The Why Flashcards
“When the why is clear, the ____________ is easy.” – cited from Dr. Allan de Guzman
how
Why do we need to study the media?
“We cannot evade media presence, media representation. We have come to depend on our media, both printed, and electronic for pleasure and information, for comfort, and security, for some sense of continuities of experience, and from time to time also for the intensities of experience.” – ________________________, The Texture of Experience
“Most of what we know, or think we know, we have never personally experienced. We live in a world erected by the stories we hear, see, and tell.” – ________________________, Stories We Tell
Roger Silverstone; George Gerbner
EXPLAIN
The Texture of Experience (Context)
- We cannot evade media presence, media representation.
- Media are now a part of what Berlin says is the “_____________________________”
general texture of experience.
Metaphors
- As _____________________ – offering more or less undistributed routes from message to mind.
conduits
Media as a Process
- It is fundamentally and essentially __________ and __________ specific. Media has changed and is radically changing.
social; historically
Media as a Social Process
- It provides _____ and _________________ for interpretation (author?).
- Stories socialize us into roles of gender, age, class, vocation, and lifestyle. They offer models of conformity or targets for rebellion. They weave the seamless web of the cultural environment that cultivates most of what we think, do, or how we conduct our affairs (Gerbner).
texts; representations
Silverstone
Media as a Social Process
_________ socialize us into roles of gender, age, class, vocation, and lifestyle. They offer ___________________________ or targets for rebellion. They weave the seamless web of the cultural environment that cultivates most of what we think, do, or how we conduct our affairs (author?).
Stories; models of conformity
Gerbner
Why do we need to study the media?
“We cannot evade media presence, media representation. We have come to depend on our __________, both printed, and electronic for pleasure and information, for comfort, and security, for some sense of __________ of experience, and from time to time also for the __________ of experience.” – Roger Silverstone, The Texture of Experience
media; continuities; intensities
Why do we need to study the media?
“Most of what we know, or think we know, we have never ______________________. We live in a world erected by the stories we hear, see, and tell.” – _______________, Stories We Tell
personally experienced; George Gerbner
Metaphors
- As _________________ – providing texts and representations for interpretation.
languages
Metaphors
- As an _______________ – enfolding us in the intensity of a media culture, cloying, containing, and challenging in turn.
environment
It is fundamentally and essentially social and historically specific. Media has changed and is radically changing.
Media as a Process
It is fundamentally politically economic.
Media as a Process
Media as a Process
- It is fundamentally _______________ _______________.
politically economic
It provides texts and representations for interpretation (Silverstone).
Media as a Social Process
Stories socialize us into roles of gender, age, class, vocation, and lifestyle. They offer models of conformity or targets for rebellion. They weave the seamless web of the cultural environment that cultivates most of what we think, do, or how we conduct our affairs (Gerbner).
Media as a Social Process
Media as a Historical Process
Six Information Revolutions by _____________
_____________________’s Media Map of History
Irving Fang; Marshall McLuhan
Media as a Historical Process
Communication Shifts in History (Stories We Tell)
- Face to Face (Writing - rare, more for legal, religious use)
- Communities were defined by rituals, mythologies, & imageriesheld in common.
Pre-Printing
Media as a Historical Process
Communication Shifts in History (Stories We Tell)
Electronic Media (Radio, Television)
- retribalizing of society
- challenged the role of institutions
Electronic Revolution
Media as a Historical Process
Communication Shifts in History (Stories We Tell)
Children are born into homes where mass produced stories can reach them.
- Cultural environment in which we live becomes the byproduct of marketing
- Homogenization of outlooks and limitation of alternatives.
Electronic Revolution
Media as a Historical Process
Communication Shifts in History (Stories We Tell)
- Printing/ Books
- Printing began the industrialization of story-telling (most profound transformation in the humanization process)
Printing Revolution
Media as a Historical Process
Communication Shifts in History (Stories We Tell)
- literacy was needed
- Readers could now interpret the book for themselves
- Stories defied boundaries of time, space, and status.
Printing Revolution
Media as a Historical Process
Communication Shifts in History (Stories We Tell)
- New form of consciousness: modern mass publics.
Printing Revolution
_______________ began the industrialization of story-telling (most profound transformation in the humanization process)
Printing
Media as a Politically Economic Process
SILVERSTONE:
Emerged from institutions increasingly __________ in their reach and in their sensitivities.
Constrains & intrudes upon local cultures even if it does not overpower it.
Movements among the dominating institutions of global media are tectonic in scale: gradual cultural erosion and then sudden seismic shifts as multinationals emerge like new mountain ranges from the sea, while others sink.
global
_______________ is the most concentrated, homogenized and globalized medium.
Broadcasting
The heart of the social discourses that encrust around, and embody experience, and to which our media has become indispensable, is a process and practice of classification: the making of _______________ and _______________.
distinctions; judgements
