i
Contents
Preface
Issue 1
Key point a
Key point b
Key point c
Key point d
Issue 2
Key point a
Key point b
Key point c
Key point d
ii
Is it the mass media that affect our cultural
development, or is it our culture that determines the
production principles of mass media?
P.1
Mass media and mainstream values
Commercial considerations and other factors
determinative of media operations
The influences of advertising on society
Mass media and a pluralistic and democratic society
P.3
P.47
Is popular culture harmful or beneficial to the
P.150
development of youth?
Mass media and popular culture
Popular culture and commercial society
Popular culture and personal growth
Personal decision
P.151
P.199
P.223
P.249
i
P.71
P.113
Preface
Among its recent proposals for education reform in Hong Kong, the Education
Commission recommends the provision of ‘a broad senior secondary curriculum to
enable students to acquire experiences in various key learning areas, construct a broad
knowledge base and enhance their ability to analyze problems’ (Education
Commission, September 2000). The Integrated Humanities (IH) (S4-5), designed
primarily for students not taking any subjects in the Personal, Social and Humanities
Education Key Learning Area (PSHE KLA), represents a response to this proposal. It
seeks to provide students, particularly those of the science and technology-oriented
streams, with learning experience in the PSHE KLA which seeks to build a broad
knowledge base and a rich repertoire of skills and abilities.
The Learning Resource Pack on Integrated Humanities (S4-5): Optional Module
III – Relationship between Mass Media and Modern Culture is part of a series of
learning and teaching materials being developed by the Education and Manpower
Bureau (EMB) for the implementation of the new subject.
The General Education Centre (GEC) of the Hong Kong Polytechnic University
(HKPolyU) has been commissioned by EMB to prepare this booklet.
The PSHE Section of the Curriculum Development Institute, EMB has taken up
the responsibility to edit and polish the content of this booklet to make them better
suit the contexts of local secondary schools.
ii
Schools are encouraged to adapt the materials for educational use according to
their contexts. NO part of the documents shall be duplicated for commercial purposes.
We welcome feedback and suggestions from teachers. Please send them to:
Chief Curriculum Development Officer (Personal, Social and
Humanities Education)
Curriculum Development Institute
Education and Manpower Bureau
13/F Wu Chung House
213 Queen’s Road East
Wan Chai
Hong Kong
or by e-mail to pshe@emb.gov.hk, or by fax on 2573 5299 / 2575 4318.
For further enquiries, please contact the PSHE Section, Curriculum Development
Institute (CDI) on 2892 5735 or 2892 5859.
iii
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iiii
Issue 1
Is it the mass media that affect our cultural
development, or is it our culture that
determines the production principles of
mass media?
1
2
Key Point a
Mass media and mainstream values
Suggested questions for enquiry
Are certain values and lifestyles often passed on by the mass media? If
so, why are they being passed on? How do mainstream values influence
modern society? Can we find any alternative values in the mass media?
3
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point a – Mass media and mainstream values
Before the lessons
Prepare a “media diary” to take record of your observation of the media. (The
notebook should be portable for note-taking any time any where.)
Material 1
The Nature of Media Education
Article
Being a major source of information, entertainment and education in modern
society, the mass media transmits values and lifestyles to the public on a large
scale. We need to understand the functions of the mass media and be sensitive to
the information it brings to us.
To raise media awareness, and learn to live with the media, we need to be
equipped with the following abilities:
1.
2.
3.
4.
5.
6.
7.
Be alert to the impact of the mass media
Be knowledgeable about the functions and operations of the media
Be able to analyze the information transmitted by the media
Be able to appreciate the media products
Be able to find new information through the media
Be knowledgeable about media production and be able to use the media
Be able to monitor the media and influence media institutions.
4
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point a – Mass media and mainstream values
A lot of research has pointed out that the media does not reflect reality like a
mirror does; on the contrary, they construct social reality with their own
ideologies and perspectives. Examples include the case of Chan Kin Hong
which was a fabrication by the media a few years back and the firing of Patrick
Yu Chung Yin by the Equal Opportunities Commission Chairman Michael
Wong Kin Chow. In both cases, the truth was not entirely divulged. They were
like jigsaw puzzles with missing pieces, put together by the media with its own
reconstruction. TV drama, movies and advertisements are further away from
real life. It is important for us to understand the huge difference between media
content and reality.
To understand the media we need to be alert to what the media conveys and
become aware of its impact on our lives and society. Many young people think
that as long as they do not think about a film or a TV ad, they would not be
affected. But the reality is the media affects society on a macro scale and at the
same time subtly and pervasively influences our ideologies on the micro level.
Therefore, media education encourages us to start from our personal experience
and observe the media phenomenon around us. For instance, the media has
never explicitly set any standard for physical beauty, but through the female
protagonists in TV dramas, female models in cosmetics advertising and fashion
shows, all of them tall, slim and beautiful, they are in fact constructing a
standard on what constitutes beauty. The fat or plump do appear, but their role
very often is to sell rice and moon-cakes! Such ideas accordingly get caught in
our mind, and many girls struggle to conform to such standards. One of the
goals of media education is to encourage us to take an active interest in the
media so that we become aware of the fact that our values and everyday life are
very often influenced by it.
Reference
李月蓮。
〈傳媒教育與公民意識〉
。出自李少南編，《香港傳媒新世紀》。香港：中
文大學出版社，2003，頁 234 至 235。
5
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point a – Mass media and mainstream values
Discussion
Form seven groups. Each group chooses one of the seven abilities above as a
discussion theme. Discuss the following questions and present the results to the whole
class.
1.
In the above article, it is said that the media constructs its own reality, which
means that what we see in the media is often quite different from what the real
world is like. Do you agree? Use a martial-art novel (or a film or a TV show or
any media product) as an example in support of your view. According to your
analysis, how big the difference is between the constructed reality and the real
world?
2.
Do you think the media should try to approximate the real world, the closer the
better? Or is it good that there are clear differences between the constructed
reality and the real world?
3.
The article suggests that media awareness is important. Use the theme you have
chosen to discuss whether the author’s view is reasonable and support your
conclusions with reasons. (Try to develop both pro and con persepctives)
6
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point a – Mass media and mainstream values
Material 2
Learning to Analyze the Media
Article
There are four general approaches in media analysis. The first is the analysis of
the media with its cultural texts, which includes content and textual analysis.
Then there is institutional analysis, medium analysis, and audience analysis. We
can go with any single one, or several at the same time. Among the four,
analysis of the media and cultural texts is the most common method. For
example, to classify the advertisements in magazines or to count the number of
body slimming advertisements, this is a kind of content analysis; to analyze TV
drama and pop lyrics in order to study the construction of images and hidden
ideologies, this is a kind of textual analysis. Institutional analysis is the study of
the professional codes of media, and economic, political, technological and
organizational factors such as monopolization and its constraints on the freedom
of expression. Medium analysis is the study of the functions and characteristics
of different kinds of media, and how these differences affect the information
transmitted to audiences. Audience analysis is the study of audiences with
different backgrounds in understanding the same messages differently.
Reference
李月蓮。
〈傳媒教育與公民意識〉。出自李少南編，《香港傳媒新世紀》。香港：中
文大學出版社，2003，頁 234 至 236。
7
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point a – Mass media and mainstream values
Discussion
1. In your own language, explain the four approaches to media analysis.
2. List the songs that have made the top 10 pop chart recently and classify the lyrics
into different categories such as encouragement, love, friendship, family and
others.
3. What is the approach used in Question 2? What characteristics of the pop songs
can we observe through such an approach?
4. Take the following four newspapers as examples. Find the differences in
presentation and emphasis when reporting the same piece of news.
a)
b)
c)
d)
Wen Wei Po
Ta Kung Pao
Oriental Daily News
The Sun
5. Compare the two magazines Cosmopolitan and Monday and analyze their
different approaches to fashion:
a)
Photography
b)
Brand names selected
c)
Models’ qualities
Why are they different?
6. Take some fashion pictures from an issue of Cosmopolitan and show them to your
parents, to senior students and then to junior students. Note their gender. Ask them
whether the pictures are attractive. What are the responses by age and gender? Are
the responses different? Why?
8
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point a – Mass media and mainstream values
Extended Activity: Classify media messages
Classify the messages from the media and tabulate them in your diary. The
information will be used for Question 6 of Material 4.
Instructions
Starting from today until the day when we reach Material 4, record the number of
times that you receive the following messages, often conflicting, from any media:
Messages
Children should
their parents
Frequency
obey
Messages
Frequency
Children do not need to
obey their parents
Democracy is good.
Democracy may not be
good.
Being trendy is important.
Being trendy
important.
For girls, appearances are
very important.
To a girl, appearances are
not very important.
Wealth is the measure of
success.
Wealth is not the measure
of success.
Boys should be sensitive
and scrupulous.
Boys need not be
sensitive and scrupulous.
Being
unique
important.
Being
unique
unimportant.
is
is
not
is
Science brings benefits to
humanity.
Science may not bring
benefits to humanity.
*
*
*
*
The blanks may be filled by teachers or students themselves.
9
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point a – Mass media and mainstream values
Material 3
Medium Analysis – Graphic narrative
Picture 1
This picture can be downloaded from the online version of Learning Resource Pack
on Integrated Humanities (S4-5): Optional Module III – Relationship between Mass
Media and Modern Culture
< http://www.emb.gov.hk/index.aspx?nodeid=3233&langno=1>
Discussion
1. What is the theme of Picture 1? Explain your answer.
a) Hong Kong
b)
c)
d)
e)
f)
Bank of China Tower
Japan
Modern urban architecture
Prosperity
Others（Please specify）
2. Can you reach an agreement with Question 1? Why or why not?
3. Now look at Picture 2 below, which is also taken in Central. What does it try to
show? Please list as many answers as you can.
10
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point a – Mass media and mainstream values
Picture 2
This picture can be downloaded from the online version of Learning Resource Pack
on Integrated Humanities (S4-5): Optional Module III – Relationship between Mass
Media and Modern Culture
< http://www.emb.gov.hk/index.aspx?nodeid=3233&langno=1>
What is/are the possible theme(s) of Picture 2：
a) Hong Kong
b)
c)
d)
e)
The Central
_________________
_________________
_________________
11
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point a – Mass media and mainstream values
Discussion
1.
2.
3.
4.
5.
6.
7.
How do the two pictures differ? What aspects of life in Hong Kong are reflected
in their different contents?
In terms of lighting, which picture is more colorful? How do you feel looking at
these two different pictures? How does lighting affect your impression of the
pictures?
Which picture gives you a better impression? Can you explain why?
Can you name some objects in Central that are not captured by the two pictures.
What impression do you wish to produce with these objects and how far is the
impression different from those given by the two pictures?
What values are hidden behind the pictures? (Values are judgments about what
is good and what is bad.)
What techniques are used in composing the two pictures? Do distance and
perspective matter?
Is a photograph a reflection of the real world? Why?
Extended Activity
Find two pictures depicting the same theme from newspapers or magazines. (Students
may decide for themselves whether the pictures are of the same theme; but their
judgment must be supported by reason.) Analyse how the two pictures differ in their
representation of the same theme.
Notes to teachers
(1)
The purpose of the discussion is to help students understand that there are many
possible interpretations to the meaning of a picture and thus there are no correct
answers. At the same time, they should also understand that interpreting a picture is not
a totally “free” exercise. Take answer (c) as an example, we can reasonably say it is
incorrect.
(2)
Some students may not have been to Central and so teachers may delete Point 4 of the
discussion section. An alternative is to organize a trip to Central and ask students to
write down their impressions of the visit and compare them with the impressions given
by the two pictures.
12
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point a – Mass media and mainstream values
Material 4
Representation, Stereotyping and Culture
Article
Cultural Hegemony and Liberal Pluralism
According to the theory of cultural hegemony, the media is controlled by those
with vested interests in order to transmit ideologies that reinforce their power.
Therefore, the media serves as a tool to preserve the existing hegemony,
strengthening pro-establishment values at the expense of other values. There are
three hegemonies now under severe criticisms. They are: (1) capitalist
hegemony, (2) Western hegemony, and (3) patriarchal hegemony.
This theory is challenged by other theories. One such is the Two-step Flow
Theory developed by Lazarsfeld, who believes that the media cannot influence
the audience’s beliefs and behaviours directly. There is a group of people called
opinion leaders in between the media and its audience. They are just ordinary
people we are in touch with in our daily lives. They become opinion leaders
because they have some insights about certain issues and so are able to gain the
trust of others. When we come across media messages, we seek help from them.
Thus, who directly influence the audience are the opinion leaders we trust. The
media does not by itself directly influence the audience.
A second theory that challenges the theory of cultural hegemony is Liberal
Pluralism, which holds that different voices co-exist in a liberal society. Society
consists of many groups and organizations, such as workers, religious parties,
conservationists, business, each with its own views, interests and needs. They
all need a channel to express themselves. The media serves such a purpose.
