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Message that the people behind the text want you to take away from it
-Happens in the moment of production |
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Happens in the moment of reception
-Media transforms in people's minds in 3 different ways: dominant, resistant, and negotiated |
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| accept the encoding way, consuming a text according to its own design/agenda |
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| opposite reading, a conflicted and variable relationship to the text |
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| compromised reading of the text, no outright opposition to the text's message/politics |
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Encoding/Decoding
-the political process of struggle over meaning in texts |
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-Negotiated difference
-Hegemony
-Comes from Italian political theorist named Gramsci (30s) who wrote all works in prison and discussed why marx's revolution never happened; Marx said power was about class, Gramsci said that its moer complicated--more social factors, society in 20th c. becomes more complicated and interconnected. cant only talk about class |
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| institutions of power: law, government, church...drug laws: crack/cocaine |
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| family, education, media, civil society: why is it that people who are disadvantaged don't take up arms against those in positions of power: gramsci describes this as the idea of winning consent--in theory, this is the natural order of things |
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-Hegemony theory does not believe culture and media to be pluralistic marketplace of ideas, rather, the media as a privileged cultural site is a terrain of texts that are fought over in an attempt to fix meaning
-Power is centered in a certain way and counterhegemonic forces either have to read against the grain or find a way to make their own pleasures out of it
-constantly struggling
-domination of one group over another in order to naturalize everyone's opinions
-suffused throughout all popular culture |
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Popular Economy
-differences in high art vs popular art; high art is exclusive and elitist, has 1 meaning
-popular art is inclusive and policimic, having multiple meanings |
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financial economy: every piece of popular art as a commodity
cultural: how you consume them as a commodity, how they provide cultural capital
-popular art occurs at the intersection of two economies |
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| what are the different aspects of peopel that we can market to? Niche marketing |
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Cultural Politics of Difference
-know feminist waves
-know butler |
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1st wave: suffrage movement early 20th c
2nd wave: 60s-70s, equal rights
3rd wave: we have to stop thinking about essential womanhood, woman in a world of difference, we can't think about universal womanhood because not all women have the same goals
Postfeminism: assumption that feminist goals are achieved |
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-assumes that your sex and gender are naturalized everyone of the same sex is part of that gender in the same way
something about being biologically female that gives rise to certain thoughts and ideas |
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-judith bulter, sex and gender are constructed,
gender is performed and repeated, are sex and gender linked in an essential way? (not in this view)--performance and repetition-- |
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| How does power respond to challenges through counter-hegemony? |
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| Segregation, Demonization, Regulation, Incorporation |
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| Counter-hegemonic alliances are basically invisible to power |
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| Increasing visibility of counter hegemonic alliances produces effort to contain it--demonized as a social contagion |
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| attemps to use law/state to contain coutner-hegemonic alliance |
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| a cultural tipping point:integrating a less politically charged form of the counter hegemonic forces |
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-All popular music of the 20th centuray started with the AA communities and moved to the white community as it mutates
-people afraid of rising delinquency and crime: morals, crime, sexuality, abuse, regulation; demonization and regulation period |
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| What is the Black in Black pop culture? (Hall) |
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-difference and diversity; black culture more than just color, no single "black," no "blackness," multitude of diversities located in one signifier
-Star Trek: first interracial kiss |
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| Race in American Television |
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50s:earliest representations of black media: amos and andy--white writers, last played on BET, racist and demeaning show
+Beulah: playing on the mammy figure, nurturing overly maternal figure on the plantation that took care of white kids, etc
+Nat King Cole Show: hegemonic and counterhegemonic sturggle, NBC moves towards equality, white woman sat on same bench with Nat and people were outraged |
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first interracial kiss on tv (star trek
-julia: first show to have AA woman as the lead, but made her a single mother (still hegemonic) |
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70s: Sanford and Sons
Good times
80s: mtv-1, cosby show: wants to talk about this hwole other section of black life that was invisible, middle class black life, got criticism for being too "white" |
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hegemonic: makes white people fear blacks and latinos, crime involving color played better than crime involving whites
-Cosby proved that anyone who wants to make it in this country can
-In the 80s we see more black people both in front of and behind the camera
-Fox starts targeting black audiences by creating programming that appeals specifically to them |
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| Diversity of Representation |
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-more diversity now than ever before
-latinos are most invisible demographic
-all in comedy;comedy allows for you to play |
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| "Whiteness" as a self evident category |
