Key Terms Flashcards
This concept, developed my Marshall McLuhan, asserts that the medium through which a message is communicated significantly shapes human interaction, thought, and culture, often more than the content itself. McLuhan emphasized that different media technologies - whether print, t.v., or digital - transform societal behaviors and perceptions. For instance, the printing press emphasized individuality and literacy, while tv encourages collective participation and visual engagement. The phrase highlights how the characteristics of a medium can redefine cultural norms, values, and even the scale of communication, such as how digital media now integrates global societies in real-time interactions. This idea is foundational in media studies as it shifts focus from what is being communicated to how the mode of communication influences societal structures and human cognition.
The Medium is the Message
Refers to the study of the development and evolution of media technologies, from oral traditions to digital communication. It examines how innovations like the printing press, radio, and tv have transformed communication, shaped cultural practices, and influence political systems. Key to this field is media historiography, which scrutinizes how media history is documented and interpreted. For example, early cinematic works like ‘Workers Leaving the Lumiere Factory’ reflect the emergence of modernity and the industrial working class. Media history also connects technological advancements with societal changes, such as the democratization of information through the internet. Understanding media history allows us scholars to contextualize contemporary media practices and predict future trends.
Media History
the study of how media history is written, analyzed, and interpreted. It emphasizes the biases and perspectives that shape historical narratives about media technologies and industries. This field critically examines archival sources, technological artifacts, and cultural records to uncover how media systems have documented and influenced society. For example, Edward Muybridge’s experiments with motion pictures marked technological breakthroughs but also reflected societal curiosities of the time. Media historiography highlights the cultural and ideological forces that determine what aspects of media history are preserved, studied, and celebrated.
Media Historiography
focuses on the tangible and technological aspects of media systems, such as the physical properties of book, film reels, or digital platforms. This concept explore how the medium’s material form affects its production, distribution, and reception. For example, the durability of a vinyl record or the portability of a smartphone directly influences how media is consumed and shared. This concept also addresses how technological innovation shapes the accessibility and evolution of media, emphasizing that form and function are deeply intertwined in shaping audience engagement and cultural impact.
Media Materiality
information sources considered accurate, credible, and verifiable. In media studies, reliability is assessed through the origin, intent, and evidence of a source. For example, primary sources like archival news footage offer direct insights, while secondary sources require careful evaluation of author biases. The concept is critical for journalism, academic research, and media production, ensuring the integrity of information and minimizing the spread of misinformation. In the digital age, identifying these has become increasingly challenging due to the proliferation of unverified online content.
Reliable Sources
This concept refers to the pervasive integration of media into daily life, where distinctions between ‘media’ and ‘reality’ blur. This concept suggests that modern existence is mediated, with social, professional, and cultural interactions occurring through platforms like social media, streaming services, and digital communication tools. For example, platforms like Instagram or TikTok shape self-presentation and societal norms in real-time. This concept underscores the idea that individuals now live in a constant state of media interaction, reshaping identities, relationships, and even public discourse. This perspective is vital in understanding the societal impacts of technological immersion.
Media Life
This concept, developed by Erving Goffman, explains how individuals control the impressions they project to others in societal interactions. Central to this theory is Impression Management, where individuals consciously or unconsciously adjust their behavior, appearance, and communication based on audience expectations. Goffman likens social interactions to a theatrical performance, distinguishing ‘front stage’ behaviors, which are curated for public view, from ‘backstage’ behaviors, where individuals relax and act without external scrutiny. In the digital age, this concept in crucial for understanding identity construction on platforms like Instagram, where users curate idealized versions of themselves for public consumption.
Self-Presentation Theory
This concept is a foundational economic principle where the availability of a product and the desire for it determine its market value. In media industries, this concept explains why audience preferences drive content creation, such as the popularity of superhero franchises or streaming platforms investing in binge-worthy series. Media companies constantly analyze consumer trends, ensuring profitability while meeting audience expectations. This principle underscores the interplay between economic forces and media production.
Supply and Demand
This concept in media studies explores the relationship between media systems, economic structures, and political power. It examines how ownership, funding models, and advertising influence media production and content. For example, large conglomerates like Disney prioritize profit, often at the expense of diverse or critical perspectives. This concept highlights how media industries operate within capitalist frameworks, where content is shaped to align with advertisers’ or owners’ interests, thus impacting representation and public discourse. Understanding this concept reveals the power dynamics that drive media production and audience engagement.
