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Cultural Studies

Cultural Studies. of Stuart Hall. Cultural Studies vs. Media Studies. Believes that mass media helps those in power to maintain dominance. Believes that media exploits the poor and powerless. Most of us are unaware of our idealogies and their impacts on our lives.

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Cultural Studies

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  1. Cultural Studies of Stuart Hall

  2. Cultural Studies vs. Media Studies • Believes that mass media helps those in power to maintain dominance. • Believes that media exploits the poor and powerless. • Most of us are unaware of our idealogies and their impacts on our lives. • Hall defines ideologies as the mental frameworks which different classes and social groups deploy to make sense of the way society works.

  3. Hall’s View of Mass Com Research • Research serves the myth of democratic pluralism • Society is held together by common norms • Equal opportunity • Respect of diversity • Individual rights

  4. Marxist Influence • Hall uses the term, hegemony to describe society’s dominance of “haves” over its “have-nots.” • Hall doesn’t subscribe to strict economic determinism, but thinks that it’s an over-simplification. • Believes that media hegemony is not a conscious plot.

  5. Making Meaning Through Discourse • Hall states the primary function of discourse is to make meaning. • Words and other signs contain no instrinsic meaning. • “Words don’t mean; people mean.” • Hall’s question: Where do people get their meanings? • They learn what signs mean through communication and culture. (Griffin, 2012, p. 346-7)

  6. Miss Representation • http://www.oprah.com/own-doc-club/Miss-Representation-Trailer • Barbie empowering girls commercial.

  7. Post-9/11 Media • Why do some people in other countries hate Americans? • Interpretations of television, movies, and music as a way of life in America. • Conversation of Peter Jennings and Ted Koppel on the night of 9/11. • Criticism of Bush by media. • Short-lived, followed by apologies. • Bush asking Americans to go out and support the American economy with big ticket-item purchases.

  8. Reality TV • Extreme Makeover: Home Edition. • Luke Winslow, business communication professor at University of Texas. • Morality lessons. • Supports the “American Dream” myth. • “… a primary goal of ideological scholarship is to bring comfort to the afflicted and afflict the comfortable by questioning taken-for-granted assumptions…” (Winslow, 2010, p. 286).

  9. Critique • Hall, a lead figure in cultural studies is criticized for his lack of attention to gender issues. • Criticized for not offering solutions to problems that he identifies. • Praised for bringing focus on power when studying meaning.

  10. Uses and Gratifications Elihu Katz

  11. Use of Media • The affect of media on people may depend on their purposes for using such media. • People use media for different reasons. • Uniform-effects model (aka hypodermic needle or silver bullet models). • Everyone in an audience is affected by/interprets a message in the same way. • Straight-line effect of media. • Affect on behavior is predicted by media content and not backgrounds of individuals who view it.

  12. Can People Accurately Report their Media Use & Motivation? • Data is collected by asking questions and recording answers. • Can people accurately report their reasons for using media? • Motivation

  13. Typology of Uses & Gratifications • Passing time. • Companionship. • Escape. • Enjoyment. • Social interaction. • Relaxation. • Information. • Excitement.

  14. Critique • Criticism: Mainly descriptive rather than a predictive and explanative theory. • Criticism: If people can’t accurately report their reasons for using media, then the theory isn’t testable. • Future studies should focus on more testable predictions. • Benefit: May increase reflective thought on your own media use. • Possibly leading to choices that are more satisfying in the long run.

  15. References • Winslow, Luke (2010). “Comforting the Comfortable: Extreme Makeover Home Edition’s Idealogical Conquest,” Critical Studies in Media Communication, v27, p. 269).

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