cultural studies
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The document discusses several key concepts in cultural studies, including: 1) The media represents the ideologies of the dominant class in society and is controlled by corporations seeking profit. 2) Culture and ideology shape how people interpret and make sense of the world, and meanings are formed through media. 3) People exist within hierarchical power structures, and those in higher positions tend to dominate over weaker groups through hegemony, though audiences can sometimes challenge domination through counter-hegemony.
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The document discusses several theories about how audiences interact with and are influenced by media texts:
1. The Media Effects Model views audiences as passive and easily influenced by media messages. It suggests media has direct negative effects on audiences.
2. Uses and Gratifications Theory sees audiences as active and using media to fulfill personal needs like entertainment, social interaction, and identity formation. It posits audiences selectively consume media.
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1) Decoding refers to how audiences interpret messages based on their own experiences and perspectives. Bud and Steinmen note that subordinate cultures tend to decode messages from the dominant ruling class.
2) There are three positions of decoding: dominant-hegemonic when individuals accept the ruling class messages, negotiated when people accept some dominant ideas but with exceptions, and oppositional when people reject dominant codes and substitute their own views.
3) The goal of cultural studies theory is to explain how media plays a role in developing cultures and to make audiences aware that the elite use media to shape knowledge and perpetuate the status quo.
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1) Decoding refers to how audiences interpret messages based on their own experiences and perspectives. Bud and Steinmen note that subordinate cultures tend to decode messages from the dominant ruling class.
2) There are three positions of decoding: dominant-hegemonic when individuals accept the ruling class's messages, negotiated when people accept some dominant ideas but with exceptions, and oppositional when people reject dominant messages in favor of their own views.
3) The goal of cultural studies theory is to explain how media plays a role in developing cultures and to make audiences aware of how elites use media to influence societal norms.
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This document discusses several theories of media audiences:
- Maslow's hierarchy of needs explains that lower level needs must be met before focusing on higher needs.
- Early theories viewed audiences as passive and directly influenced by media messages. The hypodermic needle theory suggested media could "inject" ideas into passive audiences.
- Cultivation theory proposes that repeated exposure to media shapes audiences' attitudes and values over time.
- Two-step flow theory recognizes that some audience members are opinion leaders who filter media messages for others.
- More recent theories view audiences as active, selecting media to fulfill needs and bringing their own interpretations under uses and gratifications and reception theories.
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- The Hypodermic Needle Theory suggests media has direct influence over passive audiences. It is no longer accepted but still influences views.
- The Agenda Setting Theory claims media can set what issues are discussed and how. Audiences often interpret messages as intended.
- Reinforcement Theory argues media reinforces existing views and other social factors are more influential, except for introducing new ideas.
- Two Step Flow Theory says opinion leaders influence public views after initial media exposure and interpretation.
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This document discusses theories around media audiences and reception from various scholars. [1] It outlines Stuart Hall's encoding/decoding theory which proposes that the meanings of media messages can be interpreted differently by audiences than intended. [2] It also discusses the concept of dominant, negotiated, and oppositional codes of reading media texts. [3] Finally, it considers debates around whether new media has made the media landscape more democratic by allowing greater audience participation and engagement.
cultural studies
The document discusses several key concepts in cultural studies, including:
1) The media represents the ideologies of the dominant class in society and is controlled by corporations seeking profit.
2) Culture and ideology shape how people interpret and make sense of the world, and meanings are formed through media.
3) People exist within hierarchical power structures, and those in higher positions tend to dominate over weaker groups through hegemony, though audiences can sometimes challenge domination through counter-hegemony.
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Collective identity refers to how media representations can shape societal views of groups. Youth are often portrayed in popular media narratives of adolescence, as deviant subcultures, or as alienated from society. How audiences consume and interpret these media texts can influence their own identities and opinions of these collective groups.
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This document discusses theories of audiences for media producers. It describes theories of passive audiences that are directly influenced by media versus active audiences that interpret media through their own experiences. It also discusses targeting mass audiences versus niche audiences and gaining feedback from the intended audience. Common audience motivations like diversion, social interaction, and information are examined.
Audience Theory
The document discusses several theories about how audiences interact with and are influenced by media texts:
1. The Media Effects Model views audiences as passive and easily influenced by media messages. It suggests media has direct negative effects on audiences.
