Media, Information and Technoculture 1050A/B Lecture Notes - Lecture 9: Polysemy, New Media, Netflix

• School: Western University
• Department: Media, Information and Technoculture
• Course: Media, Information and Technoculture 1050A/B
• Professor: Norma Coates

Document Summary

Lecture 9: need to engage, ask: who is making media, who is in it/who do we see. Active audience: uses the media to satisfy their needs. How are our base needs satisfied by the media: Sense of personal identity - satisfies personal values or belief. Personal relationships acknowledges that at times we all get a bit lonely, satisfies that we feel like we know characters in media, also how this affects personal relationships in our own lives. Mass communication theories: p(cid:396)og(cid:396)a(cid:373)(cid:373)e as (cid:862)(cid:373)ea(cid:374)i(cid:374)gful dis(cid:272)ou(cid:396)se(cid:863) (has a pa(cid:396)ti(cid:272)ula(cid:396) (cid:373)ea(cid:374)i(cid:374)g, (cid:272)a(cid:374) e(cid:454)a(cid:373)i(cid:374)e. Encoding: meaning structures 1 frameworks of knowledge, relations of production, technical infrastructure. Decoding: meaning structures 2 frameworks of knowledge, relations of production, technical infrastructure. Reader response theory/feminism: death of the autho(cid:396), lite(cid:396)a(cid:396)(cid:455) te(cid:454)ts a(cid:396)e (cid:374)ot just e(cid:373)a(cid:374)ati(cid:374)g full(cid:455) out of the autho(cid:396)"s head for us to receive messages and interpret it as the author wants us to.