ch10.docx

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Department
St. Michael's College Courses
Course
SMC219Y1
Professor
Ted Petit
Semester
Fall

Description
Reception AnalysisMethod of analysis that stresses audience interpretation as the primary site of meaningmakingRoman Jakobson Russian linguist and foundational figure in semiotics and the structural analysis of language He distinguishes six communication functions each associated with a dimension of the communication process Sender ProfessorMessage Dyslexia joke All messages have context and it changed because now the context is now in this classroom The channel is now the lecture and it could have been TV You have to know the code to understand the message All this time we talked about the pressures of the message now we talk about the pressures the audience faces The telegraph No women no drive It has doubled in views in two weeks In this bright future you cant forget the past An Arab singing This was a parody and people are going to think this is real Can parody like this affect us all Is it reinforcing this ideology in some way In Canada we see it as a joke but people in Saudi Arabia might take this seriously and may say youre so right women should not drive Poes Law Without a winking smiley or other blatant display of humour it is impossible to create a parody of Fundamentalism that SOMEONE wont mistake for the real thing Poes Law is an axiom suggesting that its difficult if not impossible to distinguish between parodies of religious or other fundamentalism and its genuine proponents since they both seem equally insane Idea with Poes Law is that you cant tell if its real or not We often question whether the website is real or not Part of our answer depends on our perception Part of the meaning doesnt just reside in the media artifact but part of it is in our heads and we actively work to create a meaning People see things on the internet and they assume its true without even consulting the source How stupid people can be Am I allowed to say that your interpretation of the media artifact is wrongReception TheoryOldschool Traditional ViewHypodermic Model Media inject people with various beliefs the masses are duped into blindly accepting the prevailing ideology We MUST avoid this because a lot of people argued this in the first assignment its too simplistic its that we too play a role in the misinterpretation This model has been REJECTED Advertisers advertise consumers buy almost as if without free willFalse consciousnessThe Frankfurt Schoola group of GermanAmerican theorists who developed critical thinking tools to analyze changes in Western capitalist societies that occurred after Marx developed his theoriesThey worked at the Institut fur Sozialforschung in Frankfurt Germany in the late 1920s and early 1930sTheorists such as Max Horkheimer TW Adorno Herbert Marcuse Leo Lowenthal and Erich Fromm produced some of the first accounts within critical social theory of the importance of mass culture and communication in social reproduction and domination
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