So this unit has been tough going but well done for sticking with it – there is a lot to learn and take on, but we know you can do it.
Make sure you revisit your notes and the blog posts in order to help yourselves prepare for the exam.
Don’t forget to use the category at the top of the blog for the theories – it might be good to do your own mini ‘in a nutshell’ theory list so that you are not overwhelmed.
We will be planning Ecology essays in the first 2 lessons next week and then focusing for the final 3 lessons on revisiting the Music Industry – but a lot of what we have done in Ecology, will be really useful for the MI question.
Learning Intention: To explore how (media) language and representations are changing in the evolving media ecology as a consequence of changing ideologies and communication technology.
Exam Questions:
Are media language and representations changing? You should refer to at least two media forms in your answer. (30)
To what extent have new technologies influenced the style and form of traditional media? [30]
Some definitions:
Media Language is:
Signifiers in media texts which signify ideas & stimulate emotional responses.
A signifier = a unit of meaning: a man, a low brimmed hat, low-key lighting, a wide shot, eerie whistling, cut to a cat rubbing against the man’s leg. Individually separately mean very little, but combine the codes you have…meaning and representation.
Representation is:
The ideas and values about a person, place, event… encoded in a media text, which communicates an ideology, whether that be mainstream, counter cultural or personal.
Just look at how one ‘right wing’ paper has consistently represented the Conservative prime ministers over time…
Task 1 (Discussion)
Why do representations change over time?
What tools do you now possess in order to represent yourself and your lifestyle?
Think about your own representation – you ‘brand’ yourself. Let’s get personal.
How is your identity online different from your identity in school? (Negotiated Identity – Gauntlett)
How did old media represent society?
Then… Baby Boomers and Gen X all received similar message because their choices were so narrow. You might suggest that these generations had & have much greater sense of traditional community and local identity.
In the UK we had 3 TV Channels until 1982 when Channel 4 was launched. So 4 channels.
So, how does new media represent society and its ideologies?
Now… Millennials and Gen Z exist within a technologically converged and democratised media ecology, including influencers and pundits, and literally thousands up thousands of competing representations. You might argue that representation is now a contested space (culture wars) and that competing (media) language and representations are more diverse and fragmented than ever!
Aside
Baudrillard, one of our postmodern theorist, argued that:
“…we live in a world where there is more and more information, and less and less meaning”.
With the advent of fandom, tribes and converged technology representation is as broad as it is wide. A multitude of representations, interpretations and ideas.
We have created factions and fractions but also brought people together.
Some examples of new media language:
Twitter language – restricted characters
Hashtag#
Emojis (Peaches & Eggplants) – Text LOL etc
Tribe language / jargon:
“Hi Guys, I just though I would jump on here, Grafting, My type on paper, No Carbs before Marbs”
Graphics/Colours
User Experience and User Interface all designed to guide our consumption.
Photoshop & all editing software
Advertising Slogans – Just do It – Because you’re worth it
Spam, Clickbait & Pop ups
Recommendations
Avatars
Memes – often require cultural competence
A Universal Language
There is a universality to the image and the meaning encoded. Perhaps the hieroglyph / emoji / meme is the new ‘language.’
Participation, Ritual and Cross Media Convergence
EVERYONE REGARDLESS OF AGE, SEX, RELIGION TAKE PART IN THESE RITUALS – THE DANCING CRAZES…EVEN TV ADVERTISING WE BUY ANY CAR.COM RECENT ADVERT HAS ONE OF THE TIK TOK DANCE CRAZES ON IT – it means so much more to those who are culturally competent and ‘get’ the intertextual reference.
Which representations have changed?
All of them…including gender, race, age, social class, power & status, nationality, ability and disability, ethnicity… see Gauntlett & Lynx ads
More on Gauntlett & the Fluidity of Identity
REPRESENTATION & REALITY TV
A new media text, a popular and profitable format which dominates TV schedules (Hesmondhalgh) = Reality TV.
Masquerades as Reality – but it is all a RE-PRESENTATION of reality – mediated through a producer and an editor and then our own audience cultural situation & competence to decode it accordingly.
Add to this list of representations
Hypersexualised
Romantic ideation
Relationships
Filtered lives
Charlie Brooker on Editing & the Artifice of Reality TV
Stuart Hall (once again) on the roll of Media Studies in questioning ideologies and identities shared by mainstream media.
Key Learning: ‘In what ways is the media an extension of ourselves?’
`We become what we behold. We shape our tools and thereafter our tools shape us.’ McLuhan
Possible questions that might ask for a comparison of traditional media and new media and its impact on societies and also how technologies have always impacted on society.