2. Uses and Gratifications Theory sees audiences as active and using media to fulfill personal needs like entertainment, social interaction, and identity formation. It posits audiences selectively consume media.
3. Cultivation Theory argues that over time, heavy media consumption shapes audiences' views of social reality to reflect what they see in media more than objective conditions.
Médiamanipuláció
This document discusses media manipulation and mind control. It outlines several tools used for media manipulation, including persuasion, misinformation, distraction, and repetition. It notes that controlling a small number of major media companies allows for orchestration of propaganda. The five biggest media companies that control most music, movies, and news are identified. The document suggests these companies are controlled by a global elite who aim to dominate the world economy and political systems. It notes what is rarely discussed in the media, such as the role of propaganda in democracy and how the public is distracted from important issues.
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1) Decoding refers to how audiences interpret messages based on their own experiences and perspectives. Bud and Steinmen note that subordinate cultures tend to decode messages from the dominant ruling class.
2) There are three positions of decoding: dominant-hegemonic when individuals accept the ruling class messages, negotiated when people accept some dominant ideas but with exceptions, and oppositional when people reject dominant codes and substitute their own views.
3) The goal of cultural studies theory is to explain how media plays a role in developing cultures and to make audiences aware that the elite use media to shape knowledge and perpetuate the status quo.
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1) Decoding refers to how audiences interpret messages based on their own experiences and perspectives. Bud and Steinmen note that subordinate cultures tend to decode messages from the dominant ruling class.
2) There are three positions of decoding: dominant-hegemonic when individuals accept the ruling class's messages, negotiated when people accept some dominant ideas but with exceptions, and oppositional when people reject dominant messages in favor of their own views.
3) The goal of cultural studies theory is to explain how media plays a role in developing cultures and to make audiences aware of how elites use media to influence societal norms.
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This document discusses several theories of media audiences:
- Maslow's hierarchy of needs explains that lower level needs must be met before focusing on higher needs.
- Early theories viewed audiences as passive and directly influenced by media messages. The hypodermic needle theory suggested media could "inject" ideas into passive audiences.
- Cultivation theory proposes that repeated exposure to media shapes audiences' attitudes and values over time.
- Two-step flow theory recognizes that some audience members are opinion leaders who filter media messages for others.
- More recent theories view audiences as active, selecting media to fulfill needs and bringing their own interpretations under uses and gratifications and reception theories.
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Disclaimer: Information collated from the work of KippMajors.
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This document provides an overview of key concepts related to mass communication and media literacy. It defines communication as the transmission of messages from a source to a receiver through an encoding and decoding process. Mass communication is defined as creating shared meaning between mass media and their audience. Culture is defined as learned behaviors of social groups, and is socially constructed and maintained through communication. The document also provides statistics on the extensive amount of time Americans spend consuming media daily, especially children and teens.
Mass media in shaping society
Mass media plays both positive and negative roles in shaping society. It can help spread awareness and support development efforts, but can also promote consumerism and false values. The three main perspectives on media's role are the limited effects theory, which argues media has a negligible influence; the class dominant theory, which says media reflects elite views; and the culturalist theory, which sees audiences as actively engaging with media. Media in Pakistan has played both positive roles like highlighting issues, and negative roles like not developing the national image and being a mouthpiece of the state.
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The document discusses how media represent the world and influence audience perceptions. It explains that media are a primary source for how people see the world and tend to promote broadly similar views that establish a "normal" worldview. While media are not the only influence, they generally reinforce the values of dominant white, patriarchal, capitalist culture through their content. To gain support from minority groups, media must provide some pleasure but ultimately resolve social issues they depict in a way that does not disrupt the status quo or dominant ideology. Consideration is given to the limitations of viewing media as only promoting a single dominant ideology and the potential for media to challenge norms and stereotypes.
Communication theories
The document summarizes several communication theories:
- The Hypodermic Needle Theory suggests media has direct influence over passive audiences. It is no longer accepted but still influences views.
- The Agenda Setting Theory claims media can set what issues are discussed and how. Audiences often interpret messages as intended.
- Reinforcement Theory argues media reinforces existing views and other social factors are more influential, except for introducing new ideas.
