Media Ecology

1
Media Ecology

• McLuhan
• Chapter 24

2
Semiotics

• Roland Barthes
• Chapter 25

3
Semiotics

• Mass communication theory
• Critical media theory
• Interpreting signs
• Cultural meaning behind the abstract symbols
• Almost any media image
• Denotative and connotative
• Connotative ideological meaning that perpetuates
  the dominant values of society
• Signs are deceptive

4
Semiotics

• Sign has two parts
• Signifier the visual, obvious, image
  (denotation)
• Signified the hidden meaning (connotation)
• A sign is the combination a system
• Some say theres only an arbitrary connection
  between the two parts
• Barthes feels there is a connection, at least
  between (some) nonverbal signifiers

5
Semiotics

• Barthes created a taxonomy of signs
• Common features to all semiotic systems
• Yellow ribbon example in book (p.327)
• Signifier signified sign
• Sign becomes signifier
• Signifier signified sign
• Etc. etc.

6
Semiotics

• Signs implant ideological meaning that
  perpetuates the dominant values of society
• Transforms history into nature
• We assume the status quo is natural,
  unquestionable
• Critique
• Are all signs ideological? Do they always support
  the dominant class?
• Madonna example
• Dont many signs move from the counterculture
  to the mainstream?

7
Cultural Studies

• Stuart Hall
• Chapter 26

8
Cultural Studies

• Picks up where semiotics leaves off
• Also a critical media theory, but more emphasis
  on mass media influence
• Strong Marxist influence, like all critical
  theorists (anti-establishment, anti-capitalism,
  anti-government, etc.)
• In addition, wants to change the system by
  empowerment of marginalized groups
• Mass media control of communication
• Gates, Turner, Forbes, etc.
• Google?

9
Cultural Studies

• Hall no such thing as pure science
• All science is ideological
• He calls his media studies cultural studies
• Cultural struggle between the rich and poor
• The principles of our society are myths
• Democracy, equal opportunity, common beliefs and
  values, individual rights, rule of law,
  one-person-one-vote
• Wants to acquire discursive space
• Disable entrenched power positions
• Liberate people from the dominant ideologies

10
Cultural Studies

• All cultural theorists want to answer the
  question
• Why was Marx wrong? Why didnt the common people
  overthrow the oppressive systems, why didnt
  capitalistic systems fail?
• They believe Marx failed to account for mass
  media influence
• Mass media perpetuates and reifies the values of
  the oppressive system. Makes those values seem
  natural, eternal, unchangeable

11
Cultural Studies

• Media hegemony
• Hegemony influence of one nation or ideology
  over others
• Haves control the have-nots
• Not a conscious plot
• Not overtly coercive
• Effects are not total
• We are complicit in our own victimization
• Media offers many perspectives, but certain
  ideologies (status quo) are given an unequal
  emphasis
• Like in Deetzs theory, the system (media
  influence for Cultural Studies) produces consent,
  it doesnt reflect consent

12
Cultural Studies

• Hall wants us to know where we get our meanings
• Communication and culture discourse
• Who controls the discourse?
• CBS, NBC, FOX, CNN, etc. have more discursive
  power then we do
• Its not just what we hear and see, but what we
  dont get to hear and see
• Its more important to know whose information is
  it, rather than what information is it

13
Cultural Studies

• Hegemonic encoding
• Molding of media discourse, and silencing of
  opposing voices that occur in mass media
• Critique
• Should scientific study be ideological?
• Truth has prospered by investigating what is,
  separately from what ought to be
• Is Hall consistent?
• Hall doesnt offer specific remedies