SOC 525 Lecture Notes - Lecture 2: Antonio Gramsci, Warner Bros., Touchstone Pictures
15 Sep 2017
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Document Summary
The 3 pronged approach: political economy, textual analysis, audience reception. Encoding with meaning, when we process the text we end up decoding the meaning depending on the context. Encoding: process by which a text is constructed by it"s producers. Decoding: process by which the audience reads, understands, and interprets the text. Political economy: analyses production distribution, and exhibition contexts, including ownership and nancing, assumes economic contexts are necessarily also political and imbued with power relations. Commercial media: its made for money: for pro t motivation, reliance on advertising revenue, industrial structure, corporate ownership. Vertical integration: one company owns 2 or more stages of production, distrubtion, and or retain, ex. Warner bros pictures own warner home video and wander village cinema. Horizontal integration: one company owns similar companies at the same level, ex. Cross-media ownership: one company owns multiple different kinds of media companies, ex. Ef cient and pro table: privileges media that"s pro table.
