Media Studies 120 The Four Key Concepts of Mass Media and Popular Culture (notes taken from `Mass...

Media Studies 120Media Studies 120

The Four Key Concepts of The Four Key Concepts of Mass Media and Popular Mass Media and Popular

Culture Culture (notes taken from `Mass Media & Popular Culture by Barry (notes taken from `Mass Media & Popular Culture by Barry

Duncan, 1988)Duncan, 1988)

The 4 Key ConceptsThe 4 Key Concepts

In order for us to make sense of the In order for us to make sense of the issues surrounding the media, we issues surrounding the media, we need a framework or context to help need a framework or context to help us talk about them. We then can use us talk about them. We then can use this common language to discuss this common language to discuss important issues. The following important issues. The following principles or categories will provide principles or categories will provide this framework. They are:this framework. They are:

The 4 Key Concepts of Mass The 4 Key Concepts of Mass MediaMedia

1. The media construct reality.1. The media construct reality.2. The media have their own forms, 2. The media have their own forms,

codes and conventions.codes and conventions.3. The media present ideologies and 3. The media present ideologies and

value messages.value messages.4. The media are businesses that have 4. The media are businesses that have

commercial interests which search for commercial interests which search for the appropriate audience to sell to.the appropriate audience to sell to.

Key Principle #1: Construction of Key Principle #1: Construction of RealityReality

When you are watching the news on TV, you are When you are watching the news on TV, you are watching the absolute facts.watching the absolute facts.

Right? Well…Right? Well…

Let’s look at some facts:Let’s look at some facts: TV news programs always favour the visual aspects TV news programs always favour the visual aspects

of a story. This means showing pictures of fires, of a story. This means showing pictures of fires, riots, & accidents. What about the stuff that wasn’t riots, & accidents. What about the stuff that wasn’t shown?shown?

The normal ratio of footage shot to footage used is The normal ratio of footage shot to footage used is 20:1. Who chooses the 1 out of 20 minutes of 20:1. Who chooses the 1 out of 20 minutes of footage we see?footage we see?

Construction of RealityConstruction of Reality

The point is, producers of media The point is, producers of media “construct” their product to create a world “construct” their product to create a world exciting and stimulating enough to keep exciting and stimulating enough to keep audiences interested. Many decisions must audiences interested. Many decisions must be made by a producer to create this be made by a producer to create this world we see in the media. What we see world we see in the media. What we see may be factual, but is it the “truth”?may be factual, but is it the “truth”?

Let’s look at an example that illustrates Let’s look at an example that illustrates when it isn’t…when it isn’t…


The producers of The producers of The Wild KingdomThe Wild Kingdom, a , a popular nature program in the 1980’s, popular nature program in the 1980’s, decided that they wanted to show decided that they wanted to show wilderness areas inhabited by both wilderness areas inhabited by both wolves and cougars. They also decided wolves and cougars. They also decided that the footage shown would be much that the footage shown would be much more interesting if they could show a more interesting if they could show a conflict between the two animals. conflict between the two animals. These two predators normally avoid These two predators normally avoid each in the wild. They had a problem. each in the wild. They had a problem. Solution?Solution?


The producers used a cougar and a wolf The producers used a cougar and a wolf bred in captivity, brought them out to the bred in captivity, brought them out to the wilderness and then provoked them to wilderness and then provoked them to fight. The producers also decided to dub in fight. The producers also decided to dub in more snarling and growling than was more snarling and growling than was recorded in the filming. Are these facts the recorded in the filming. Are these facts the “truth”?“truth”?

The TV news documentary show The TV news documentary show the fifth the fifth estateestate investigated this story, and revealed investigated this story, and revealed that such fakery is common in many nature that such fakery is common in many nature programs.programs.


