MAC 143 Lecture Notes - Lecture 3: Bromance, Media Play, Launch Services Program

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14 Sep 2018
Course
Professor
How Media Have Been Studied
Exam #1
I. Multidisciplinarity and Study of Media
A. Mass Media
1. Journalism
2. Sociology
3. Anthropology
a) What role does media play in societies
4. History
a) Ask questions surrounding media
b) Ex: how FDR used radio to reach public during the Great
Depression
5. Literary Studies
a) Literary analysis of a film
6. Political science
a) Create political alliances through communication
7. Business/Marketing
a) Media channels are used in marketing
8. Communication
a) Reach audience through media
b) Analyze how media affects communication
II. 4 Major Approaches to the Study of Media
A. Media Formalism
1. Focus on Media Texts
a) Anything you read and interpret
b) How do they present the message
c) Ex: ads, videogames
d) Finding major themes, plot, purpose
2. Narrative
a) Storyline, how is it told
b) Ex: film, TV
3. FOUR Techniques
a) Editing
b) Cinematography
c) Sound
d) Mise-en-scene
4. Genre
a) Authors follow the rules of a genre
b) Authors think: how will their work tweak the genre
5. Examples:
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a) David Bordwell/Kristin Thompson, Film Art
(1) Study media as works of art
b) Mizoguchi’s Street of Shame (1956) and the long take
(1) Fade into the next scene signifies time change
(2) White powder of geisha signifies purity
(3) Main character does not speak
(4) Last shot she seems out of place and alone
(a) We never see her face
B. Medium theory
1. Focus on media technology
a) What is the impact of technology on the social world
2. Affordances
a) What are the features of each technology and how it facilitates us
to communicate in different ways
b) Example: shift from radio to TV
(1) The affordance is that we see images
c) Asks how does communication change when media affordances
change
3. Example: Marshall McLuhan’s Global Village and “The medium is the
message”
a) The message is what matters
b) “We live in a global village”
c) Affordance of telecommunication allowed for live TV
(1) Example: everyone everywhere could watch the Olympics
at the same time for the first time
d) As new technology emerges, humans change
4. Examples of affordances
a) Sending GIFs over text
b) Twitter limits tweets to 140 characters
C. Media Effects
1. Dominant form of media scholarship
2. Focuses on media texts
a) What video games are kids playing, what magazines are women
reading, what movies are people going to see
b) Understand the effects of consuming on audience
3. Goals
a) Try to apply scientific methods to understand media effects on
people
4. Methods
a) Scientific method of inquiry
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