MEDIAST 101 Chapter Notes - Chapter 1: High Tech, Participatory Democracy, False Consciousness
28 Feb 2017
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Document Summary
Counter-hegemonic: challenging established, hierarchical, systems of politics, economics, and culture, alternative media takes many forms. Subjective approaches are oriented on human agents and their practices as primary objects of analysis, objective approaches on social structures. Structures are institutionalized relationships that are stabilized across time and space. Separation of subject and object in theory of duality of structure. Arguing social structures are medium and outcome of social actions. Only possible based on reception and distribution. No reception then no need for more production. Is itself a production process, production of meaning. Users and audiences recipients interpret media content based on their lived experiences and societal contexts meanings. Meanings never unhistorical or transcendental (spiritual or nonphysical realm) Determined by social context of the production and use of sign systems. No necessary correspondence between encoding and decoding. Notion of public sphere important for soc theory of media in general and as a result for a sco theory of alternative media.