Does this kind of manipulation or Does this kind of manipulation or “construction” of reality affect the way we “construction” of reality affect the way we see the world? Many people who have see the world? Many people who have preconceived notions that nature is savage preconceived notions that nature is savage and ferocious likely will have their beliefs and ferocious likely will have their beliefs reinforced. How have your beliefs about the reinforced. How have your beliefs about the world we live in been affected by believing world we live in been affected by believing the media’s representations of the world? the media’s representations of the world? For example: how do you feel about sharks?For example: how do you feel about sharks?

Watch this Dove commercial and comment Watch this Dove commercial and comment on how advertising affects our views of on how advertising affects our views of beauty.beauty.

http://youtube.com/watch?v=hibyAJOSW8U


Our job in this course is to examine Our job in this course is to examine the way the media construct the the way the media construct the world it presents and “deconstruct” it world it presents and “deconstruct” it so that we can understand so that we can understand whywhy it is it is constructed this way, constructed this way, for whomfor whom it’s it’s constructed, and constructed, and howhow it affects us it affects us and others.and others.

Construction of RealityConstruction of Reality Exercise #1: The Exercise #1: The AliensAliens Experience Experience A. We are going to watch a scene from the 1982 film A. We are going to watch a scene from the 1982 film Aliens, Aliens,

starring Sigourney Weaver. Your assignment: after having starring Sigourney Weaver. Your assignment: after having imagined a large and empty warehouse, imagine filling it imagined a large and empty warehouse, imagine filling it with all the objects, people and things you see in this scene. with all the objects, people and things you see in this scene.

In other words, you will “construct” the reality you see in In other words, you will “construct” the reality you see in this scene. Make a list of every object you need to create this scene. Make a list of every object you need to create what you see. what you see.

When your list is as complete as possible, answer these two When your list is as complete as possible, answer these two questions: questions:

A. What was the purpose of the director in creating this A. What was the purpose of the director in creating this scene?scene?

B. Was the director successful in his goal?B. Was the director successful in his goal?

Key Principle #2: Forms, Codes Key Principle #2: Forms, Codes and Conventionsand Conventions

Consider the following:Consider the following: In a TV show, the camera moves in for a close-up In a TV show, the camera moves in for a close-up

on a man and a woman, the lighting is dim, and on a man and a woman, the lighting is dim, and the music soft and low. What is the scene about?the music soft and low. What is the scene about?

In films such as the original Star Wars trilogy, or In films such as the original Star Wars trilogy, or Disney’s The Little Mermaid, what codes are used Disney’s The Little Mermaid, what codes are used to tell the good guys from the bad guys?to tell the good guys from the bad guys?

What is the usual setting for TV family sitcoms What is the usual setting for TV family sitcoms (situation comedies)?(situation comedies)?

In the pop (popular) music industry, how do you In the pop (popular) music industry, how do you tell the difference between a hip-hop artist and a tell the difference between a hip-hop artist and a country music star?country music star?

According to the ads, what kind of person drinks According to the ads, what kind of person drinks milk?milk?

Forms, Codes & ConventionsForms, Codes & Conventions

In discussing & answering these In discussing & answering these questions, you have identified some of questions, you have identified some of the codes or conventions used in the the codes or conventions used in the media. These codes, or symbols, are media. These codes, or symbols, are ways information is conveyed in the ways information is conveyed in the media, that we understand without media, that we understand without being aware of them. A way of being aware of them. A way of understanding these codes is to think understanding these codes is to think of them as cliches or even stereotypes.of them as cliches or even stereotypes.


The codes that are used in the media that we The codes that are used in the media that we understand but don’t necessarily notice include:understand but don’t necessarily notice include:

Camera anglesCamera angles SoundSound LightingLighting EditingEditing LanguageLanguage DesignDesign These all are used to construct meaning. Being These all are used to construct meaning. Being

media literate means being aware of these media literate means being aware of these techniques and understanding the effects they techniques and understanding the effects they are intended to have.are intended to have.


Another aspect to consider is that the Another aspect to consider is that the medium itself shapes the meaning of an medium itself shapes the meaning of an event in this invisible way as well, event in this invisible way as well, because of its built-in conventions. For because of its built-in conventions. For example, TV’s coverage of a story will example, TV’s coverage of a story will favour the visual, the radio will use favour the visual, the radio will use interviews and sound, while the interviews and sound, while the newspaper will feature photos and newspaper will feature photos and interviews, as well as more detailed interviews, as well as more detailed information.information.

