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MAIC 5050: Audiences and Digital Culture

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Nicole Cox

on 27 April 2017

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Transcript of MAIC 5050: Audiences and Digital Culture

MAIC 5050: Audiences and Digital Culture
Central Arguments:
* Much research on media effects ignores audience member as living, breathing human beings.
* Term "audience" no longer describes the interactive consumption practices of today.
* How participatory culture is used can have benefits-- and consequences-- for both the individual and society.

BRAINSTORM
ELEMENTS
copy and paste as needed and take advantage of an infinite canvas!
Active Audiences (Crouteau & Hoynes)
Hall's Encoding/ Decoding Model
Participatory Culture (Jenkins)
Studies in Fandom
Spiral of Silence Online
(Schulz & Roessler)
FOUR processes for active audiences:

1.) Individual interpretation
2.) Collective interpretation
3.) Collective political action
4.) Producing their own media
The polysemic nature of texts aids in these processes for audiences.

- More than one meaning to any text (excess meanings)
- Interpretation depends on social location
Fandom is marked by four characteristics:

1.) Fans are active interpreters of media
2.) Fandom is a social activity
3.) Members of fan culture may engage in collective action
4.) Fans are often producers of their own media
Previous research on the SOS assumed that media was
objective
in tone...the rise of internet technologies and participation is now based in the understanding that media is
subjective
in tone.
Selection and perceptual processes influence our quasi-statistical sense of public opinion.

Selection Processes:
subjective-consonant, subjective-pluralistic, and dissonant selection.

Perceptual processes:
looking-glass effect and hostile media effect.
Outcomes?
Participatory Culture (Jenkins)
* Focus on how audiences use "raw" pop culture materials to create artifacts of their own.

* Pop culture finds itself at the intersection of two models:
- Media convergence (intertextual commodity flow)
- Participatory culture

* Reappropriation can be empowering

* Resistance is fun!...but it doesn't always carry over into "real life"
Participatory culture has given rise to a feedback loop between fandom and media corporations.
The Outrage Machine:
A Crisis of Public Values (Giroux)
* The rise of neoliberalism has decimated collective action and public participation.

* We have eschewed our concerns for society and the good of others, and replaced it with a focus on consumerism and the individual.

* New media has subordinated the social.
* Cultural apparatus

* Participatory culture was rooted in resistance, but now depoliticized and concerned with commercial potential...slacktivisim (?)
Spiral of Silence Online
(Schulz & Roessler)
A Crisis of Public Values (Giroux)
Full transcript