- Two Step Flow Theory says opinion leaders influence public views after initial media exposure and interpretation.
- Uses and Gratifications Theory proposes audiences actively use media to fulfill needs and have power over media content and influence.
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The document discusses theories about how media texts target audiences and how audiences interact with media. It describes several theories:
1. Target audience theory which holds that media producers identify an intended audience during planning and design media texts to appeal to that audience.
2. Uses and gratifications theory which suggests that audiences are active and choose media to fulfill needs like information, entertainment, social interaction rather than being passively influenced.
3. Hypodermic syringe/mass audience theory which argues media directly influences passive audiences like ideas being injected, but this view is now seen as too simplistic.
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Audience Theories - psychographics and ideology
A look at different ways audiences can understand Media Texts as well as ways of categorising audiences in groups.
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This document provides an overview of key media concepts related to audience, institutions, representation, language, codes and conventions, and narrative theory. It defines audience as the recipients of a media text and discusses several theories of how audiences interact with media, such as the hypodermic needle theory. It also defines institutions as organizations that produce and distribute media, and representation as the ideas and identities constructed in media texts. The document then examines media language and various codes and conventions used in different genres. Finally, it summarizes several narrative theories including those proposed by Propp, Todorov, and others.
From effects to reception theory slides
This document discusses theories around media audiences and reception from various scholars. [1] It outlines Stuart Hall's encoding/decoding theory which proposes that the meanings of media messages can be interpreted differently by audiences than intended. [2] It also discusses the concept of dominant, negotiated, and oppositional codes of reading media texts. [3] Finally, it considers debates around whether new media has made the media landscape more democratic by allowing greater audience participation and engagement.
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3) People exist within hierarchical power structures, and those in higher positions tend to dominate over weaker groups through hegemony, though audiences can sometimes challenge domination through counter-hegemony.
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Denis is a dynamic and results-driven Chief Information Officer (CIO) with a distinguished career spanning information systems analysis and technical project management. With a proven track record of spearheading the design and delivery of cutting-edge Information Management solutions, he has consistently elevated business operations, streamlined reporting functions, and maximized process efficiency.
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Date: May 29, 2024
Tags: Information Security, ISO/IEC 27001, ISO/IEC 42001, Artificial Intelligence, GDPR
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- 2. • The media represent ideologies of the dominant class in a society. • This happen because media are controlled by corporation (the elite). • So, the information presented to the public is consequently influenced & targeted with profit in mind of the corporation. Cth: TransTV, Trans7, detik.com memproduksi pesan u/ memperkuat posisi Chairul Tanjung.
- 3. Assumptions 1 • Culture pervades & invades all facets of human behaviour. • Ideology: framework used to make sense of our existence. Culture ideology: the various norm, ideas, values, & forms of understanding in a society that help people interpret their reality. • Makna berbagai hal di dunia kita dibentuk o/ media.
- 4. Assumption 2 • People are part of hierarchical structure of power. • People who will win the competition are the one who held high position in society. Cth: Dalam pertikaian antara si kaya & si miskin, pemenang biasanya a/ si kaya.
- 5. Hegemony • The domination of one group over another, usually weaker group is the one that will dominate. • People are unaware of the domination in their lives (false consciousness). So the audience can be exploted by the same system that the audience support. Cth: Masyarakat menonton tv, o/ krn itu pengiklan beriklan di stasiun tsb. Pdhl program & iklan yg disaksikan audience tdk bermutu & justru membuat mrk menjd konsumtif.
- 6. Counter Hegemony • When at times, people will use hegemonic behaviours to challenge the domination in their lives. • This happen because not all audience/society agree with the domination the suffer. • Cultural studies believe, audience are able to perform counter hegemony. Cth: ditengah maraknya tv swasta yg menayangkan kemewahan berlebihan, DAAI TV menampilkan program yg humanis.
- 7. Audience Decoding • Decoding: receiving & comparing messages • Before audience perform an action, they will decode the message first. Cth: sebelum membeli shampoo produk terbaru yang baru saja ditonton iklannya & kemarin diterima sample-nya saat berbelanja di supermarket, Dina berusaha menimbang untung-ruginya membeli shampoo tsb.