Forms, Codes & ConventionsForms, Codes & Conventions Let’s look at an example of how the medium affects the Let’s look at an example of how the medium affects the

message:message:

In 1960, while running for office, Richard Nixon and John F. In 1960, while running for office, Richard Nixon and John F. Kennedy took part in a presidential debate. Those who Kennedy took part in a presidential debate. Those who heard the debate on radio were convinced Nixon had won. heard the debate on radio were convinced Nixon had won. Those who watched the debate on TV believed Kennedy Those who watched the debate on TV believed Kennedy was the clear winner. Why the difference?was the clear winner. Why the difference?

On TV, Nixon was sweating profusely and appeared On TV, Nixon was sweating profusely and appeared uncomfortable, while Kennedy was cool, calm and uncomfortable, while Kennedy was cool, calm and assured…..and better looking. So?assured…..and better looking. So?

More people watched the debate on TV than listened to it More people watched the debate on TV than listened to it on the radio….and Kennedy won the election. Many people on the radio….and Kennedy won the election. Many people believe U.S. history would have been dramatically different believe U.S. history would have been dramatically different had Nixon won the vote.had Nixon won the vote.

http://www.museum.tv/archives/etv/K/htmlK/kennedy-nixon/kennedy-nixon.htm


Canadian communications/media expert Canadian communications/media expert Marshall McLuhan made important Marshall McLuhan made important observations about how the mass media observations about how the mass media create their messages. He claimed that create their messages. He claimed that each medium codifies reality in a unique each medium codifies reality in a unique way, that each has its own grammar and way, that each has its own grammar and bias. bias.

Because of this built-in bias, Because of this built-in bias, the nature of the nature of the message differs in each medium we the message differs in each medium we encounterencounter. This idea was summarized in his . This idea was summarized in his memorable slogan:memorable slogan:

““The medium is the message.”The medium is the message.”http://www.marshallmcluhan.com/main.htmlhttp://en.wikipedia.org/wiki/Marshall_McLuhan

Forms, Codes and Forms, Codes and ConventionsConventions

Exercise #1: “Oh Father”Exercise #1: “Oh Father”

Carefully watch the Madonna video for the song Carefully watch the Madonna video for the song “Oh Father”.“Oh Father”.

After watching it, make a list of all the After watching it, make a list of all the conventions that are used to convey meaning conventions that are used to convey meaning about the song. Consider that a whole counter-about the song. Consider that a whole counter-story is being told in the images of the video story is being told in the images of the video which complement the song, and yet nothing of which complement the song, and yet nothing of the supporting story is explained in the lyrics.the supporting story is explained in the lyrics.

For example:For example:

Forms, Codes and Forms, Codes and ConventionsConventions

1. How many different meanings for the concept of “father” 1. How many different meanings for the concept of “father” are suggested in this video? Identify them.are suggested in this video? Identify them.

2. What camera angles are used to make some characters 2. What camera angles are used to make some characters small and powerless, and others large and powerful?small and powerless, and others large and powerful?

3. How is the passage of time suggested?3. How is the passage of time suggested? 4. What conventions are used to give the video an overall 4. What conventions are used to give the video an overall

look of loneliness, sadness or isolation?look of loneliness, sadness or isolation? 5. How do we know there is freedom and reconciliation for 5. How do we know there is freedom and reconciliation for

the protagonist at the conclusion of the counter-story?the protagonist at the conclusion of the counter-story? 6. Explain the symbolic use of: pearls; a bottle; a dove; of 6. Explain the symbolic use of: pearls; a bottle; a dove; of

“dressing up”; of an over-large door; of shadows; of a “dressing up”; of an over-large door; of shadows; of a confessional; of make-up carefully applied.confessional; of make-up carefully applied.

