The Media Landscape 2

Question 1

Use value

Answer 1

Informational & product-oriented, selling us a product

Question 2

Symbolic value

Answer 2

Identity- & meaning-oriented, selling us “ourselves,” which leads to a rise in consumer culture

Question 3

Culture

Answer 3

The signifying system through which a social order is
communicated/reproduced/experienced

Question 4

Consumer culture

Answer 4

A form of material culture facilitated by the
market”; consumption allows us to express our culture, yet the
The economic system restricts our free choice.

Question 5

Advertising is omnipresent

Answer 5

Meaning it is present everywhere at once.

Question 6

5 advertising frames

Answer 6

1. idolatry: revere the product, sell its qualities
2. iconography: products as symbols of status, values
3. narcissism: emotional appeal to psyche, relationships of
   consumer
4. totemism: products come to represent specific lifestyles
   & communities
5. mise-en-scene: agency/autonomy of individual consumers

Question 7

The goods of advertising

Answer 7

-Creates wealth, boosts economy (GDP + add expenditures)
-Informs consumers of choices, relevant products
-Provides funding for other products
-Including (especially) media products!
-Other funding models include high fees, subscription costs, etc.
-common values

Question 8

The bads of advertising

Answer 8

-Can exploit vulnerable groups
-Can be deceptive/misleading
-Can intrude on privacy
-Can promote unhealthy or socially harmful behaviors
-Promotes consumer culture

Question 9

Essentialism

Answer 9

The idea that things have basic characteristics that make them what they are.
2 assumptions: people similar to all others in their group; and
groups are fundamentally different from others

Question 10

Three ‘essentialist’ media patterns to discuss

Answer 10

A. Under-representation
B. Stereotyped representations
C. Burden of (positive) representation/tokenism/orientalism

Question 11

Social constructionism

Answer 11

Understandings/meanings are socially created and agreed upon

Question 12

Intersectionality

Answer 12

Unique modes of discrimination occur when multiple
identities intersect.

Question 13

Effects of representation

Answer 13

1. Reinforces negative stereotypes of ‘minority’ groups
   among dominant majority
   Systemic racism, day-to-day interactions, no structural
   change, implicit stereotyping. Lessons learned in 2020-21?
2. Impacts on the self-esteem of represented groups, especially.
   younger audiences
3. Alienates audiences, drives oppositional identities &
   values
   Reinforces future negative depictions

Question 14

Tokenism

Answer 14

Particular exemplars seen as sufficient and asked to speak for the whole group.

Question 15

Orientalism

Answer 15

Western ideas about the Middle East and about East and Southeast Asia. Fear and fascination with the “exotic, irrational ‘other.