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preffered, negotiated and oppositional readings.

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preffered, negotiated and oppositional readings.

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Preffered - What the media want you to think.
Negotiated - Change the meaning.
Oppositional - Against the idea.

Bricolage - Use the media product but also reject it.

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Encoding-decoding model.
The audience can make different readings.
Preferred, negotiated and oppositional.
Audience can choose to make some.
The audience can make a preffered, negotiated or oppositional reading.
Audience and media have power, media take blame.

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Reception studies.
Challenge demeaning ideas in romance novels.
Uses a qualitative approach.
Conducts interviews with book readers.
Woman want an escape from a day to day life.
Woman get nothing in return for their deeds.
The heroines defy stereotypes. They are strong, independent and intelligent.
Characters are victims of male aggression.
Woman don't want to be dominated, they deal with the fear of masculine dominance.
Woman read to protest and escape their expected roles. They read to reject.
Authors don't intend on woman using them to protest.

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Anthropologists, ethnographers, and other social scientists may engage in something called ethnography. Ethnography, simply stated, is the study of people in their own environment through the use of methods such as participant observation and face-to-face interviewing.

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Budget - $1.2 Million Dollar.
Grossed-
UK-£6.5 Million
US-$2,832,029
The film stars: Harvey Keitel, Chris Penn, Steve Buscemi, Lawrence Tierney, Michael Madsen and Tim Roth.
More successful in the UK.
Feature length debut of writer and director Quentin Tarantino.
Contains many of Tarantino's hallmarks: violent crime, pop culture references, profanity, and non linear storytelling.
Classic of independent film and cult film.
Named greatest independent film of all time by 'Empire'.
Very well received and the cast was praised by many critics.
Was not given much promotion upon release.
Achieved higher popularity after Tarantino's second film 'Pulp Fiction'.
Quentin Tarantino originally planned to shoot the film with his friend Lawrence bender on a budget of $30,000 in a 16mm black and white format, the plot would have been a police officer chasing Mr. Pink.
The script found it's way to co-producer Harvey Keitel, this made it easier for Tarantino and Bender to find funding.
Keitel paid for Tarantino and Bender to host casting sessions in new York, this is where they met Steve Buscemi, Michael Madsen and Tim Roth.
The name of the film was decided when a customer at Tarantino's previous job came in and mispronounced another film.
Tarantino's original reason behind not showing the heist was because of previous budget reasons, however, when he had the necessary budget he decided to keep the heist out as he preferred the idea and he wanted the film to be about something that was never shown. the film was eventually banned from home video in the UK until 1995, during the banning period, the film was re-released in the UK cinemas in 1994.
Regarded as an important and influential milestone of independent thinking.
The film has received substantial criticism for its strong violence and language, one scene that viewers found particularly unnerving was the ear-cutting scene.

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Revels that the media is in control of everyone.
The media can convince people what the right thing to do is.

The idea of the illusion is insulting us.
There hasn't been a revolution.

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Direct effects-media is really powerful but the audience is weak. (Audience is passive (Stupid)).
uses and gratification-Audience are powerful because they are active. Audience have needs. Media can escape blame.
Both have problems.
Marxism-Offers a nice middle ground. Media is powerful but the audience has the potential to reject.
offers a good model as to how the media works in society.
C19th century-Karl Marx founded Marxism-the base for capitalism-points how capitalism works and the end result. He was concerned about POWERRRRRR.-How people get powerful. "Those with power control the means of production" (bourgeoisie). Automatically become the cultural and political elite. company owners have the power. Media can stop anyone spreading their ideology. Media create illusions. Need to work to feel useful or good or something. The masses are the proletariats. The audience aren't passive, if they realise this, they will riot.