Key Principle #3: Ideology and Key Principle #3: Ideology and ValuesValues

What is our ideology?What is our ideology? It is our set of assumptions about the It is our set of assumptions about the

world that shape the way we think and world that shape the way we think and feel about such issues as: the roles of feel about such issues as: the roles of men and women; discipline in schools; men and women; discipline in schools; and the role of authority figures such and the role of authority figures such as government leaders and the police. as government leaders and the police.

This set of assumptions is what we use This set of assumptions is what we use to define personal happiness and to define personal happiness and morals.morals.

Ideology & ValuesIdeology & Values

A particular group of people may share an A particular group of people may share an ideology. For example, a church group ideology. For example, a church group may share some common beliefs, and a may share some common beliefs, and a gang of bikers may have share a different gang of bikers may have share a different set of beliefs. set of beliefs.

What idologies do the people who produce What idologies do the people who produce the media have in common? the media have in common?

And how do their ideologies shape the And how do their ideologies shape the media with which we are in almost media with which we are in almost constant contact?constant contact?


When we receive a message through the When we receive a message through the media, we interpret that message through media, we interpret that message through our own set of ideologies and values. our own set of ideologies and values.

If we agree with the message being If we agree with the message being presented, this is called a “preferred” presented, this is called a “preferred” reading. In this case, “preferred” does not reading. In this case, “preferred” does not mean better. It is an expression of mean better. It is an expression of agreement with the value presented.agreement with the value presented.

If we disagree with the message, we have If we disagree with the message, we have given it an “oppositional” reading.given it an “oppositional” reading.

Ideology & ValuesIdeology & Values For example: a picture of a scuffle between workers on a strike For example: a picture of a scuffle between workers on a strike

line and management might be interpreted in two different ways. line and management might be interpreted in two different ways. The dominant view might be that the behaviour shown is typical of The dominant view might be that the behaviour shown is typical of

strikers, that they probably just want more money, and that the strikers, that they probably just want more money, and that the strike is unwarranted. If we agree with this reading, then we have strike is unwarranted. If we agree with this reading, then we have given the media’s version a “preferred” reading.given the media’s version a “preferred” reading.

The “oppositional” view could be that the reason for strikes are The “oppositional” view could be that the reason for strikes are often misunderstood, there might be other reasons for the strike often misunderstood, there might be other reasons for the strike besides money, and that perhaps management provoked the besides money, and that perhaps management provoked the scuffle.scuffle.

Question: Question: What is being covered in the media these days that is being given What is being covered in the media these days that is being given

a spin you agree or don’t agree with? a spin you agree or don’t agree with? How is the media presenting the government’s plan to “close” How is the media presenting the government’s plan to “close”

UNBSJ? UNBSJ? How much media time is being given to how the change may How much media time is being given to how the change may

improve educational opportunities in Saint John?improve educational opportunities in Saint John?


Most value messages sent to us in the Most value messages sent to us in the media are almost invisible, because media are almost invisible, because we’re so used to the media’s messages we’re so used to the media’s messages we don’t easily see them anymore. we don’t easily see them anymore.

For example: In advertising… For example: In advertising… - With what are cars associated?- With what are cars associated?- With what kind of lifestyle is beer - With what kind of lifestyle is beer

associated?associated?- Who are concerned with clean clothes?- Who are concerned with clean clothes?


Two questions:Two questions:Are the values presented in the last Are the values presented in the last

three questions accurate? three questions accurate? Do you agree with these value Do you agree with these value

messages presented by advertisers?messages presented by advertisers?


Recognizing the values presented by the media is an Recognizing the values presented by the media is an important part of being media literate. When viewing important part of being media literate. When viewing or listening to media, ask yourself the following or listening to media, ask yourself the following questions to help you get a clearer view of values questions to help you get a clearer view of values presented:presented:

1.1. Are the beliefs of a particular group being presented? Are the beliefs of a particular group being presented? For example, did a man or a woman create what you For example, did a man or a woman create what you are seeing? What race was he or she?are seeing? What race was he or she?

