transnational audiences 1 · hypodermic model, propaganda model •Media uses and interpretations:...
Transcript of transnational audiences 1 · hypodermic model, propaganda model •Media uses and interpretations:...
![Page 1: transnational audiences 1 · hypodermic model, propaganda model •Media uses and interpretations: –What do audiences do with media –Audience activity –Examples: uses and gratification](https://reader034.fdocuments.in/reader034/viewer/2022050300/5f6996e384b29e07b85dbeac/html5/thumbnails/1.jpg)
TRANSNATIONAL MEDIAAUDIENCES
MEVIT3220/4220
MEDIAANDGLOBALIZATION
Spring2011
![Page 2: transnational audiences 1 · hypodermic model, propaganda model •Media uses and interpretations: –What do audiences do with media –Audience activity –Examples: uses and gratification](https://reader034.fdocuments.in/reader034/viewer/2022050300/5f6996e384b29e07b85dbeac/html5/thumbnails/2.jpg)
Agloballivingroom?
• Whichdramaserialsdoyouwatch?
• WhydoaudiencesallaroundtheworldenjoyUStelevisiondramas?
• WhatkindsofpleasuresdoUSserialslikeTheSopranos,SexandtheCity,Grey’sAnatomyandMadMenbringtoaudiences?
• WhatmightbethewiderconsequencesoftheglobalexportofUSdramasaroundtheworld?
![Page 3: transnational audiences 1 · hypodermic model, propaganda model •Media uses and interpretations: –What do audiences do with media –Audience activity –Examples: uses and gratification](https://reader034.fdocuments.in/reader034/viewer/2022050300/5f6996e384b29e07b85dbeac/html5/thumbnails/3.jpg)
Whataremediaaudiences?
Referstoanassemblyoflistenersorviewerswhocometogetherthroughsharedconsumptionoffilm,television,radio,theinternet,musicandadvertising.
![Page 4: transnational audiences 1 · hypodermic model, propaganda model •Media uses and interpretations: –What do audiences do with media –Audience activity –Examples: uses and gratification](https://reader034.fdocuments.in/reader034/viewer/2022050300/5f6996e384b29e07b85dbeac/html5/thumbnails/4.jpg)
Whystudymediaaudiences?
• Tounderstandtowhatextentmediaexertpoweroverusandwhatkindsofpowerweexerciseasaudiences.
• Howandtowhatextentmediashapetheknowledge,values,andbeliefsofaudiences.
• Howchangesinmediatechnologytransformtheexperiencesofaudiencesandhowaudienceschangeovertime.
![Page 5: transnational audiences 1 · hypodermic model, propaganda model •Media uses and interpretations: –What do audiences do with media –Audience activity –Examples: uses and gratification](https://reader034.fdocuments.in/reader034/viewer/2022050300/5f6996e384b29e07b85dbeac/html5/thumbnails/5.jpg)
Researchtraditions
• Mediaeffects:
– Whatdomediadotoaudiences?
– Audiencepassivity
– Examples:hypodermicmodel,propagandamodel
• Mediausesandinterpretations:– Whatdoaudiencesdowithmedia
– Audienceactivity
– Examples:usesandgratificationmodel,encoding‐decodingmodel
![Page 6: transnational audiences 1 · hypodermic model, propaganda model •Media uses and interpretations: –What do audiences do with media –Audience activity –Examples: uses and gratification](https://reader034.fdocuments.in/reader034/viewer/2022050300/5f6996e384b29e07b85dbeac/html5/thumbnails/6.jpg)
Effectsresearch:AlbertBandura’sdollexperiments
![Page 7: transnational audiences 1 · hypodermic model, propaganda model •Media uses and interpretations: –What do audiences do with media –Audience activity –Examples: uses and gratification](https://reader034.fdocuments.in/reader034/viewer/2022050300/5f6996e384b29e07b85dbeac/html5/thumbnails/7.jpg)
![Page 8: transnational audiences 1 · hypodermic model, propaganda model •Media uses and interpretations: –What do audiences do with media –Audience activity –Examples: uses and gratification](https://reader034.fdocuments.in/reader034/viewer/2022050300/5f6996e384b29e07b85dbeac/html5/thumbnails/8.jpg)
Usesandinterpretations
StuartHall:
Encoding–decodingmodel
– Audienceactivity– Powerofencodedtextsversuspossibilitiesofaudiencetoresistthispower
– Polysemictexts
![Page 9: transnational audiences 1 · hypodermic model, propaganda model •Media uses and interpretations: –What do audiences do with media –Audience activity –Examples: uses and gratification](https://reader034.fdocuments.in/reader034/viewer/2022050300/5f6996e384b29e07b85dbeac/html5/thumbnails/9.jpg)
Modelsofinternationalcommunication
Mediaimperialism– NewworldorderdominatedbyAnglo‐Americanempire.
