Lecture 4Outline of Last Lecture I. CultureII. History of CultureIII. Material CultureIV. Non-Material CultureV. Cultural “Toolkit”VI. SubculturesVII. Reflection TheoryVIII.Cultural ChangeIX. Material Culture on Silk RoadOutline of Current Lecture X. MediaXI. Media Effects on Dominant CultureXII. Media as a Mechanism for HegemonyXIII. Media EffectsXIV. Media and ConsumerismXV. Media and StereotypesXVI.Media as Means of ResistanceCurrent LectureXVII. Media (What is it?) SOC 100 1st Editiona. any vehicle for the communication of infoi. in the beginning: papyrus, wax tabletsii. now: books, tv, moviesiii. ALSO: twitter, facebook, silk road1. social media=social interactionXVIII. Media Reflects Dominant Culturea. produced by Elitesi. in charge of cultural populationii. not all view are represented in mediaiii. reinforce status quob. media ownership is in the hands of 6 companiesi. dictating the contentii. the things they produce reflect their value XIX. Media as Mechanism for Hegemonya. What is hegemony?i. you submit to someone else’s authority and control through complianceThese notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.ii. different than domination because domination is submitted through use of forceiii. Media encourages complianceXX. Media Effectsa. is the media actually producing compliance?i. hard to establish that media causes behaviors, attitudes, and values1. ruling out other explanationsii. correlations1. deliberate or unintended 2. short term and long term effectsa. Deliberate and Short Term: advertisingb. Unintended and short Term: video gamesc. Deliberate and long term: public service announcementsd. unintended and long term: desensitizationXXI.Media and Consumerisma. media makes us consumersi. advertisersii. product placementb. happiness through acquisition (in the products you own)XXII. Media and Stereotypesa. Example: Rolling Stone Coversb. Hatton and Trauther (2011)i. overtime, sexualization of both men and women has increasedii. women have been hypersexualized dramaticallyc. Kwan and Trauther (2009)i. beauty linked to positive outcomes1. Example: higher income, better educational outcomes, better marriagesii. beauty practices women engage in to be beautiful1. Example: makeup, losing weightXXIII. Media as a Means of Resistancea. sources images that encourage
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