SOCI 2001 Lecture Notes - Lecture 9: Jean Kilbourne, Erving Goffman, Cultural Hegemony
6 Dec 2015
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Lecture 9: unobtrusive research and analyzing media texts. Can study: maps, archival records, letters, photos, movies, ads, books, etc. collecting data without directly interacting with participants don"t study what they mean to people study focus on objects themselves content and meaning. Searching for meaning study on 2 different levels: manifest content: researcher focus on content easily observable, latent content: researcher focus on uncovering implicit meanings or and immediately evident messages. Research type influenced by those in field or cultural studies. Focus on what media texts" mean and effects they may produce. Assume media imposes dominant values on subordinate groups: any media product or piece of communication, media promotes hegemonic ideology. Cultural hegemony: domination of diverse society by ruling class manipulating culture of that society so their worldview is imposed and accepted as cultural norm: e. g. beliefs, values, explanations, perceptions, etc.