References
馬傑偉。
〈電視文化的歷史分析（節錄）〉
。出自吳俊雄、張志偉編，《閱讀香港普
及文化：1970-2000》
。香港：牛津大學出版社，2001，頁 657-670。
馬傑偉。
〈愛國工程〉
。出自馬傑偉著，
《解讀普及媒介》
。香港：次文化堂，1996。
張志偉。
〈普及文化研究簡述〉
。出自吳俊雄、張志偉編，《閱讀香港普及文化：
1970-2000》
。香港：牛津大學出版社，2001，頁 69 至 85。
13
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point a – Mass media and mainstream values
Discussion
Divide students into groups. Each group collects three days of newspapers (3 different
newspapers from each day) and bring them to school.
1.
According to the critics of the theory of Capitalist Hegemony, economic value is
top priority among all values in capitalist societies. Employees are required to
add value to themselves endlessly to meet the rising demands of their employers.
Consumption is considered the best, even the sole indicator of the quality of life.
Decide, with reference to your own media diary, whether there are media
messages that your suspect of giving support to capitalist hegemony. (Hint: pay
attention to how the media such as TV, cinema and advertisements define success
and enjoyment in life.)
2.
3.
4.
5.
6.
7.
According to their critics, cultural hegemonists blindly believe in the superiority
of the West. Ask students to give examples on whether the media shows this
tendency. (Hint: pay attention to the modes of entertainment, consumption,
fashion and the like represented in the media. How many are copies of the
West?)
Patriarchal hegemony refers to the value systems that foster the power of the
male over the female. For example, all females must be beautiful, sexy and
obedient. Discuss with examples if there are such values hidden in media
messages.
Are there values other than those mentioned above which are being transmitted
by the media?
Are there any opinion leaders who mediate between you and the media in your
daily life? Give examples. (How do we know that there are opinion leaders in
our daily life? Take buying sportswear. Suppose you see an advertisement
promoting a new sports suit as particularly ventilative. Do you just believe in it
or would you first ask a friend who is knowledgeable? If you would ask a friend
first, he is your opinion leader in the field of sportswear.)
Ask students to present their compilation of media messages (Extended Activity
of Material 2). Is it the case that for some issues, the media presents a wide
plurality of views while for some other issues the media presents a comparatively
uniform view? If so, why? (This question will be discussed in more details in
Section 2a.)
Summarizing the observations of the whole class, is it the case that views
transmitted by the media tends to be pluralistic or homogeneous?
14
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point a – Mass media and mainstream values
Material 5
Mass Media and Our lifestyles
Questionnaire
What is the purpose of each of the following activities? (Please  the appropriate
boxes. You may choose more than one option):
Approximate
Purposes
Activities
Entertainment
Information
time spent
Education/
Others (Please
Learning
specify）
on the
activity each
week
a.
Reading
Newspapers



b. Reading
Magazines



c.



d. Watching
Television



e.
Listening to
the Radio



f.
Listening to
Music/Pop
Songs



g. Surfing the
Internet



Reading
Comics
15
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point a – Mass media and mainstream values
Discussion
1. What are the characteristics of the stated activities? Can you name other possible
activities that have these characteristics?
2. Please describe the habits when you are having these activities. (when, where,
how many times each week, etc.)
3. Based on the table above, which activities do you usually spent most time on?
Why?
4. From the above discussion, what influences our daily lives? Is it a big influence?
Why?
Notes to teacher
For question 4, teachers can encourage students to express their views freely and have a
student jot down the opinions. After completing the module, teachers can discuss the question
with students again and compare the similarities and differences of the views of students in
different periods of time.
16
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point a – Mass media and mainstream values
Material 6
News Reporting and Transmission of Values
Little Experiments: What is being said and how it is being said
Experiment 1: What is being said
To begin, teacher gives the following speech:
Dear students, today I would like to tell you a real story. One day, I woke up and
went to work. I arrived at my company, I worked, and after work I went home.
This is the end of the story. Thank you.
Discussion
What do you feel about the speech? Why?
17
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point a – Mass media and mainstream values
Experiment 2: How it is being said
Divide students into two groups. Each group reads one of the following news reports.
Then compare what they think of the story they read.
Group A
A Boring Election
The District Council election this year might well be the most boring in history.
Unlike the previous election, there are no “political stars” participating, no
shocking scandals and no fights between the two major parties. Except for the
contest between two Legislative Councillors for one seat in the same district,
there is nothing dramatic to attract attention.
Compare the situation this year with what happened four years ago: Mr. Tien
bowing to voters out on the street; Mr. Lee shedding his tears in public; Mrs.
Chow losing despite her popularity. ... all these drew our attention and
stimulated much discussion. Besides, the Democratic Alliance for Betterment of
Hong Kong and the Democratic Party were close in rating and their seats in the
Council. Thus the election had far-reaching political implications. However, for
this year, the results are more or less settled beforehand and there is no fierce
competition. It is going to be a rather boring election. Let’s hope there will be
more excitement next year with the Legislative Council election.
Reference
Ming Pao, 20 November 2003.
18
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point a – Mass media and mainstream values
Group B
A Peaceful Election
The District Council election this year might well be the most peaceful in
history. Unlike the previous election, there are no “political stars” participating,
no shocking scandals and no fights between the two major parties. Except for
two candidates who competed fiercely for one seat in the same district,
everything is quiet and peaceful.
Compare the situation this year with what happened four years ago: Mr. Tien
bowing to voters out on the street; Mr. Lee shedding his tears in public; Mrs.
Chow losing despite her popularity. ... all these turned the election into a
melodrama, which was obviously due to the fact that the Democratic Alliance
for Betterment of Hong Kong and the Democratic Party contested fiercely as
they were close in their rating and their seats in the Council. However, for this
year, everything seems to have been settled beforehand, and the voters’
preferences are clear. Hence, there is little room for contest and the result is a
peaceful election. Let’s hope that the Legislative Council election next year will
demonstrate the same maturity and peacefulness.
Reference
Ming Pao, 20 November 2003.
Discussion
What does your group think about the election? Why are the reports so different?
Notes to teacher
After the sharing, help students look into the relation between news reporting and value
judgment. The point of the above experiments is to illustrate that news reporting is not neutral.
What to report is in itself a value judgment. When we decide to report something, we already
assume that it is worth reporting and different ways of describing the same event would create
different effects. In our attempt to understand how the media works, we should pay attention
to two questions: What does it say? How does it say it?
19
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point a – Mass media and mainstream values
Material 7
What is being said – Real Case Analysis
In Material 6, we have seen that there are value judgments implicit in what is being
said and how it is being said. In the following 2 sets of material, we will look at real
cases to see certain values are being transmitted by the media simply by choosing
what to say and how to say it. In this material, we will look at the question of what is
being said.
Every year, during the beauty contest season, there would be many newspaper reports
similar to the one below. Please go over the quotations and answer the questions:
Headline of a Report on Miss Chinese International, 8 January 2004, Ming Pao:
Male swimmers falling for the contestants and their bikinis
No.2, Miss Mandy Yen Wen WANG lets revealed her body due to bikini misfit
The report is accompanied by several pictures with the following captions:
Picture 1: Mandy Lee CHO (left) and Jessica Jing Jie XU, two popular
contestants with attractive figures.
Picture 2: Male swimmers stop and watch contestants in bikinis.
Picture 3: Miss Manila, Carlene Ang AGUILAR (left), and Miss Toronto, Sarina
LEE, both richly endowed.
Picture 4: Miss Taipei, Mandy Yen Wen WANG, lets revealed her private part due
to bikini misfit.
Picture 5: Miss New York, Lien XIAN, says she is indisposed, but poses for
photographers spiritedly.
Picture 6: Miss Lima, Carolina Valeria ACHUY MAN, poses and flirts.
20
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point a – Mass media and mainstream values
Excerpts of the news article:
Excerpt 1 (First paragraph of the report):
The 21 contestants for Miss Chinese International gathered at an indoor
swimming pool in Dalian last night for the swimsuit section. Clad in
bikinis, No. 2, Mandy Yen Wen WANG, Miss Taipei, let exposed her
private part because of misfit with her bikini. No. 16, Sarina LEE, Miss
Toronto, and No.21, Carlene Ang AGUILAR, Miss Manila, captured
much attention with their outstanding figures, with bust measurements of
35.5” and 35” respectively. On arrival, the contestants attracted the
attention of many male swimmers.
Excerpt 2
When the contestants posed in their bikinis, No. 18, Miss New York was
missing. She appeared in the company of Chan Chi Lin, Vice-manager
of the organizing committee at the end when she posed for individual
photos. When asked why she was late, she said, “I am not feeling
well!” ... However at the interview and the photography session, she
appeared to be fine and showed a victory sign, which gave the
impression that she was only trying to get attention rather than really
being sick.
Excerpt 3
Chief image consultant Chan Wai Ying pointed out that all contestants had
good figures, and needed no additional pads in their bikinis.
21
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point a – Mass media and mainstream values
Excerpt 4
Miss Taipei, Mandy Yen Wen WANG, learnt from reporters she had let
exposed her private part due to a bikini misfit. She showed surprise,
insisting she was not aware of it …
Excerpt 5
Miss HK, Mandy Lee CHO, was also suspected to have let exposed
parts of her body during the Miss HK Pageant 2003. But she denied it.
Excerpt 6
No. 8, Miss Los Angeles, Jessica Jing Jie XU, had a pretty face but her
figure was not outstanding. However, she said she had a good figure and
it would be even better if her waist were slimmer ...
Discussion:
1.
2.
3.
4.
Does this report transmit any messages regarding what beauty is? If it does,
what are its beauty standards?
How is the gender relation between men and women presented in this report?
What does the report focus on? What values are implicit with such a focus?
Is such a focus common in the media? Quote examples from popular magazines
in support of your view.
22
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point a – Mass media and mainstream values
Material 8
How it is being said ──Analysis of real cases
Read the following article:
Nowadays, pop-artists have to be multi-talented. Many actors and actresses try
to perform as singers but not all of them become popular. It is said that TVB
actress Myolie Wu, a Miss Hong Kong, is very ambitious and wants to be a
singer. She always praises her own voice in front of others!
I saw her one day with friend in Central. Right after shopping in a boutique, she
went to HMV and stayed there for more than an hour. She went to the local pop
Cantonese CD corner and used the headset to try on CDs one by one. She sang
along and moved with the music. There were many customers at HMV at the
time; they were all surprised to hear Myolie Wu sing. Whether she sang well is a
matter of opinion. However, she was compelling others to listen to her! If she
wanted to hold a concert, she should do it at home!
Reference
3 Weekly #224, p. 14.
Discussion
1. Summarize the above article.
2. Analyze the value judgments expressed in the article, and the quote the words.
3. Remove all the judgmental words and replace them with words of a neutral nature.
Then compare these two versions. Which one is more attractive to readers? Why?
4. How would you describe the tone of the piece? Is such a tone common in the
media? Give examples. How common do you find it among young people?
Extended Discussion
Do you think that media contents will influence our values? Why?
Notes to teacher
If students have difficulties analyzing the article, get them to look at expressions with
relatively strong emotional or value connotations (such as, “not all of them can become
popular”, “is very ambitious”, and “If she wanted to hold a concert, she should do it at home”,
etc.)
23
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point a – Mass media and mainstream values
Material 9
Mainstream social values in the media – individualism, de-politicization and a lack of
social concern
There is an accepted view that the media is chiefly concerned with creating and
conveying messages about personal emotions and family life, and leisure and work,
but it seldom concerns itself with the social, political and economic situations, let
alone international. This is the characteristic of mainstream values – de-politicization
and a lack of concern for society. Check whether this observation is correct with the
following activity and discussion.
Activity
Divide students into small groups. Ask each group to select one of the most attractive
and entertaining TV drama in a modern setting, summarize the story, and discuss the
following questions. Ask a representative from each group to present the story outline
and discuss the results.
Discussion
1.
What is the main theme of the drama? (You may set out more than one)
a)
b)
c)
d)
e)
f)
Family
Love and romance
Socio-economic problems
Politics
International Relations
Others (Please specify)______________________
24
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point a – Mass media and mainstream values
2.
What qualities do you find in the main characters (male and female)? (Please 
the boxes)
Main Character (Male)
Main Character (Female)
Good-looking
Talented
Successful
Ambitious
Gentle
Social-minded
Righteous
Others
3.
Judging from the themes and the qualities of the main characters, what is the
main concern of these dramas? Why such a concern?
25
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point a – Mass media and mainstream values
Material 10
Stereotyping in the Media
Reading
Stereotyping is a sociological concept, referring to an oversimplifying way of
understanding and characterizing things and people. “Tattooed men are bad
guys”, “all men are lecherous” and “all women are weak”. To a certain extent,
stereotyping is unavoidable. Given the huge amount of information and
experience around us, people need simplifying principles and models to help
them understand and explain the world in which they live. The problem is that
these principles and models can easily lead to biases and mistakes since they are
not simply classifications, but are closely tied up with certain emotions, interests
and values. For example, mental patients are often seen as threats, and those
who receive public assistance are considered to be lazy and useless.
Stereotyping plays a significant role in the mass media. Journalism scholar Gary
Hoppenstand points out that stereotyping can be compared with a highly
formulaic story. In this context, its functions can be understood as: (1) to keep
the stories going; (2) to communicate characters in details without having to
spend a lot of time on them; (3) to create heroes and bad guys with simplistic
motives in order to provide sensational elements to the story. To sum up,
stereotyping has the advantage of facilitating easy understanding, and hence is
common in the media.
