Previewing the Readings

Hope everyone enjoyed the holiday. As for myself, I enjoyed meeting my co-teachers during Faculty Day. I have also conferred with my colleagues with more experience handling the CommTech program. We'll try to address your concerns about your program in the weeks ahead.

On the subject of readings, both classes expressed having had difficulty with the first two readings. In light of this, I thought of having these "previews" of the readings. This way, you'll be guided as you navigate your way to the field of media and communications, a field that is brand new territory for most of you.

A general tip: you do not have to memorize dates, figures, and all the names and citations in each reading. What is crucial is to know the main points of the author (What does the author have to say about the nature of the media? Media as form/text/system/audience?), be aware of how s/he makes his arguments (How does s/he present evidence? Where does s/he base his/her assertions? What kind of method does s/he use?, and note finally the strengths and weaknesses of his piece (What is s/he able to explain and what is s/he unable to explain? Are there any blind spots theoretically, methodologically, even morally?).

I also encourage you to form study groups or begin studying with your oral exam partners. That way, you can make notes on the weekly readings for each other.

And now, a preview of the readings:
1. Week 3 Readings
a. Hallin and Mancini. Comparing Media Systems.
In this easy-to-read piece, Hallin and Mancini identify similarities and differences in the media systems in Europe and North America. This book demonstrates how journalistic standards differ according to context. In Mediterranean countries such as France, for instance, newspapers are easily identifiable as supporting a particular political party. This underscores that we may have to question our own assumptions about "objectivity" being a universal norm/criterion for good journalism and think about other standards to judging responsible journalism. Challenge: how would you classify the Philippines in Hallin and Mancini's typology of media systems? Does the Philippines fit one category? Or does it have unique qualities?

b. Ang. Desperately Seeking the Audience.
One of the most elegant yet forceful media theorists, Ien Ang critiques how "the audience" is conceived and "constructed" by media professionals. In her critical analysis of the TV ratings system, she reveals how the very manner of measuring TV ratings is suited to particular ends of media professionals. Applying a Foucauldian approach (of which we'll learn more about in later weeks), one key point she makes is that audiences become "invisible, silent majorities of the suburban wasteland" regulated and managed by (administrative) research.

2. Week 4 Readings
a. Strinati. An Introduction to Theories of Popular Culture. Chapter 2.
In this accessible book, Strinati recounts the landmark contribution of the Frankfurt School in the analysis of media power. With roots in Marxist theory, Frankfurt School theorists argue that the mass production of cultural forms contribute to sustaining capitalist ideology, maintaining the present power relations in society. They stress that consumers become pacified and distracted by the media, as it continuously manufactures "false needs" through advertising, popular music, etc.

b. Fiske. "Understanding Popular Culture." In The Audience Studies Reader.
In this short essay, John Fiske celebrates how audiences make use of popular media products. He argues that popular media products can be freely interpreted by audiences, and they find great pleasure in reading "against" the text, resisting the ideological underpinnings of popular media products.

Guide Questions for Week 4
-> Compare and constrast the positions of the Frankfurt School and John Fiske with regard to media power. Who are deemed more powerful: producers or consumers?
-> How do the Frankfurt School and Fiske argue their points? What evidence do they give? Are you convinced by their evidence?
-> The Frankfurt School and Fiske talk more about mass media. How do their arguments apply in a new media environment?
-> Can you link the film The Matrix with the Frankfurt School's theory on the culture industry?

Homework:
1. Readings are available for photocopy in the 1st Floor of the Rizal Library. Week 3 readings are optional (but will be covered in orals, essays, and quizzes). Week 4 readings are absolutely important.
2. There are no classes on June 26, Tuesday.
3. I have scheduled career talks on June 28, Thursday. Three recent Ateneo graduates will come to talk about their first few years in the corporate world. I have also communicated to them some of your feelings about your program and are prepared to field questions from you. Attendance is an absolute must for the career talks. Class beadles are in charge of taking attendance. Please be a responsible and active audience for these young professionals who are taking time off from work to share with you valuable learnings from their own experiences.
4. Please continue posting on the website. I will see you all July 3, Tuesday.