2.2. Who is in a position of power? Who is not?Who is in a position of power? Who is not?3.3. What stereotypes are being used? What stereotypes are being used? 4.4. What views of morality are being presented? What views of morality are being presented? 5.5. What is the medium saying will make you happy? What is the medium saying will make you happy? 6.6. What is the medium’s view of virtue?What is the medium’s view of virtue?


Exercise # 1: Ad Presentations Exercise # 1: Ad Presentations on on Ideologies and ValuesIdeologies and Values

Break into groups of four.Break into groups of four.Choose an ad per person.Choose an ad per person.Help each other develop responses Help each other develop responses

for the following:for the following:


1. Give the date and name of the 1. Give the date and name of the magazine from which you found the ad.magazine from which you found the ad.

2. Now give a detailed, objective 2. Now give a detailed, objective description of each of your ad. (Imagine description of each of your ad. (Imagine your audience is blind).your audience is blind).

3. On the surface3. On the surface, what does the ad , what does the ad promise or offer? In other words, what is promise or offer? In other words, what is the product and what claim, if any, does the product and what claim, if any, does the ad maker make about the product?the ad maker make about the product?


4. a. Answer this question: what will the 4. a. Answer this question: what will the product do to make life easier, better or product do to make life easier, better or more exciting? (look beyond the more exciting? (look beyond the conventions associated with the product; conventions associated with the product; otherwise, it will make it more difficult to otherwise, it will make it more difficult to analyze this)analyze this)

b. What method does the ad designer use to b. What method does the ad designer use to make an emotional appeal? To what make an emotional appeal? To what emotions is the ad maker appealing?emotions is the ad maker appealing?

C. What assumptions about its audience’s C. What assumptions about its audience’s needs and desires is the ad designer needs and desires is the ad designer making?making?


5. Do you give the ad a preferred or 5. Do you give the ad a preferred or oppositional reading? (Remember that oppositional reading? (Remember that this is a response to the ideologies this is a response to the ideologies presented.)presented.)

6. Is the ad effective? Why or why not?6. Is the ad effective? Why or why not?

Make sure you follow ALL of the Make sure you follow ALL of the directions and guidelines provided.directions and guidelines provided.

Ideology & ValuesIdeology & Values Exercise #2: The Ideology of Drug Use: Two ViewsExercise #2: The Ideology of Drug Use: Two Views

Watch the anti-drug abuse films Watch the anti-drug abuse films Reefer MadnessReefer Madness & & Through Through a Blue Lens.a Blue Lens.

Consider the following: Consider the following: 1. What is the intention of the film-makers with each of 1. What is the intention of the film-makers with each of

these films? these films? 2. Are the film makers effective in their goal?2. Are the film makers effective in their goal? 3. Are they equally effective? Explain.3. Are they equally effective? Explain. 4. How has the contemporary production of 4. How has the contemporary production of Reefer MadnessReefer Madness

(specifically, the colorization choices made) changed the (specifically, the colorization choices made) changed the ideology of the original film?ideology of the original film?

In your opinion, how factual is TaBL? How truthful is it?In your opinion, how factual is TaBL? How truthful is it?

Key Principle #4: Key Principle #4: Commercialism and AudienceCommercialism and Audience

It is easy to believe that the media’s sole purpose It is easy to believe that the media’s sole purpose are to entertain and to inform us. We tend to are to entertain and to inform us. We tend to believe that access to the media is one of the believe that access to the media is one of the privileges of living in an industrialized, privileges of living in an industrialized, technological society.technological society.

Not so.Not so. Our culture is based on consumerism. Mass Our culture is based on consumerism. Mass

media provide goods and services that are media provide goods and services that are marketable and saleable.marketable and saleable.

There is an enormous financial investment in There is an enormous financial investment in popular culture and mass media products. They popular culture and mass media products. They are multi-billion dollar businesses. are multi-billion dollar businesses.

And those businesses are looking for an audience And those businesses are looking for an audience that will buy or consume these products.that will buy or consume these products.

