America as Consumed Culture
America as Consumed Culture COM 114
Popular in Introduction to Mass Media
Popular in Communication
This 8 page Class Notes was uploaded by Savanna Maheux on Sunday September 20, 2015. The Class Notes belongs to COM 114 at Pace University taught by Dr. Barry Morris in Fall 2015. Since its upload, it has received 57 views. For similar materials see Introduction to Mass Media in Communication at Pace University.
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Date Created: 09/20/15
Wednesday December 9 y America as Consumed Culture Economies of Scale To provide products that are both plentiful and affordable manufacturers have to make a lot of them To do so profitable you have to know well in advance what people want To be able to predict you have to tie short term wants to ong term needs Media content is fashioned like any other consumer product Being a class activity consumption takes on ritual characteristics To be able to predict you have to tie short term wants to long term needs SelfImage Security Companionship Meaning Economy of Scale and the need for ritual consumption The ideal solution is a lot of variations of the same thing Product Testing Antiques Roadshow American s Got Talent Cash Cab Men Behaving Badly The Office Wednesday December 9 y Shameless What Not to Wear All of these shows started in England before coming to the United States This is product testing What looks right seems right Pattern and sameness are reassuring Predictability is nonthreatening We only questions what seems suspicious We actively invite the familiar The Purveyance is the Product The ad that displays a product IS a product The schedule of programs not the program is a product In the act of interacting with Mass Media we are ALWAYS consuming Active vs Passive Participation Audienceindividual Creation of alternatives vs consumption of alternatives Avenues of Amelioration Product loyalties and social bifurcation The Trajectory of Print A brief history of stuff you know and a much more detailed history of stuff you don t Evolution of print is function to store alphabet Our analyses of Developing Technologies are rooted in four subjects Wednesday December 9 y Out of what conditions did the technology arise How and why did it develop the way it did What significant benchmarks define its history What specific influences shaped and were shaped by it Cave Drawing 30000ish BCE MagicAnimation attempts to connect with the life force of nature by depicting it NO E writing Writing applies graphic images to sounds Oral Histories and ldeographs Humans have had speech of some sort for 70000 years 8000 BCE in Sumer small clay objects to signify the number amount of things Tokens on which scratches were placed to categorize 3500 BC Sumerian society forms in the crescent of the Tigris and Euphrates rivers first civilized society eg having administrative structures Cities Distribution of food water etc Middle management Record keepers A cuneiform alphabet is developed but it contains around 6000 ideographs symbolic images Cuneiform means wedgeshaped because of the tool used to make it The Sumerians got rid of the tokens and kept the scratches Wednesday December 9 y Cuneiform system of writing in clay The term refers to the etches made by the stylus ldeogram symbol representing a idea Pictogram symbol representing an object simple reproduction of an object Logogram sign representing a word or phrase eg shorthand like Gilgamesh contained a flood story thought to inspire the story of Noah Recently discovered Cuneiform in Iraq told a version of the flood Noah Dated at 4000 BCE Alpha bets 2500 BCE a 600 part script alphabetquot is derived from the ideographs First quottrue alphabetquot 2000 BCE Egyptian Empire created for miners record keeping 18th century BCE The Legend of Gilgamesh is thought to be the first story represented in symbols Phoenicia ns Created a new level of civilization including art and science Adaptations of the technology of the alphabet allowed for more abstract expression Had historians like King Hiram a contemporary of King David Had conceptions of the atom though not accurate EgypUans Hieroglyphs Combined ideographs and structured alphabet eg a picture of an eye could stand for eye I Written on Papyrus paperlike substance made from reeds Wednesday December 9 y ThelHad Ascribed to Homer a blind poet About the siege of Ilium Troy by the Greeks in 1193 BC With The Odyssey considered among the most widely read literature in history Deuteronomy 520 BC The first to surface of what would come to be called The Pentateuch five collections ostensibly containing the testament of Moses to his people Moses dies in roughly 1275 BC ZendAvesta 605 BC The recorded religious teachings of Zoroaster the predominant preAllah spiritual leader in the Persian world Generally considered the first true religion Tao te Ching 565 BC LaoTse sets down the system that will evolve into Zen Buddhism Analects 495 BC Philosophies of Kung Fu tzu Confucius recorded in the first four books Among them What you do not like when done to yourself do not do to others The Technology of Publishing Paper 3000 BC Wednesday December 9 y Tapa Chinese invention using dried materials over a screen of wood and fabric Papyrus Egypt Made from papyrus plant 100 BCE to 105 AD the Chinese refine the art of making sturdy writing materials from tree bark hemp rags etc but it will not be put into use for books for another 200 years In the west Parchment is created using animal skins 610 AD paper technology spreads to Korea and Japan then to the west over the Silk Road and Muslim territories 1390 AD the Gleismiihle the first known facility for mass producing paper Period One 7th to 15th centuries Printing was done by hand Errors were common as were misinterpretations since one individual would rarely complete a manuscript alone Legibility was also an issue Period Two 16th and 17th centuries Blockprint technology was brought to Europe from the East by Marco Polo in the 13th century In 1452 Gutenberg combined blockprint modern paper industrial ink and the press together into the first widely accepted quotpressquot He did not invent any of the technology he just refined existing technologies into an efficient tool Period Three Technological Revolution Ability to edit Wednesday December 9 y Ability to make multiple copies Radical timesavings MOS E early books were heavily imageladen with very few words Illustrated Press The Text to Image Ratio As print technology improved type became easier to do than images so words overwhelmed pictures When various illustration technologies evolved in the 18th century the pendulum began to swing back Popular Magazines When illustration and print reproduction became commonplace they were employed by burgeoning the magazine industry to Socialize Godey s Ladies Book Categorize The New Yorker Politicize American lmperialist Market The Sears Catalogue Comic books and graphic novels Period Four The Downward Trajectory Print The Year the Newspaper Died 105 newspapers have been shuttered 10000 newspaper jobs have been lost Print ad sales fell 30 in Qt 2009 Wednesday December 9 y 23 of the top 25 newspapers reported circulation declines between 7 and 20 Niche Marketing Print Delivery Microblogs Blogs Social Media SGIfPUbliShing Amazon s Createspace Goodread s SelfPublished Shelf
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