JOUR 3475 1st EditionExam # 1 Study Guide Lectures: 1 - 10Lecture 1 (January 26th)Mass Media and Popular Culture - Mass Communication- Technology assisted process by which messages are sent to large audiences- Mass Media- Vehicles through which mass communication takes place (internet, print, etc)- Mass media industries- T.V, sports, movies, etcCulture - Shared understandings, beliefs, values, practices, customs, rituals, traditions, and symbols of a group of peopleBeliefs- Our personal understandings, it’s really about opinion Values- abstract goals or end states of human existence Customs - Accepted behavior, more formal than a habitRituals- A type of symbolic activity consisting of a series of stepsTradition - A custom or ritual passed down through generationsCharacteristics of culture-- specific- socialization- subcultures- shared… experience, values, belief - changeMass Media as Cultural Storytellers - A culture’s values and beliefs reside in the stories it tells- Our stories help define our realities shaping the way we think, feel and act- Audience Responsibility- Question story tellersMass Media As Cultural Forum-- Mass media has become a primary forum for the debates in our culture- The loudest voices have the most powerJohn Storey’s 6 Definitions of Popular Culture 1. Quantitative- Which media source has the biggest following2. High Culture Vs. Low Culture3. Mass Culture - basically commercial culture. Popular culture is mass producing things4. Folk Culture- Anything that is pop culture is coming from the people5. Gramsci- Hegemony- Struggle = within a certain culture, there is a dominant group that is powerful and controls media. Subordinate receives / challenges6. Post- Modern Culture- the division between high and low culture does not exist Characteristics of Popular Culture - Origin- Where it emerges from- Motivation- What is motivating this creation?- Diffusion- How is it culturally diffused - Shelf Life- how long something stays popularHigh Culture Scholars:- “elite” intellectuals- Identify pop culture as low culture (mass produced)- Only the few can truly enjoy high culture/ art (wealthy intellectuals)Questions- Are Jane Austin’s “Emma” and Gwenyth Paltrow’s “Emma” and Clueless (based on Emma) high culture?- What makes a cultural artifact (Song, play, book) high culture?o oldo not obvious what the message iso you have to use cognitive activityo low commodityWhy is this distinction (or lack there of) important?- popular culture- dumbing down the masses- edifying impulse- expose people to high culturePopular Culture Scholars - High vs. Low culture- Criteria is different- Access- Divide vs. Unite - many people like star wars across the globe…. this unites usSteven Johnson- Everything Bad is good for you- popular culture is not dumbing us down- narrative complexity- we use a lot of cognitive work while watching pop culture - cognitive complexity- then vs. now Popular Culture - Our Approach- Entertainment Vs. Critical thinking- critical thinking- negative vs. positive- Monolithic Approach cs. Pluralistic approachOngoing Research Questions….- Who creates pop culture?- Who influences the creation of pop culture?- Who benefits from pop culture and how?- Who is harmed by pop culture and how?Players Involved in Popular culture- Creators- Producers- Audience - SponsorsLecture 2 (January 28th)The Business of Pop Culture5 Media Trends 1. Media Fragmentation2. Concentration of Ownership (within one industry)3. Mass Media Conglomerates4. Cross-Media Ownership5. GlobalizationTop 5 Media Conglomerates 1. Walt Disney Company2. 21st Century Fox3. Time Warner Cable4. CBS5. Viacom- A shrinking number of corporations now own the worlds major media outlets, and therefore increasingly control the kinds of narratives and information people have accesstoo- What Implications does the concentration of ownership of conglomerates?o You can do things the way that you want and control the costStages from create to consumers- Production (studios, publishers, etc.)- Distribution – Involves marketing and making money, this is where the conglomerates come in. - Exhibition- Where you view the media (Movie theater, book store, etc)Two Types of Ownership Vertical Integration- is an arrangement in which the supply chain of a company is owned by that company. Usually each member of the supply chain produces a different productor (market-specific) service, and the products combine to satisfy a common need.Horizontal Integration- is a strategy where a company creates or acquires production units for outputs which are alike - either complementary or competitive. One example would be when a company acquires competitors in the same industry doing the same stage of production for the creation of a monopolyExample: Movie Studios working with Vertical Integration - Talent agencies to acquire scripts and sign actors- Production studios to create films- Distribution companies to market the film and manage its release to theaters- Valuable venues to show the moviesWhat are some advantages/ disadvantages of vertical integration to media companies?Advantages:- Minimize risk with integration - Don’t have to pay for royalties - Easy distributionDisadvantages:- The same thing over and over - People stop purchasing your item (magazines, etc)- Musician with a different soundWhat are some advantages/ disadvantages of Horizontal integration?Advantages-- Book can be made into movie or tv seriesDisadvantages:- If you push the thing to much people will get bored- People might not watch your show- Control of information- Quality and differentiate of contentProfit Oriented Mindset- Sources of revenue- D.V.D- LicensingGrazian Article Creative Talent -> input boundary (1st set of boundary spanners, “agents” – people who decide who makes it in)Output Boundary (2nd set of boundary spanners – publicists) Gatekeepers (surrogate consumers – t.v/ movie critics, minimal risk not quality)Main thesis- Decision making in the media goes with what will be minimal risk – not qualityGoing with what you know- Established Genres- Copy Cat Strategy- Actors, writers, and producersSecondary Market-1. Music in another media format- songs for movies, commercials, TV shows, etc.2. Movies – Global Distribution3. Movies- Straight to home entertainment4. TV Shows – Reruns (syndicated shows)Need For Blockbuster Strategy 1. Mass production of “B” products2. Sequels, prequels, remakes and