exam 1 Flashcards
What is Communication and give an example
The exchange of information using different methods like talking, writing, body language, digital messages, or symbols.
Example: A student texts a classmate about an assignment, using emojis (symbolic), written text (verbal), and GIFs (visual) to convey meaning.
What is Media and give an example
The tools used for communication, such as books, television, social media, or video games and glasses
Example: Watching a presidential debate on YouTube (digital), reading a newspaper editorial (print), or listening to a podcast about current events (audio).
What is Society and give an example
A system of relationships, interactions, and institutions, including legal, economic, and media systems.
Example: A protest against tuition hikes demonstrates legal (freedom of speech), economic (student debt concerns), and media (news coverage) institutions shaping public discourse.
What is Canadian Media Landscape and give an example
Canada’s regulate content and communications. Laws like the Broadcasting Act and Telecommunications Act
Example: CBC’s role in broadcasting national news in both English and French to unify the country despite regional differences.
Communication, Media & Society Connections to Reading: Misri (2020)
Main Argument: Misri discusses the tension used by tech giants like Google and Facebook. While the internet was initially conceived as a platform for free expression, it is now dominated by a few large corporations that regulate and shape what people see and share.
Example: Social media platforms that present themselves as neutral spaces for free speech often censor content based on their own internal rules. For example, platforms like Facebook remove posts related to controversial political topics, highlighting the shift from openness to control by private corporations.
Communication, Media & Society Connections to Reading: Newman (2024)
Main Argument: Newman argues that platforms like TikTok have overtaken traditional media forms such as television, particularly for younger audiences. TikTok’s short, engaging videos allow users to consume media on-demand, creating a shift away from scheduled TV programming.
Example: TikTok videos, which are highly curated to individual user preferences, are replacing the traditional TV experience. Young audiences no longer tune in for scheduled TV shows but instead watch viral clips on TikTok, reshaping how media is consumed and interacted with.
What is Capitalism and give an example
An economic system where businesses and individuals own property, trade goods for profit, and rely on wage labor.
Example: A Netflix subscription fee illustrates private property, wage labor (content creators get paid), and commodity exchange.
What is Media as Commodity and give an example
Media content is bought and sold, influenced by ads and corporate ownership.
Example: TikTok influencers monetizing their content through brand sponsorships.
What is Marxist Theory and give an example
The ruling class uses media to maintain power by shaping public beliefs.
Example: prime minster using YouTube during election
What is Hegemony (Gramsci) and give an example
Dominant ideas are constantly reinforced and challenged through culture and media.
Example: The idea that working long hours is a sign of success is reinforced in business media and self-help books.
Capitalism, Ideology & Media Connections to Reading: Littler (2017)
Main Argument: Littler examines how media reflects and reinforces ideologies. The portrayal of certain lifestyles, roles, and behaviors in the media often shapes societal norms and beliefs, which in turn can affect public opinion and political action.
Example: Ads that depict women as caregivers in domestic settings reinforce traditional gender roles. These portrayals shape society’s expectations about the division of labor in households, promoting an ideology of traditional family structures.
Capitalism, Ideology & Media Connections to Reading: Thomson & Wowk (2022):
Main Argument: This reading focuses on how media coverage of health crises like the Spanish Flu shapes public perceptions and societal responses. It shows how media constructs narratives about public health and crisis management that influence government action and public behavior.
Example: The early media coverage of COVID-19 mirrored how the Spanish Flu was framed in the 1910s: downplaying its severity and focusing more on its economic implications than its human toll. This shaped early public responses and delayed government intervention.
What is Representation and give an example
How media portrays people, places, and events, shaping public perception.
Example: Hollywood’s portrayal of scientists as mostly male contributes to gender stereotypes in STEM.
What is Signs & Semiotics and give an example
Media symbols gain meaning through culture and change over time.
Example: The Apple logo signifies innovation and status, beyond just being a tech company.
What is Dominant reading in the Hall’s Encoding/Decoding Model and give an example
Dominant reading: Accepts media’s intended message.
Example: A Nike ad inspires viewers to buy shoes.
What is Negotiated reading in the Hall’s Encoding/Decoding Model and give an example
Negotiated reading: Partially agrees but interprets differently.
Example: Someone appreciates the ad’s message but dislikes the corporate profit motive.
What is Oppositional reading in the Hall’s Encoding/Decoding Model and give an example
Oppositional reading: Rejects the intended message.
Example: A critic argues Nike exploits workers despite its empowering ads.
Representation & Meaning in Media Connections to Reading:Hall (2006):
Main Argument: Hall’s work focuses on how media messages are encoded by producers and decoded by audiences. Different groups interpret the same media message in various ways depending on their social, cultural, and political positions.
Example: A political campaign ad that promotes a particular candidate’s virtues may be received positively by supporters but viewed with skepticism by opposition groups, demonstrating Hall’s concept of encoding and decoding.
Representation & Meaning in Media Connections to Reading: Yoon (2017):
Main Argument: Yoon explores how K-pop, a global phenomenon originating in South Korea, is interpreted differently by fans in various cultural contexts. Canadian fans, particularly those of Asian descent, navigate the cultural meanings of K-pop in ways that reflect their identities and experiences.
Example: While K-pop is primarily marketed as a form of entertainment, Asian-Canadian fans interpret it as a way to connect with their heritage. This re-contextualization of media highlights the shifting meanings of cultural products depending on the audience’s background.
What is Advertising as Ideological System and give an example
Ads influence what people want and how they see success.
Example: Ads for luxury cars associate ownership with success and social status.
What is Commodity Fetishism (Marx) and give an example
Products are marketed for their image rather than their actual function.
Example: Starbucks coffee is marketed as a lifestyle choice, rather than just a drink.
What is Social Media & Native Advertising and give an example
Ads blend into regular content, making it hard to tell when something is a promotion.
Example: An influencer promoting a skincare brand without explicitly stating it’s a paid partnership.
Advertising & Consumer Culture Connections to Reading; Asquith (2019)
Main Argument: Asquith investigates influencer marketing, especially in Canada, and discusses how the regulatory landscape surrounding influencers is evolving. Influencers, who blend personal branding with advertising, create new challenges for both advertisers and regulators.
Example: Influencers on Instagram promoting products without clearly marking them as paid partnerships raise concerns about transparency and consumer manipulation. Recent Canadian laws aim to address this issue by requiring clear disclosures.
Advertising & Consumer Culture Connections to Reading; MacLennan & Knezevic (2022)
Main Argument: This reading analyzes how marketing campaigns shape food trends, particularly focusing on the rise of “superfoods” like kale, quinoa, and chia seeds. These products are often marketed as health miracles, despite their sometimes limited nutritional benefits.
Example: The widespread popularity of kale as a “superfood” was largely driven by marketing, not just its nutritional value. Through advertising, kale became associated with health-consciousness, creating a food trend.
