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J 201 - Week 2 Notes

by: Alex Tucker

J 201 - Week 2 Notes J 201

Marketplace > University of Oregon > Journalism > J 201 > J 201 Week 2 Notes
Alex Tucker

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About this Document

These notes cover the lectures of Week 2.
Media And Society
Peter Alilunas
Class Notes
encoding, decoding, Hegemony
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This 4 page Class Notes was uploaded by Alex Tucker on Friday October 7, 2016. The Class Notes belongs to J 201 at University of Oregon taught by Peter Alilunas in Fall 2016. Since its upload, it has received 324 views. For similar materials see Media And Society in Journalism at University of Oregon.


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Date Created: 10/07/16
Encoding / Decoding (Day 3) 10/3/16 - Media Fast Report due M. Oct 17 - No media for 8 consecutive hours - Must do during free time - Media Ownership Paper due M. Nov 30 - Research & reflect on a media product - Exams - Midterm Nov 2 - Final Dec 5 - Breakdown of exams - 25 MC - 5 Blanks - 10 short answer - 1 essay - Do we have any say in encoding / decoding w/ our life? - Stuart Hall - Encoding = process by which message is constructed by its producers - Decoding = process by which audience reads, interprets, & understands message - SH created 3 processes - Dominant Process = decode messages way sender intended - Negotiated Process = resist by consenting to claims made - Oppositional Process = reject entirely the claims made - All 3 is reason why meaning is never fixed. - But wouldn’t media producers try to discourage oppositional readings? After all, doesn’t capitalism require oppositional process? - Yes!! - Theodore Adorno & Max Horkheimer (Germans) - Ideology is important - Interested in hegemony - How does ideology become hegemony? - 1944, wrote “The Culture Industry: Enlightenment As Mass Destruction” - thesis = hegemony - argues that Hollywood is a factory & industry Encoding / Decoding (Day 3) 10/3/16 - Culture Industries are like factories that mass produce standardized, reliable, & predictable goods. - Includes Star Wars, Disney, Game of Thrones … - Capitalism requires that most of us work in factories. - We make money to spend money for movies, games, music … - Labor becomes the means to access the Culture Industries. **Life becomes defined by participating in the Culture Industry** - the result: superficial, predictable culture becomes standard - rewarded; repeat - broken down into 5 parts 1. Culture Industry infects everything w/ sameness. 2. Entertainment & advertising become the same thing. 3. Advertising becomes a negative principle. a. Teegan & Sara; Oreo commercial b. Will get smuggled in 4. Nonconformity leads to economic impotence. 5. Choice & difference become increasingly powerful illusions. - “The triumph of advertising in the culture industry is that consumers feel compelled to buy & use its products even though they see through them.” - People are docile & compliant in their own subordination. - How hegemony is made Struggle For Hegemony (Day 4) 10/5/16 - Hegemony requires constant maintenance. - Successful hegemony is constantly aware of potential threats / consequences. - **It is extremely difficult for a hegemony to achieve naturalization.** - wearing clothes - facing forwards in elevator - How to Build Hegemony in 5 Easy Steps 1. Build & maintain useful alliances. a. Involves politics (kinda hard; deals w/ “Washington DC” politics) i. Expensive b. Steamboat Willie (1928) i. Disney’s copywrite on Mickey Mouse was set to expire in 1984 1. In 1970s, Disney lobbied Congress to change law; changed to 2003 a. 1990s, lobbied to extend law to 2023 i. 2010s, lobbied Congress to change law 1. probably going to own Mickey for a long time 2. Generate consent. a. More direct to you b. 2 ways to put into place i. establish legitimacy of ruling group ii. encourage desirability of ruling group status 1. happens in media a. Kid Rock’s songs w/ National Guard & Chevy 3. Use coercion to establish authority. a. Persuade someone w/ force i. Police ii. Hegemony 1. More consent = less force needed 4. Relentlessly engage in discursive closure. a. Close off discourses i. Dominant 1. fan behavior a. Paramount rules for fan movies i. Cannot copywrite ii. Cannot be named “Star Trek” iii. No reproductions or clips iv. Must include disclaimer v. Must be family-friendly vi. 15 minutes or less Struggle For Hegemony (Day 4) 10/5/16 vii. must use Paramount products 5. Obfuscate & dismiss contrary discourses. a. Obfuscate = to hide b. Produce discourses that advance hegemonic discourses i. Black Eyed Peas 1. “I view us as a brand, not a band” – c. regulate discursive shifts to favor hegemonic interests i. “College Gameday” show on ESPN 1. country band w/ rap verse in middle to please both Coasts of the country ii. ESPN will pay $5.7 billion to air college football playoff between 2014 & 2025. - Horkheimer & Adorno - “Those ideas which are fundamentally contradictory to ruling hegemonic interests will be marginalized, repressed, & belittled.” - UO hangs “O” on Autzen Stadium (Spring 2008) - Did this for ESPN’s College Gameday show - Went against building code of Eugene - UO professor files complaint w/ city - Target of numerous death threats - All hegemonies eventually dissolve & new ones take place.


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