|
Com 314: Mass Communication Theory |
Updated: 11/22/2002
|
Cultural Theories |
Baran is primary source for this information
(These
could also be considered meaning construction theories --on a macro scale?)
Earlier
in the semester we discussed different categories of theories:
Individual effects theories:
{ Social learning, is an example}
Institutional effects theories:
{Agenda Setting/Building}
Interinsitutitional effects: {Functionalism}
Cultural Effects: Which had two categories--
· traditional social science effects (Social expectations theories would fit here)
·
critical
studies approach
That's
where we are now. These theories rely much less on traditional measurable
effects, and frequently rely on qualitative
methods. Proof of a theory's power is
seen in its ability to attract and keep
supporters and to answer its critics. Widely criticized by
"empiricists".
See
text (Baran and Davis) for thorough discussion of the background and
development of these theories.
[Be sure
to note the explanation of differences between Cultural Analysis (American) and
Critical Studies (British). ]
CULTURAL ANALYSIS AND CRITICAL STUDIES:
BOTH: Media can play an important role in shaping culture
· culture itself is important in shaping the social world
· media have become primary means by which people learn about their world/culture and participate in it
Differences between the two categories:
Cultural Analysis:
· Micro theory focusing on
o
focuses
on how people make sense of the world
o
impact
of media on individuals and that sense-making process
o
not
political or policy-related
· MACRO focusing on
o
how
media is used to maintain the status quo
o
Hegemony
o
ideology
in media
o
very
political--move for social changes
§
specific
agendas
§
specific
values
§
Marxist,
Feminist, etc.
CULTURAL THEORIES COME FROM A DIFFERENT PERSPECTIVE than
traditional media theories:
TRANSMISSIONAL
PERSPECTIVE: Other theories assume that mass com
is a means of transmitting information/message
over distance for the purpose of achieving some end (usually control).
·
persuasion,
behavioral change, socialization, etc.
·
commercials,
election campaigns
[I have a
problem with this: How does Carey
define the controlling purpose of entertainment programming? Does he assume there's more intended there
than entertainment? Always?]
Some
might connect this to the INFORMATIONAL perspective we discussed earlier with
regard to U&G theory.
RITUAL
PERSPECTIVE: looks as mass media not as just transfer
of messages through space, but [according to Newcomb] "the
maintenance of society in time; not the act of imparting information, but the
representation of shared beliefs." (Baran 294)
A
commercial, then sells more than transportation. Special K sells more than cereal.
As with
literary criticism, even people who have not read a book, may be effected as
their culture is effected, by people who have.
Uncle Tom's Cabin is an example of a book which shaped a culture.
"Thus,
the ritual perspective presumes a grand-scale interaction between the culture,
the media used to convent that culture, and the individual content consumers of
that culture." p. 285
The roots
of cultural theories, then go all the way back to SYMBOLIC INTERACTIONALISM
(George. Herbert Meade, 1934) We've
spent a good deal of time talking about it already when we discussed
semiotics. See Baran for further
background and discussion.
Emphasis
on symbols/signs and our attachment of meaning to them. (Do you see that semiotics, then is really a
meaning construction theory?) SO, we
use these signs in our construction of social reality.
This is
also an ACTIVE AUDIENCE theory -- because people take messages and
actively do something to them
--interpret them, reshape and store them!
Another
theory (p. 291) SOCIAL CONSTRUCTION OF REALITY, approaches semiotics from
another perspective. Instead of
constructing and internalizing signs ourselves, the culture does it, and we
recognized typologies or categories....
HOW
the sign is established isn't really the important element here. The fact is, we DO use signs and symbols to
make sense of our world and attach meaning to it.
Add that concept to the cognition theories, and the concepts of schema.. and you get
FRAMING OR FRAME ANALYSIS:
Human
beings develop expectations which are
1. based
on previous experience (media or otherwise)
2. hard
to change
3. associated
with strong emotions (love, fear, hate)
4. not
always associated with our conscious state of awareness
We
are always scanning our environment and making sense of it (using schema,
signs, and our expectations) but usually we aren't thinking about that process.
That doesn't mean it's not happening!
Erving
GOFFMAN (1974) introduced the concept of Frame Analysis to show how that
process works.
·
How is
it that we make the same mistakes over and over again?
·
We
know the world is changing constantly but don't recognize the changes? Don't
recognized boundaries have been crossed?
· When we do, it is because we've picked up on SOCIAL CUES
·
How do
we learn those?
·
Through
daily socialization: (Young Teenagers
do dumb stuff because they have not yet learned the social cues)
·
Through
media: Certain expectations then are developed associated with certain CUES.
Goffman calls
the set of expectations we use to make sense of situations FRAMES:
We have
frames for serious things and trivial things. They overlap in their
applicability.
