Exam #3 Flashcards
What are ideologies?
-A framework that explains how the world “should be”
-places value judgments about the world
what is hegemony?
-ideology that supports the status quo and its dominance
What is consumer culture?
The ideology that wealth is the ultimate marker of success and that consuming is virtuous
What is the difference between encoding and decoding when it comes to media content?
Encoding is the producers textual intent and decoding is the readers interpretation of the text
How was homosexuality portrayed In the 20th century ? Why is it potentially problematic ?
ignored or stereotyped as sick, or immoral. If shown; it’s usually only white gay men.
How was gender portrayed In the 20th century ? Why is it potentially problematic ?
somewhat underrepresented
-sexualized or family-oriented only
How were Races/Ethnicities portrayed In the 20th century? Why is it potentially problematic?
were ignored completely or shown as criminals, victims, violent, exotic, stupid
Why is it important to study how audiences “receive” (i.e., respond to, interpret) media
content?
-The communities that form around media have meaning
-understand the significance of media in real life
-avoid bias and assumption
What does the “uses and gratifications” approach focus on?
-identifies and studies what people do with their chosen media and why they’re using it
the different major uses and gratifications for social media
-social interactions
-info sharing and seeking
-entertainment, relaxing, passtime
-express thoughts and opinions
-surveillance/knowledge of others
How has the Internet impacted cultural gatekeeping?
“users” can be gatekeepers rather than solely “traditional” gatekeepers
Ex. Yelp, rotten tomatoes vs. traditional critics
What lifestyle do U.S television and ADs usually promote ?
-Focus on middle and upper classes only
-promotes merit-based classism
What does economic news coverage often focus on?
-the wealthy
-stocks
-not information pertaining to the middle and lower classes
