FILM 240 Lecture Notes - Media Consumption, Gangsta Rap, Investigative Journalism
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1 Feb 2013
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Film 240 – Media & Pop Culture 9/15/2011 2:31:00 PM
Lecture 1: September 15, 2011
-360 degree social media campaigns JELLO (advertisements, interactive
websites, etc.)
-Midterm Exam 20% 08:00 – 23:00 Oct. 20 60 Questions
-Final Exam 65%
-Social media participation 10%
Digital IQ social listening – consumer/business intelligence
Campaigns – socially integrated, customizable, personalized, interactive,
built to share (purpose)
Bacardi and Smirnoff campaigns – meant to go viral on the web/Facebook
“Social media togetherness” is not the same as “in-person
togetherness”
Created an app that was gamified.
Social media ecosystem and the friend economy from the wisdom of the
crowds to the wisdom of friends.
The power of friends (online sharing).
Movement from push to pull.
TV ads were interruptive (push)
Facebook page contains magnetic content (pull)
Appointment Consumption – media by appointment
Event programming and cultural unification
Moments in pop culture that UNIFY (Super bowl, Olympics, Oscars,
Elections, Royal Wedding)
Media ON Demand – highly personalized media diet (more choice)
- when our media is on demand (highly accessible)…
1. Demassification of pop culture – fragment audience segments
2. Narrowcasting – niche media (MANY niches – specific media)
Control Revolution – changing everything for consumers
- connected consumers with new expectations
- we now program our own homepages
3C’s of convergence – communication networks/platforms (i.e. Facebook),
the right digital content (socialized, purpose built, sharing), connected
devices (smartphones, laptops, ability to consume media anywhere, any
place)
Connected Devices
Media multi-tasking multi-screen media use – content anytime,
any channel, any device (simultaneous media use on demand)
Those who use the most internet use the most music, tv, movies, books.
Media use begets media use – the more media we have, the more we want
- its about complementary of media channels not displacement
- we always want more
- any value in our media use?
Big Mac Theory – skyscraper model of media
High culture – classical music, dance
Low culture – gaming?
The best pop culture productions provide a cognitive workout (good for you)
Steven Johnson
1. Multiple narrative threads
2. Few narrative signposts
3. Complex social networks
HIGHER emotional intelligence gained through pop culture
Tools for media studies
1. Deep dive – delve into details to find trends and insights
- “being mobile means being accessible”
2. Zoom out and consider the bigger picture
- Starbucks and foursquare (deep dive gave them consumer intelligence)
Deconstruction – identify compositional elements
- Representations & social norms
- We need to make media messages strange again, because we are so
familiar with it
- The power of popular media is greater than the sum of its parts
- Detecting patterns through deconstruction
- Patterns pop culture productions are agenda setting – tell us what we
should be thinking about
- Luxury brand advertisements make us think about “the good life”