– Inequalitiesinmediaflows.
– Promotesglobalhomogeneityandculturaluniformity.
– Destroystheauthenticityoflocalcultures.
Global/local– Multi‐directionalflows.
– Tensionsbetweenglobalsystemsofproductionandlocalprocessesofconsumption.
– Negotiationofmeaningsbyaudiences.
![Page 10: transnational audiences 1 · hypodermic model, propaganda model •Media uses and interpretations: –What do audiences do with media –Audience activity –Examples: uses and gratification](https://reader034.fdocuments.in/reader034/viewer/2022050300/5f6996e384b29e07b85dbeac/html5/thumbnails/10.jpg)
Case:melodramaandmodernsubjectivity
RaymondWilliams(1989)“dramatizationofconsciousness
• Televisiondramahasencouragedustoseeourlivesasnarrativesandtoviewourselvesasthekeysubjectsinthenarrativesthatweconstructofourlives.
![Page 11: transnational audiences 1 · hypodermic model, propaganda model •Media uses and interpretations: –What do audiences do with media –Audience activity –Examples: uses and gratification](https://reader034.fdocuments.in/reader034/viewer/2022050300/5f6996e384b29e07b85dbeac/html5/thumbnails/11.jpg)
Melodramaandmodernsubjectivity
• Themakingvisibleoftheeverydaylivesof“ordinarypeople”.
• Theexplorationofthemostprivateandintimaterealmsofhumanexperience
• Therepresentationofheightenedemotionsbroughtabouthumansuffering
• Theconcernwiththerupturingandrestorationofanunderlyingmoralandsocialorder
• Theroleoffate,chanceandcircumstancesinthehopesanddreamsofindividuals
![Page 12: transnational audiences 1 · hypodermic model, propaganda model •Media uses and interpretations: –What do audiences do with media –Audience activity –Examples: uses and gratification](https://reader034.fdocuments.in/reader034/viewer/2022050300/5f6996e384b29e07b85dbeac/html5/thumbnails/12.jpg)
Ethnographyandmediaaudiences
• Seekingtounderstandsociallifethroughfirst‐hand,directexperience,conductingfieldworkinparticularlocalcontexts
• Studyoftelevisiontalk
• Useoftriangulation
![Page 13: transnational audiences 1 · hypodermic model, propaganda model •Media uses and interpretations: –What do audiences do with media –Audience activity –Examples: uses and gratification](https://reader034.fdocuments.in/reader034/viewer/2022050300/5f6996e384b29e07b85dbeac/html5/thumbnails/13.jpg)
DanielMiller:TheYoungandtheRestlessinTrinidad
![Page 14: transnational audiences 1 · hypodermic model, propaganda model •Media uses and interpretations: –What do audiences do with media –Audience activity –Examples: uses and gratification](https://reader034.fdocuments.in/reader034/viewer/2022050300/5f6996e384b29e07b85dbeac/html5/thumbnails/14.jpg)
TheYoungandtheRestlessinTrinidad
“Thesamethingyouseeontheshowwillhappenhere,youseethewifeblackmailingthehusbandortheotherwayround,Iwastellingmysister‐in‐law,Liannainthepicture,justlikesomebacchanal(scandalous)woman”
“Peoplelookatitbecauseitiseverydayexperienceforsomepeople.Ithinktheypatterntheirlivesonit”
![Page 15: transnational audiences 1 · hypodermic model, propaganda model •Media uses and interpretations: –What do audiences do with media –Audience activity –Examples: uses and gratification](https://reader034.fdocuments.in/reader034/viewer/2022050300/5f6996e384b29e07b85dbeac/html5/thumbnails/15.jpg)
TheYoungandtheRestlessinTrinidad
“Itteachesyouhowhusbandscouldlieandcheatandhowawifecouldexpectcertainthingsandnevergetit,thewomenalwaysgettheshortendofthestick.”