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The industrial working class are proletariats.
The proletariats work for the bourgeoisie, they are convinced that they need the products that they make so they won't reject the products.
The work they carried out gave great wealth to the bourgeoisie.
The bourgeoisie control the power. They convince the proletariats that they need the products that they make so they don't revolt.
Marx argued that the capitalist bourgeoisie mercilessly exploited the proletariat.
Marx wrote that modern bourgeois society 'is like the sorcerer, who is no longer able to control the powers of the nether world whom he has called up by his spells.'
He meant that the masses would overthrow the bourgeoisie due to built up resentment from low pay that consisted of less than half of what their product is sold for, he said that it is inevitable.
The proletariat has the potential for revolution because they are required to keep the bourgeoisie in power. If they revolt, then the bourgeoisie will fall from power.
He was an italian theorist and marxism politician.
he believed in the passive revolution, which meant there was a revolution, but it was going at a very slow and steady pace.
Hegemony- The bourgeoisie create hegemony over the proletariats. They control them using the media and the means of production.

Consent-the proletariats give consent to the bourgeoisie to tell them what they need by being manipulated by the media into believing they need what they produce.

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They want to gain money for themselves. To keep capitalism working, they create moral panics.

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Theories of Karl Marx, later formed the basis of communism.
Method of socioeconomics analysis, which analysis class relations.
Media is controlled by a few select people.
select people control what is said.
Nowadays, the big men are trying to keep capitalism alive on life support.

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Mechanisation of society trains invented for transporting goods.

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Carl Marx created marxism- 19th century scholar who founded a way of thinking about society called Marxism.
Carl Marx thought that capitalism was rubbish.
He was concerned with who was in power of society and how the power was maintained.
Carl Marx thought that whoever was in power was able to decide what products were created and manufactured.
"Means of production"- whoever owns the means of production had the power.
He noticed the power was controlled by a select few (bourgeoisie).
People didn't rise up because they were tricked into thinking that they needed the products.
You don't work, you don't survive.
Poor people are called proleteriat.
One day they'll be told about capitalism and will revolt.
Marxists do not burn dogs.
Marxism provides a good model for the media.
The masses have the potential to reject the model.
Russia and China-dictatorships.

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what type of media does the clip discuss?
newspapers, news and the Internet.

What conclusions are made?
Religion was made out to be the cause of the criminals act.

Who has the power in the relationship between the media and the Islamic community? How might this relate to Marxism?
The media has the power.

What kind of problems could this cause?

How do you think it could it be solved?

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Peta is an animal rights group that sometimes take their points to extremes.

They are saying that the models wearing fur are saying it is acceptable to wear fur, they are exaggerating the facts.

religion and politics need to start talking about it and experts need to agree with PETA for it to become a moral panic.

If children see the models wearing fur then they might think it's OK to go kill animals and wear their fur.

I understand where they are coming from, however they are freaking out to much about fake fur that no one pays a lot of attention to when looking at the detail, especially when compared to the rest of the model.

This might resemble the moral panics of video nasties as in the films it is fake blood and actors.

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moral panics work with the direct effect model.
2016 is the most peaceful year in 500 years.

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Two 10 year olds did bad things to a 2 year old after kidnapping him, he was left by a rail side.

Society looked for explanation, innocence of youth was targeted and the effect of social deprivation.

Justin Morlend- Murder was linked to violent horror films, kids bunked of school to watch films but there's no proof that they watched horror films, police said they watched none, parents said they kept them away from the horror films. parents ordered child's play and sky showed child's play at 9 o'clock. Parents and religion get involved. Elizabeth Newton (expert) is called and gets a paper signed by psychologists to prove that horror films effect children negatively.

Criminal justice bill- dealt with moral panics- distributers can now be fined and sent to prison for supplying under age people with over age films.

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Video recorders came out, independant video outlets were set up, not enough video for everyone, video importers looked at other countries, no law against content, 1959 obscene publication act dealt with only porn.
Company's made a lot of money by playing on extreme ideas, covers were extremed.

Mary Whitehouse (right wing religious) was sent a letter complaining about cannibal holocaust to boost the videos demand.

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Mods and rockers moral panics.
Moral panics and folk devils.
Video nasties moral panics.

