MDSA01H3 Lecture 19: Class 19
Document Summary
Popular culture was a debasement to real culture. Critique of the ideological function of the media. British cultural studies: a central concern was the use of mass culture, by both sexes, to create and define gendered identities. Individuals could take products and manipulate them-- subvert them-- to create new self-definitions: emphasized the role of ideology, a coherent set of social values, beliefs, and meanings that people use to decode the world (e. g. Neo-liberalism or socialism: morley (1980) focused on three different audience responses: dominant, negotiated, and oppositional. Encoding and decoding model, and british cultural studies. Try to understand the context in which audience members make meaning with media content, but understand that context from a sociological perspective. Authentic expressions of a kind of class consciousness. Accept it (dominant reading), reject it (oppositional reading), question it (negotiated. Feminist research: feminism points to the patriarchy as the root of profound inequalities and injustices in the world.