Reference
Hoppenstand, Gary. Popular Fiction: an Anthology. Longman, 1997.
26
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point a – Mass media and mainstream values
Role Play
Ask a few students to play the following roles without first telling the class what roles
they are playing. (1/2 minute of performance is enough.) Other students are to guess
their roles.
1.
2.
3.
A native Hong Kong resident
A new arrival from the mainland
A university professor
4.
A triad member
Discussion
a) How did the performers inform the audience the role he/she is playing? Are there
any stereotyping elements in the way they do this?
b) Find 3 examples of stereotyping from movies and TV dramas.
Film／Drama
Character
Role
Stereotyped
qualities
*Young and
Dangerous
Chen Ho Nam
Triad member
Good-looking,
heroic, agile,
affectionate and
loyal to friends
*For student reference
27
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point a – Mass media and mainstream values
Material 11
Mainstream Values in the Media – Patriarchy
Activity
Divide the class into small groups. Ask each student in each group to pick two
favorite films/TV dramas in a modern setting and list the names, occupations and
social identities of the main and major characters in the form below. Then gather the
forms and discuss the following questions:
Films／TV
drama
Male
Characters
Female
Occupation/
Identity
Characters
Occupation/
Identity
Discussion
1. In these media products, are there major differences in occupation and social
identity of the male and female characters?
2. From the above, do you think the media is constructing any gender stereotypes?
Notes to Teachers
Scholars have found that the media represents men as more professional, with higher status
and more power than women. Help students to find out if these observations are valid.
28
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point a – Mass media and mainstream values
Material 12
The media’s views on success
Teaching: Activity, Reading and Discussion
Part I: Questionnaire
(1=strongly disagree, 5=strongly agree)
My views on success
1
1.
Success is surpassing the others.
2.
Success is surpassing oneself.
3.
Success is living a magnanimous life.
4.
Success is being a good and righteous person.
5.
Success is never giving up, but devoting every effort to
go ahead regardless of the results.
6.
The worth of a successful person is more than that of an
unsuccessful person.
2
3
4
5
7.
8.
9.
10.
(Fill in blanks 7 to 10 with new definitions.)
Discussion
1. What are the merits and demerits of each of the definitions of success in the
questionnaire? Reconsider your understanding of success after discussion with
your classmates.
Part II: Reviewing media’s views on success
On 4th July, 2003, the results of the Hong Kong Advanced Level Examination (HKAL)
were released. The following are extracts with headlines from several newspapers
dated 5th July:
29
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point a – Mass media and mainstream values
Top students obtaining 6As halved
Prestigious schools blame EAS
The “Early Admissions Scheme” (EAS) launched by local universities last year
for secondary six students who obtained outstanding results in the Hong Kong
Certificate of Education Examination (HKCEE) has drained off plenty of
outstanding students from secondary schools. As a result, the number of top
students participating in this year’s Hong Kong Advanced Level Examination
(HKALE) was reduced. The number of top students obtaining 6As decreased from
six last year to three this year. (The newspaper attached a table listing the HKALE
results of some traditionally prestigious schools which used to produce plenty of
top students, such as La Salle College, Queen’s College and so on. According to
the table, many of them have failed to produce any top students. Their most
outstanding student only obtained 3As.)
Three regional prestigious schools produce top students obtaining 6As for the
first time
The EAS launched by local universities has drained off plenty of top students
from secondary schools. As a result, the number of students who obtained 5As or
6As in the HKALE was reduced. Many traditionally prestigious schools failed to
produce any top students. However, some regional prestigious schools have
produced many top students. For example, Shun Lee Catholic Secondary School,
Hong Kong Chinese Women’s Club College and S.K.H. Chan Young Secondary
School all produced top students who obtained 6As or 5As for the first time.
This year, only three top students obtained 6As throughout Hong Kong. Wong
On-yat from Shun Lee Catholic Secondary School is one of them. He is also the
first student who obtained 6As since the school was founded twenty-one years
ago. Although he obtained 8As in the HKCEE, he did not participate in the EAS.
Instead he accepted the challenge of the HKALE and obtained outstanding results
30
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point a – Mass media and mainstream values
again. He said his secondary school life had opened up his mind. “The teachers
are very responsible and classmates are friendly. I have learnt to think and to care
for society. This is the biggest reward of my high school life,” he added.
Twins both obtain As
Candidates from the grassroots study under poorer condition, but this has not
frustrated them. Lo Hin-kwan, a student of Mongkok Workers’ Children School, is
from a poor family. Her father is retired. Her family is supported by her mother
working as cleaner supplemented with comprehensive social security assistance.
But she never gives up. When she immigrated to Hong Kong from the mainland
seven years ago, her English was not good. After much hard work, she obtained
1A and 2Bs in the HKALE ……
The Arts class of Queen Elizabeth School produced a pair of outstanding students
from the same family. They are Lee Wan-sin and Lee Wan-yin, who obtained 5As
and 4As1B respectively. The twins claimed that they were connected in telepathy
during the examination. They said that they could guess what questions the other
would choose to answer and that they would even choose to answer the same
question!
Disabled candidates gain better health by sitting the examination
This year, the John F. Kennedy Centre had seven students who sat the HKALE.
Two of them, Chan Ka-ho and Lee Kai-leung, both suffering from muscular
dystrophy, obtained results which meet the entry requirements of universities.
They both said that their health was better than before they started preparing for
the HKALE. Headmaster Tse Chung-yee thinks that it is probably because when
they have clear goals their vitality becomes stronger.
31
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point a – Mass media and mainstream values
Discussion
1. Each year, after the release of the HKCEE and HKALE results, the media usually
feature plenty of reports on top students. Judging from these reports, what is the
media’s general understanding of success?
2. In recent years, newspapers usually supplement the reports with examples of poor
students attaining achievements through hard work. What are the concepts of
success implied in such reports?
3. Are there any newspaper reports on the situations of students with poor results?
What does this absence indicate with regard to the attitudes of newspapers
towards those who failed?
4. Summing up the answers to questions 1 to 3, do you find the way newspapers
handled the issue of success and failure satisfactory? Why?
5. Browse through the newspapers and find their reporting of popular performing
artists and unpopular ones.
6. Choose three successful persons portrayed in movies or TV dramas and analyze
the characteristics of a successful person portrayed by the media. Do you agree
that such characteristics do define success?
32
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point a – Mass media and mainstream values
Material 13
Stereotyping and Division of Labour between the Sexes
Reading
A closely related issue with gender stereotype is the division of labour between the
sexes. Some people regard such division of labour as stereotypical, and since
stereotyping is discrimination,* it is not good. Such a view is quite influential and the
media to some extent also reflects it. For example, in a special feature in Ming Pao
(2000/1/23), a social worker quits his job to become a full time “house-husband” in
order to provide a healthy environment for their children. The report describes the
man as a “21st century new model of man who does housework.”
However, there are some who think that the division of labour between the sexes is
not entirely unreasonable. Hence, stereotyping based on such division of labour is not
necessarily wrong. The following is an internet article on the internet representing this
point of view.
Home of Cornered Beasts
My wife and I are deeply frustrated in our work. I often come home from work
fighting a sense of frustrations. My wife comes home and wants support from
me. However, even though I have tried my best, she still feels I have not much
energy left for her. She feels more frustrated. Having returned to Hong Kong for
5 years, our lives are full of frustrations, like cornered beasts.
I can assure you: we are no exception.
33
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point a – Mass media and mainstream values
Husband and wife are a team of mutual support. In the past, man was to work
and woman was to take care of the home. Today, in order to achieve sex
equality, women also go out for work. The result is a home consisting of just
two poor and wounded dogs, with no one staying at home to be a healer for the
other. I do not quite understand why women must also go out to work. Is it
really for sex equality? Or, as suggested by Alan Bloom, it is actually an
exploitation of the productivity of the other half of society?
If division of labour between the sexes has its advantages, we have to know how
to divide the labour. I personally agree with the view that man is to work and
woman is to take care of the home. A woman can give birth to babies. It would
be unfair if they must go out to work. Besides, men and women are born with
different abilities. According to a recent research, the traditional observation that
man is good at handling practical matters while woman is good at handling
emotional affairs is not incorrect. Thus, division of labour between the sexes is
actually what happy families need.
Undoubtedly, such a division of labour would easily lead to male dominance.
And, if the division of labour is not flexible enough, wastage of talents will
result. However, now that we have achieved sexual equality, we should all move
on to more important problems.
References
“Female Stereotypes in the Media”
http://www.courseworkbank.co.uk/coursework/female_stereotypes_the_media_1082/.
Olczyk, Eliza, Anna Twardowska, “Women and Media”
http://free.ngo.pl/temida/media.htm.
34
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point a – Mass media and mainstream values
Discussion
1. Case study: The class is organizing a function. When there are heavy manual work,
the teacher always asks the boys, not the girls, to do it. Do you think this is gender
stereotype? Is it reasonable for the teacher to make such a plea? Why?
2. In the above article, the author thinks that it is reasonable for man to go out to
work and woman to take care of the home. Do you agree? What is a proper,
cooperative division of labour between the sexes? What is the most ideal way for
man and woman to cooperate? (Should there be a division of labour? How to
divide the labour?) Why do you think so? (There are more detailed discussions of
this issue on the web. Those who are interested may browse the following website:
http://yksalon.debate.com.hk/index.php?showtopic=28&hl= 困 獸 之 家 for more
information)
3. Where do the two cases on division of labour between the sexes come from? To
what extent has the discussion changed your views on the subject?
Notes to teacher
*The dictionary definition of “discrimination” is: “treating people differently through
prejudice: unfair treatment of one person or group, usually because of prejudice about race,
ethnic group, age group, religion, or gender”1. For a treatment to be unfair, there must at least
be two elements. First, the different treatment one receives would put him/her into a
disadvantaged position. Second, there are no moral grounds for the different treatment. Let’s
look at two examples: Men are restricted to men toilet and cannot use the women toilet. As
this would not put them in any disadvantaged position, there is no discrimination. A woman
specifically demands a female massagist. In this case, male massagists may be said to be
disadvantaged. However, as there are reasonable moral grounds for the woman’s choice (try
to figure out why), it is not discrimination.
Because of these reasons, we should not simply think it is discrimination whenever we see a
male and a female receive different treatment. To judge whether there is discrimination, we
should first ask ourselves: (1) Would different treatment put someone in a disadvantaged
position? (2) Are there any moral grounds for different treatment?
1
Encarta® World English Dictionary © & (P) 1999, 2000 Microsoft Corporation..
35
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point a – Mass media and mainstream values
Material 14
“Typical Lovers” in the Media
Activity
1.
Pick three of your favorite romance dramas and/or films and fill out the
following form. (The three chosen characters must be of the same sex)
Name of
Name of
Name of
Character:
Character:
Character:
Title of
film/drama
Actor/actress
Distinguishing
features of
appearance
Academic
qualification
Occupation
Personality
Does the film/TV
drama portray
him/her as a
“good”/“bad”
lover? How?
36
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point a – Mass media and mainstream values
2.
Group Discussion
(i)
Divide the class into small groups. Ask each group to discuss images of
“good”/“bad” lovers in films/TV dramas and find out the common
standards of good lovers in these films/TV dramas.
(ii)
Ask students to think about their requirements if one day they are to
choose their boyfriends/girlfriends. Compare these requirements with that
in Question 1 and see if there are similarities.
(iii) Brainstorm: Try to think of possible qualities in a good lover other than
those represented in the films/TV dramas and discuss their importance.
Compare them with the images represented in the media and see if there
are any differences between good lovers in real life and in the media.
(iv) Reflect: if you do not make an effort to think critically and independently
of the media, will your standard of an ideal boyfriend/girlfriend resemble
those set by the media? How much influence do you think the media exerts
on our values?
(Teachers may relate this discussion with the section on love in the “Personal
Growth” module.)
37
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point a – Mass media and mainstream values
Material 15
Two of a kind
Activities: Film Commentary
Play excerpts of the film Turn Left Turn Right.
Suggested excerpt (1): Takeshi Kaneshiro and Gigi Leung meeting at primary school.
Suggested excerpt (2): The two repeatedly doing the same in different places.
Suggested excerpt (3): The two meeting again during the earthquake.
Discussion
1. What message do you think is implied in the film by arranging them to repeatedly
do the same things?
2. What is the connection between love and fate in the film? Do you agree with this
view? Why?
3. Combining the first and second questions, do you think similar messages are
commonly found in media productions? Please illustrate with examples.
4. Continue with the previous question. If they are, what advantages and/or
disadvantages do you think this brings to the following parties?
(i)
the audience
(ii)
society
(iii)
the media
38
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point a – Mass media and mainstream values
Material 16
Values in Pop Songs
Preparation before class
List the songs that have made the top 10 pop chart recently. Ask students to analyze
the songs according to the following questions and then conduct discussion in groups.
Activity
1. Among the ten songs, what are the themes and how often do they appear?
Love (
)
Friendship (
)
2.
3.
4.
Family (
)
Encouragement (
)
Social situation (
)
Philosophies of life (
)
Others (please specify): ________________________________________
Which theme is the most common? How do you account for that?
Are there themes which have been more or less neglected?
Among the songs on the chart, which attitudes towards love are the most
common?