"Societies appear to be subject, every now and then, to periods of moral panic. A condition, episode, person or groups of persons emerges to become desined as a threat to societal values and interests; its nature is presented in a stylised and stereotypical fashion by the mass media; the moral barricades are manned by editors, bishops politicians and other right-thinking people; socially accredited experts pronounce their diagnoses and solutions; ways of coping are evolved (or more often) resorted to; the condition then disappears, submerges or deteriorates and becomes more visible. (Cohen 1972: 9)"

1.A threat emerges (game, people, CD, film)- Folk Devil.
2.Media present it in a stereotyped way. (Gangsta, extremist, violent). Not yet moral panic.
3. Moral barricades are blocked by right thinking people. Politics and religion talk about it.
4. Expert arrives and confirms.
5. Pass a law.(Censor, ban, get rid of)

Youth culture-Mods and rockers, emos, goths, skaters, teddy boys.
Clothes you wear and music you listen to effect what violence you're effected to.

Mods and rockers-Drive to the beach and beat each other up using broken pieces of anything.

Young people are targeted as a threat, if they weren't stopped then everything would crumble. Taken to court or fined if looking associated with mods and rockers.

By carrying a skateboard you can be banned from behaving the way you want in that area.

Media exaggerate everything. From facts to simple descriptions.

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an instance of public anxiety or alarm in response to a problem regarded as threatening the moral standards of society.

Fear spread out among the masses about a large evil threatening welfare.

Ecstasy and rave culture.
Dangerous dogs.
Pedophiles.
AIDS.
Violent computer games.
Comic books.
Dungeons and dragons.

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Left Wing (Welfare) (Lower class)
Labour
Green Party
Lib Dem
SMP
Right Wing (Control) (Upper class)
Conservative
Lib Dem
UKIP
Republican

Direct Effect demonises thinly veiled right wing upper class ideas. (Social Control)

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Who are the people that talk- Shop Owners, Government officials, Mary Whitehouse, Daily Mail, legal people.
What are they saying should be done- Video nasties need to be removed.
What happened- Mary Whitehouse campaigned against video nasties.
How did it happen-
How did it end-
What's my opinion-

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Experimental bias.
Lab based experiment.
Artificial and strange experiment.
Children may have guessed what the experimenters wanted.

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Who controls it- Rupert Murdoch, Lord Rothermere, Trinity Mirror plc, Scott Trust Ltd, David and Frederick Barclay, Alexander and Evgeny  Lebedev, Sky, BBC, BBFC, PEGI...

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High culture considers folk culture to be quite dangerous because everything is reproduced and unoriginal. High culture have moral panics over violence and drugs.

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High culture, Folk culture, Mass culture, Sub culture

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High culture, Folk culture, Mass culture, Sub culture

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High-It is the culture of an elite such as the aristocracy or intelligentsia. (Media)
Folk- refers to elements of everyday life in traditional, localised people that are immediately recognisable as belonging to that culture.

Mass-Mass culture is the set of ideas and values that develop from a common exposure to the same media, news sources, music, and art. Mass culture is broadcast or otherwise distributed to individuals instead of arising from their day-to-day interactions with each other.
Sub-a cultural group within a larger culture, often having beliefs or interests at variance with those of the larger culture.

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Direct effect or hyperaemic needle model.

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Direct effect or hyperaemic needle model.

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Media ideas can be injected (passively inserted) into an individual.
Direct effect comes from ideas about society that were the result of changes in society in the 1920's and 30's. (World War).
Frankfurt school theorised the direct effect.
When isolated we're very susceptible to influence.
Ideas are breaking down. Family, war, religion.
Entertainment steps in (hyperaemic needle) injects ideas into an individual.
Simplistic and old.

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The media shouldn't take responsibility for violence in society.

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The media shouldn't take responsibility for violence in society.

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People have to have intent/will to kill.
People have freewill.
Lots of variables.
Media just inform.
People see more negatives.
Can directly control how an individual thinks.

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The media should take responsibility for violence in society.

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The media should take responsibility for violence in society.

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The media have influence.
Actively influencing.
Younger people are more impressionable.
Bias.
Media can cause actual harm to people that should be protected from it.

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Do you think that the media should take responsibility for violence in society.

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Do you think that the media should take responsibility for violence in society.

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I don't think that the media should take responsibility for violence in society because people have to have the will to kill. In my personal experience, I have watched tv shows about Hannibal Lector, Norman Bates and the Saw franchise and I haven't tried to kidnap, eat or kill anyone, despite my interest.