CMAF 1010 Lecture Notes - Lecture 4: Toronto Star, Celebrity Culture, Max Horkheimer
17 Oct 2016
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Introduction to media and society october 17. Different perspectives on media audiences: (cid:862)passi(cid:448)e audie(cid:374)(cid:272)es(cid:863) a(cid:374)d rele(cid:448)a(cid:374)t theories/(cid:272)o(cid:374)(cid:272)epts, (cid:862)a(cid:272)ti(cid:448)e audie(cid:374)(cid:272)es(cid:863) a(cid:374)d rele(cid:448)a(cid:374)t theories/(cid:272)o(cid:374)(cid:272)epts, the (cid:862)audie(cid:374)(cid:272)e-as-(cid:272)o(cid:373)(cid:373)odit(cid:455). (cid:863) Remember early twentieth century worries over war propaganda? (cid:862)magi(cid:272) (cid:271)ullet(cid:863) theories of (cid:373)edia a(cid:374)d audie(cid:374)(cid:272)es = po(cid:449)erful, dire(cid:272)t, a(cid:374)d u(cid:374)a(cid:448)oida(cid:271)le media influence. This is the (cid:862)(cid:448)iole(cid:374)t (cid:448)ideo ga(cid:373)es (cid:272)ause (cid:448)iole(cid:374)(cid:272)e(cid:863) t(cid:455)pe of theor(cid:455), (cid:449)hi(cid:272)h gi(cid:448)es (cid:374)o consideration to audiences. The a(cid:272)ade(cid:373)i(cid:272) field of (cid:272)o(cid:373)(cid:373)u(cid:374)i(cid:272)atio(cid:374) (cid:449)as fou(cid:374)ded o(cid:374) the (cid:374)otio(cid:374) of (cid:862)(cid:373)ass audie(cid:374)(cid:272)es(cid:863) uneducated vulnerable masses, easily manipulated by individual media messages. Not a(cid:272)tuall(cid:455) a ph(cid:455)si(cid:272)al (cid:862)s(cid:272)hool. (cid:863) i(cid:374)stead, se(cid:448)eral i(cid:374)telle(cid:272)tuals that shared ideas a(cid:271)out media and society. Broader tha(cid:374) earl(cid:455) (cid:862)effe(cid:272)ts(cid:863) resear(cid:272)h, (cid:271)e(cid:272)ause these i(cid:374)telle(cid:272)tuals look at the (cid:272)u(cid:373)ulati(cid:448)e effects of being surrounded by mass media and mass produced popular culture. In the end, another pessimistic view of audiences. The writings from these scholars consider how media integrate audiences into the capitalist dominant ideology. As such, they offer a marxist analysis of media.
