The Oscars The Oscars and Youand You

Brenna Liponis, Julie Xie, and Joe LiottaBrenna Liponis, Julie Xie, and Joe Liotta

Manufacturing Manufacturing Consent Consent

by Noam Chomskyby Noam Chomsky

Bigelow vs. Bigelow vs. Cameron: Cameron:

The Battle of the Exes The Battle of the Exes

““Us vs. Them”Us vs. Them”Dichotomization occurs in media and news based upon its Dichotomization occurs in media and news based upon its serviceability and usefulness serviceability and usefulness

Both movies received 9 Oscar nominations Both movies received 9 Oscar nominations

Imposed NarrativeImposed Narrative

Enter Bigelow vs. Cameron or the Hurt Locker vs. Avatar into Enter Bigelow vs. Cameron or the Hurt Locker vs. Avatar into Google and you get back 17.5 million searches and 22.4 Google and you get back 17.5 million searches and 22.4 million respectively. million respectively.

Have been divorced for almost 19 years Have been divorced for almost 19 years

When confronted with the question about the rivalry, a movie When confronted with the question about the rivalry, a movie reviewer claims that the rivalry isn’t that friendly reviewer claims that the rivalry isn’t that friendly

http://www.youtube.com/watch?v=SgjC-IGIlPc

Conflict sells Conflict sells

No Logo No Logo by Naomi Kleinby Naomi Klein

Brands At the Brands At the OscarsOscars““Who are you wearing?”Who are you wearing?”““Sponsored in part by…”Sponsored in part by…”

Creating your brandCreating your brand

The Oscars As The Oscars As a Branda Brand

The Academ

y is…

Logorama:Logorama:The Brand ExpandsThe Brand Expands

Convergence Convergence CultureCulture

by Henry Jenkinsby Henry Jenkins

Participatory CultureParticipatory Culture““Consumers are learning how to use these different media Consumers are learning how to use these different media

technologies to bring the flow of media more fully under their technologies to bring the flow of media more fully under their control… consumers are fighting for the right to participate control… consumers are fighting for the right to participate more fully in their culture.” –Henry Jenkins, more fully in their culture.” –Henry Jenkins, Convergence Convergence

CultureCulture Apple has a free App- where Apple has a free App- where you can predict the winners, you can predict the winners, and share thoughts with others and share thoughts with others through Facebook, Twitter, text, through Facebook, Twitter, text, and email. and email.

During the red carpet segment, During the red carpet segment, AT&T- text your predictionsAT&T- text your predictions

2010 Oscar Ballot on 2010 Oscar Ballot on The New The New York TimesYork Times

Oscars Dashboard from Oscars Dashboard from The The New York TimesNew York Times

Why is it so Why is it so important to important to

broadcast broadcast fans’ picks?fans’ picks?

•People who submitted their People who submitted their predictions are more likely to predictions are more likely to tune in to see if their predictions tune in to see if their predictions were right. were right.

•Self-promoting feeling. Self-promoting feeling.

•According to the website of the According to the website of the Academy of Motion Picture Art Academy of Motion Picture Art and Sciences (www.oscars.org), and Sciences (www.oscars.org), “the Academy is an honorary “the Academy is an honorary membership organization whose membership organization whose ranks now include more than ranks now include more than 6,000 artists and professionals.” 6,000 artists and professionals.”

•How much does the media and How much does the media and fan participation affect the fan participation affect the Academy’s decisions?Academy’s decisions?

Live ActionLive Action

Hardware is Diverging, Hardware is Diverging,

Content is Converging Content is Converging Best Adaptive Screenplay CategoryBest Adaptive Screenplay Category

Changing Platforms, Consistent Changing Platforms, Consistent Content:Content:

Reporter to Jake Gyllenhaal: Reporter to Jake Gyllenhaal: “Tell us about your new movie, “Tell us about your new movie, Prince of Persia.”Prince of Persia.”

JakeJake: “Well, I really think it’s going : “Well, I really think it’s going to be made into a video game!”to be made into a video game!”

““I love that Precious was I love that Precious was nominated, because it was the first nominated, because it was the first film that lived up to its video film that lived up to its video game.” –Steve Martin and Alec game.” –Steve Martin and Alec BaldwinBaldwin

Fanhood… and Fanhood… and FanfictionFanfiction•The Red Carpet. Screaming fans.The Red Carpet. Screaming fans.

•Watching the Oscars: escaping into a fantasy worldWatching the Oscars: escaping into a fantasy world

Thank you!Thank you!

BibliographyBibliographyManufacturing Consent by Noam ChomskyManufacturing Consent by Noam Chomsky

The Persuaders by Douglaas RushkoffThe Persuaders by Douglaas Rushkoff

No Logo by Niomi KleinNo Logo by Niomi Klein

The Consumer Society by Jean BaudrillardThe Consumer Society by Jean Baudrillard

Googled by Ken AulettaGoogled by Ken Auletta

Convergence Culture by Henry JenkinsConvergence Culture by Henry Jenkins

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