MEDIAST 10 Lecture Notes - Lecture 3: Dominant Ideology, Codebook, Culture Of Asia
Document Summary
Media changes society and society changes media (both interconnected: not just the study of texts but contexts too, industry + politics + culture everyday life are interrelated. Methods: textural analysis, audience studies, political economy (any shows being a product, they need to analysis it to see how the media shape the economy) Value & beliefs that people use to make sense of the world. These value/beliefs appear nature / commonsense to those who hold them. Spread thru the powerful institution like family, education, gov"t, media, etc. Can be widely shared but never universe. Elites have the power to shape ideology thru institutional control(they are the law maker, the head of the media company and studio; they control all the broadcast and publication) The process of maintaining powers thru the struggle of seeking ideological consensus. Explanation: some people are the dominance of a certain aspects of life and thoughts by penetrating dominant culture and values in social life.
