Flashcards in Unit 3 Deck (49)
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determinism
some single cause determines other aspects of life
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what does technological determinism not focus on?
the content of messages
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what are the 4 media epochs?
tribal, literate, print and electronic
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highlight of tribal epoch?
oral storytelling, hearing is dominant
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highlight of literate epoch
creation of phonetic alphabet changes communication away from face to face. Sight becomes more important
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highlight of print
printing press and increase of value of visual perception
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highlight of electronic
ability to communicate across vast distances: revival of oral tradition
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medium is the...
message, massage, mass-age
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media affects: (4)
ways of doing things, learning, relationships and consciousness
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hot media
passive, complete sensory data where less involvement is required.
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examples of hot media
tv, photos
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cool media
less information given and more participation required to fill in sensory gaps
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examples of cool media
class discussion
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3 critiques of technological determinism
lack of empirical support, hyperbolic speculation, overly deterministic
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what is cultivation theory
a theory of the effects of media on social reality
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who is most relevent with cultivation theory
george gerbner
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how is cultivation theory discussed in television
the connection between violence on television and actual violence or tolerance for violence
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cultivation
the cumulative process by which televsion fosters belief about social reality
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synthetic reality
refers to the inaccurate view of the world resulting from long term exposure to television.
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what are the two mechanisms that explain how cultivation works?
resonance and mainstreaming
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resonance
the process by which heavy viewing of televison affects viewers who have first hand experience with violence. amplifies effect on viewers
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mainstreaming
the process by which heavy viewing of television results in a similarity of perspective among a diverse group of viewers. homogenizes views within a society
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what are the 3 b's
blurring, blending and bending
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blurring
tv blurs the traditional distinction in world views
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blending
tv blends diverse realities into a single, homogenous mainstream view
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bending
tv bends mainstream view to serve the institutional interests of tv sponsors
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6 assumptions of Cultivation Theory
1. TV forms the cultural mainstream
2. television is unique
3. TV cultivates broad assumptions about life (mean world syndrome)
4. television is a medium of conservative socialization
5. Observable effects of tv on culture
6. new technologies extend televisions mainstream effect
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critique of cultivation theory
weak support for the theory, incompatabilities within the theory, neglects diversity of audiences, confusing correlation and cause
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what is critical theory
critique (evaluate/assess/make judgements about) prevailing social practices that create or uphold disadvantage, inequity and or oppression
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what is the motive for critical theory
social reform
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4 critical theories
marxist, feminist, critical race theory and queer theory
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marxist analysis
pinpoints the root of social conflict to the unequal distribution of wealth in society
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2 classes of society according to marx
bourgeoisie and proletariat
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ideology
refers to common sense systems of belief belonging to any class or social group, often perceived as natural
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Antonio Gramsci
italian philosopher who was the leader of the communist part of italy and was arrested a jailed by mussolini.Worte about the role of ideology producing institutions "dominant dispensaires of ideas"
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superstructure
the ideology producing institutions (art, philosophy, law)
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base
the economic foundation of society (means of production, tools, land)
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hegemony
hegemony is he power or dominancy that one social group holds over others...a method for gaining and maintaining power
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coercion:
threat or use of force by repressive state apparatus (army, police, prison)
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hegemony fails when
social resistance is stronger than dominant ideology
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5 dualisms of feminist theory
1. Liberal Feminism (reasons and emotion)
2. Socialist Feminism (public and private)
3. Radical Feminism (nature and nurture)
4. Psychoanalytic Feminism (subject and object)
5.Cultural Feminism (mind and body)
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in dualism, one term is typically
valued more highly than the other
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queer theory came about in what years
1990s
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queer theory explores
the way in which heterosexuality is constructed as the norm and ways in which media has limited representaitons of LGBTQ+ community
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key idea of queer theory
identity is socially constructed
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3 ways that queer theory is socially constructed
identities are:
1. Contextual: specific to time and place
2. Produced by certain forms of knowledge: science, religion, media
3. Performed: identity is something we do, not who we are
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critical race theory
acknowledges how racism is engrained in societal systems and structures rather than in individuals
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CRT emerged in
1970s
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