‘New media will eventually replace traditional media.’ To what extent do you agree with this statement? You should refer to at least two media forms in your answer. [30]
‘We talk about print, film, TV and radio as separate media, but these are all converging and will be impossible to tell apart in the future.’ Evaluate the evidence which supports this view. [30]
To what extent have new technologies influenced the style and form of traditional media? [30]
Analyse the significance of a particular technological development in the media. [30]
To understand this, is to understand much of Media Ecology!
A Recap and an New Concept
The Lenses of Media Studies (we have used during the course)
Traditional Media – definition
Media that originated prior to the internet, including newspapers, radio, and broadcast television
New Media – definition
Mass communication using digital technologies such as the internet.
A brief history of media throughout time
And there are huge differences between the impacts of traditional media v new media.
Task 1 – in pairs
Explore the evolution of media and the impact (superpowers) these new media tools have offered humankind.
Using the printed copies annotate the images.
Add callouts at each stage of the evolution of humankind and describe what new powers and abilities each stage has given to society, culture and the individual.
In essence, ‘How has each stage of new media technology acted as an, ‘Extension of humanity?’ To coin a phrase from Marshall McLuhan.
Task 2
Then help your teacher to create a list on the board for as many advantages and disadvantages for society pre 1990 and post 1990 (the advent of the internet) in terms of what and how media operated. You may have to interrogate your teacher. For example, how did they organise their social life? How did they listen to music?
Some suggestions are in classroom.
And the future – AI and the Metaverse?
We already come across AI on a daily basis:
ALGORITHMS
CHAT BOTS
PREDICTIVE TEXT
But what is the metaverse? We have gone from Web 1.0 (a digital screen that you read but couldn’t interact with) to Web 2.0 that became participatory through a screen and Web 3.0 will take us through to the Metaverse – instead of interacting through the screen, we will be inside the screen.
Don’t think that will ever happen? Well, only a few years ago, we would never have believed we could have spoken face to face, to Aunty Beryl in New Zealand whilst on a bus in Bognor. But the magic is ongoing.
The real problems arising are: security, addiction, safety and of course – how reality will be impacted – what indeed, will be reality? Will the representation of reality, become more real than other interactions and experiences?
Next week you will be writing an answer to this question:
‛The media control how we understand and connect with the world.’ To what extent do you agree with this statement? [30]
Incidentally the same topic as the assembly we are giving on Thursday morning next week (2.2.23).
I use the adverb ‘we’ advisedly. However, Mr G certainly will be presenting.
First off. A call for volunteers.
Would you like to say something interesting, surprising, shocking, scandalous, concerning…about the current state of the media ecology and the impact on audiences – us?
TASK
‘5 things you have found interesting or significant about the media ecology.’
You should work in groups of five. Each of you must explain, in one sentence, the thing that has struck you as interesting / important so far. Each of you must choose a different idea from the others in your group and you submit…as a group.
Please clarify your ideas first to each other and then individually write your different idea.
Help each other.
You should use the copy in classroom allocated to your group – choose one slide and add in your ideas into that slide.
‛The media control how we understand and connect with the world.’ To what extent do you agree with this statement? [30]
An essay is designed to test your thinking. so…
…some ‘thinking’ technique.
First off.
Don’t let the question intimidate you!
Without even thinking about what we’ve studied...what do you think?
Err …you’ve got to be thinking, “Yep, it ‘controls’ a heck of a lot about what ‘we understand’ and how ‘we connect’ with the world.”
Then the answer is, “explain why you think that… and if you can use some key concepts, terms, contexts, examples & theorists we’ve taught you even better!” (Answers below…)
Now…read the question again!!! Write it down!
Read it again!
Then…read the last sentence again really carefully:
“To what extent do you agree with this statement?”
So…’to what extent,’ means it’s about a thoughtful balanced argument on both sides, but feel free to have a strong opinion one way or the other.
Some arguments / ideas / points / paragraph headings.
…take your pick. Warning, you can’t do all of them…
Pick three or four and do them well and in detail (give examples).
Learning Intention: To understand how the changing media ecology has led to division, culture wars and threatens democracy
Previous Ecology Questions
‘How has globalisation affected the media you consume?’ (30)
‘Given the dominance of global media, there are now few opportunities for local voices to be expressed.’ How far do you agree with this statement? [30]
TRIBALISM (aka fandom)
To be part of something, to belong, to have a community is a human need that has been programmed into our basic genetics and culture. However, with the advent of digital technology and a globalisation, has brought about a new kind of ‘tribalism’.
A sort of fandom, of ideas and influencers and identities…
Aside. Who’s upset we used a Fox News clip?
See below…you are participating.
THE CULTURE WARS
Discussion: Define, ‘The Culture Wars”
Alternative Questions…
What do you mean by ‘culture?’
Where is this ‘war’ taking place?
Who or what are the sides in this ‘war?’
What weapons do they use to attack each other?
What are they fighting for?
Is anyone in the classroom ‘not’ concerned by this?
Is anyone in the classroom ‘not’ participating in this?
