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
To study the media is to study them in their contribution to the general texture of experience: that experiences are __________, even __________ ________________.
real; media experiences
__________ is central to this process of making distinctions and judgements by mediating the dialectic between the classification, we must enquire into the consequences of such mediation.
Media
TRUE OR FALSE
We must study the media.
TRUE
GERBNER:
The __________ __________ has caused the shift from person to person stories to a “small group of distant conglomerates with something to sell” to the audience.
electronic revolution
Movements Possible with the Media
- Private to public
-
- Scared to secular
-
- Familiar and strange
- Secure to threatening
- Shared to solitary
We do all things constantly and in none of them, not one of them, are we ever without our media, as physical or symbolic objects, as guides or as traces.
Local to global;
Real to fictional to virtual;
Movements Possible with the Media
- Private to public
-
-
- Real to fictional to virtual
- Familiar and strange
- Secure to threatening
-
Local to global;
Scared to secular;
Shared to solitary
- Local to global
- Scared to secular
- Real to fictional to virtual
- Shared to solitary
Private to public;
Familiar and strange;
Secure to threatening
FUNCTIONS OF STORIES (Gerbner)
- Sheds light to important but invisible relationships and hidden dynamics of life.
To reveal how things work
FUNCTIONS OF STORIES (Gerbner)
- Stories values and choice
- They present things, behaviors, or styles of life as desirable (or undesirable), propose ways to obtain (or avoid) them and the price to be paid for attainment (or failure).
To tell us what to do about them
FUNCTIONS OF STORIES (Gerbner)
- Instructions, laws, regulations, cautionary tales, commands, slogans, sermons, and exhortations.
- They clinch the lessons of the first two and turn them into action.
To tell us what to do about them
FUNCTIONS OF STORIES (Gerbner)
- They typically present an objective to be sought or to be avoided and offer a product, service, candidate, institution, or action purported to help attain or avoid it.
To tell us what to do about them
FUNCTIONS OF STORIES (Gerbner)
- These are descriptions, expositions, reports, abstracted from total situations and filling in with “facts” the fantasies conjured up by stories of the first kind.
To depict what things are
FUNCTIONS OF STORIES (Gerbner)
- These are presumably factual accounts, the chronicles of the past and the news of today.
To depict what things are
FUNCTIONS OF STORIES (Gerbner)
- Their high “facticity” gives them special status in political theory and often in law.
To depict what things are
FUNCTIONS OF STORIES (Gerbner)
- They alert us to certain interests, threats, opportunities, and challenges.
To depict what things are
FUNCTIONS OF STORIES (Gerbner)
- They show complex causality by presenting imaginary action in total situations, coming to some conclusion that has a moral purpose and a social function.
To reveal how things work
Media as a Politically Economic Process
SILVERSTONE:
Constrains & intrudes upon _________________ even if it does not overpower it.
local cultures
Media as a Politically Economic Process
SILVERSTONE:
Movements among the dominating institutions of global media are tectonic in scale: gradual _________________ and then sudden seismic shifts as multinationals emerge like new mountain ranges from the sea, while others sink.
cultural erosion
Media as a Politically Economic Process
SILVERSTONE:
Movements among the dominating institutions of global media are tectonic in scale: gradual _________________ and then sudden seismic shifts as multinationals emerge like new mountain ranges from the sea, while others sink.
cultural erosion
2 Types of Experience:
Mediated & Media
2 Types of Experience: Mediated & Media
Both the structure and the content of media narratives and the narratives of our everyday discourse are _________________, together, they allow us to __________ and measure experience.
interdependent; frame
TRUE OR FALSE
Public meanings are aired publicly and private meanings are offered for private consumption.
FALSE - Private meanings are aired publicly and public meanings are offered for private consumption.
-
-
- Common Sense
- Time
- Space
-
-
- Private & public spaces
- Local and local
- Real to fictional
GERBNER:
The cultural environment in which we live becomes the byproduct of ___________.
marketing
GERBNER:
____________________ local parochial horizons.
Broadening
GERBNER:
___________________ of outlooks and limitation of alternatives.
Homogenization
GERBNER:
For media professionals, it means _____ opportunities and greater compulsions to present life in saleable packages.
fewer
GERBNER:
Stories must fit __________ packages and priorities.
marketing
Why study Media?
We cannot always avoid the media’s existence, we always __________ on the media.
rely
When do we see/use media physically/ symbolically?
____________ – we use them for whatever use they are.
____________ – When we use them as props to represent you.
Physical; Symbolical
In social media, many are producing. But in _______________________, we are also in social media. And these _____________ have most of the public’s trust most of the time.
institutional communication; institutions
GIVE EXAMPLE OF Continuities of experience
Ex: After the Seventeen concert, you still feel excited. Hence, we extend it to Twitter through sharing our feelings with the hashtags.
_____________ → The media, what it can & has to do. Trabaho niya. Media sa pangkalahatang society.
_____________ → Individual: ano ang gamit ko sa media? Paano ko ito ginagamit?
Function;
Uses
Is Social Media Mass Media?
Based on our definition of Mass Media, yes.
By what virtue? MASS.
With social media, you can potentially reach a large number of people.
Traditional media – books, television, print, etc.
WHY IS SOCIAL MEDIA POWERFUL > traditional?
Ease of its access
Many people can connect and put out content
Powerful in a positive & negative way
“We are overinformed.”
Something you should have experienced live, but experienced it through the media.
There is something in between you and the actual experience.
Ex: Watching Paskuhan live through Tiger TV.
Mediated experience
Your experience with the media.
Ex: “Can you hear me?” “Can you see my screen?”
How was your experience with the media? Is it pleasant? Must it be improved?
Media experience
*Together, allows us to frame experience.
Mediated & Media experience
(if first-hand experience)
Highly produced
How will the actual experience measure to those produced to perfection?
Mediated experience
Why is it dangerous to experience mediated experiences through social media allowing us to frame/ measure our experiences?
- Comparison with the lives we see on social media.
- TV (parasocial relationship)
Reality TV shows – it blurs the line from what’s real and not. (Still produced). - We all curate our feeds, even the experiences we share on social media.
Ex: influencers (behaving as an organization) & sponsorship.
