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In this course I would like to learn more about the strategies companies use to drive traffic. I want to learn how communication can impact our day to day lives. In addition to this, I think it would be an interesting experience to create an advertisement of some sort and simulate it. these would help me in my daily and professional life the most. I am excited to learn more information and expand my knowledge.

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The political activism illustrates the idea of reception analysis. Reception analysis studies audience interpretation of media. Then studies how media fits into audience members everyday life. The activism of thebans also relates ion the pattern of thought of the Birmingham School. They held the belief that the audience has agency. Some pop culture texts inspire fans because of the close connection and attachment they develop. Many fans can directly relate and see themselves in the characters. Pop culture itself has always had a close proximity to the audience. this is because pop culture is directly sourced from the audience. Pop culture centres itself around studying the audience and respond to what needs we have. The audience itself is also heavily dependant on pop culture. They use pop culture as a sort of societal guide. To decide what is hot and what is generally deemed as acceptable behaviour. So in the case of Harry Potter, a lot themes in the series surround around having good morals and standing up to injustice. Even speaking up against discrimination.

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This culture jam is making fun of the quote and changing it to say no questions. this is referring to the fact that Macdonald’s are the biggest participants of commodity fetishism. They actively hide the production and chemicals that goes into the food that they serve us.

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The most important things I learned in communication was how media controls our perception of reality. Additionally, media in turn depends heavily on the audience and our experiences. It did not challenge what I previously thought. However, I did discover the severity of the impact the audience had on media and vice versa. Gaining this knowledge has empowered me more. For example, because I am now better informed about strategies media companies use, I feel less vulnerable. And less likely to be taken advantage of. In addition to that, I can now be a conscious consumer. It has affected my approach to social media. I am now more cautious of social media. I also am more suspicious of social media. I am more skeptical and I am not quick to pay attention to subtle advertisement.

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Two ways media systems helped construct Canadian identity is the railway and policies they created. The creation of the railway introduced a way for people to communicate all across Canada. This helped create a sense of Canadian identity. The policies and tariff created for media helped protect Canadian identity. They worked to strengthen and unify Canada. Both economically and politically. Another method used was encouragement of settlement in Canada. The creation of both of these systems, along with encouraging settlement in the west, helped forge the Canadian identity.

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The purpose communication serves is to ensure that the media works for society, serve as a watchdog for the government and uphold democracy.  This can be achieved with media policy. Media policy refers to the policies, laws and regulations regarding media. In the Canadian context it works to balance individual and collective needs, as well as universal principles. In addition to this  it allowed them to be governed by international trade agreements and policies at a higher rate.

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The level of surveillance in which we live in was not a surprise to me in the slightest. I do have the belief that we live in a panoptic society. One of the two greatest tools we use as a society to uphold order and morality is judgement and consequence. Many people care about the opinions of others. For this reason most people would refrain from doing anything that is socially unacceptable in the presence of others. Another reason is fear of consequence. So if we did not have any surveillance there would be no one there to judge or reprimand you for your actions, which I believe would coax people into doing things they typically would not. I think it is accurate to say we live in a panoptic society. Everything we do is actively surveilled from our devices, to our purchases, as well as in public areas. Not to mention our digital footprint which has information about everything and anything we have ever consumed on the internet. Another example of this is our social identification numbers. Those are given to us since brith and they hold our most personal sensitive information. It is because we live in a panoptic society that everyone is very mindful of their actions.

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None of the media theories we hav discussed align with my personal views and expectations. The hypodermic model expresses the idea that the audience is completely passive and as a result can be controlled easily. I believe the audience has agency and can choose what they absorb and consume. The agenda setting model believes that you cannot control what the audience thinks . However, you can control what they think about. this theory still shares the mindset that the audience has no control over what they choose to consume and accept. The cultivation model argues that media impacts the way the audience views the world around them. And while I do think that statement is true to some extent depending on context, it still pushes the idea that the audience is passive. The only theory discussed that directly acknowledges that the audience has agency is the uses and gratification model. This theory is built on the idea that the audience choose what media to consume based on their needs. But it still does not satisfy me because it does not consider social and cultural values and ideas that may alter how an audience chooses what media to consume as well as how their needs differ based on context. Without the incorporation of these ideas, I believe it is impossible to have an accurate understanding of media effects and consumption in relation to the public. For example, one cannot properly study the spread of acrobats in the music industry without understanding African identity. A true understanding of media would include all of these factors. This would create a much more intricate, deep understanding of personal identity. Which would then turn into a greater understanding of the audience.

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For my chosen media I picked this magazine cover of actress Viola Davis. There is a quote on the cover that says, "my entire life has been a protest". The literal meaning may be interpreted as, she has participated in protests throughout her entire life. However, the connotative meaning can be interpreted as her entire life has been a figurative protest because of the challenges she has had to face as a black woman in America. This quote is powerful because it expresses exactly how long her race has affected how people have not only perceived her but treated her as well. The discomfort and discrimination she has faced is only intensified because of her career. Making a name for yourself in the entertainment industry is already hard enough as an actor. But combine the factors that Viola is a black female actress makes it much more difficult. The quote gives us a glimpse of the real everyday challenges many people of colour still face today in society.

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Vanity Fair UK Back Issue July - August 2020 (Digital)