Oslo 06 5

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Fashion, apparel, textile, merchandising, garments

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  • Oslo 06 5

    1. 1. Feminist media studies + 13 Liesbet van Zoonen Professor of Media and Popular Culture University of Amsterdam
    2. 2. Decoding/media reception <ul><li>What is reception? </li></ul><ul><ul><li>Use and interpretation </li></ul></ul><ul><ul><li>Reception is a collective process </li></ul></ul><ul><ul><ul><li>Social context </li></ul></ul></ul><ul><ul><ul><li>Discursive context </li></ul></ul></ul><ul><ul><ul><li>Media context </li></ul></ul></ul><ul><ul><li>Active audience </li></ul></ul><ul><ul><ul><li>Fans, cultists, producers </li></ul></ul></ul><ul><ul><ul><li>Knowledge, interaction, alternative </li></ul></ul></ul><ul><ul><ul><li>Engaged and detached viewing styles </li></ul></ul></ul><ul><ul><li>Not effects </li></ul></ul>
    3. 3. Famous reception studies <ul><li>Janice Radway, Reading the romance , 1984 </li></ul><ul><ul><li>Act of reading </li></ul></ul><ul><ul><li>Intepretation of romance </li></ul></ul><ul><li>Tamar Liebes, Elihu Katz, The export of meaning , 1990 </li></ul><ul><ul><li>Cultural specificity of interpretation </li></ul></ul><ul><li>Marie Gillespie, Television, ethnicity and social change , 1995 </li></ul><ul><ul><li>Cultural intermediaries </li></ul></ul><ul><li>Method, qualitative </li></ul><ul><ul><li>Observation, interviews, focus groups </li></ul></ul>
    4. 4. Big Brother <ul><li>Intertextuality </li></ul><ul><ul><li>Primary text? </li></ul></ul><ul><ul><li>Secondary text, about BB </li></ul></ul><ul><ul><li>Tertiary text, audience reception </li></ul></ul><ul><li>Critical reception by journalists a.o. </li></ul><ul><ul><li>Assumption of negative effects, moral panic </li></ul></ul><ul><ul><ul><li>Voyeurism, exploitation </li></ul></ul></ul><ul><li>Audience reception </li></ul><ul><ul><li>Massive </li></ul></ul><ul><ul><li>TV, internet </li></ul></ul>
    5. 5. Big Brother studies <ul><li>Germany </li></ul><ul><ul><li>Lothar Mikos, survey and interviews </li></ul></ul><ul><li>England </li></ul><ul><ul><li>Janet Jones, internet survey </li></ul></ul><ul><ul><li>Anette Hill, also qualitative </li></ul></ul><ul><li>Finland </li></ul><ul><ul><li>Minna Aslama, interviews, focus groups </li></ul></ul><ul><li>Diversity of audience </li></ul><ul><li>Change in audience composition </li></ul><ul><ul><li>From massive to niche, women </li></ul></ul>
    6. 6. BB reception <ul><li>Use: collective </li></ul><ul><ul><li>Family viewing </li></ul></ul><ul><ul><li>Source of conversation </li></ul></ul><ul><li>Reception </li></ul><ul><ul><li>Soap opera </li></ul></ul><ul><ul><li>Relations between housemates </li></ul></ul><ul><ul><li>Everyday problems </li></ul></ul><ul><ul><li>Not voyeurism </li></ul></ul><ul><li>Authenticity, life lessons </li></ul><ul><li>Community building </li></ul>
    7. 7. Following up <ul><li>Keeping the success </li></ul><ul><ul><li>Spin offs, Celebrity BB </li></ul></ul><ul><ul><li>Adapting the format </li></ul></ul><ul><li>Big Brother: the battle </li></ul><ul><ul><li>Producers desire </li></ul></ul><ul><ul><li>Lack of audience knowledge </li></ul></ul><ul><li>Enhanced marketing </li></ul><ul><ul><li>New moral panics </li></ul></ul><ul><li>Niche program </li></ul><ul><ul><li>Youth </li></ul></ul><ul><ul><li>Sex </li></ul></ul><ul><ul><li>Women’s genre </li></ul></ul>
    8. 8. Wrapping up <ul><li>Tools and topics for feminist media studies </li></ul><ul><ul><li>Feminism/postfeminism </li></ul></ul><ul><ul><li>Epistemology of media studies (2, 3) </li></ul></ul><ul><ul><li>Basic model (2, 3) </li></ul></ul><ul><ul><li>Quantitative and qualitative content analysis (5) </li></ul></ul><ul><ul><li>Encoding (4) </li></ul></ul><ul><ul><li>Decoding (7) </li></ul></ul><ul><ul><li>Calvin Klein, Big Brother, other examples in the book </li></ul></ul>

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