4. What conventions are used to give the video an overall look of loneliness, sadness or isolation? • 5. How do we know there is freedom and reconciliation for the protagonist at the conclusion of the counter-story? • 6. Explain the symbolic use of: pearls; a bottle; a dove; of “dressing up”; of an over-large door; of shadows; of a confessional; of make-up carefully applied.

20. Key Principle #3: Ideology and Values • What is our ideology? • It is our set of assumptions about the world that shape the way we think and feel about such issues as: the roles of men and women; discipline in schools; and the role of authority figures such as government leaders and the police. • This set of assumptions is what we use to define personal happiness and morals.

21. Ideology & Values • A particular group of people may share an ideology. For example, a church group may share some common beliefs, and a gang of bikers may have share a different set of beliefs. • What idologies do the people who produce the media have in common? • And how do their ideologies shape the media with which we are in almost constant contact?

22. Ideology & Values • When we receive a message through the media, we interpret that message through our own set of ideologies and values. • If we agree with the message being presented, this is called a “preferred” reading. In this case, “preferred” does not mean better. It is an expression of agreement with the value presented. • If we disagree with the message, we have given it an “oppositional” reading.

23. Ideology & Values • For example: a picture of a scuffle between workers on a strike line and management might be interpreted in two different ways. • The dominant view might be that the behaviour shown is typical of strikers, that they probably just want more money, and that the strike is unwarranted. If we agree with this reading, then we have given the media’s version a “preferred” reading. • The “oppositional” view could be that the reason for strikes are often misunderstood, there might be other reasons for the strike besides money, and that perhaps management provoked the scuffle. • Question: • What is being covered in the media these days that is being given a spin you agree or don’t agree with? • How is the media presenting the government’s plan to “close” UNBSJ? • How much media time is being given to how the change may improve educational opportunities in Saint John?

24. Ideology & Values Most value messages sent to us in the media are almost invisible, because we’re so used to the media’s messages we don’t easily see them anymore. For example: In advertising… - With what are cars associated? - With what kind of lifestyle is beer associated? - Who are concerned with clean clothes?

25. Ideology & Values • Two questions: • Are the values presented in the last three questions accurate? • Do you agree with these value messages presented by advertisers?

26. Ideology & Values Recognizing the values presented by the media is an important part of being media literate. When viewing or listening to media, ask yourself the following questions to help you get a clearer view of values presented: • Are the beliefs of a particular group being presented? For example, did a man or a woman create what you are seeing? What race was he or she? • Who is in a position of power? Who is not? • What stereotypes are being used? • What views of morality are being presented? • What is the medium saying will make you happy? • What is the medium’s view of virtue?

27. Ideology & Values • Exercise # 1: Ad Presentations on Ideologies and Values • Break into groups of four. • Choose an ad per person. • Help each other develop responses for the following:

28. Ideology & Values • 1. Give the date and name of the magazine from which you found the ad. • 2. Now give a detailed, objective description of each of your ad. (Imagine your audience is blind). • 3. On the surface, what does the ad promise or offer? In other words, what is the product and what claim, if any, does the ad maker make about the product?

29. Ideology & Values • 4. a. Answer this question: what will the product do to make life easier, better or more exciting? (look beyond the conventions associated with the product; otherwise, it will make it more difficult to analyze this) • b. What method does the ad designer use to make an emotional appeal? To what emotions is the ad maker appealing? • C. What assumptions about its audience’s needs and desires is the ad designer making?

30. Ideology & Values • 5. Do you give the ad a preferred or oppositional reading? (Remember that this is a response to the ideologies presented.) • 6. Is the ad effective? Why or why not? • Make sure you follow ALL of the directions and guidelines provided.

31. Ideology & Values • Exercise #2: The Ideology of Drug Use: Two Views • Watch the anti-drug abuse films Reefer Madness & Through a Blue Lens. • Consider the following: • 1. What is the intention of the film-makers with each of these films? • 2. Are the film makers effective in their goal? • 3. Are they equally effective? Explain. • 4. How has the contemporary production of Reefer Madness (specifically, the colorization choices made) changed the ideology of the original film? • In your opinion, how factual is TaBL? How truthful is it?

32. Key Principle #4: Commercialism and Audience • It is easy to believe that the media’s sole purpose are to entertain and to inform us. We tend to believe that access to the media is one of the privileges of living in an industrialized, technological society. • Not so. • Our culture is based on consumerism. Mass media provide goods and services that are marketable and saleable. • There is an enormous financial investment in popular culture and mass media products. They are multi-billion dollar businesses. • And those businesses are looking for an audience that will buy or consume these products.

33. Commercialism and Audience • Think of the television industry in this way: • 1. TV programs provide sponsors with an audience. • 2. Sponsors then are concerned with the size of that audience and therefore the appeal and ratings of that program. • 3. As the audience appeal of a program increases, so does the cost of advertising for that show. • Question: Do any of these facts affect TV programming?

34. Commercialism and Audience • In the music business: • 1. A music company’s financial success is directly dependant on the number of plays its product gets on radio. • 2. Music videos are 3 minute commercials for a music product. • 3. A band’s tour almost always coincides with a new music release.

35. Commercialism and Audience • A major concern for us, as aspiring media literate people, is the issue of ownership of the media. In North America, there is a concentration of ownership – most small companies are now owned by huge corporations, and there are only a small number of them. • Such monopolistic (single-ownership) tendencies can result in conflicts of interests. • For example, if the same company or person owns the local newspaper, radio station and TV station (which was once the case in Saint John in the 60’s and 70’s when corporate giant Irving owned all three), who in the media will ever criticize or examine anything that owner does?

36. Commercialism and Audience • Exercise #1: Let’s Count the Dollars • In groups of two, research the following and be prepared to give a report to the class on at least two of the following: • 1. The current-year cost of a 30 second Superbowl commercial • 2. Sobey’s/Empire Theatre/Odeon Theatre connection/net worth • 3. Oprah Winfrey’s annual income/net worth • 4. What Proctor and Gamble owns/net worth/income • 5. What Coca-Cola owns/net worth/income • 6. What Sony owns/net worth/income • 7. What Irving company/family owns/net worth

37. Commercialism & Audience • 8. What Pepsi owns/net worth/income • 9. Residuals for hit shows’ actors (Friends, Seinfeld) • 10. Merchandise available for The Simpsons • 11. The cost of producing a 30 minute sitcom • 12. Salaries of soap opera actors • 13. What Disney owns/net worth/income • 14. McDonalds Restaurants net worth/ income • 15. Annual sales/income of music industry • 16. Annual income/net worth of a celebrity of your choice (sports, music, actor) • 17. Something of interest to you; clear it with me first.