Media Studies 120

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Media Studies 120

• The Four Key Concepts of Mass Media and Popular
  Culture
• (notes taken from Mass Media Popular Culture
  by Barry Duncan, 1988)

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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

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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.

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Key Principle 1 Construction of Reality

• When you are watching the news on TV, you are
  watching the absolute facts.
• Right? Well
• Lets 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
  wasnt shown?
• The normal ratio of footage shot to footage used
  is 201. Who chooses the 1 out of 20 minutes of
  footage we see?

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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?
• Lets look at an example that illustrates when it
  isnt

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Construction of Reality

• The producers of The Wild Kingdom, a popular
  nature program in the 1980s, 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?

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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.

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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 medias 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?vhibyAJOSW8U
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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 its
  constructed, and how it affects us and others.

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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?

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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 Disneys 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?

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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.

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Forms, Codes Conventions

• The codes that are used in the media that we
  understand but dont 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.

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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, TVs 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.

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Forms, Codes Conventions

• Lets 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
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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
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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

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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.

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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.

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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?

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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.

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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 medias 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 dont
  agree with?
• How is the media presenting the governments plan
  to close UNBSJ?
• How much media time is being given to how the
  change may improve educational opportunities in
  Saint John?

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Ideology Values

• Most value messages sent to us in the media are
  almost invisible, because were so used to the
  medias messages we dont 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?

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Ideology Values

• Two questions
• Are the values presented in the last three
  questions accurate?
• Do you agree with these value messages presented
  by advertisers?

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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 mediums view of virtue?

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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

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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?

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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 audiences needs
  and desires is the ad designer making?

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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.

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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?

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Key Principle 4 Commercialism and Audience

• It is easy to believe that the medias 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.

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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?

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Commercialism and Audience

• In the music business
• 1. A music companys 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 bands tour almost always coincides with a
  new music release.

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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
  60s and 70s when corporate giant Irving owned
  all three), who in the media will ever criticize
  or examine anything that owner does?

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Commercialism and Audience

• Exercise 1 Lets 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. Sobeys/Empire Theatre/Odeon Theatre
  connection/net worth
• 3. Oprah Winfreys 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

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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.