Student Led Facilitation Session
Ideas For Action Chapters 10 & 11
Bradley Heimowitz
3/12/13
People are Addicted to Media
We are addicted to Media
Personal connections are not the same
Do you think that it is only going to get
worse?????
http://www.youtube.com/watch?v=UAVQLM7Jf_4
Three Approaches to Understand Media
1) Propaganda Model
2) US Cultural Studies Model
3) British Cultural Studies Model
Propaganda Model
Favors the elites
Companies spend billions to ensure people associate with their
products
Money and power filters news
US Cultural Studies Model
Consumers of media often resist dominant interpretations
and construct meaning of media products their own way.
Cosby Show
Male Gaze in Films
Advertisements work by appealing to some sort of desire
and making the, usually false claim that buying the product
will satisfy that desire.
British Cultural Studies Model
Gramsci
Stuart Hall
Ruling ideas in any society are the ideas of the ruling class
Gramsci
Why is the world still the way it is today?
We choose our own oppression.
Why is their class domination?
Does not talk much about resistance, he articulates the challenges and
how we can resist those things (this is how post modernism comes in)
“Gramsci argued that systems of domination require a certain amount
of consent from the government to survive. They manage to
accomplish this through dominating the society’s system of meaning,
building what he called hegemony—the way that idea systems come to
legitimize, or support, the interests of ruling groups in society”
(Kaufman 2003,258).
Politics
Stuart Hall
Stuart Hall conducted audience and textual analysis.
He was interested in how race, class, and gender dynamics
are reproduced in culture.
“For Hall, hegemony, or the dominant ideology, is not one
thing that exists simple as an outgrowth of the needs of the
ruling class. Instead, following Gramsci, Hall sees
hegemony as a task that ruling groups are always trying to
accomplish, in different ways, and that different ruling
groups will have elements of their interests represented at
different times” (Kaufman 2003, 260).
Postmodernism
Post Modernism and Change
Frederick Jameson
http://www.youtube.com/watch?v=ph-z6tfJfmQ
Advertising
All that matters is the product
You feel like you have to associate with that product
“Advertising makes us feel insecure and convinces us that
empty feeling we have inside will be satisfied if only we buy
something. Many people feel their anxiety is calmed when
they shop. We are also sold forms of identity through
shopping” (Kaufman 2003, 264).
Apple
What does Apple do and why is it effective?
http://www.youtube.com/watch?v=4CPab8U5zTU
Chapter 11
Kaufman’s book basically is a complete overview of what
we studied in CMC.
The book goes over all the theories we have learned in
CMC 100, 200, and 300 but condenses it.
The book leaves you with questions on how do we go
about about fixing these issues we face today?
How do we educate people through media without getting
them talked down to?
Where Do You See Your Topic Fit?
VANGUARDSIM
THE REVOLUTIONARY SUBJECT
CIVIL RIGHTS AND DISABILITY
EMPOWERMENT
VIOLENCE
DISRUPTION AND PROTEST
EDUCATION IN MOVEMENTS FOR SOCIAL CHANCE
MICRO-POLITICS
ORGANIZATIONAL STRUCTURE
COALITION POLITICS
Society is Changing
Super Size Me- Morgan Spurlock tries putting the message
out and make people more aware of our obesity problem.
Today we don’t just critique theory, we live theory .
We are making films this semester because this is something
that we believe in. We are using our research to try and want
people to think these issues to possibly change the world.
“On my honor, I have read the assigned material in its entirety, and I have
not given, received, or witnessed any unauthorized collaboration on this
work.”
Works Cited:
Kaufman, Cynthia. “What Do We Want and Why Do We Want It?
Democratic Culture” and “Where Are We Going And How Do
We Get There” Ideas for Action, 251-304. Cambridge, MA: South
End Press, 2003.