 Love is not controllable.
 Love is romantic.
 Love is a feeling.
 Love entails commitment.
 With love, all problems in life will be solved.
 To love, one has to give up one’s dignity.
 Love means submission.



Love is sweet and entails no difficulties.
Except during courtship, one does not take care of personal qualities to
ensure a good relationship.
Others (to be set by the teacher)
39
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point a – Mass media and mainstream values
Discussion
1.
To what extent do you subscribe to the views on love in these pop songs?
(Teachers may relate this discussion with the section on love in the “Personal
Development” module.)
2.
Teachers may pick songs with other themes and guide students to discuss the
values represented in them.
40
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point a – Mass media and mainstream values
Material 17
Voyeurism in the Media
Reading
(1)
Everyone has voyeuristic tendencies. Our eyes are always attracted to
illegal, immoral and shocking news – quoted from Amy Carr’s column in
Chicago Daily News, June 1996.
(2)
The media might have created a demand for media voyeurism by
increasing the intensity of stimulation to our sensation until it reaches a
very high level. In this way, only the newest, the liveliest and the most
realistic images can satisfy our desires. Therefore, those we can bear and
those we want to watch gradually merge into one …
(3)
Our tendency to seek joy and enjoyment and our desire to consume and
entertain ourselves make us want to intrude into others’ privacy, which
ultimately leads to the erosion of taste and moral standards. All constraints
and care disappear. Calvert believes that “because of liberalist* progress,
public entertainment will, unfortunately, glorify the unrestrained and
criticize the conformist and conventionalist”.
Excerpts from Clay Calvert’s Voyeur Nation: Media, Privacy, and Peeping in
Modern Culture.
* Roughly speaking, liberalism refers to the view that we should interfere with individual’s
thoughts and actions as little as possible. Usually, we should interfere only when an action
causes direct and obvious harm to others.
41
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point a – Mass media and mainstream values
Excerpt (3) is also related to the phenomenon of “normalization of hyperbole”
described in Kathleen Hall Jamieson’s book. Jamieson believes that in a society with
information explosion, people are desensitized to the information and data around
them. To attract the attention of the audience, those who provide information can only
increase the stimulation by providing more sensational information. Gradually, the
audience would become desensitized even to these reinforced stimulations, and the
stimulations have to be further intensified. This goes on until a vicious cycle is
formed. Eventually, we would not only become used to it, but also appreciate it -- if
not always, at least sometimes.
Discussion
1. Do you agree that everyone has the tendency to voyeur? Why?
2. Do you find voyeurism present in the Hong Kong media? Give examples.
(Teachers may collect several days’ newspapers and ask students to search for
reports that intrude into other people’s privacy.)
3. How do you feel when you see news reports about some stars or Miss Hong Kong
letting exposed of her private parts? Why does the media report them?
4. Do you think the media is cultivating our appetite for voyeurism? Why do you
think so?
5. How does the media in Hong Kong treat the unrestrained and the conformist and
conventionalist? Give examples to illustrate your answers.
6. While the media is trying its best to attract a bigger audience by bold and novel
ways of stimulations, what other things should they consider? (Teachers may
relate this question to the moral considerations discussed in Material 44 of the
“Personal Development” module.)
42
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point a – Mass media and mainstream values
Material 18
Is Media Misguiding the Young?
Preparation before class
Ask students who have action comics to bring their favourites to class.
Reading
The media has been blamed for “misguiding the young” right from the
beginning. From 70’s action comics such as “Oriental Hero”, “Bruce Lee” and
the like, to 90’s series of films such as “Young and Dangerous”, all have been
blamed for poisoning the mind of youth. However, there are also scholars who
believe that our values are not determined by the media.
Take the case of idol worship as an example. Psychologist Lacan claims that
idols are just like mirrors; we adore idols because the idols are reflections of
ourselves. If this is true, social values cannot be constructed by the media
popularizing certain idols. The media can make someone into an idol only by
pandering to values already in existence. We sometimes ask whether it is the
hero who decides the course of history or it is the course of history that decides
who becomes a hero. Similarly, we could ask whether it is the media which
constructs our social values or that it is our social values which construct the
media.
References
杜聲鋒。
《拉康結構主義精神分析學》。台北：遠流，1996。
吳俊雄、張志偉編。
《閱讀香港普及文化》
。香港：牛津，2001。
43
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point a – Mass media and mainstream values
Activity and Discussion
Activity 1: Case Study — A Gang Murder Case
May 1997 saw a shocking murder in Hong Kong. Fourteen youngsters brought a
friend to a flat in Sau Mau Ping Estate and there beat him to death. The victim
had suffering from abuse for 3 hours before he died. His body was then burnt in
order to have the evidence destroyed. The youngsters were eventually arrested
and one of their psychological reports revealed that “they were influenced by
the violence in movies and comics in which the heroes never die. They were
desensitized to violence and when they assaulted the victim, they never thought
that he would die.” However, some scholars believe that “comics is not the main
cause of youth violence, or there would have been many more such cases.”
Discussion
Which of the views do you agree with more – the psychological report or other?
Why?
Activity 2: An experiment to promote action comics
Divide the class into small groups. Each group should consist of some students
who enjoy reading action comics and students who don’t.
1. Share the reasons why you like or dislike action comics.
2. Let those who enjoy action comics convince others that action comics are
highly entertaining.
Discussion
1. Is it easy to change the mind of those who do not enjoy action comics? Why?
2. Invite students who enjoy action comics to share which characters they like most
in the comics. What are the qualities in the characters which attract them? Do they
wish to possess such attractive qualities for themselves?
3. For students who do not enjoy action comics, what do they think about the action
comic fans?
4. To conclude, do you think action comics have an influence on youth? If yes, how?
44
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point a – Mass media and mainstream values
Material 19
Alternative Values in the Media
Reading
Many people are concerned whether the media can reflect the different points of
views in society. They believe the media should reflect mainstream values as
well as non-mainstream values. An example is the newspaper report quoted in
Material 12 in which the social worker who quit his job to become a “full time
house-husband” is praised as a “21stcentury new model man”. It reflects an
alternative value that breaks with the traditional view that man is to work
outside of the home and woman is to take care of the family. Let us look at
some more examples.
In 2000/02/08, there was a report in the Sing Tao Daily on Mr. Chu Bong-foo,
inventor of the Cāngjié Chinese input method, and his views on computer
technology. Although Mr. Chu had invented the Cāngjié Chinese input method,
he had not applied for a patent. His invention has brought great benefit to
Chinese computer users. He said, “I only care about my research work, making
money is not my concern.”
In 2001/02/13, a Taiwan scholar He Chun-rui wrote an article in Ming Pao
which advocates the view that sex work is good because prostitutes and pimps
open up room for sexual autonomy.
In “The Way to Longevity, Series 3” of “Hong Kong Connection” (2004/05/16),
different approaches to peaceful lives are explored. The programme reveals how
busy city life, unlimited material demand and the unceasing strive for
achievement have caused harm to our health. It is suggested that the way to
longevity is a relaxed and simple life.
Reference
http://www.rthk.org.hk/rthk/tv/hkcc/20040516.html.
7:25-10:30.)
45
(Teachers
may
excerpt
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point a – Mass media and mainstream values
Discussion
1. How do alternative values differ from mainstream values? Illustrate your answers
with the examples cited in the article.
2. Give more examples of alternative values reflected in the media.
3. Are all the alternative values found in newspaper articles or the media socially
acceptable? How does the media judge which views/values to be include?
4. What do we do in the face of heterogeneous values?
46
Key Point b
Commercial considerations and other
factors determinative of media operations
Suggested questions for enquiry
What are the different sources of revenue for different media? How do
these sources of revenue influence their productive principles? Are
there commercial ties between the media and other businesses? Besides
commercial considerations, do factors such as politics, media ethics,
and public opinions also influence the production principles of mass
media? What are the influences of these factors?
47
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point b – Commercial considerations and other factors determinative of media operations
Material 20
Introduction of the Media Production Flow
Reading
1. The Basic Flow of Media Production
Concepts
Planning
Medium
Financing
Technology
Market
Production
Distribution and Sales
Post-production
Reference
陳世光。
《香港大眾傳播產業概論》
「第四章 – 目前產業的主要利潤表現」
。香港﹕
天地圖書有限公司，2001。
48
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point b – Commercial considerations and other factors determinative of media operations
2. Key Elements in the Media Production Process
Media production has specific key processes as described below:
Concepts
All media products start with concepts, whether it is a song, a magazine or a
script. Concepts can come from inspiration, the interests of individuals and
friends, or from market acumen. Living in an information age, any person with
a computer and computer knowledge can engage in media production. Without
concepts and some detailed thinking, however, it is difficult to start, not to
mention to succeed. Students with experience in making their own web page
would understand this.
Planning
Planning is necessary for media production. Good planning requires an ability
to grasp the interactive relations among media, technology and market.
Medium
An appropriate channel is necessary to express the concept. One needs to have a
grasp the special features of the specific media, including content design,
production technology and time constraint.
Technique
Take the magazine as an example. Whether it is published in paper or online,
technical knowledge significantly affects the outcome. In addition, skills such as
acquiring manuscripts and editing are crucial in conforming to the original
concepts and the direction of the magazine.
Market
Feedback from the target audience must be taken into account in the planning.
Marketing research or operational feasibility is the prime concern of any media
production, including non-profit-making efforts. Market planning includes
promotion plans at a later stage; sometimes, the promotion expenses of a movie
can take up half of the total production cost.
49
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point b – Commercial considerations and other factors determinative of media operations
Financing
Media production can be extremely expensive. In order to finance the
production, it is necessary to have a comprehensive proposal to persuade
potential investors and other media companies to invest. This requires
forecasting production costs and profits.
Production
This is to turn concept into basic materials, such as articles, pictures,
audio-visual clips, etc., which are components of the final product.
Post-production
It includes editing, designing, fine-tuning and proofreading, which turns articles,
pictures, audio-visual clips, etc., into the final product.
Distribution and Sales
There must be plans for promotion and product distribution. Some media
enterprises have their own distribution networks and even set up their own
production companies so that they do not need to depend on others.
With sales and market responses, media organizations keep on refining their
production process to meet market needs.
Reference
陳世光。
《香港大眾傳播產業概論》
「第四章 – 目前產業的主要利潤表現」
。香港﹕
天地圖書有限公司，2001。
50
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point b – Commercial considerations and other factors determinative of media operations
Activity
Part 1
Divide students into small groups before the lesson and ask each group to bring along
a magazine for analysis. During the lesson, ask them to analyze how they can set up
and publish the magazine according to the production process introduced above:



Concept
Planning – medium, technique, market
Financing



Production
Post-production
Distribution and Sales
Ask students to analyze the magazine’s target audience in as many details as they can:





Income/social status
Age
Life cycles
Motives and attitudes
possible reasons for the success or failure of the magazine
Part 2
Ask each group to prepare a proposal for a new magazine, with the aim of attracting
investors (to be role-played by the teacher) to finance it.
Besides the key elements of production in the above flow chart, the proposal should
include who the target audiences are and how to satisfy their needs. In the following
week, each group presents its proposal in 3-5 minutes and answers questions from
classmates. After the presentations, the teacher and the students vote for the best
proposal.
Discussion
Reflect and analyze how the key elements in each step of the production process
affect your production policy.
51
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point b – Commercial considerations and other factors determinative of media operations
Material 21
Sources of Income for the Media
The media has different sources of income. The internet, as an example, enjoys
several sources of revenues:
1. Subscription fee
2. Advertising fee
3. Provision of Contents（Some content providers provide materials to other
media, selling information, articles and pictures, etc.）
4. Building an online community to develop sales activities (such as
distributing ads to the participants, or selling books, audio-visual resources
and training materials to community members)
5. Sales of marketing research materials
6. Sales of products related to the content of the website（such as books,
audio-visual products, training materials, office products and other IT
products）
7. Other related services (such as clubs, competitions, exhibitions etc.）
Reference
〈網路媒體收入模式〉，
《瀟瀟雨吧》 – 理論方法 – 網路營銷 – 正文，
http://www.xxy8.com/v2/2003-10/20031025215532.htm。
Activity 1
Fill in the sources of income of the following media: (Put a “√” in the appropriate
boxes)
Advertisement
Subsidy/
Donation
Newspapers
TV
Movies
52
Product
Sales
Income from
Merchandise
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point b – Commercial considerations and other factors determinative of media operations
Music CD
Radio
Internet
Magazines
Activity 2
Role Play
Divide students into groups of 6 and further divide each group into Sub-groups A and
B. Each sub-group is employed to manage a website. The employer of Sub-group A is
a private company which runs the website for commercial purposes. Sub-group B is
employed by a church which sets up the website for the spread of the Gospel, and all
the expenses are to be borne by the church. Now, Sub-group A and Sub-group B are
about to hold a meeting to discuss the following issues:
1. What should be the content of the website? Besides providing information, should
we provide other services on the website? (Such as games, chat room and sales of
fancy gifts)
2. Should the website charge those who access it?
3. Should the website accept any commercial sponsors? And what are the criteria
for the selection of sponsors and advertisements?
