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M98MC Week 4 New Media, New Audience, New Methods

M98MC Week 4 New Media, New Audience, New Methods. John Keenan John.keenan@coventry.ac.uk. So far. 5 stages, 3 appeals, semiotics Consumer culture Targeting: demographics, psychographics, lifestage , lifestyle. Problematise Complexity. The sign The audience The methods. This week.

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M98MC Week 4 New Media, New Audience, New Methods

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  1. M98MCWeek 4New Media, New Audience, New Methods John Keenan John.keenan@coventry.ac.uk

  2. So far • 5 stages, 3 appeals, semiotics • Consumer culture • Targeting: demographics, psychographics, lifestage, lifestyle

  3. Problematise Complexity • The sign • The audience • The methods

  4. This week • New audience • New media • New methods

  5. Postmodernism is both an aesthetic style and a theoretical account John Fiske, Postmodernism and Television, Chapter 3 in Mass Media and Society, 2nd Edition (1996), London: Arnold, p.58 Today.. Theoretical Account i Identity Ii Metanarratives Iii Simulacrum and hyper-reality Iv Trust 2. Style: i Refusal of meaning ii irony iii bricolage iv pastiche v intertextuality

  6. Also today • Write the campaign • Record video explanation of one of the readings

  7. Postmodernism pre-modernist times

  8. Modernism THE IDEA OF PROGRESS Creation of Metanarratives Rational Thought History Voltaire (1694-1778) - ordered history and set it in a time frame and judged it by a fixed morality and scientific laws Science Newton (1643-1727) - science. 17th Century onwards: ‘science became the major aspect of human life…science could only move one way, forward’SIDNEY POLLARD LONDON: MIDDLESEX, 1968, P.20 Philosophy Descartes (1596-1650): I think therefore I am Pascal(1623-62): ‘men…as one man, always living and incessantly learning’ cited in THE IDEA OF PROGRESS, SIDNEY POLLARD LONDON: MIDDLESEX, 1968, P.20

  9. doodle

  10. High Windows • When I see a couple of kidsAnd guess he's fucking her and she'sTaking pills or wearing a diaphragm,I know this is paradiseEveryone old has dreamed of all their lives--Bonds and gestures pushed to one sideLike an outdated combine harvester,And everyone young going down the long slideTo happiness, endlessly. I wonder ifAnyone looked at me, forty years back,And thought, That'll be the life;No God any more, or sweating in the darkAbout hell and that, or having to hideWhat you think of the priest. HeAnd his lot will all go down the long slideLike free bloody birds. And immediatelyRather than words comes the thought of high windows:The sun-comprehending glass,And beyond it, the deep blue air, that showsNothing, and is nowhere, and is endless.

  11. Postmodernism: identity The death of God left the angels in a strange position. They were overtaken suddenly by a fundamental question… The question was, ‘What are angels?’

  12. Postmodernism All that is solid will melt into air Berman cited in Hebdige, After the Masses, in New Times, Hall S and jacques (Eds),1989: p.76 We are swimming in a sea of signs Jean Baudrillard Postmodern culture is a fragmented culture John Fiske, Postmodernism and Television, Chapter 3 in Mass Media and Society, 2nd Edition (1996), London: Arnold p.56

  13. Postmodernism 1: Metanarratives Post-modernism Lyotard - an incredulity towards metanarratives

  14. Postmodernism 1: Metanarratives Science By understanding the world we will control it We exist to make the world better (progress) metanarratives 1 The universe was made by a Big Bang People keep improving life People evolved from apes

  15. Postmodernism 1: Metanarratives History Cavemen were wild We live to maintain this progress metanarratives 2 Civilisations like The Romans controlled them but were violent and dangerous Democracy came and gave us power Kings established a secure civilised country

  16. Postmodernism 1: Metanarratives Church God creates world People go bad Jesus dies to save people from Hell Metanarratives 3 Repent and go to Heaven Life is a trial

  17. Postmodernism 1: Metanarratives Some people have special skills Authority metanarratives 4 These people should use them to serve society Life is about knowing your place in society and serving where you can We must respect those who serve for our good

  18. Postmodernism 1: Metanarratives State I am born an Englishman metanarratives 5 I like roast beef, drink pints and show no emotion I exist to maintain the natural way of life of my people These values I will fight for my children to have

  19. Postmodernism 1: Metanarratives Marxism We are all born equal metanarratives 6 Some have more than others, some starve I exist to ensure that the world becomes fair We must take from those with more than they need and give it to those who need it

  20. Postmodernism 1: Metanarratives Feminism Women are oppressed by men metanarratives 6 Women need to rise up and take an equal place I exist to make the world fairer for women

  21. Postmodernism 1: Metanarratives HighWindows

  22. Postmodernism 1: Metanarratives The loss of metanarratives A culture with No progress No common ideology No common meaning We are free. We are lost.

