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    RTA101-Week 4-Lecture Note

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    This document provides an overview of media theories from the 1960s to the present. It discusses how theorists began to understand the complex relationship between audiences and media in the 1960s-1990s. Important figures mentioned include Noam Chomsky, who developed the propaganda model, Stuart Hall, who created the encoding/decoding model of communication, and Lev Manovich, who discussed new media variability and interactivity. The document also outlines the contributions of feminist theorist Donna Haraway and her work on cyborgs, as well as Henry Jenkins' concept of participatory culture.

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    RTA101-Week 4-Lecture Note

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    mingyuan.gao
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    This document provides an overview of media theories from the 1960s to the present. It discusses how theorists began to understand the complex relationship between audiences and media in the 1960s-1990s. Important figures mentioned include Noam Chomsky, who developed the propaganda model, Stuart Hall, who created the encoding/decoding model of communication, and Lev Manovich, who discussed new media variability and interactivity. The document also outlines the contributions of feminist theorist Donna Haraway and her work on cyborgs, as well as Henry Jenkins' concept of participatory culture.

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    This document provides an overview of media theories from the 1960s to the present. It discusses how theorists began to understand the complex relationship between audiences and media in the 1960s-1990s. Important figures mentioned include Noam Chomsky, who developed the propaganda model, Stuart Hall, who created the encoding/decoding model of communication, and Lev Manovich, who discussed new media variability and interactivity. The document also outlines the contributions of feminist theorist Donna Haraway and her work on cyborgs, as well as Henry Jenkins' concept of participatory culture.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    7 views3 pages

    RTA101-Week 4-Lecture Note

    Uploaded by

    mingyuan.gao
    This document provides an overview of media theories from the 1960s to the present. It discusses how theorists began to understand the complex relationship between audiences and media in the 1960s-1990s. Important figures mentioned include Noam Chomsky, who developed the propaganda model, Stuart Hall, who created the encoding/decoding model of communication, and Lev Manovich, who discussed new media variability and interactivity. The document also outlines the contributions of feminist theorist Donna Haraway and her work on cyborgs, as well as Henry Jenkins' concept of participatory culture.

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    © All Rights Reserved
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    of 3

    Week 4 Lectue Note

    1960s-1990s
    ● Theorists began to understand we are in a complex relationship with media
    ● Dominant psychology: Individual has innate capacities and can not be easily
    conditioned.(Cognitivism)
    ● Dominant ideas: individuals do not all read media messages in the same way, The
    audience is active
    ● Political economy becomes a focus od media studies

    Critique of semiotics
    ● The saussurean model was criticized for being too restrictive as it did not acknowledge
    the role of Sender(Assembles the signs)-Receiver(Decodes the signs)
    ● Cultural noise: Values are attached to the signifier (symbols in images) we are exposed to
    via the media and influence our understanding of the message.

    Problems with representation


    - The modell of (S/sl) is not as central to theory today as understanding the contextual
    frameworks that give rise to potential meaning.
    - How do we know what we mean? Complicated
    - The hidden part of the iceberg influences both media production and reception

    Noam Chomsky (1928-)


    - American linguist, philosopher, cognitive scientist,media critic, social activist
    - The father id modern linguistics
    - One of the founders of cognitive science
    - Key concepts: concision, universal grammar, the propaganda model”(with Edward
    Herman)

    Chomsky and manufacturing consent


    - Manufacturing Consent(1988,co-written with Edward Herman), dissects the media’s role
    in reinforcing and acquiescing to state policies, across the political spectrum, while
    marginalizing comtrary perspectives.
    - The mainstream press is captured by corporate interests and reflects corporate priorities
    and interest
    - The mass media will not undermine the wider state-corporate system
    - The remedy this situation, Chomsky calls foe grassroots decorative comtrol and
    involvement in the media
    - An example of a political economy of media/communication theoretical approach.
    The propaganda Model” from manufacturing consent
    1. Financial ownership
    2. Funding through advertising
    3. Reliance on PR
    4. Flak
    5. Anti-communism and fear

    From political economy to cultural studies


    - Cutural Studies/theory examines Aufiences
    - Seeks to unddefinition of a perstand how meaning is generatedm, disseminated, and
    produced from the social, political, and economic spheres within a given culture.
    - Researchers concentrate on how a particular medium or message relates to ideology,
    social class, nationality, ethnicity,sexuality, and/or gender, rather than providing an
    encyclopedic identification, categorization, or definition of a particular culture pr area of
    the world.

    Stuart Hall(1932-2014)
    - Jamaican-born cultural theorist and sociologist
    - One of the founding figures of cultural theory
    - Points out the reality of race
    - Builds a theoretical framework that considers the audience as active
    - Creates Encoding/Decoding Model of communication
    - Key concepts: Dominant, negotiated and oppositional reading of media texts

    ● By the mid 1990’s


    - Hall’s theory became mainstream.
    - Plurality becomes a framework
    - An explosion of ideas and theory movements took hold

    So how do ideas change over time


    - Change happens partly ny Media
    - Media have hidden dimensions of meaning which make them very powerful forces in our
    society
    - They pass messages that alter our perception of reality
    - But new perceptions can influence our dominant ideology
    - New media become a way to introduce “noise”or alternate ideologies though “different”
    aesthetics.
    Lev Manovichle:
    - Author of the language of new media(Mit Press,2001)
    - Mew media are variable: they do not depend on an object that gets reproduced a
    photograph, a printed book
    - Variability allows for interactivity: the user plays an active role in determining when and
    how the elements in the content are accessed
    - Key concepts: Cultural Analytics, The language of New Media, Database as a Symbilic

    Donna Haraway
    ❖ Feminist theorist and philosopher of science and technology
    ❖ Early proponent of a perspective that came to be known as cyberferminism
    ❖ She introduced the metaphor of the ‘cyborg’,which was to become highly influential in
    feminist and critical theory
    ❖ Key concepts: the politocs of the post-human, the cyborg, the techno-mythological ideal
    and its promised freedom.
    ❖ Haraway argued that we are cyborgs that she defined as
    - A cybernetic organism
    - A hybris of machine and organism
    - A creature of liver social reality
    - A creature of fiction

    Henry Jenkins
    - Known for developing the concept of participatory Culture
    - Emphasizes peer-based production and consumption od media
    - Today’s media facilitate users’ participation, new tools and technologies enable
    consumers to archive, annotate, appropriate, and re-criculate media content
    - Do ot yourself(DIY) media allows Individuals and groups to participate in conversations

    David Gauntlett
    - Coined the phrase Media Studies 2.0 in 2008: a term that reflects the changing focos of
    media studies in the light of the web and web 2.0
    - Argued the traditional form od media studies teaching and research dial to recognize.

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