4. When considering the above issues, how important are the following elements?
a) commercial considerations such as profit
b) Religious consideration
c) Audience preference
d) Moral responsibilities to society
e) Creativity of individuals and of the whole group
5. Compare the discussion results of questions 1-4 between Subgroup A and B. How
do the two websites differ in content and values?
53
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point b – Commercial considerations and other factors determinative of media operations
Material 22
Private Media
Reading
All big media enterprises rely on a diversity of sources of revenues for
survival. Wharf Cable of Hong Kong is an interesting example. The Wharf
Cable, which commenced business on 31st October 1993, mainly depends on
monthly subscription fees from 600,000 subscribers. This is what makes it
different from wireless TV stations. Other sources of revenues include:
a. Advertisements
b. Providing Broadcasting services to other organizations (e.g. “The Beginning
and the End” by the Catholic Church)
c. Advertisements and sale in its publications
Reference
馮應謙。
〈媒體競爭、擁有權及政治過渡〉。載於李少南編，《香港傳媒新世紀》，
2003，頁 71 至 98。
Discussion
1. How many students in the class watch Cable TV? And how many watch only the
free television channels? Why is there such a difference in number?
2. How many free television channels are there？And how many channels are
offered by Cable TV？
3. Find a magazine that offers detailed television programme schedules. Categorize
the programmes of a whole week (offered by both free and paying TV channels).
(You may refer to the programme categories used by the Appreciation Index on
www.rthk.org.hk. You may also design your own classification.)
4. Based on your answers to Question 2 & 3, which offer more diversification, free
TV channels or on paying channels? Why is there such a difference?
54
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point b – Commercial considerations and other factors determinative of media operations
Material 23
Private Media and Media Products
Reading
In the discussion of Material 20, we discover that media organizations do not
rely solely on sale of products and income from advertising, but also on
income from related products and services. Take movies as an example. Besides
the sale of tickets, movie companies increase their revenues with the sale of
souvenir, discs and toys. Jurassic Park, one of the most thrilling movies of the
90s, earned gross revenue of USD 951,000,000, among which Steven Spielberg
took USD 294,000,000. Below are the details:
1.
2.
3.
4.
5.
Spielberg received 17.5% of total revenue from Universal Studios, which
amounted to USD 83,000,000.
Amblin, a company wholly owned by Spielberg, received 50% of the
profit. The income from the movie (less the costs of production,
promotion and distribution) amounted to USD 242,000,000. Amblin
earned USD 121,000,000.
Spielberg further earned 50% of the profit from the sale of videos, which
amounted to USD 60,000,000.
From the licensing of copyrights to television and cable, he received
another 50% of the profit, which was about USD 20,000,000.
He earned yet another 50% of the profit from the sale of toys and other
commercial products carrying the Jurassic Park theme, which amounted to
USD 10,000,000.
55
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point b – Commercial considerations and other factors determinative of media operations
Group Discussion
1.
Give examples of media products
consumed.*
that you, your family or your friends have
2.
According to your observations, do you think there is a high degree of
penetration of media products into our daily lives?
3.
Do commodities associated with the media promote media products? Students
may reflect on their own experience: For example, have you ever become
interested in a media product (such as cartoon or comic Doraemon) after
consuming related commodities (such as Doraemon toys)?
4.
From Question 3, apart from the quality of the media products, is their
popularity boosted by other factors? List as many as you can.
5.
Based on your response to Question 4, what characteristics of a media product
are capable of surviving in a competitive market?
Notes to teachers
* Remind students that they usually consume many media-related consumer products. Simple
examples include stationary with cartoon characters, such as Mcmug, Hello Kitty, Pokémon,
and Snoopy, etc. These characters become popular through media products (including comics,
TV and films), and the commodities come after. Other examples include flash cards, posters
and other toys carrying the characters from various media products.
56
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point b – Commercial considerations and other factors determinative of media operations
Material 24
Publicly Funded Medium
Reading
Publicly funded media refers to the media that is financially supported by the
government. In Hong Kong, the major publicly funded media is RTHK. RTHK
was established in 1928. It was originally named Radio Hong Kong and was
under the Information Department of the government. It became independent
from the Information Department in 1952 and was then supervised by the Head
of the Broadcasting Department. In 1976, it changed its name from Radio Hong
Kong to Radio Television Hong Kong. Since 1970s, RTHK has enjoyed
editorial independence, meaning that it is no longer confined to the standpoints
of the government with regard to news reporting and coverage.
(For further details, please refer to www.rthk.org.hk/classicschannel.history.htm.)
Data Collection and Discussion
Since RTHK does not have its own television channel, its TV programmes are
broadcast on privately-owned channels. With regard to programme schedules, answer
the following questions:
1. What is the average daily broadcasting time of RTHK programmes on
privately-owned TV channels?
2. What is the average daily broadcasting time of a privately-owned TV channel?
3. Do you think RTHK takes up too much, too little, or just the right amount of
broadcasting time of private TV stations?
4. Categorize television programmes into three types: ‘News’, ‘Information’ and
5.
6.
‘Entertainment’. Compare the ratio of these three types of programmes in
RTHK’s schedules with that of private TV stations’. How do you account for the
difference?
Do you think we need publicly funded media? Why?
Do you think it is appropriate for RTHK to take up the broadcasting time of
private TV channels? What are the advantages and the disadvantages of this
practice? Do you have a better suggestion?
57
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point b – Commercial considerations and other factors determinative of media operations
Material 25
ATV landing in the Pearl River Delta and Hong Kong People’s Right of Access to
Information
TV Viewing
January 20, 2003, RTHK programme: Hong Kong Connection
Synopsis:
In June 2002, “patriotic businessman” Chan Wing-kee, together with Phoenix
TV Chairman and Managing Director Liu Changle, formed an enterprise and
took up ATV shares. They became the biggest shareholder and Chan became
Managing Director. In recent years, ATV has been reducing local productions
and increasing the import of non-local programmes, and broadcasting
substantially more advertisements from the mainland. Since Chan has close ties
with Chief Executive Tung Chee-wah, and because of a survey showing that
ATV is taking stances close to that of the Central Government, many people
have expressed concern about the independence of ATV’s news and information
programmes.
Discussion
1. What is the production policy of ATV in recent years? Does it correspond to
the doubts raised in some quarters?
2. Chan Wing Kee has repeatedly emphasized that more news coverage of the
mainland (such as the development of western regions) is a media obligation. Do
you agree? Why?
3.
4.
Following Question 2, how does Chan Wing Kee’s stance influence the staff, the
audience and media development in Hong Kong?
How do you explain the increase in mainland elements in ATV programmes? Is it
beneficial to Hong Kong and to the mainland? Or are you very concerned about
such a development? Why?
58
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point b – Commercial considerations and other factors determinative of media operations
Material 26
Media Ownership
Reading
The media and other commercial enterprises have links in numerous ways. Here
is a diagram to help analyze ownership of the media and non-media commercial
enterprises.
Figure 1:
Owned
Media
Non-Media
Media
A. Media owning another
media (may involve
trans-media
ownership)
B. Media extending to
other
commercial
activities
Non-media
C. Media owned by other
D. (irrelevant)
Owner
enterprises
enterprises
1. Media owing media
There are many cases of media owning media. A prominent example is AOL
Time-Warner of the US, which includes the following media companies:
(1)
(2)
America Online
Time Warner Book Group
(3)
(4)
(5)
(6)
(7)
(8)
Time Warner Interaction Video
New Line Cinema
Time Inc.
Time Warner Cable
Warner Brothers Entertainment
Warner Music Group
59
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point b – Commercial considerations and other factors determinative of media operations
Obviously, AOL Time-Warner is a global media giant, and has a monopolizing
status. All its companies are media-related. And such monopolization of the
media by giant enterprises is not limited to only this case.
Many people worry that increasing concentration of media in some giant
enterprises will threaten the plurality and diversity of the media. Ho Leung
Mau, an experienced media worker, said, “In the US and Canada, the
enterprisation of the media, has essentially led to monopoly. Among the 1500
newspapers in the US, 99% are operating as ‘one newspaper for one city,’ which
means an absence of competitors. The four biggest TV networks: ABC, CBS,
FOX and NBC, and their subsidiary local television and radio stations, form
media oligarchies. With assembly-line production processes and standardization
of contents, audiences are left with little choices.”
2.
Media owning non-media commercial enterprises/non-media commercial
enterprises owing media
In Hong Kong, an example of the first situation is Ming Pao Ltd. It runs
newspapers, magazines, book publication, websites and a tourist agency
(Charming Holidays). (For details of Ming Pao Ltd., please refer to
www.mingpaonews.com/adbanner/profile/profile1.htm) The newspaper Apple
Daily had also once run AppleDaily Direct Sales, which closed down due to
insufficient business. Other examples include Wharf (Holdings) Ltd. and the
Sony Group. The former owns Wharf Cable. As for the latter, it was originally
a company producing electronic appliances. However, it now owns subsidiaries
such as Sony Music and Sony Pictures Entertainment, etc. These are typical
cases of media companies being owned by integrated enterprises.
60
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point b – Commercial considerations and other factors determinative of media operations
Discussion
1. Does media ownership like that of AOL Time Warner exist in Hong Kong?
Explain your view with examples.
2. How do increasing concentration and conglomeration of the media affect media
development, content, audience and media professionals?
3. The law in the HKSAR forbids television enterprises from owning newspapers
and radio stations. Why? What are the pros and cons of this policy?
61
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point b – Commercial considerations and other factors determinative of media operations
Material 27
Media and Commercial Interests
Reading
It is observed in a report that the New York Times has a special fondness for
Starbucks. An issue in April this year devoted over 1,300 words to present
Starbucks as a representation of the New York way of life and a perfect
environment “for doing homework, writing screenplays, holding business
meetings, socializing after work or reading the newspaper.” At the time, the
Times has a promotional agreement with Starbucks. According the agreement,
the New York Times is the only newspaper sold in Starbucks’ chain stores; in
return, the paper promotes Starbucks in national ad campaigns. A few weeks
later, a report on the opening of Starbucks in Europe in the New York Times,
called it a “resounding success.”
Reference
http://www.fair.org/extra/0303/fear-favor-2003.html.
Discussion
What is the impact of the close business link between the New York Times and
Starbucks on each other? What about the customers of Starbucks?
62
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point b – Commercial considerations and other factors determinative of media operations
Material 28
The Market and Media ethics
Reading
Although Suzan Zirinsky tries her best to uphold professional ethics in the
production of her programmes, she admits that in order to compete with
entertainment programmes in prime-time, she is constantly under tremendous
economic pressure. She feels as if she is fighting a hopeless battle alone. Today,
facing pressure from employers to make a profit, many media workers
compromise just too easily. Television news is vulgarly mixed with
entertainment just so to meet the wants, not the needs, of the audience.
In a recently published article in the Harvard International Journal of
Press/Politics, Doris Graber, Professor of Politics at the University of Illinois in
Chicago, summarizes the economic factors causing the emergence of
‘infotainment’:
The difficulty of the media lies in the structure of American media institution.
The media is privately owned, and its financial resources come mainly from
advertising and the fees paid by the audience. In order to make profits, most
media try to attract as broad an audience as possible. Usually, the result is that
news coverage must cater for the taste of the general public, which is not
familiar with, less interested in, political issues. To deal with this grave
challenge of public tastes, the media generally adopt simplistic perspectives to
report news. Sometimes, they even adopt certain perspectives simply because of
their entertainment effects. When they do so, what they produce is not
information, but “infotainment”.
Reference
克雷 • 卡佛特 (Clay Calvert) 著，林惠琪、陳雅汝譯。《偷窺狂的國家》 (Voyeur
nation: media, privacy, and peering in modern culture)。台北：商周出版，2003，
頁 133。
63
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point b – Commercial considerations and other factors determinative of media operations
Discussion
1.
The author criticizes the media for vulgarly mixing news with entertainment. Do
you agree with her view? Why?
2.
How can media workers survive in a competitive market and yet honour their
social and moral responsibilities?
3.
How should an audience react to the trend of “infotainment”?
64
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point b – Commercial considerations and other factors determinative of media operations
Material 29
Monitoring the Media
Reading
The advisory issued by the Broadcasting Authority has led to controversy
among the public. Yesterday the BA issued an advice to TVB Jade. It concerns
an alcoholic beverage ad shown at the commercial breaks of the drama “Aqua
Heroes”. As the drama straddled the family viewing hours, it might continue to
be watched by young persons. TVB was given caution to observe more closely
the Code of Practice on the scheduling of advertisements. However, TVB
challenged the verdict.
The break set by the BA that separates family viewing hours from PG viewing
hours is 8:30pm. TVB was found to have aired an alcoholic beverage ad three
times from 8:30 to 9:00pm on 31st July and 1st August.
The BA believed that though the ad appeared after 8:30pm, the family audience,
including young persons, might likely stay on to watch the programme. The
broadcast of the alcoholic beverage ad was considered to be unsuitable, and an
advice was sent to TVB accordingly. However, Chan Chi Wan, Assistant
General Manager of TVB, claimed the advice was disputable. He believed that
TVB had not done anything wrong. Nevertheless, he said that if the public
would consider it unsuitable, the company would review its policy. TVB would
not appeal against the decision of the BA.
