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media theory
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This document includes all the content for the Media theory course!Really useful one!
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week 3(1950s-1980s)
Readings
Culturalism/ Roadmap
Culturalism:
there is more room for agency of the audiences and for cultural responses
Cultural materialism
Raymond Williams
Influenced by Marxist historical materialism: Karl Marx argued that men make
their own history but under material conditions not of their own choosing
Just like industrial products, culture, too, involves tools, labor and other
contextual conditions that allow its production, meaning and value
Television has to be seen in relation to social transformations (invention of other
communication technologies, radio, growth of suburbs, self-sufficiency of the
private family)
The Structure of Feeling
Hegemony: the dominant ‘common sense’ way of thinking in a particular time
and place
There must always be an inner dynamic within culture: The Structure of Feeling
It is the different ways of thinking that emerge at any one time in history
‘The affect of the present’ - societal responses to hegemonic ways of thinking,
sensed in pop-culture
Television
Digital television allows on-demand viewing permits the viewers to design their
own flow
week 3 1
, Online video platforms turn broadcasting into home-casting
Casting: from mobile to television / cross-media
Addicting binge watching
Cultural Studies
Stuart Hall:
Media texts are may be produced encoded with the ideas and norms that follow
the hegemonic or dominant view on culture, soliciting what he calls a ‘dominant’
or ‘preferred reading’
Different readings of the same text (example: A-team, The Celluloid Closet)
Racial and ethnic identity
It is not just the re-presentation of something that is already out there holding a
fixed meaning that can be reproduced
The meaning of images changes from person to person and is dependent on the
historical, social and cultural context from which they are being presented or
seen
The second moment of black experience
Richard Dyer
‘New queer cinema’
Angela McRobbie
Feminist cultural studies
My Beautiful Laudrette
The burden of representation: Pressure of having to represent an entire
community that in itself is also already diverse and not so unified as it might seem in
the first moment of the black experience
Audience Studies
Ien Ang’s Watching Dallas
The letters of Dallas writers - discourse
Ideographic media theory
Qualitative Media Ethnography
week 3 2
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