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The Media Landscape… Not just what we watch, listen, play

Explore the historical shifts in societal modes of production and communication leading to the current information age. Delve into media theory, media economics, sociological theories, behavioral theories, and critical cultural studies to comprehend the role and impact of media on society. Uncover the dynamics of media economics, audience behavior, representation issues, and the interplay between media, culture, and power structures. Gain insights into the diverse theoretical frameworks that help us understand and interpret the modern media landscape.

eunicephillips
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The Media Landscape… Not just what we watch, listen, play

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  1. The Media Landscape… • Not just what we watch, listen, play • information society: the exchange of information is the predominant economic activity. • Producing, processing, distributing information

  2. MEDIA & (OTHER) SOCIETIESPre-Agricultural Society • Mode of production • Hunting and gathering • Communication • Spoken word • Epic poems • Iliad, Beowulf

  3. Agricultural Society • Modes of production • Farming, fishing, mining • Land owned by ruling class • Communication • Development of writing • Few books

  4. Industrial Society • Mode of production • Mass production • Factories with specialized jobs • Communication • Printed books • Gutenberg Bible 1455 • Slow increase in literacy

  5. Information Society • Mode of production • Create, process, store, transmit information • Communication • Internet • Computer readable information

  6. The Media Landscape, continued. • Converging Technologies • Convergence: integration of mass media, computers and telecommunications. • The iPhone • Converging Industries: Media consolidation

  7. The Media Landscape, continued. • Reduced regulations on ownership • Increased regulation of content

  8. Changing careers • Careers will be volatile • Digital multimedia production skills in demand

  9. Media Theory • How do we understand the media? • How do we understand how we use the media? Theory: models that help us understand media around us and how we respond to them

  10. I. Media Economics • Media monopolies • patterns that are not in best interest of consumers • Barriers to entry • The profit motive • QUESTION: What do media economics NOT tell us?

  11. II. Sociological theories: • Functionalism: media serve functions for us as a society and as individuals • 1. Surveillance • 2. Interpretation • 3. Values transmission / Socialization • 4. Entertainment

  12. III. Behavioral theories: seek to explain individual media behavior Uses and gratifications: media selections explained in terms of needs they satisfy Diffusion of innovations: spread of innovations, how this occurs and through whom

  13. IV. Critical and cultural studies: explain interrelationships among media, content, audiences, culture Key issue: Representation: the act of portraying, depicting, symbolizing, or presenting the likeness of something. Language, visual arts, and media are systems of representation.

  14. Types of Critical and Cultural Studies: • 1. Political economy: focuses on relationships between economic structures, media industry dynamics, and ideological content of media. • Karl Marx: • Owners' interests reflected by media and culture because dominant groups want to create an underlying consensus favoring their continued domination

  15. Hegemony: way power maintains the status quo by convincing public that the current system is the best Global communism or participatory democracy?

  16. 2. Feminist studies • oppression of women rather than the oppression of the working class • Example: Content patterns: • Two few women appear in media • Limited to few stereotypical roles • Reasons? • Under-representation as media producers • Social norms

  17. 3. Ethnic studies • Structural problems with race and media • racial depictions associate whiteness with dominance

  18. 4. Aesethetic criticism: applies traditions of literary criticism to media • Genre: looks at how categories with distinctive style and format change over time • Semiotic analysis: words, sounds, images, interpreted as signs • signs: symbols of something other than literal action

  19. 5. Active Audience/Reception Studies • Communication process involves joint creation of meaning between author and producer: encoding/decoding • Audience reception a matter of reading of media texts • Creators of media content have a preferred reading. • Audience may accept that or produce oppositional or negotiated reading.

  20. Cultural studies generally combines a number of these theoretical approaches. • Two key concerns basis of cultural studies work: • 1. ideological nature of mass communication • 2. complexity of communication message • Most often three components: • 1. Media Economics • 2. Textual Analysis (ethnic, feminist, aesthetic criticism) • 3. Audience Response

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