  23. Postmodernism 1: Metanarratives The loss of meta-narratives Dick Hebdige 3 Negations Against totalisation Against teleology – designed for result Against utopia As if (1950s) As if (2000s)

  24. Postmodernism: identity ‘Consumers use these symbolic meanings to construct, maintain and express each of their multiple identities’ Elliot and Wattanasuwen133

  25. ‘Advertisements are selling us something else besides consumer goods: in providing us with a structure in which we, and those goods, are interchangeable, they are selling us ourselves’ Judith Williamson, Decoding Advertisements

  26. Adverts give products meaning for use in our social identity

  27. Conspicuous consumption Thorstein Veblen 1953

  28. William H White The Organisation Man inconspicuous consumption = not consuming is an anti-social act

  29. I consume therefore I am I consume therefore I am

  30. Postmodernism identity ‘The self is conceptualised in post-modernity not as a given product of a social system nor as a fixed entity which the individual can simply adopt, but as something the person actively creates, partially through consumption’ ElliotandWattanasuwen p.132

  31. Postmodernism identity ‘the individual endeavours to construct and maintain an identity that will remain stable through a rapidly changing environment’ Elliot and Wattanasuwen p.131

  32. Postmodernism identity Northern - down-to earth Male - watches football Amir Khan British - accent Sporty - Adidas Muslim - prays to Allah Amir Khan Pakistani - supports them at cricket Teenager - wears a baseball cap

  33. rural Who am I? green rich

  34. I am powerful Who am I? I am sporty/be the best I am independent/art above science

  35. Educated and liberal Who am I? Fashionable/active Young and sociable

  36. ‘The individual is offered resources to achieve ‘an ego-ideal’ which commands the respect of others and inspires self-love’ Elliot and Wattanasuwen p.131

  37. Who could you be?

  38. Who could you be? A pool of possible selves

  39. ‘Culture and commerce are now fully intertwined’ Davidson M, The Consumerist Manifesto, 1992, London: Routledge, p.191

  40. ‘The self is a symbolic project, which the individual must actively construct out of the available symbolic materials’ Elliot, and Wattanasuwenp.131

  41. Postmodernism: hyper-reality Advertising and the post-modern condition Hyper-reality Jean Baudrillard ‘Our society is image saturated…In one hour’s television viewing one of us is likely to experience more images than a member of a non-industrial society would in a lifetime…we live in a postmodern period when there is no difference between the image and other orders of experience’ John Fiske, Postmodernism and Television, Chapter 3 in Mass Media and Society, 2nd Edition (1996), London: Arnold, p.56

  42. Postmodernism: hyper-reality New York There is no authentic reality for us to experience image=reality; reality=image

  43. Postmodernism: simulacrum Images escape referentiality a copy of a copy of a copy - no original

  44. Simulacra = the image has no relation to any reality whatsoever

  45. Postmodernism is both an aesthetic style and a theoretical account John Fiske, Postmodernism and Television, Chapter 3 in Mass Media and Society, 2nd Edition (1996), London: Arnold, p.58 Today.. Theoretical Account i Identity Ii Metanarratives Iii Simulacrum and hyper-reality Iv Trust 2. Style: i Refusal of meaning ii irony iii bricolage iv pastiche v intertextuality

  46. Postmodernism: refusal of meaning

  47. 2. New styles of advertising : Intertextuality Think

  48. 2. New styles of advertising: bricolage ‘Postmodern images…not only escape referentiality and ideology, also escape textual discipline exerted by organising concepts such as genre, medium or period. They can be and are culled from any genre, any medium, any period’ John Fiske, Postmodernism and Television, Chapter 3 in Mass Media and Society, 2nd Edition (1996), London: Arnold, p.57

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