Hint, yes you are!
Digital Tribes
Of course this culture war has only been made possible by technology! Always refer to Skirky. He’s a super useful theorist for:
Ecology
The Music Industry
Regulation
Even Post-Postmodernism
A Test
Read this article in 3 minutes and summarise in 3-5 bullet points.
Use the page layout / graphic design, headings and topic sentences to get the key ideas….and examples.
Create human tribes – pre printing press
Detribalise human groups – the printing press
Retribalise humans into groups – internet
Some other case studies on tribalism…
Remember in The Social Dilemma, the poor kid getting embroiled in some, ‘extreme centre’ demonstration? Cheesy perhaps, but don’t pretend it’s not a reflection of the real world!
When has online tribalism boiled over into ‘real’ life in the last few years….?
So, where does this week’s issue fall into all this:
Listen to this podcast, from approx. 15 minutes in.
A brilliant commentary on how the toxic masculinity of Andrew Tate is represented in the media and how social media has driven engagement and how the effects theories (cultivation & two-step flow) can be applied to tribal fan groups.
David Gauntlett would describe this as an example of how identity is fluid and how an audience have constructed their identity based on a regressive representation. The fans and followers of Andrew Tate could be described as part of a collective identity, a fan group driven by participation and reposting (Jenkins) based around Tate’s content.
The audience…fans…extremists…are encouraged to participate and use their cognitive surplus (Shirky) to rework and repost his content. An example of how technology, through its use of algorithms, promotes and drives audience engagement and how the ‘manosphere’ has become increasingly radicalised through the ‘nudge‘ effect of social media algorithms and the Cultivation Theory effect (Gerbner).
Have a listen for yourselves…
If Time…
What would Gauntlett have to say about all this? Not so cheerful now with your cute sounding, ‘Creative communities?’
Identity politics and ‘interest driven groups’ (politics) can be weaponised to create division, or is it just part of the noise?
Learning intention: To understand the implications of social media on the audience, society and the media ecology.
Possible questions for Ecology:
What have been the most significant changes to media ecology since the invention of the internet?
And you could easily say that the internet and in particular, social media has spawned the most radical changes in audience and industry behaviour.
Discussion
How has the commercialisation of data happened and should you be worried?
‘The media control how we understand and connect with the world.’ To what extent do you agree with this statement?
Social media has blurred the boundaries between private and public personae.
Has the monetisation of our attention has led to manipulation of what we consume, as well as our identities, which are more fluid and negotiated and collective than ever before?
We will be spending two lessons watching The Social Dilemma – a Netflix documentary all about the addictiveness and power of social media and the impact it is having and will have on future generations.
Task 1: See the questions in classroom and make every effort to write some bullet point answers in relation to the ideas raised in the documentary.
Then work in the ref on a short presentation, whilst the rest of the class watch The Social Dilemma.
‘5 things you have found interesting or significant about the media ecology.’
You should work in groups of five. Each of you must explain, in one sentence, the thing that has struck you as interesting / important so far. Each of you must choose a different idea from the others in your group and you submit…as a group.
Please clarify your ideas first to each other and then individually write your different idea.
Look at this infographic with 33 elements of social media that you may or may not be familiar with – most of the impacts and effects are very negative. Can you think of some positive ones?
Interesting for the impact on our personal psychology.
Learning Intention: To explore what is meant by ‘The Data or Surveillance Economy.’
This was one of the questions from JUNE 2021
‛The media control how we understand and connect with the world.’ To what extent do you agree with this statement? [30]
We need to investigate and research the following areas so that if a similar question came up – we would be ready to answer it.
So we need to consider the following areas:
the relationships between software, hardware and audiences
convergence of personal communication technology and mass communication technology.
the changing nature of media ownership and distribution models including net neutrality
impact on society of technological change including the collection and sharing of information and data protection
Task 1 – Google Bingo
How many ways do you think Google could track your browsing and what kind of information might they be gathering from us. With a partner, list as many as you can and then share them with the class.
Apparently, Google along can harvest 52000 bits of info about us from using Google search and Google apps. That is phenomenal. ….can we do something about this?
But could we actually be complicit in our acceptance of tracking, data surveillance? Is it just something we have come to accept and not challenge?
Is anyone prepared to share their browsing history with the class? No, probably not. Even your teacher would not want to divulge that. But we seem happy to be tracked by complete strangers in far off countries. Moreover, we give these people (& their algorithms) permission to analyse that data in order to learn our preferences and triggers in order to shape our media consumption.
Why is that I wonder?
Task 2 – your teacher will read this short article to you
With a partner – sum up what it is saying about our lives living in the shadow of continual data surveillance on our CT.
Task 3 – The Facebook data debacle and Twitter too!
A couple of years ago there was a story (a really important case study) that for the first time really exposed just how devious and manipulative social media data is monetised and used to shape our actions.