HERE are the lecture slides for this week.
Here are the discussion questions:
1) How have audience studies contributed to a more sophisticated understanding of media power, media imperialism, audience activity, and identity?
2) What are the set of questions being asked by effects researchers and by reception/everyday life scholars? How similar/different are they?
3) How should we understand culture in light of the global/local framework?
I'm excited to hear your thoughts!
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4 comments:
Because of audience studies, media institutions can now reach out more effectively to their audiences.
They now create ads, shows, movies,and the like in a way that would target their specific audience. For instance, products that cater to women now focus on addressing themes that are important to them such as beauty, home and feminism.
I think that audience studies in relation to identity helps out a lot of people. Because of audience studies, people become more aware of what media does to them. In this manner, people discover that media can turn them into something they're not. They will also find out that media somehow dictates how we should be/ what our identities should be. Since all models are tall and slender with long, straight, silky, smooth (is it too redundant? haha) hair people perceive that as beautiful and that is how they are supposed to be. Audience studies thus help out in such a way that people are able to voice out their opinions(like the Dove Campaign for beauty. They allowed the audience to determine how beauty should be. flat or flattering, dark or white or something like that..) hehe and people will realize that we don't have to lose our identity just because of what media dictates.
sir, erin here. hehe
Audience studies has become sophisticated because the audience can decode/encode whatever they see on screen. The audience can choose what representations/influence the media provides that they want to apply in their lives. The audience has the power to choose whether to accept or reject what the media offers.
It gets tricky because not all audiences are the same. People have different cultures so audiences have different responses.
The media provides the influence but the people still decide in the end.
In judging culture, I think we should consider that globalization has become more acceptable. People from other countries has started to adapt from the more powerful nations like USA. Yet, people have still rejected some of the ideals and representations of the west that they do not like because they also find ways to preserve their original culture. In studying the culture, I would suggest that we look at the original culture of the people. Then, we determine the media influences on the people and see how it has changed them. Then, we interpret the new culture of the people and compare how it is different from the western culture and how it was before.
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