Dr Sze Man Hung, Principal Lecturer of the General Education Centre of Hong
Kong Polytechnic University, believed also that the advice from the BA was
“not quite reasonable.” He argued that since the BA has set the family viewing
hours from 4:00 to 8:00 pm, TVB had done nothing wrong airing the ad after
8:30pm. ”If the BA believed that many youngsters were still watching TV
during the 8:30-9:00pm time slot, then the watershed should be postponed to
9:00pm,” he said.
Reference
16 November 2003. Oriental Daily, © Oriental Daily News, all rights reserved.
65
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point b – Commercial considerations and other factors determinative of media operations
Discussion
1.
What do you think of the judgment of the Broadcasting Authority and TVB’s
argument? Which view do you subscribe to more?
2.
What should be the role of the audience and the Broadcasting Authority in the
monitoring of the media?
3.
Observe if there are ads for adults shown in the duration which straddle the
watershed hours. If yes, do you think this is related to the above complaints?
66
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point b – Commercial considerations and other factors determinative of media operations
Material 30
Pornography and the Titanic
Pornography is always a topic of discussion in media ethics. Society has yet to
reach a consensus on the definition of pornography. As a result, adjudication of
pornographic materials is often controversial. Here is an interesting example.
Background
The Titanic was broadcast on 14 Feb 2004 on TVB Pearl and there was a scene
that showed the breasts of the leading actress. The Broadcasting Authority
received a total of 18 complaints. Mr Tsui, an advisor to the Film Censorship
Authority, wrote a letter to a newspaper. In the letter, he expressed the view that
excluding the scene would not affect the integrity of the story. And, as the movie
belongs to Category IIB and “containing a pornographic scene, it (the Titanic)
should not be shown during family viewing hours.” Assistant General Manager
of TVB, Chan Chi Wan, however, insisted that the scene was “purely artistic,
not pornographic”, and expressed surprise for the response.
A few days later, the Head of the Television and Entertainment Licensing
Authority informed TVB that the complaint was found to be “unsubstantiated”.
The film was aired late at night, and the shot that showed the bare breasts was
deemed “necessary to the plot.”
The incident had stirred up a heated discussion in society. The majority opinion
was favoured the movie’s being broadcast. Here are a few excerpts of the
discussion:
The film was made a number of years ago, and has sincer become a classic.
There were more than a billion viewers, and none of them ever worried about
the exposure of the breasts…. That scene is most decent. The male character
was there to draw a portrait of the female character. As he watched her naked
body, he took a deep breath and concentrated on the drawing. There is no
indecency or obscenity in it.
--- By Tsui Wing Suen
67
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point b – Commercial considerations and other factors determinative of media operations
… A Mr. Tsui claims that the elimination of this scene would not affect the
story. This is pure nonsense voiced by someone who doesn’t know
anything about theatre. Could we really cut out the scene? The Titanic
spent only 4 days and 3 nights on the sea. The lovers spent no more than
100 hours together from their first encounter to the death of the boy.
Considered rationally, it is indeed very hard to manage the temporal and
spatial dimensions of the love story, in order to convince the audience that
the short-lived romance can be so deep. Leonardo’s drawing scene serves
to highlight the deepening of their love. Indeed, it was the turning point of
their relationship …
--- By Tao Jie
Discussion
1. The spokesperson for TVB claimed that the scene was artistic, not pornographic.
Do you agree? How do you judge if something is artistic or pornographic? What
are your criteria?
2. Do you think the discussion among the general public has affected the operations
of the media? Why?
3. Do you think the discussion has also impacted the audience, media workers and
society?
68
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point b – Commercial considerations and other factors determinative of media operations
Material 31
Music Going to Party
Activity
Show excerpts of RTHK’s programme Music Going to Party that features MTV
production meetings and interviews with producers and singers:
http://www.etvonline.tv/etv/front/archive.jsp?PROGRAM_REF_NBR=2672
Synopsis
The programme introduces MTV and its production process. The essence of
MTV is simple. It is a synchronization of moving shots with songs and music.
Yet, MTV is also an ad to promote certain popular songs and music CDs.
Therefore, in an MTV production, a lot of factors other than music and images
are considered. Factors such as economics, politics, and trends are taken into
account. Otherwise, TV stations would not be interested in airing the show.
Picking which song for an MTV production already involves marketing
strategies.
In this programme, there are several episodes featuring MTV production
meetings. They help us understand the process of MTV production. There are
also interviews with singers and producers.
Discussion
1. From the perspective of the audience, share your opinions on the following:
a) The function of MTV
b) Qualities that an MTV show should have for frequent airing.
c) Criteria for determining the content of an MTV show
d) What makes an MTV show popular
69
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point b – Commercial considerations and other factors determinative of media operations
2. Watch the programme and gather the opinions of the producers on (a)-(d). Are
your answers in accord with those of the producers? If not, analyze why there are
such differences.
3. One of the producers thinks that to innovate is to challenge morality. What
motivates this sort of thinking? Do you agree? Why?
4. How do producers influence the productions? And, what factors influence the
producers?
70
Key Point c
The influences of advertising on society
Suggested questions for enquiry
What functions do media perform in the operation of the business
world? To what extent is our consumption behaviour affected by
advertising? When, where, and how do we receive messages from
advertising? How is ‘beauty’ presented in advertisements? Do/How do
advertisements stereotype gender roles? What values are delivered in
most advertisements? Why are prejudices found in certain
advertisements? Are such advertisements common?
71
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point c – The influences of advertising on society
Material 32
What is advertisement?
Reading
“Advertisement” is derived from the word “advertise,” which means “to inform
the public.” Under this definition, any message that is conveyed publicly can be
regarded as an advertisement. Today, advertisement usually refers to “any public
offering of goods, services, or ideas through any medium of public
communication.”
According to The Concise Columbia Encyclopedia (2nd edition, 1989),
defenders of advertisements believe that advertisements do not shape our values
but are just tools to sell products, and they further product improvement through
competition. Critics, however, argue that advertisements promote flawed values
and force people to buy things that they neither need nor want.
Activity
1. According to the above definition, decide which of the following are
advertisements and state your reasons.
a) A short film shown on television which introduces a new set meal in a fast
food shop.
b) A big poster hung on the wall of a building introducing a new body slimming
plan.
c) An editorial appealing to Hong Kong people to support environmental
protection.
d) The movie Windstruck, in cooperation with a fashion chain, produces a series
of T-shirts with the movie as design theme.
72
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point c – The influences of advertising on society
e) During the period of SARS, a fashion chain produced a series of T-shirts, with
‘Let’s Fight Against SARS’ as theme.
f) A film by the Hong Kong government shown on TV to appeal to citizens to be
aware of SARS.
g) A singer has released a new record and shows a new MTV on television and
on the Roadshow.
h) A brand name fashion company has released a new autumn fashion series and
holds an exhibition in the Hong Kong Convention and Exhibition Centre. The
exhibition is widely reported by the media.
i) In a series of movies, the main character always rides in cars made by the
same manufacturer.
j) A travel agency sponsors a TV show on South-east Asia.
2. Classify the above advertisements
a) in terms of content;
b) in terms of function or purpose;
c) in terms of provision of information (advertiser);
d) in terms of channel of delivery of messages.
3. Are there other types of content, function, information provision, or channel for
delivery of advertisements that are not included in the above examples?
4. What do you think are the conventional advertising ways? Based on the discussion
of questions 2-3, do you think these conventional channels are the only ways? Do
you think there is a clear line between advertisements and non-advertisements
among the things we come across in our everyday life? Why?
5. Which view of advertisement does you support, its defenders’ or its critics’? Why?
73
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point c – The influences of advertising on society
Material 33
The Role of Advertising in a Commercial Society
Reading
The industrial revolution changed the mode of production from small scaled
handcraft production to factory based mass production. High consumption is
needed to turn products into profits, and thus there is a need for promotion
through advertising. Advertisings have three functions:
1. Inform consumers about the existence of the products.
2. Introduce the products to the public so that people understand their functions
and features.
3. Create needs, for commercial goods in modern society are not always
necessary to basic needs. The function of advertising is to shape the needs of
consumers by telling them what they should possess.
Reference
何國良。
〈廣告與香港文化〉
。香港電台網上廣播站網頁 – 傳媒透視 – 前期資料 –
2000 年 2 月，http://www.rthk.org.hk/mediadigest/md0002/07.html。
Discussion
1. What are the main features of modern society in its production and consumption
activities?
2. With the help of real life examples, decide whether advertisements do the three
functions mentioned in the article.
3. The article mentions that advertising can create needs. Do you think this is good?
Why?
74
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point c – The influences of advertising on society
Material 34
Advertising and Commercial Society
Preparation before lesson
Prepare a series of advertisements (Refers to Activities 1-2).
Reading
In Material 32, we discussed the definition of advertisement. Advertisement can
be defined as the conveyance of messages regarding services, products and
concepts through public channels. The aim is to move consumers into certain
actions or thoughts.
Advertising is a phenomenon characteristic of a commercial society. It helps to
promote economic activities. It enables corporations to provide information to
potential consumers about their products, their prices, and where they can be
bought.
Advertising is an essential part of a commercial society. Society has to bear
some of its costs, for instance:
1. The advertising costs imposed on the product.
2. Advertising’s impact on moral beliefs and social norms.
3. Advertising leading to consumerism and materialism.
4. Advertising adversely affecting the values and beliefs of young people.
5. Advertising challenging values passed down by families, religions and
schools.
6. Advertisement pointlessly and annoyingly being forced down on us.
An important feature of advertising is its close ties with commercial enterprises.
Simply put, the better established the enterprise, the more financial resources
and manpower they have to promote their products. Average companies do not
have much resources for promotion. Advertisements are often believed to be a
means for big enterprises to monopolise the market.
Reference
Folkerts, Jean and Stephen Lacy, The Media in Your Life, Boston, N.Y.: Pearson, 2004,
pp.88-89.
75
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point c – The influences of advertising on society
Activities: Data collection and Analysis
1. Divide students into small groups and each group is responsible for
advertisements appearing in one type of media (TV, radio, newspaper or
magazines).
2. Every group has to prepare a set of materials and record them according to the
table below.
a) TV: Tape-record all advertisements in one hour in prime time slot on a
commercial TV channel.
b) Radio: Tape-record all advertisements in one hour from a Commercial radio
station.
c) Newspaper: Except for classified advertisements, cut out all advertisements
from a newspaper.
d) Magazine: Cut out all advertisements from a magazine.
Table for advertisement analysis (Students can copy this table for use)
Number of advertisements (Assigned by the student):
Channel
for
delivery
TV/Radio/Newspaper/Magazine
(delete
the
inappropriate):
Name of the advertisement (Dubbed by the student):
Commercial/Non commercial advertisement (1) (delete the inappropriate)
Promoting: products/services/company/ideas/others (please state)
(For commercial advertisement) Name and type of products/services/company
(Examples: products – beverage, food, sports, etc; services – financial, body
slimming, goods transport, etc.)
Name:
Type:
Nature of advertiser (delete the inappropriate):
Transnational/major local enterprise/small local company/non-commercial
organization/government
(For commercial advertisement) Advertisement content (tick the appropriate):
Substantive information about the products/services/company □
No substantive information about the products/services/company □
76
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point c – The influences of advertising on society
e) (i) Count the number of commercial advertisements. What are they
promoting?
(ii) How many of these advertisements provide useful information that allows
you to better understand the qualities of the products?
f) How many of these advertisements come from non-commercial organizations?
What are they promoting?
g) How many of these advertisements promote things other than commercial
products and services? What are they?
h) How many advertisements among your sample come from transnational
corporations? How many of them come from big local enterprises and small
local enterprises? What is their ratio?
3. a) How many of these advertisements are so familiar to you that they are no
longer interesting? How many appear so unattractive that you find watching
them a waste of time? What are they? Why are they so boring?
b) Do advertisements annoy you when you are watching TV? Is there experience
of being annoyed by advertisements (e.g. on public transport or on the Net) in
your daily life?
c) How do you react when you feel disturbed by advertisements? Why? Can we
make a different response?
Note
(1) Examples of non-commercial advertisements include advertisement produced by
government or non-governmental organizations (such as environmental protection groups)
aiming to promote their ideas.
77
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point c – The influences of advertising on society
Material 35
Public Service Advertisements
Preparation for lesson
Each student collects five non-commercial advertisements for the lesson.
Reading
Commercial advertisements are facing much criticism and we have discussed
some related problems. However, messages of public interest also require the
help of advertisements for transmission. Advertisements of this kind are called
“public service advertisements”. Their functions are as follows:
1. Delivery function: deliver messages about the building of a good society
2. Educational function: deliver positive values and educate members of the
public
3. Aesthetic function: help refine public taste by producing advertisements
with aesthetic elements
4. Audiovisual adjustment: help people achieve a harmonious state of mind
with the help of proper audiovisual stimulations
5. Counterbalance the influence of commercial advertisements: promote values
other than commercial values to enhance balanced social development.
Reference
〈論公益廣告的社會功能〉
，
http://www.cass.net.cn/chinese/s14_zxs/facu/wuyuanliang/lunwen/l38.htm。
Discussion
1. Do you agree with the functions of public service advertisements? Are there other
functions?
2. Review the advertisements you have collected. With reference to question 1,
identify the advertisements that fulfill these functions.
