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Lecture 2

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Department
Media Studies
Course
MDSA01H3
Professor
Gray Graffam
Semester
Summer

Description
Media Studies: Lecture 2  Marx’s analysis: not all television shows are created equally  Not all television shows cannot be created with the same advertising demands, some shows are much more costly to produce  Media is a product ,  Price is not really something that can be accurately discerned of the nature of the item itself  Not all TV shows are created equally, an advertising spot is not the same in each one  What makes one show worth more than the other  Media is something we consume and it has value  The value is something we give media (Society)  Elitism: is a pride in or an awareness of being one of an elite group. You take pride of being part of an elite group  Consumption: expenditure on media for a final personal/ economic use  Commodity: an exchangeable unit of economic wealth. Something that is the same, cellphones are the same , there is very little that differentiates one from the other. Very same features for the least price tend to be the most successful. o How is a product and a commodity different? Key Concepts  Mode of production:  Commodity fetishism:  Historical materialism  Integration  Marxism  Multinationalism  Concentration  Superstructure  Base  Profit motive: Marx (capitalism) never ending desire for profit. It drives it forward to the point where we collapse. o The continuous desire to increase capital.  Base: economic foundation of society  Superstructure: material foundation of any society (how it went about acquiring things that it needs, produces) the base is what governs the superstructure (culture , way we think, interact, our social institutions, )  Concentration: where businesses acquire and concentrate more and more control , media does this by becoming larger and larger and more influential  They are buying other things that are beneficial , ties into integration  Historical materialism: (not see on test) What is Marxist Analysis?  Fothder of many socialist forms of thought  19 century thinker, and is regarded as one of the most influential social thinker of that thought  Impacted thought in the 19 , 20 century, his influence in politics, and continues to be a force that we deal with today.  Born to a fairly wealthy family, a lawyer, raised revolutionary thought.  Exiled from Germany, France and London, England  He is recognized in terms of his contributions to social theory  Marx Tends to look at exploitation and alienation as central elements upon which we look at media  What is the economic system behind media? Is it a face, is it something that will perceive our social consciousness, does it create a sense of drive and demand?  Who owns and controls the media? Who controls the media? Who controls the voice , who influences most directly what is being said/ The people who own the media, control the media as a way to control our minds and thoughts  What role does the media play in society? Not all societies play in societies? Entertainment, educational , informational, economic role in terms of advertising, produces an image that is a way of life , some roles are of particular importance than others  Media as it relates to the masses, as it relates to a way of consciousness, removing independent thought, governing a certain sense or belief o What ideas are spread by the media , or neglected: o What kinds of heroes are presented in media? Media portrays heroes , (KONY VIDEO that went viral) o George Clooney (cultural icon) , drew attention to this video  What is the mode of production? The way things are produced different kinds of societies do this in different ways .  The way that things are produced changes.  If you need a house , you build it, etc.  Mode of production relates to society. We want to buy things, and its going to cost us , so we get a job to pay for it .  Our society is not directly being placed on the item that we want to consume. We take a job and we use the money for something else.  We are removed and alienated from the direct object of our production. We have to work to earn money to buy things. And the more we want , the more we have to work . This is the underying part of Marx’s alienation. We don’t make what it is that we need.  Farming and industrial societies are organized in different ways - What is Marxist analysis? (QUOTE FROM POWERPOINT) what we are making at a fact
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