Chapter 3 - Key components of Media & Culture

Question 1

What is the meaning of representation in relation to media studies?

Answer 1

• It is the process in which media and studies creates and communicates to the audience using signs (words, images) that stand for something else.
• It contains denotation (the literal meaning of the sign) or connotation (the implied meaning of the sign).
• Representation can also be examined from different perspectives based on its role in society.

Question 2

Provide an example for representation.

Answer 2

• A mirror or reflection of reality.
• A construction or distortion of reality.

Question 3

What is the meaning of identity in relation to media studies?

Answer 3

• Identity stands for the sense of self that a person develops after interacting with people and their social environment.
• Identity can also be examined from different perspectives based on its role in society.

Question 4

Provide an example for identity.

Answer 4

• An Essence or core.
• A construction or process

Question 5

What is the meaning of audience in relation to media studies and provide the three types.

Answer 5

• Audience refers to the people who receive, interact and consume media texts, products and services.
• Audience is a key component in media and culture studies as it explains how media and culture affects and is affected by the people who use it.
• The three types of audience is:
  1. Media effects perspective
  2. Audience reception perspective
  3. Audience participation perspective

Question 6

Explain “Media effects perspectives”

Answer 6

• Views audience as passive and vulnerable to media messages.
• Media can affect the audience directly, indirectly or cumulatively and can influence their behavior, values, beliefs, etc.

Question 7

Explain “Audience reception perspectives”

Answer 7

• Views audience as active and creative in interpreting media messages.
• The media acts as a polysemic (many different meanings) and the audience as heterogenic (coming from different backgrounds, interests, perspectives)

Question 8

Explain “Audience participation perspectives”

Answer 8

• Views audience as productive and interactive with media messages.
• Media is a participatory (Provide opportunities for interaction) and the audience is a prosumer (They produce and consume media messages).
• Audience use digital tools or platforms to create, share or remix media messages and they can be original, derivative or transformative.

Question 9

Explain popular culture and the different interpretations.

Answer 9

• Popular culture refers to cultural products that are widely consumed and experienced by large audiences.
• Different interpretation:
  1. Mass culture: Widely enjoyed entertainment and cultural products.
  2. Low brow: Simple or accessible cultural forms.
  3. Some extend the definition to includefolk and peasant culture.

Question 10

How does media and popular culture interplay?

Answer 10

• Media and popular culture influence each other.
• Media shapes public opinion and behavior in certain situations.
• Popular culture, in turn, impacts the content, form, and style of media messages.