Political Economy
This concept refers to the practices, values, and norms within media production communities, emphasizing the collective effort involved in creating media. For example, in film production, roles are often divided into ‘above the line’ (e.g., directors, writers) and ‘below the line’ (e.g., technicians, grips). This artificial division reflects broader societal hierarchies, where creative work is often more valued than technical labor. Studying this concept reveals how workplace dynamics, labor precarity, and collaborative processes shape the final media product.
Production Culture
This concept describes the economic model of digital platforms like Facebook, Netflix, and Youtube, which rely on commodifying user data and enabling targeted advertising. These platforms act as intermediaries, extracting value from both users and content creators. For instance, Youtube incentivizes creators to produce content but retains control over distribution and monetization. This model reshapes traditional media industries by promoting gig labor, reducing content creators’ autonomy, and amplifying algorithmic control over cultural production.
Platform Capitalism
This concept, from Antonio Gramsci, refers to the dominance of one groups’s ideology over others through cultural, social, and political means. Media serves as a key tool in reinforcing hegemonic values, such as consumerism or traditional gender roles, by presenting them as a natural and universally accepted. For example, advertisements that celebrate nuclear families perpetuate specific social norms. However, media also provides spaces for resistance, where marginalized groups can challenge dominant ideologies. This concept is essential for understanding power structures and cultural influence in media.
Hegemony
This concept refers to structured ways of thinking and communicating within society, shaping how knowledge and power are distributed. Michel Foucault argued that discourse constructs ‘truths’ through language, media, and cultural practices. For instance, news narratives about immigration often frame migrants in specific ways, influencing public opinion and policy. Analyzing discourse in media reveals how societal norms, ideologies, and inequalities are reinforced or challenged.
Discourse
This concept is the strategic dissemination of information, often biased or misleading, to influence public opinion and behavior. Historically used in wartime to bolster national unity, modernly it appears in political campaigns and social media misinformation. Techniques include emotional appeals, selective facts, and repetition. For example, the Facebook-Cambridge Analytica scandal demonstrated how targeted misinformation shaped voter behavior. Understanding this concept helps analyze media’s role in shaping political and social landscapes.
Propaganda
This concept is the art of persuasion through language and visuals, aiming to influence audiences’ opinions and actions. In media, this concept shapes narratives through framing, word choice, and emotional appeals. For example, political advertisements often use patriotic imagery and slogans to evoke emotional responses. Analyzing this concept in media highlights how language and symbolism create meaning and sway public perception.
Rhetoric
This concept refers to the process through which media filters and constructs reality before presenting it to audiences. This involves decisions about what to include, exclude, or emphasize, shaping how events are perceived. For example, news coverage of protests can frame participants as peaceful advocates or violent agitators, depending on the outlet’s agenda. This concept underscores the role of media in constructing societal narratives rather than simply reflecting reality.
Mediation
This concept is oversimplified, generalized representations of individuals or groups, often based on race, gender, or class. Media frequently perpetuates this concept, such as portraying women as nurturing or minorities as criminals, reinforcing societal biases. For example, reality shows often rely on exaggerated versions of these to create drama. Analyzing these in media is critical for challenging harmful portrayals and promoting inclusivity.
Stereotype
This concept examines the representation of marginalized groups in media and its implications. While increased visibility can challenge stereotypes and foster inclusivity, it does not always equate to power. For example, token representation may reinforce biases rather than dismantle them. Scholars argue that true empowerment requires more than surface-level visibility; it demands systemic change in how narratives are created and who controls them.
Visibility
This concept categorizes media based on shared themes, narrative styles, and conventions. For example, horror often uses suspense, dark lighting, and unsettling soundtracks to evoke fear. Understanding this concept helps in analyzing how media meets audience expectations and reflects cultural anxieties, such as science fiction exploring societal fears about technology.
Genre
This concept refers to the structured ways stories are told, involving plot, characters, and themes. In media, this concept shapes how audiences understand events and ideas. For example, linear narratives progress chronologically, while non-linear ones use flashbacks or fragmented sequences to create complexity. Media narratives often reflect cultural values, such as hero stories emphasizing individualism.
Narrative