In play,
a child "practices" what to do in certain adult situations, so the
play frame has applications for the real world frame in the similar
situation. Baran cites the example of a "play" fight; skills
learned there --CUES learned there applied to a real situation.
Goffman
(p. 300 in Baran) makes the connection between media advertisements and
social cues. Expectations about
how women are supposed to look, act, and even think could be learned from
commercials in which seductive, flirtatious, non-serious, attractive women
are used as attention-getters and -holders.
·
Buy
the car; get the girl.
· Beautiful women are fun loving in LOTS of ways
Lots of
different messages for different products, but what is the dominant message
made about women after years of this type of repetitive representation? Is it
any wonder that attractive women are not perceived to be intelligent? That women in the work place have to
de=emphasize their femininity? (Washington,
DC Uniform vs. Senator's wife uniform)
Framing
assumes that life is constantly changing. We have the capacity to deal
with that change/reframe our experience moment to moment. However because
we seek stability, we commit ourselves to experience what GOFFMAN calls PRIMARY OR DOMINANT REALITY.
·
a real
world in which certain rules and expectations are met
·
a
world of consistency and predictability
·
a
world which is comfortable and secure because we know what's going on.
·
Sometimes
we "literally see and hear things that aren't there." [but should because of the expectations we
have of the world we have internalized.]
· Baran cites the example of date rape on campuses.
·
Women
frame the dating situation one way.
· Men frame the situation another.
·
Each
then is reading signs and symbols incorrectly, making
schematic associations according to expectations based on a
comfortable, secure situation.
·
BUT
The expectations DON'T MEET!
·
She
may send signals that he reads in a way she didn't intend.
·
He may
send signals that SHE reads in a way he doesn't intend.
Baran writes: "From Goffman's viewpoint, we are
virtual prisoners of primary reality.
We permit ourself only
brief and socially acceptable escapes into clearly
demarcated alternative
realities that we experience as fantasy worlds....when
we make
mistakes......the results can be devastating."
CULTIVATION ANALYSIS:
This is a
hybrid theory which represents both micro and macro effects.
our perception of
reality.....
On p.
302-3 of the first edition of the book, Baran cites some interesting statistics:
|
|
Real World |
TV World |
|
Chance of being involved in Crime |
Less than 1/200 |
64/100 |
|
% of Males Working in Law Enforcement |
1% |
12% |
|
% of Crimes which are violent |
10% |
77% |
Gerbner's
theory: CULTIVATION theory, does more than say that people will give TV answers
to real world questions, it means that...(especially for heavy viewers)
Gerbner
began his work in the 60's and 70's in response to two important government
1. National Commission on the Causes and
Prevention of Violence (1968-9)
2. Surgeon General's Scientific Advisory
Committee on Television and Social
Behavior
(1972)
His job
was to do a content analysis and determine the levels of violence in
television programming.
Result:
Yearly VIOLENCE INDEX. Sample Week
each year. Counted violence in
·
Criticism
based on methods, operationalization.
·
Began
looking at only prime time, now examine children, cable, films.
For
years, without fail, the study continued. Found that the degree of violence on
TV MUCH higher
So,
in 1973, Gerbner and Gross expanded the project beyond just violence and called
it the
5
assumptions:
1.
Television is
essentially and fundamentally different from other forms of
·
it's
free
·
requires
no skill
·
multi-sensory
input
·
no
mobility required
·
applicable
to all ages
2.
Television is
the central cultural arm of American Society.
·
chief
creator of information/entertainment patterns
·
serves
the largest group ever served by individual medium
3.
The Substance of the consciousness created by
TV is not so much specific
4. Television’s
major cultural function is to stabilize social patterns, to cultivate
·
resistance
to change. (Hegemony)
·
repetitive
nature
·
common
symbolic environment created by TV
·
we
live by the stories we tell and television tells stories
everywhere (entertainment, news, advertising)
5. The observable, measurable, independent
contributions of television to the culture
are relatively small.
ICE AGE ANALOGY:
temp shift of a few degrees can make ice age or
·
The
measurable, observable, and independent effect of tv might be small, but
·
The
IMPACT could be very much present and VERY significant.
MUCH
CONTROVERSY
Gerbner
dismissed much of the previous limited effects research -- essentially said it
was wrong. That they were
shopping in the wrong store, and so they had to defend
Others attacked
him because CULTIVATION theory is NOT an active audience theory!
Horace
Newcomb was one of the first to criticize him on this front:
·
Television's
ideas and symbols are not created on television --but rather
·
Cultural
indicators project ignored how widely different the representations
·
No
opportunity for individual members of audience to apply their own
·
The
symbols had to be learned SOMEWHERE...