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| -they are groups that weren't "white" when they came here but are now: jews, irish |
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| episode tries to convince people that its not just white mans law or black mans law |
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| Benet-Weiser" Whats your Flava? |
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-marketing cultural ambiguity
-flava dolls: signifiers of being urban but no real ethnicity
-diversity becomes a marketing tool |
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distinction and the aristocracy of culture
-thinks that taste is not constructed through the charismatic theory of taste (some have it, some dont), but that taste is constructed as a product of class and education, social standing (habitus: where you live, what you do)
-pure gaze and naive gaze
-3 forms of capital |
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| an abstract look at the world, higher social standings, ex: a collector, someone who is removed from the necessities of everyday life, form over function...those who are removed from the daily demands of material necessity |
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| function over form, uneducated, you appreciate art in terms of relevance to everyday life...meant to be pleasing to the eye |
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| 3 forms of capital (bourdieu) |
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1. economic: money
2. cultural: knowledge/skills
3.symbolic: being recognized for these skills |
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| Charismatic theory of taste |
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people either have good taste or bad taste; taste is not just a predisposed idea, it has to do with education and class (bourdieu)
*2 things at work in our lives at all times: to accumulate wealth and cultural capitol |
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| In persuasion nation; different marketing tools, how he felt the need to write this story about visual icons of commodity |
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| Postmodernism and Cultural Theory |
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Premodern: really objective, art was supposed to reflect reality
Modernity (industrial revolution): impressionism, not rooted in reality all the time, more abstract approach/subjective (Einstein, Freud, Nietzsche)
Postmodernism: 1940s (WWII), major shifts in art movements as the world as we know it is no longer explainable, wars, reality is fragmented/broken
-pastiche |
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Jameson, sees postmodernism as negative and soulless
-Applebees (example of simulation) |
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3 great thinkers of modernity:
einstein: general relativity: things are relative not absolute not even in science
Freud: the unconscious, we are not always thinking linear, there are elements of what you are thinking that affect your interactions, things we don't even have access to
Nietzsche: God is dead, there is no truth and no such thing as morals; these are all inventions of mankind |
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an aesthetic: postmodernist art, Warhol, art since 60s.
an era: the postmodernist movement, changes since ww2 in the economy, and acceleration of information that have created a new form of subjectivity in art
-after ww2 communications and systems revolution gets even more accelerated: tv, computers
-we moved from a manufacturing economy to an economy based on information |
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| Postmodern art/literature |
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Van Gogh: his paintings reflect his mental wellbeing, Picasso: art could no longer capture reality
Literature: Ulysses, James Joyce--experiments with language, stream of consciousness |
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| Lyotard: defines postmodernism as the death of the metanarrative (overarching storyline). up until now a culture has been united around some believe system that everyone believed, or used to explain selves in relation to the world |
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| Guy madden: Sissyboy Slap party |
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pastiche
-fascinated with recreating old film styles, contemporary humor and dialogue |
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| an event that is memorable for the appearance it creates/empty overwhelming nature |
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ex: bodyworks
-the need to see more, to get close and closer, having something and the thing it stnads for never existed (baudrillard) |
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spirit of terrorism and requiem for twin towers
-hyperreality: living in simulation; reality is replaced by the signs of reality
-obscenity: seeing everything, more visible than visible
-fascination: hypnosis produced by spectacle
-increase in information is too much--we are becoming stupider
-Disneyland is realer than LA because it is honest about its simulation |
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different pre-simulation and post-simulation; pre=physical, you see the effects of war. post=all media, fought in the arena of news
-terrorism is intensely symbolic and will always "win" because of the media's obsession with it |
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Normal and abnormal: constructed, law, medicine, all these discourses construct what is normal and what is abnormal
-psychology |
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| simulation of a home-town restaurant |
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| media was more important than the war itself, using American technology to basically go in and wipe out the Iraqi army in any extensive way, sadam let media in, get images of iraq being attacked and bombed |
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| Abu Grahib, Guantanimo Bay |
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| -being closed as a PR move to uphold America's reputation as a "fair" place |
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| Sconce: A vacancy at the paris hilton |
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| meta-meta-famous, example of simulation, no origin of paris hilton....she is famous for being famous for being famous, epitome of a villain in an era all about images and symbols, disgraces American work ethic/American Dream |
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| Foucault: 3 great crises of sexuality |
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childhood masturbation, homosexuality, and hysterical women
-the place where power and body intersect: where are science/gov able to impact you and your body? ex: abortion |
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