3. Generally speaking, how effective do you think public service advertisements
have been? Use examples to support your view and give reasons.
78
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point c – The influences of advertising on society
Activity: Viewing TV program
《點解兒童不宜》〈我向你宣傳〉
http://www.etvonline.tv/etv/front/archive_wmp.jsp?PROGRAM_REF_NBR=2676
Introduction: With experience gained from the production of public service
advertisements, a group of students explained the nature, the production process and
the promotion strategies of the public service advertisements.
Suggested excerpt: Analysis of the underlying messages of public service
advertisements, with Cleaning Hong Kong Campaign as an example (2:54-3:29).
Content: Public service advertisements do not promote commercial products. They
promote values. This kind of advertisements often contains more than one message.
For example, the advertisements for the Clean Hong Kong Campaign do not only
promote the importance of cleanliness, it tries to strengthen the audience’s sense of
belonging to Hong Kong.
Discussion
1. Show the advertisements collected by students in class and let students express
their impressions towards them.
2. Advertisements for the Cleaning Hong Kong Campaign have a surface message as
well as an underlying message. Is this double-meaning peculiar to public service
advertisements or does it also exist in commercial advertisements? Please quote
examples to support your answer.
Advertisement:
Brief Content:
Public Service/ commercial advertisement:
Surface message:
Underlying message:
3. In Material 32, defenders of advertising argue that advertising is a mere means to
sell products without promoting values. Do you agree?
4. Do you think the underlying meaning in advertisements has influences over the
audience? Why?
79
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point c – The influences of advertising on society
Material 36
Online Advertisements and Mobile Marketing
Reading
Conventional advertisements are brought to the audience through TV, radio,
newspapers, magazines and posters in public spaces, etc. With the rapid
development of technology, there are new ways to advertise, among which the
most noteworthy are online advertisements and mobile phone advertisements.
Although online media has a relatively short history, online advertisements have
already developed into a number of different forms, including horizontal banner,
image, box, popup window, text link, full-screen image that shrinks into a banner,
cursor logo, vertical banner, and direct mail, etc.
Besides the Internet, the mobile phone with increasing functions also provides
another powerful means for advertising, namely ‘mobile marketing.’ ‘Mobile
marketing’ means ‘the promotion of products, services or ideas through
communication with consumers by wireless communication tools in order to
make profits.’ Mobile marketing is not limited to information about products, but
also games or other services to customers.
References
http://past.people.com.cn/BIG5/other7018/7022/.
http://www.migosoft.com/svr29/migoservice/enewsletter/issue24/marketing_24.html#n1.
Discussion
1. Are there any differences between online advertisements and mobile messages on
the one hand and conventional advertising on the other in terms of the way they
promote products and services? What are the differences, if any, and why?
2. Have you purchased anything as a result of seeing online or mobile
advertisements?
80
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point c – The influences of advertising on society
a) If yes, what products or services? What factors most effectively motivate you?
How effective do you think these new promotion methods are?
b) According to your experience or knowledge, are there any problems with these
new promotion methods? Why?
3. Besides these two approaches, have you noticed other new ways of advertising?
Have they in any way affected your daily life?
4. Imagine a world in where media services are free and there are no advertisements,
would you prefer this world? Why? What are the advantages and disadvantages of
advertisements in our daily lives?
5. How can advertisers and audience truly benefit from each other?
Activity after Class
Write a reflective essay on “How do we minimize the undesirable consequences of
advertisement and maximize the good?”
Hints for the teacher
Remind students to note the charges for services like fortune telling and games on the
internet.
81
Activity: Mini-research
1. Each student lists familiar brand names and fills up the blanks.
How you get to know the brand
Brand
Do you
like the
brand?
Advertisement
Summary of content
Do you
like it?
82
Yes/No
Yes/No
Yes/No
Yes/No
Yes/No
Yes/No
Yes/No
Yes/No
Yes/No
Yes/No
Yes/No
88
Yes/No
From
shops
Recommendations Recommendations
by friends
by media
Other ways
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that
determines the production principles of mass media?
Key Point c – The influences of advertising on society
Material 37
The Impact of Advertising
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point c – The influences of advertising on society
2. Collect the data from the class and find out:
a) The ratio of brand name knowledge through advertisements and through other
channels;
b) The correlation between how you feel about the advertisement and how you
feel about the brand. (How many like the brand as well as the corresponding
advertisement?)
83
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point c – The influences of advertising on society
Material 38
To what extent is consumer behaviour influenced by advertising
In 1999, a group of year three students from Hong Kong Baptist University conducted
a survey on views of secondary school students on TV advertisements. Ninety-five
people from Secondary 2 to Secondary 4 were interviewed. Some interesting results
are shown in the following tables.
Table 1: Peer Influence
Percentage
Items
Disagree Neutral Agree
I usually consult my friends before buying
16
12
72
I usually consult my friends before buying
anything.
22
32
46
I purchase only products that are well received by
my friends.
42
30
28
I wish my friends would like the products I
17
32
51
unfamiliar products.
purchase as well as the brand names.
From table 1 we can see that 46% of the interviewees consult their friends before
buying, and in case they are not familiar with the product the percentage is as high as
72%. Interestingly, only about 30% would confine their choices to products that are
well-received by their friends. On the other hand, more than half wish their friends
would endorse their choices.
Table 2: Market information
Percentage
Items
Disagree Neutral Agree
I am very familiar with product prices.
35
44
21
I am very familiar with a great variety of
shops.
35
55
10
Product information in TV advertisements is
often insufficient.
12
32
56
Most TV advertisements are trustworthy.
44
31
25
84
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point c – The influences of advertising on society
From Table 2 we can see that only 20% and 10% of the interviewees believe they are
very familiar with prices and stores. On the other hand, 56% believe that information
provided by TV advertisements is not sufficient, and 44% even doubt the content in
these advertisements.
Discussion
With reference to the survey, the data you obtain from the activity in Material 37 and
your personal experience, discuss the following questions.
1. What are the major sources of information about commercial products for young
people? Which sources do they normally trust? Why?
2. What are the factors governing the spending behaviour of young people? Why do
some young people ask their friends for advice but not rely on their opinion, and
yet hoping their friends would endorse their choices?
3. To conclude, to what extent does advertisement exert significant influence on
young people’s spending behaviour? In what ways do advertisements, influence
young people? What are the main sources of influence on their spending
behaviour?
Extended Activity
Survey
1. Interview students from different forms with the questions in Tables 1&2:
a) Secondary 1-3
b) Secondary 4-5
c) Secondary 6-7
The number of interviewees in each group should not be less than thirty. The
bigger the group, the more valid the results.
2. Compare the results and see if there are differences among students in different
forms. Which group is more easily influenced by their peers?
3. Does the group which is more easily influenced by peers has less or poorer quality
of consumer information? Why? (Please draw a general conclusion on the
influence of advertising.)
85
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point c – The influences of advertising on society
Material 39
Promotion Strategies in Advertising
Reference material
1. Before class, teachers record some twenty advertisements from TV (or
advertisements from other media such as newspaper, posters, or radio).
2. 《點解兒童不宜》《我向你宣傳》
http://www.etvonline.tv/etv/front/archive_wmp.jsp?PROGRAM_REF_NBR=2676
Promotion strategies:
(i) Ditty (5:17-6:13): This is a very widely used means of promotion. A famous
advertising copywriter, James Wong, says that songs are very useful in that
(ii)
they easily impress an audience.
Promotion Strategies (7:54-9:21): Before making a promotion strategy, the
target audience has to be defined. Content, format and style have to match
the audience’s taste. For instance, if youth is the target audience, the
advertisements have to be innovative and fast-paced, and the medium ought
to be youth favorites such as the Internet and comics.
(iii) Slogans (10:07-11:42): James Wong shares his secrets of slogan writing.
First, try best to avoid negative statements; second, provide a clear picture to
the audience; and third, provide simple messages that are clear and easy to
remember.
Discussion
Show the advertisement prepared before class. Then let students discuss the following
questions.
1. Analyse the promotion strategies involved in these advertisements.
2. Critics of advertising believe that advertisements are tools for manipulation.
Douglas Rushkuff, for example, argues in his book Why We Listen to What
“They” Say that information in modern society has usually been carefully
packaged by specialists hired by big corporations before delivery so that it can
control our behaviour, especially spending behaviour. Do the strategies discussed
support Rushkuff’s view? Why?
86
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point c – The influences of advertising on society
Material 40
Advertisement Analysis
Preparation before class
Ask students to prepare at least two print advertisements on real estates.
Reading
Advertisement analysis helps us look into the components constituting
advertisements so that we can better understand the messages they convey.
There are five dimensions that deserve our attention.
1. Image analysis. As we discussed it in Section 1a, an image often carries
richer meanings than a report of facts. Image analysis is an important step in
understanding an advertisement. We can approach an advertising image
from the following perspectives:
a) Human features (sex, age, social status)
b) Body language (posture, relations between characters and between
characters and objects)
c) Theme of the picture (how they lead readers to interpret the whole
advertisement, and usually the focus is the product)
d) The whole composition (percentage of the product in relation to the
picture, and the significance of the picture)
2. Text analysis. Words are signs that carry meaning and transmit rich
information. We should note that meaning does not have to be explicit, and
in some cases, meaning arises from the reader’s interpretation of the text
thus overcoming the defense mechanism of the audience with ease. We
should pay attention to the following elements when analyzing advertising
texts.
a) Brand name
b) Slogans or mottos (how they draw the audience’s attention)
c) Other texts in the advertisements (characteristics of the content)
d) Narratives or music (especially in the case of TV advertising)
e) Texts and the use of foreign language (the use of foreign languages like
Japanese and French can sometimes lift the status of the product)
87
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point c – The influences of advertising on society
3. Skills and presentation. A person or object presented in different manners
exerts different impact on the audience’s perception. For instance, a person
looks humble when shot from a high angle but looks much more powerful
when shot from a low angle. A red tone gives a sense of warmth, and a blue
tone a sense of coolness. Analysis of skill have to deal with five major
dimensions:
a) Visual skills (photo, animation, movie or diagram; coloured or
black-and-white, colour themes)
b) Lighting (what does it highlight?)
c) Shots (angle, distance and sense of intimacy)
d) Inside and outside the shot (the camera frame restricts our view,
especially the background)
e) Editing (has it been edited and touched up? How is it edited? What is the
style of the layout?)
4. The product itself. It is obvious that the presentation of the product is an
essential factor in understanding a commercial advertisement. There are
major elements to consider:
a) Position (the position of the product in relation to the entire picture)
b) Type of product (e.g., luxurious products, high-tech products, or highly
competitive products, etc.)
c) The value of the product to be highlighted (e.g., practicality, brand
image, or both)
5. Types of advertising. Finally, we consider the advertisement as a whole and
study its structure, and its relation with other materials, for instance:
a) Advertisement type (does it remind the audience of other advertisements
and media texts such as movies?)
b) Narrative (are there stories? If so, what kind of stories?)
c) Target audience
d) The medium (e.g., the kind of magazines or newspapers, the time/season
in which it is shown on TV, etc.)
88
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point c – The influences of advertising on society
Reference
Duncan, Barry, Janine D’lppolito, Cam Macpherson and Carolyn Wilson, 1996. Mass
Media and Popular Culture. Canada: Harcourt Brass.
Activity
Ask students to analyse the advertisements they had collected with the help of the
above framework, and answer the following questions.
1. Are there characters in the advertisement?
2. If there are, what do you feel about the characters’ dress and postures? Use a paper
to cover up the characters, does your perception change?
3. What images of the housing estate are being promoted?
a) If there are, find out which parts of the estate have been included (such as the
layout of flats, window views, outer appearance, clubhouse facilities, the floor
plan of the flats)? Why are they included in the advertisement? Is there
anything in the estate that is not shown in the advertisement?
b) If there is no image to be projected, why is it not included? What is the
advertisement selling?
4. What is the name of the estate? What sentiment does the name generate? Is it
attractive and to whom is it attractive?
5. Are there slogans in the advertisement? Can the strategies for slogan writing
mentioned in material 39 be used to analyse this advertisement?
6. Describe the relationship between the product (such as the flat and/or the
clubhouse) and other components (characters, surrounding environment and the
image of the housing estate, etc).
7. Where does the advertisement appear? How big is it? Do the advertisement and
the size affect the perception of the audience?
Extended Activity
Compare the real estate advertisements of local housing development with those in
the mainland of China. Are there any differences in promotion strategies? Why?
89
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point c – The influences of advertising on society
Material 41
Idolatry in Advertising
Reading
Pop stars have been used for the promotion of products for ages. An early
example is Adam Cheng’s “The sun is coming out” as a metaphor for the
efficacy of Wai Yuen Tong Young Yum Pills. And later we have Chow Yun Fat,
Tony Leung Ka Fai, Tony Leung Chiu Wai and Dodo Cheng Yu Ling making
appearances in advertisements for Nin Jiom Herbal Cough Syrup. Nowadays,
we see pop stars as spokespersons for brandname printers, soft drinks, and
slimming services, etc. Idols are not necessarily pop stars. They can be
celebrities such as sports personalities. Michael Jordan’s appearance in Nike’s
advertisement, for example, helped push the business to its peak.
