CMST 1A03 Lecture Notes - Lecture 12: Culture Industry, False Consciousness, Product Placement

• School: McMaster University
• Department: Communication Studies
• Course: CMST 1A03
• Professor: Dilyana Mincheva

Document Summary

Allows people to pick and choose what content they view. Shift from advertising during broadcasting to product placement in the content. Re-aggregation of audiences - one kind of content has to have the ability to appear in diff formats (tv, online etc) Factors: social background/history, state of mind, social context, text/content, range of available options. 6 academic approaches to audience: effects research, uses and gratification research, marxist/frankfurt school, british cultural studies, feminist research, reception analysis. Meda can tell us what to think about important. Press and media do not reflect reality, they shape it. Media concentration on few issues can lead us to believe they are more. Assumes individuals have power over their media usage (not passive) Seek out media to fulfill certain needs or goals. Culture industry denies us freedom + is just as mechanical as workplace. Overload of content, but only the illusion of diversity. Consequence = dissent and imagination are impossible (kind of totalitarianism)