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Intro to Media Midterm 2.docx

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University of Ottawa
Dina Salha

Intro to Media Midterm 2: march 22, 2013 Direct Broadcasting Satellites (DBS) Two types: 1) Passive: operates on power of 1 Watt. Ex) TVROs also known as BUD for Big Ugly Dishes. They capture satellite signals and redistribute them to homes. 2) Active: operates at 120-200 Watts. It is a relatively strong signal that can be received by a smaller dish, often no larger than a pizza. Ex) DBS. Each home can have its own dish and the signal doesn’t need to be redistributed among a lot. Prior consent vs free flow of information  NWICO (1970s): new world information and communication order  Prior consent: Wanting the consent of the government before sending signals to the territories. The US rejected this, because this interfered with the free flow and meant that the state would have to interfere (saw it as a source of censorship- only communist countries censor things)  Fear of cultural imperialism: the US is using the media in order to colonize the countries after WWII through popular culture and through the spread of its value system of the American Way of Life.  People feared exposure to foreign content.  The free flow of information was the doctrine of US foreign policy. People were criticising this, regardless of the USSR’s position.  Countries were divided between the US and USSRs position. Are they going to be dependent on those who create the technology?  The conflict between prior consent and free flow was never resolved.  Developing countries wanted fair flow of information and more egalitarian access to communication. Why Advertising Became Popular: - Changes in lifestyle: mobility - Needed to aid the senses and the purchasing decisions - By branding and seducing the audience, the consumer can decide which product suits their needs - People had more money= can buy more unnecessary things=more leisure activities. - Selling a “life-style” was becoming easier and older patterns of life were slowly crumbling. - Shift from a production ethic to a consumption ethic. 1 - Provided the symbolic social identity and communicate your lifestyle through the product Women in the Media Objectification  Equating women with objects  Encourages the notion that women can be bought, sold, owned and disposed of.  A tool to get status  The commodity itself because humanized and the human becomes objectified- reversal of roles  Infanticization: Presenting women as childish  Domestication: Defining women always in relationship to their homes and partners and children (sister, wife, parent, grandmother)  They become the object that sells another object. CAB’S GUIDELINES Include specifics relating to: 1. Women’s changing roles 2. The presentation of diversity of lifestyles, ages, races, and appearances 3. The avoidance of exploitation 4. The use of non-sexist language 5. And balance in expert representation Arguments by the Ad Industry  Stereotypes are useful as cultural shorthand to communicate because they work fast. (people understand instantly)  Ads are essentially mythical narratives that evoke desires and not designed to reflect reality  People seek identification with their ideal self Advertising to Children Advertising Canada Codes  Advertising that is directed to children must not exploit their credulity, lack of experience or their sense of loyalty and must not present information or illustrations that might result in their physical, emotional or moral harm.  Child-directed advertising in the broadcast media is separately regulated by the Broadcast Code for Advertising to Children  Advertising to children in Quebec is prohibited. 2  Advertising to Minors: products must not be advertised in such a way as to appeal to persons under legal age, and people featured in advertisements for such products must be, and clearly seen to be, adults under the law.  Escape  education Sponsors: Scandals put an end to sponsors creating content ; undermined the democratic use of television; magnified the separation between “high” and “low” cultures. New Media Cybernetics: Theory of social control ‘Old’
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