·
They
also believed television content was primarily "assembly line" in
nature, and not works of
·
They
argued that however the messages are assembled, HEAVY VIEWERS OVERESTIMATE THEIR
§
operationalization
of terms and concepts
§
sample
selection
§
selective
reporting of results
§
developing
explanations which were not consistent with initial hypotheses
Some of
this got really nasty!!
What
exactly did Gerbner and Gross report that caused so much conflict?
Methods:
Four step process:
1. message
system analysis: detailed content
analysis
2. formulation
of questions about viewer's social realities
3. survey
the audience (ask questions from step 2
and ask about media consumption)
4. compare
social realities of heavy and light viewers.
Result:
believe television's major contribution is CULTIVATION:
wherein people develop general concepts and understand about "the
way things are" from exposure to television programming content as a whole
rather than exposure to specific programs or individual selections.
Cultivation
occurs in two ways:
1. MAINSTREAMING:
(especially for heavy viewers) television's symbols monopolize
and dominate other sources of information about the world, so people tend
to believe the representation of
reality presented by TV rather than that which is actual or real.
2. RESONANCE: when people see things on television, and those
things agree with experiences
One of
the most widely reported elements of the cultivation research is the MEAN WORLD INDEX:
see p.
309.
·
People
asked questions about the nature of the world, whether people are trustworthy,
mean or not.
·
Question:
Would light and heavy viewers have the same responses? NO!
·
Heavy
viewers saw world a much meaner place than light viewers.
·
Heavy
viewers mainstreamed the perception of the world as mean place.
Gerber's
3 B's to describe the nature of cultivation:
1. The blurring of traditional
distinctions of people's views of their world
2. The blending of their realities into
television's cultural mainstream
3. The bending of that mainstream to the
institutional interests of television and its sponsors.
CHAPTER 13 (Baran)
CRITICAL CULTURAL STUDIES
1. They assume that social theories should
be based on a set of values.
2. The Goal of such theories to guide and
change societal institutions so they reflect those
3. Critical theory does this by examining
specific problems, how the institution contributes
4. The theorists themselves are often part
of social movements or ideologies and are advocating
Mass
media have been linked to a multitude of social problems:
What are
some of those?
DISCUSS: Violence in society, sexual promiscuity,
the dumbing down of
When you
discuss these things and try to explain how media impact them, you
European
social scientists didn't think too highly of the limited effects paradigm, Rather, they
One of
those theories was MARXISM. (See p.
317-8 for review of the theory)
Marx
believed the problems in society were due to a social hierarchy in which the
masses
Most of
theories which apply to mass com. are NEO-MARXIST THEORIEs.
HUMANISTIC THEORIES:
These
focus on the elevation of mankind through art and culture. Primary concept is that
Many
critical theories are hybrids of these Neomarxist and Humanistic theories.
FRANKFURT
SCHOOL: Gr. 20th cent. Believed that mass media ought to stay out of high culture.
Presenting
symphony or play on radio or television made it a different and LESSER
experience
·
Effectively
prostituted the artistic experience by putting it on mass media
·
Also
kept high culture out of the hands of the ordinary person.
Contemporary
NeoMarxist Theory:
British
Cultural Studies: Stresses elite
cultural control over art, at the expense of minority
Stuart
Hall is one of the contemporary leaders in the field. Characterized mass media
In the
U.S., FEMINISM has been a big area of critical studies research. But others
An
important perspective from these theories (aside from the fact that they
frequently make me mad.....)
On page
323, Baran and Davis discuss the research of Janice Radway on
This
phenomenon of a message presented one way but READ or USED in an oppositional
way is called OPPOSITIONAL DECODING.
·
Another
example is viewers of All in the Family
who thought Archie
Political Economy Theory:
Examines
how elites control economic structures (banks, stock mkt) and looks at how
FOCUS
here is on production and distribution.
MARSHALL McLUHAN:
·
Roots
of McLuhan's theory are with Harold Innis, who discusses how the TYPE of
communication system available to the elites of a society determine the extent
of their control in the society/the control the society has in the world.
·
Early
cultures were conversation-based.
Limited geog. limits.
·
Later,
(ROME< GREECE< EGYPT) were paper based:
paper/ink made information, ideas
· Now, telephone, telegraph and mass media: even bigger
·
Dominance
by a society was not so dependent upon military skill as ability
·
New
forms of media alter the way we think, (and ultimately perceive the world and
act in it)
·
He
said "THE MEDIUM IS THE MESSAGE (and the message).
·
By
that he meant that the medium of communication may be MORE IMPORTANT than the
DISCUSS:
Are these ideas consistent with what other theories?
Some
other important McLuhan concepts:
Global
Village: New world order made possible by new info.
technologies.
