CMST 1A03 Lecture Notes - Lecture 6: Cultural Studies, Feminist Media Studies, Mass Society
13 Dec 2017
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Document Summary
Media: inform, enlighten, entertain and sell to advertisers or pay a fee for the receipt of content. Scholars: understand the nature of interaction between the media and audiences. Industry: demographics pinpoint the characteristics of the audience or product they are developing or selling to advertisers. Underlying assumption: media have an effect on how. Media inject ideas directly into individuals have clear impact/ effect. Agenda setting: media don"t tell us what to think; they tell us what to think about, frequency of repetition, prominence. Cultivation analysis (gerbner: how does media content cultivate viewer attitudes towards particular perspectives, mean world syndrome more tv watching overestimate amount of violence. British cultural studies: use of mass culture to create identities. Individuals can use, subvert meanings: subcultures- create new meanings of old signifiers. Ideology: a coherent set of social values, beliefs and meanings that people use to decode the world (eg. neo-liberalism or socialism)
