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ANTA02H3 Chapter Notes -Master Sergeant, Low Culture, High Culture


Department
Anthropology
Course Code
ANTA02H3
Professor
Gray Graffam

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Digital media criticism
Ch1: introduction
What are digital media?
o Anything that uses a digital mode of communication cell phones, video games, computers
o Has 4 diff kinds of relationships
1) Sharing
- through websites, blogs, vlogs, videos
- mediatize sharing: making it not only accessible to media elite but also to everyone with an internet
connection
- most imp kind of consumer generated content (CGC) video (via youtube)
2) socializing
- relationships that are textualized through writing, pictures and video
- once posted, they invite attention, response and engagement with the community they are introduced
into
3) communicating
- idea of mobility (we can take our media environment with us wherever we go)
4) interacting
- interacting is a central part of everyone’s life. Eg: students clustered around a video a friend has just
sent to them
- video game is the heart of digital media defined by its interactivity
why learn media criticism?
o Like learning a new language if you speak English, then you are familiar with the roman alphabet
Media surround us
o Much like the air we breath, water we drink and apartment we live in
o Makes up the stuff that you do in everyday life
Media affect us affects who we are and what we become
o Eg: indulging in stereotype, assuming that teens are a little more than bundles of angst, hormones and hard
rock
Media tell our stories the media speaks while we accept, reject, negotiate or listen to its messages
What is media criticism? (p. 7)
o Constituted by its institutional allegiance- scholarly enterprise
o Media criticism is not a journalistic accounting of programming or content on media (eg: film reviews and
online forums)
o What distinguishes media criticism from all of the above is audience it is written for and by scholars and
students of media
1) media criticism is involved in a wider societal conversation about media culture. High culture- realm of
theater, art and drama. Low culture- stuff of folk song, popular rhyme and dance
2) media criticism is focused by understanding the ways that media is experienced
- industry criticism- approach that focuses on how a tv show is put tgt where the director, producer,
actor inform an understanding of how a show is experienced
- cultural criticism- approaches that focuses on how a text itself is constituted
- ethnographic criticism- approaches that are grounded in direct accounts of people’s use and
understanding of media
3) media criticism is anchored in a specific mode of scholarly accounting (making wider conceptual claims
abt issues such as identity, sexuality and media use) based on the understanding of a media form and its
relationships to its socio-cultural
4) since media criticism is part of a scholarly conversation, it follows the writing/literary conventions
established in the academy
Guiding principles for the digital media critic
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