·
Cites
African villages with TV's
·
Media
are extensions of man: They allow us to
extend our vision and experience
·
Meyerowitz
wrote in an excellent book in 1985, pointing out that to be everywhere is
to lose something very important: One's Sense of Place.
·
What
are the applications of this concept to the internet?
·
Very
specific.
·
Does
the work for us.
·
We
don't have to
·
Print
is logical.
·
We have
·
That
makes us very involved in what
·
Same
concept as is discussed in lighting: diffusion theory -- the more shadowy the
·
McLuhan
said John Kennedy won the election because he had a cool image--a TV
Literary
Critics:
·
Found
his dismissal of linear thought astounding and insulting.
·
Found
him illogical and foolish. (Of course
their livelihood was dependent
·
Remember
the limited effects paradigm was dominant in the
·
Those
scientists his ideas unmeasurable and ludicrous.
Advertising:
Religion:
Education:
NEWS!
Cultural Commodity Theory (Media as Culture Industries)
Means
that media are in the business of producing culture.
·
Media
produce and distribute CULTURAL COMMODITIES
· Their products are CULTURAL products
·
People
consume them so they can be part of the culture.
· (Kids and Harry Potter stuff this season….)
All of
the principles of marketing are applied to the development of these products:
·
Appeal
to broad consumer base
o
take
attractive bits of folk culture
o
broaden
appeal
·
Market
new product to substitute for old folk culture
·
Earn
profits by doing that.
Jeremy
Tunstall in The Media are American discusses how modern mass media
modeled its
·
take
the classical stuff which is complex and sophisticated
·
simplify
it/take the strongest stuff and make it easy to understand
·
market
it as "popular" music.
See discussion in Baran on p. 331
CONSEQUENCES of Cultural Commodities (OF TAKING
BITS OF EVERYDAY CULTURE, REPACKAGING IT, MARKETING IT TO MASS AUDIENCE?)
·
Only a
limited range of the culture is chosen and good stuff is ignored or eliminated
from
·
Those
things which are chosen are "heightened" or dramatized, so that
anything which might be boring, controversial or offensive is removed or made
more palatable.
·
Marketing
makes sure the products INTRUDE upon everyday life; you can't ignore them.
§
It
intrudes and disrupts.
§
(How
many times have you gone to a movie or watched a television show when
·
Elites
who market these products don't know the consequences the products have
(and probably don't care) Much like
Cigarette manufacturers don't want to deal with
·
Disruption
takes place in many ways, some of them very subtle. We don't know what we've
Baran and
Davis examine some specific areas:
ADVERTISING:
NEWS
PRODUCTION:
Lance
Bennett (1988) presents four ways in which news practices lead to bias or
distortion in content. (See
Baran p. 334)
1. Personalized News: because people relate more to people than
issues.
2. Dramatized News: products need to be packaged in an
attractive way.
3. Fragmented News: We see
impressions, bits and pieces, and very rarely background information or
perspective.
4. Normalized News: People have a need for security, so news
must show that
POLITICS:
Media
Intrusion Theory: Television has subverted political parties
by weakening the control
WHAT's
the PROBLEM WITH THIS?
[Candidates don't
associate with ideology or party position, but
package
themselves to be attractive to voters.
What's best for
country
becomes second to getting elected.]
Journalists
deny this, but consider McLuhan's position here? How have politics been changed by the MEDIUM?
"Line
of the Day." -- The one sound
bite that will be repeated over and over again
Chapter
14: Conclusions.
Interesting
chapter which sums up where we are today in the field. May have more
COMMUNICATION
SCIENCE:
Seeks to
understand the production, processing, and effects of symbol and signal systems by developing testable theories,
containing lawful generalizations, that explain phenomena associated with
production, processing and effects." (Berger and Chaffee)
Investigation
of communication across four levels:
·
Intra
personal
·
Interpersonal
·
Organizational
·
Macroscopic
·
antecedents
(how it gets there)
·
consequences
(what happens when it does) CULTURE-CENTERED
THEORY/RESEARCH: the alternative.
In this
Chapter, Davis provides a way the two might be joined. Don't worry about it. I don't think it will
happen.
One thing
you might want to note:
Culture-centered theorists are largely Humanists. What is humanism? The definition of Communication Science purported by the Davis is
humanistic in nature. That's the
unifying principle that binds Com. Science and Cultural Studies together for
him.
Do you
find humanism consistent with your religious beliefs?
If
humanism is antithetical to your religious philosophy, then is there a need for
another
What type
of information might such a spiritually based perspective offer?
§
Christian
§
Jewish
§
Moslem
§
Buddhist
Resources: Baran and Davis. See syllabus for full citation.
Copyright, 2002
Dr. Janet McMullen