Tweaked, ignored, subverted, introduction.

AR
by Andy Ruddock0 views·Updated Oct 5, 2020
Create your own

Audio TranscriptAuto-generated

  1. Yeah, hi.
  2. This week we are going to be talking about media
  3. audiences on.
  4. The first thing that you will immediately notice is I've
  5. taken the title off this the lecture from this week's
  6. key reading, which is about what we can learn about
  7. the impact off Hollywood on young women in the early
  8. part of the 20th century by looking at scrapbooks that
  9. they kept.
  10. And to me it's a fascinating piece of research because
  11. it represents an innovative approach to research methods that gets
  12. at one of the most important themes in media research,
  13. which is how people come to have a consciousness, often
  14. begin to engage with their social circumstances through interacting with
  15. media. So this is a really important concept that we
  16. need to understand, because what it does is it helps
  17. us get beyond, um, fairly simplistic ideas about media effects.
  18. To me, it's quite natural when we come to thinking
  19. about the impact of media to think about questions concerning
  20. how media make people think this or do that.
  21. Quite often, it's easy to fall into fairly simplistic ideas
  22. about the relationship between media exposure and action, because I
  23. suppose that's one of the ways that our culture tends
  24. to think about things.
  25. We often wonder if media violence makes people violent or
  26. if sexist, media representation czar directly responsible for provoking riel
  27. world sexism.
  28. And I suppose there is a kind of, ah, a
  29. relationship between those things.
  30. But it really is important that we begin to think
  31. off media effects in mawr Long term guys is regarding
  32. the issue of socialization.
  33. So what I want to get to today is going
  34. through a Siris of ideas that will help contextualize the
  35. reading. Help explain why I'm asking you to do it.
  36. Why are we interested in how young women made sense
  37. of movies in the early 20th century?
  38. Why are we interested in the fact that they kept
  39. scrapbooks about their faith about their movie stars?
  40. Well, we're interested in those things because they indicate how
  41. those young women were placed in a certain position by
  42. the history around them, the circumstances around them, and also
  43. how they began to try and find their own place
  44. in the world by kind of fighting back against some
  45. of those ideas.
  46. And so what this introduces us to is the idea
  47. that when we're talking about media audiences in significant ways.
  48. What we're interested in is how people become socialized into
  49. certain ways of thinking about the world, but also how
  50. they begin to find their own voice in terms of
  51. saying the things, the political things that they want to
  52. say about the world that they live in and how
  53. media become involved in the steps that people take to
  54. exercise some kind of control over their cultural circumstances.
  55. So what we can see is that the issue off
  56. media audiences how to study them whiter study It's far
  57. more complicated than the question of will showing this advertisement
  58. Teoh a particular audience, make them want to buy my
  59. product. Um, it simply isn't that straightforward.
  60. It just isn't.
  61. And I'd be misleading you if I if I would
  62. just suggest that it waas So what we're gonna do
  63. is we're going to go through a Siris of ideas
  64. that help explain particularly the logic and the goals of
  65. qualitative audience research and how it relates to other forms
  66. of study on what we're going to be doing is
  67. taking through going through four steps and in these four
  68. steps, we're going to be seeing how historically speaking women
  69. have always been a the forefront off thinking about what
  70. audience research is for on what audience research tells us
  71. about the social power of media.
  72. And so what I want to do is think not
  73. so much about particular media forms as broader forms off,
  74. I suppose communication processes.
  75. And the first thing that we're going to do is
  76. discuss how research on media audiences reflects I an interest
  77. that crosses the humanities and particularly crosses in the cultural
  78. history on this concerns the relationship between culture and conflict.
  79. How is it that within a particular historical place and
  80. time, different groups struggle over the meaning of life for
  81. want of a better world Word?
  82. How is it that people take up different kinds of
  83. symbolic activities to present different ideas about how life is
  84. and how it should be led?
  85. The next thing I'm going to be doing is when
  86. I've got there Ah, a category called No Magic Bullet.
  87. So I'm going to be explaining why the question that
  88. no one ever saw the question of media effects and
  89. direct terms you might have heard of media director of
  90. media effects discussed Er's in terms of magic bullets or
  91. hypothermic needles, and the thing we need to understand is
  92. that no one ever thought the media had the power
  93. to completely overcome audiences, no matter who they were, what
  94. they were, where they what they thought or or anything
  95. like that on.
  96. But people always thought that media influence waas quite a
  97. complicated thing that involved the interaction between media and the
  98. social circumstances of the audiences who they served.
  99. The third idea we're going to talk about is a
  100. concept called Resistance, and this is an idea that begins
  101. to emerge from qualitative audience researchers in theory early 19
  102. eighties that talks about the way that people begin to
  103. use popular culture content.
  104. Thio come up with some quite radical ideas about social
  105. change, about how society could work in a different way,
  106. so that's quite important to the reading from this weekend.
  107. Through engaging with the concept of resistance, we will also
  108. see how the reading from this week on fan scrapbooks
  109. or will also represents a Siris of themes and ideas
  110. and methods that are quite common across media research.
  111. Eso this will be an important part off helping us
  112. understand how the particular reading for this week represents toe
  113. a whole line of thought that's there's very visible in
  114. media research.
  115. And then finally, we're gonna be talking about enduring themes
  116. and audience research, and I'm going to be explaining how
  117. some of the ideas in the reading this week on
  118. early 20th century film audiences and activities of scrapbooking again
  119. that seems like quite an esoteric, quite a niche kind
  120. of topic.
  121. It isn't all we're gonna be talking about, how it
  122. represents ideas and themes that that we've been able to
  123. find across at least 50 years off.
  124. Feminist research on women and media audiences and all of
  125. that will place you in a good position at the
  126. end to understand why, why we do qualitative media research
  127. and how qualitative media research allows us to make the
  128. connection between media use and political socialization.
  129. So that's what we're doing this week, right?