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Lecture 20

SOC 1101 – Lecture 20.docx

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Willow Scobie

SOC 1101 – Lecture 20 November 28, 2013 Pop Culture and Mass Media **Note: 2 long answer questions will be based on this lecture  Culture created by masses of people  Consumer gods produced for mass appeal  Hegemony – strategies to gain influence o How that related to pop culture How does pop culture feed into out lives?  We are all trying to fit in o Nice car, clothes o Loans, credit cards o No accident that banks set up credit card tables in the unicentre the first week of school o Commercials, products, high-level consumerism o Has us working excessively to pay off debt Why are studies of the media important and relevant?  Much of our knowledge of the world is media-driven  Influential in framing what we see, think, and experience and how we relate to others  Influence goes both ways – society also plays an important role in shaping the content of mass media communication  Sets the parameters around what is necessary Mass Media:  Technologically-based communication structure (or institution) involving the centralized production and technologically-mediated distribution of information and entertainment.  What is really important is the point about „centrally produced‟. Whether you sit down in front of your TV and watch the show that come across your cable package or go online and watch these programs, they are centrally and commercially produced for profit. This mass media model is describing what happened on CTV or Global (etc…). Mass Communication  The institutionalized process for producing and distributing produced messaged by way of mediating technologies  The ways of producing the newspapers, magazines, etc… Media Models  Commercial (private) media o Privately owned, concerned primarily with making money or profit (usually through advertising, by providing safe and formulaic content)  Public (or public interest) media: o Mandate is to provide quality products, government or tax-payer owned, emphasis on „high-brow‟ material  Community media: o Perceived as inclusive and localized From ‘mass’ to ‘interactive’  Transformation from mass audiences, mass messages, mass society to networked society  Internet has transformed how we interact; how we buy goods and services  Used to be thought of as a one-way process of communication  Now we see evidence of de-massification o Same list of ideas listed over and over again o Neoliberalism, Capitalism, Globalization o De-massification:  The mass-media of yesterday no longer has a sole hold on our eyes, ears and minds  One-to-many (one producer publicizing their ads), many-to-many (many people participating, many exchanges going in all directions), one-to-one (direct one to one communication: texting), may-to-one (less common: ie sending fan letters to a celebrity, as a group sending a message to one)  Audiences are understood to be rational beings with a capacity to negotiate meanings depending on the context This transformative phase is significant in terms that these interchanges are happening, but also the way it is transforming our access to information and knowledge. Structural Functionalist Theory  Mass media contri
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