Commercialism and AudienceCommercialism and Audience

Think of the television industry in this way: Think of the television industry in this way: 1. TV programs provide sponsors with an 1. TV programs provide sponsors with an

audience. audience. 2. Sponsors then are concerned with the 2. Sponsors then are concerned with the

size of that audience and therefore the size of that audience and therefore the appeal and ratings of that program. appeal and ratings of that program.

3. As the audience appeal of a program 3. As the audience appeal of a program increases, so does the cost of advertising increases, so does the cost of advertising for that show.for that show.

Question: Do any of these facts affect TV Question: Do any of these facts affect TV programming?programming?


In the music business:In the music business:1. A music company’s financial 1. A music company’s financial

success is directly dependant on the success is directly dependant on the number of plays its product gets on number of plays its product gets on radio.radio.

2. Music videos are 3 minute 2. Music videos are 3 minute commercials for a music product.commercials for a music product.

3. A band’s tour almost always 3. A band’s tour almost always coincides with a new music release.coincides with a new music release.


A major concern for us, as aspiring media literate A major concern for us, as aspiring media literate people, is the issue of ownership of the media. In people, is the issue of ownership of the media. In North America, there is a concentration of North America, there is a concentration of ownership – most small companies are now owned ownership – most small companies are now owned by huge corporations, and there are only a small by huge corporations, and there are only a small number of them. number of them.

Such monopolistic (single-ownership) tendencies Such monopolistic (single-ownership) tendencies can result in conflicts of interests. can result in conflicts of interests.

For example, if the same company or person owns For example, if the same company or person owns the local newspaper, radio station and TV station the local newspaper, radio station and TV station (which was once the case in Saint John in the 60’s (which was once the case in Saint John in the 60’s and 70’s when corporate giant Irving owned all and 70’s when corporate giant Irving owned all three), who in the media will ever criticize or three), who in the media will ever criticize or examine anything that owner does?examine anything that owner does?

Commercialism and AudienceCommercialism and Audience Exercise #1: Let’s Count the DollarsExercise #1: Let’s Count the Dollars

In groups of two, research the following and be prepared to In groups of two, research the following and be prepared to give a report to the class on give a report to the class on at least at least twotwo of the following: of the following:

1. The current-year cost of a 30 second Superbowl 1. The current-year cost of a 30 second Superbowl commercialcommercial

2. Sobey’s/Empire Theatre/Odeon Theatre connection/net 2. Sobey’s/Empire Theatre/Odeon Theatre connection/net worthworth

3. Oprah Winfrey’s annual income/net worth3. Oprah Winfrey’s annual income/net worth 4. What Proctor and Gamble owns/net worth/income4. What Proctor and Gamble owns/net worth/income 5. What Coca-Cola owns/net worth/income5. What Coca-Cola owns/net worth/income 6. What Sony owns/net worth/income6. What Sony owns/net worth/income 7. What Irving company/family owns/net worth7. What Irving company/family owns/net worth

Commercialism & AudienceCommercialism & Audience

8. What Pepsi owns/net worth/income8. What Pepsi owns/net worth/income 9. Residuals for hit shows’ actors (9. Residuals for hit shows’ actors (FriendsFriends, , SeinfeldSeinfeld)) 10. Merchandise available for The Simpsons10. Merchandise available for The Simpsons 11. The cost of producing a 30 minute sitcom11. The cost of producing a 30 minute sitcom 12. Salaries of soap opera actors12. Salaries of soap opera actors 13. What Disney owns/net worth/income13. What Disney owns/net worth/income 14. McDonalds Restaurants net worth/ income14. McDonalds Restaurants net worth/ income 15. Annual sales/income of music industry15. Annual sales/income of music industry 16. Annual income/net worth of a celebrity of your 16. Annual income/net worth of a celebrity of your

choice (sports, music, actor)choice (sports, music, actor) 17. Something of interest to you; clear it with me 17. Something of interest to you; clear it with me

first.first.

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