“PeopleinTheYoungandtheRestlesscan’thavefunlikepeopleinTrinidad,theirsortoffunisboring.There’smorebacchanalherethaninTheYoungandtheRestless,ineachsoapyoucantellwhat’sgoingtohappenbutaroundhereyoucan’ttell.”…
![Page 16: transnational audiences 1 · hypodermic model, propaganda model •Media uses and interpretations: –What do audiences do with media –Audience activity –Examples: uses and gratification](https://reader034.fdocuments.in/reader034/viewer/2022050300/5f6996e384b29e07b85dbeac/html5/thumbnails/16.jpg)
TheYoungandtheRestlessinTrinidad
“IloveLauren,howshedressesandidentifywithher”
“IlikeNickythewayshedresses,mynameisNickytoo,sheisalovingperson.
“itissomodernizedwithAIDS,uptodatemusic‐wise,clothes‐wise,whenyoulookattheshoesyousaythisisnicethisisreallyuptodate,it’smodernit’snow,that’swhyyouappreciateitmore,Iadmiretheearrings,necklaces.”…
![Page 17: transnational audiences 1 · hypodermic model, propaganda model •Media uses and interpretations: –What do audiences do with media –Audience activity –Examples: uses and gratification](https://reader034.fdocuments.in/reader034/viewer/2022050300/5f6996e384b29e07b85dbeac/html5/thumbnails/17.jpg)
Liebes&Katz:Dallas
![Page 18: transnational audiences 1 · hypodermic model, propaganda model •Media uses and interpretations: –What do audiences do with media –Audience activity –Examples: uses and gratification](https://reader034.fdocuments.in/reader034/viewer/2022050300/5f6996e384b29e07b85dbeac/html5/thumbnails/18.jpg)
Liebes&Katz:Dallas
Beverly:Ithinkwehavetobeascuzzypersontobeabletoactlikethattobeginwith.Imean,ifIhadamilliondollars(heistalkingaboutfiftymilliondollarsforjustaplacetostorehisdamnoil),ifIhadfiftymilliondollarsIwouldgiveittoallmyfriends,allmykids;Iwouldn’tconniveandcheatjusttogetmore.
Don:Giveherahundredbucksandshesplitsfiveways.(haha)Twentytoeachkid.(Americangroup7)
![Page 19: transnational audiences 1 · hypodermic model, propaganda model •Media uses and interpretations: –What do audiences do with media –Audience activity –Examples: uses and gratification](https://reader034.fdocuments.in/reader034/viewer/2022050300/5f6996e384b29e07b85dbeac/html5/thumbnails/19.jpg)
Liebes&Katz:Dallas
Anise:SueEllenisJ.R.’swife,butArabsbelievesheisabadwoman,she’stoofreeandgoneastray.
Sherifa:Abadwoman.Consideringthebehaviorofherhusband,theremaybesomejustificationforwhatshedoes,butIwouldn’tbehavethatway.
Anise:Ithinkso,too.Accordingtoournorms,sheisforbiddenbothtodrinkandtosmoke,inthisfinalanalysis,Ipityher.(Arabgroup43)
![Page 20: transnational audiences 1 · hypodermic model, propaganda model •Media uses and interpretations: –What do audiences do with media –Audience activity –Examples: uses and gratification](https://reader034.fdocuments.in/reader034/viewer/2022050300/5f6996e384b29e07b85dbeac/html5/thumbnails/20.jpg)
Liebes&Katz:Dallas
Americans Moroccans Arabs Russians Kibbutz
“therichareimmoral”
18 26 13 22 16
“theAmericansareimmoral”
‐ 13 34 2 12
“therichareunhappy”
33 28 16 18 43
“theAmericansareuncultured”
‐ 2 3 9 ‐