Although having pop singers sing advertising songs is not unprecedented, it is
only in recent years that it has become extremely common. A recent trend in
advertising is that singers are not just using their image to promote commercial
products, they are also turning the advertisement into an MTV. With an
all-around attraction of physical beauty, pleasant voices and artistic skills, these
advertisements closely tie commercial products with popular people. As a result,
the advertisements promote not only the commercial products but also the
image of pop artists and their albums. From another point of view, the image
and the songs also help promote the commercial products.
90
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point c – The influences of advertising on society
Activity
1. Please give examples where pop stars or celebrities are employed as
spokespersons of commercial products.
Pop star/celebrities
Product
2. Roughly speaking, what is the percentage of advertising which uses a
spokesperson to sell a product?
3. Among the above examples, how many spokespersons are your idols? Do you
tend to buy products with your favorite star as spokespersons? Why?
4. Why do advertisers need pop stars or celebrities as their spokespersons? What are
the benefits for the stars and celebrities?
5. Do you think the links between product and spokesperson would affect the
messages brought by advertisements? Why?
91
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point c – The influences of advertising on society
Material 42
Advertising and Values
Reading
Advertisements carry not only product information but also values. A common
strategy is to connect a product with the image of a person or with the image of
Hong Kong as a whole. Here are a few examples.
1. Memories of the old days: The “fisherman” advertisement of HSBC
describes the main character’s struggle after World War II in the face of
numerous difficulties, which eventually led him to success (in material
terms), with a comfortable life at his old age. The advertisement relates
HSBC’s development to this person’s story, and both are described as part of
Hong Kong history. The slogan ‘growing with you’ matches well with the
self-image of many people at or beyond middle age.
2. Mainland’s real estate advertising: Emphases are put on private shuttle
buses, clubhouses and Hong Kong style management. They give the
audience the impression that in these estates one can isolate oneself from
other parts of the mainland and maintain a Hong Kong lifestyle. This is
surely an attempt to cater to the Hong Kong middle class aspiration for a
detached household. The product being promoted is the “Great Hong Kong”
lifestyle.
92
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point c – The influences of advertising on society
3. Advertisements targeting young people: Young people have greater
spending power than children and are more willing to spend money than
adults. As a result, many advertisements set their target on youngsters,
attempting to induce in them a desire to consume. In their spending
behaviour, young people are concerned about their self-images, and they
wish to stand out from the crowd. As a result, advertisements put much
effort in teaching them how to promote themselves. For example,
advertisements often emphasise that being young and energetic means a
certain way of dressing up, insinuating that using the mobile phone service
of a certain company makes one adventurous. It suggests that if we possess
these accessories, we become unique and stylish.
4. Hong Kong culture always emphasises that people have to be smart and
should never be fooled by anyone. People therefore are afraid of being
old-fashioned or “out”. As a result, advertisements cease to be mere
shopping guides and are transformed into dictionaries for image building,
selling the idea of the “Great Hong Kong” and the images of “youth being
impeccable” and “slim being beauty”.
Reference
何國良。<廣告與香港文化>。香港電台網上廣播站網頁 – 傳媒透視 – 前期資料 –
2000 年 2 月，http://www.rthk.org.hk/mediadisgest/md0002/07.html。
Discussion
1. Besides the values mentioned in the reading, can you find other values being
promoted in our advertising?
2. Why do advertisements carry information about values? Is this approach effective
in promoting products? Why?
3. Do you think that advertisements should carry messages about values? Illustrate
your point with examples.
93
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point c – The influences of advertising on society
Material 43
Positive Association and Semiotics
Reading
A common approach in advertising is positive association. It means associating
what is advertised with positive things in life, and ignoring the negative.
Automobile advertising, for example, relate automobiles with a wealthy and
active lifestyle without mentioning pollution, congestion, car accidents and
deaths.
Positive association appears in different forms. There is direct telling, such as
the effect of whitening and beauty products as illustrated by the physical
appearance of movie stars and pop idols. There is the more indirect, such as
perfume and shoes in the context of romantic relationships and families,
learning the audience to do the association by themselves. Another way is
associating products with irrelevant things, as in the so-called “non-sequitur”
nonsense advertisements, or in advertisements that present products in a funny
or crazy manner.
Roland Barthes’s Semiotics helps us better understand positive associations in
advertisements. Barthes tells us that signs are omnipresent in human societies.
Languages are signs; diagrams, images, even physical objects, are also signs.
A sign has two components: (1) the signifier and (2) the signified. The signifier
is observable, and the signified is the reception by the audience of the signifier.
Consider a bell ringing at the beginning of a lesson. The sound of the bell is the
signifier, and going to class is the signified. Another example is the Chinese
character for “human”, where the two strokes are the signifier, and the concept
“human” is the signified.
94
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point c – The influences of advertising on society
Linking a certain signifier with a desired signified is a common strategy in
advertising. Obvious examples include beauty advertising, which links slimness or
the whiteness of skin (signifier) with beauty (signified). Another example is the
advertisement for a brand of sports shoes with a great number of sports superstars
as spokespersons. Here, the shoes (signifier) and outstanding achievement
(signified) are linked. Of course, wearing the same brand of shoes as Michael
Jordan does will not make you as outstanding. The relation between the signifier
and the signified is actually very weak.
Barthes claims there is no necessary relation between the signifier and the
signified (sometimes no relation at all). But if the idea of linkages is able to
penetrate into our mind, myths are created (impressions with no rational basis,
even illusions). People who indulge in myths very often feel lost. Take whitening
products as an example: if a girl believes that whitening her skin makes her
beautiful, and being beautiful makes her popular, she will feel lost when she fails
to become popular after using the products. More lost especially if she has never
reflected on the myth.
Reference
Catherine R Langan
“Intertextuality in Advertisements for Silk Cut Cigarettes”,
http://www.aber.ac.uk/media/Students/crl9502.html.
“Structuralism and Roland Barthes’ Semiotics”,
http://www.eng.fju.edu.tw/Literary_Criticism/structuralism/2003f_semiotics_repres
entation.ppt.
95
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point c – The influences of advertising on society
Activity
1. Please list five signs from advertising. In each case estimate the strength of the
relation between the signifier and the signified, and state your reasons.
Brand Signifier：
Name Product (e.g.
sports shoes) or
alledged effects
Signified
Relation
(strong,
medium,
weak,
of product (such
as slimness)
Reasons
none)
2. Interview your classmates with the above list and see if they have adopted the
myth which connects between the signifiers and the signified. (Consider sports
shoes: see if people who value outstanding achievements prefer the brand more
than others.) Reflect on why such associations are or are not generally accepted by
classmates.
96
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point c – The influences of advertising on society
Material 44
Advertising and Consumer Society
Reading
A feature of advertising that is most controversial and invites most criticism is
that it creates unnecessary desires, intrudes into the human mind, reinforces the
hegemony of enterprises, and control people’s consciousness. Jean Baudrillard
in The Consumer Society points out that advertisements and commercial
products do not satisfy us, on the contrary they drive us into endless desires for
spending. We buy certain products in order to differentiate ourselves from
others, and therefore people strive to possess them. The yoyo, which is popular
among primary school students, makes a good example. Many students actually
do not like it but they still want to buy one so as to catch up with their peers.
They follow the trend wherever it goes. We prove our superiority by the
possession of certain products, which means that those who do not possess them
are inferior. Products show off wealth, they also show off poverty.
Reference
黃月媚。<名牌霸權下的勞工與消費者>。
《全球化監察雙月刊》，2001 年 7 月號，
http://globalmon.uhome.net/11_may.html。
Exercise
1. With reference to the table in Material 43, answer the following questions:
a) Do you like the products listed in the table?
b) Do you want to possess the qualities (signified) that are represented by the
products (signifier)?
c) Review the answers provided by the class and estimate the influence of
commercial products on our spending behaviours.
2. List all the products you carry that were bought for the sake of catching up with
the trend. What is their life span? What are the products that outlive others? Why?
3. What has being trendy to do with consumption? Is it important for you to be
trendy? Why?
97
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point c – The influences of advertising on society
Material 45
Exposure
Activity
Fill out the form below to show advertising in everyday life. (Pay special attention to
promotion tactics which are often ignored, such as advertising images printed on
T-shirts.)
Venues
Number of
Advertisements
Encountered*
Channels (e.g. TV,
posters)
Nature of majority
advertisements
(commercial/
noncommercial)
Home
School
Street
Transport
*Answers do not need to be lengthy. Students can simply choose among many or a few. They
can count the number of advertisements encountered within a specified length of time, say 15
minutes.
98
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point c – The influences of advertising on society
Discussion
1. According to the data collected from classmates, how large is the volume of
advertisement we are exposed to everyday? How can we escape from advertising?
2. When you fill out the form, did you encounter items that cannot be easily
categorised either as advertisements or non-advertisements? Please list these items
and suggest why they are hard to categorize.
Difficult items
Reason to regard it as
advertisements
Reason to regard it as
non-advertisements
3. There are promotion strategies with obvious and not-so-obvious advertising
flavours. Which do you think is more effective? How do you decide if you are the
advertiser?
4. Give an estimate of the penetration power of various advertising channels.
99
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point c – The influences of advertising on society
Material 46
How does advertising reach the public
Preparation before class
Divide students into six groups. Each group collect the following materials for the
activity for this lesson.

Member 1: gather all the advertisements shown in one day on TVB from 4-5pm.
Member 2: gather all the advertisements shown in one day on TVB from 8-9pm.
Member 3: gather all the advertisements shown in one day on TVB from 2-3pm.


For students with cable TV, record all the advertisement shown within any one hour
on the News Channel.
After collecting the materials, prepare a simple note about:
1. The total number of advertisements
2. The types of advertisements (commercial or non-commercial) and the number of
advertisements under each category
3. Products advertised and frequency of appearance
Reading
People are exposed to different advertisements.
There are different audiences, and there are different media and different types
of advertising. The basic consideration of the advertiser is which media can best
reach their target audience in order to maximize promotional effectiveness.
1.
Mass Ads —— Products that are used by all people have to be advertised
in a medium that reaches the greatest possible mass. TV at its prime time
slot is obviously the most penetrating medium and is most suitable for
mass ads.
100
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point c – The influences of advertising on society
2.
Targeted Ads —— Many products and services, however, only target
some particular groups of people. There is a need to find a specific form of
media, such as magazines, radio or direct mail services, to reach their
particular audience.
Second, there are regional differences. The advertising agency may choose a
nation-wide medium – Central Television, or they may choose provincial
television stations, or a community-based channel. The choice is determined by
the potential market of the product or service. Even in a small place like Hong
Kong, for example, we can distinguish between advertisements targeting the
entire city and those targeting particular regions in it. Consider a laundry
opening in Tai Po. It most probably will advertise by mail, bulletin or
community newsletters. However, a chain store with branches all over Hong
Kong has to advertise through media that can reach the entire SAR.
Third, there are different viewing periods. Advertisements aired on TV or radio,
for instance, will reach different audiences at different times. Programs
delivered in the morning, early afternoon, late afternoon, peak viewing periods
(for TV) and midnight all have different audiences. In addition, weekdays and
weekends make a big difference in audience size. Distributing pamphlets after
office-hours on weekdays and on weekends, for example, reach quite different
targets.
Fourth, they are variations in social strata and other factors. We live in a
complex society and people differ in terms of social class, gender, taste, and
likes and dislikes.
Reference
http://www.stayfreemagazine.org/ml/targeting.pdf.
101
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point c – The influences of advertising on society
Activity 1
1. Analyse the advertising information collected before class and find out the
differences in quantity and type of advertisements in different periods.
2. Account for the differences in terms of audience types, viewing periods, and
channels. Are there other factors which account for the differences?
Activity 2
Divide students into eight groups. Each group plays an advertising company and is
responsible for one of the promotional activities below:
1.
2.
3.
4.
Best buys in a supermarket
A Cantonese opera at City Hall
A property in Mid-level
The latest environmental policy of the Government of the HKSAR.
Write a proposal and give suggestions on the medium to be used, the time in which
the ads are to be aired, and the target audience (with descriptions of the social
backgrounds of these groups). State the strengths of the proposal also.
Discussion
1. Discuss and make up a list of criteria that which measures the effectiveness of the
proposal.
2. Each group makes a presentation to the whole class.
3. Choose the proposal which is the most effective according to the criteria drawn up
in Question 1. State your reasons.
4. Review the criteria and see if the criteria are comprehensive: If the list is not
comprehensive enough, what should be added?
102
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point c – The influences of advertising on society
Material 47
Stereotypes and Values in Advertisings
Activity
Students form groups as they did for in Material 34. Each group analyses the
characteristics of male and female as represented in the advertisements.
Product
1
Perfume for
Men
Types of
advertisement
Commercial
Characteristics represented
Male
Female
Young, stylish, good Beautiful, sexy, young,
taste, success and know
idle and gentle.
how to enjoy life.
2
3
4
5
1. From the above, what characteristics do the male and the female usually possess
as represented in advertising?
2. Do you think advertisements tend to stereotype the two genders? Why?
Discussion
1. As mentioned in Material 42, advertisements often carry messages about values.
Do the above advertisements also carry messages? Illustrate your answer with
examples.
2. Do you think advertisements are capable of influencing our values? Why?
103
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point c – The influences of advertising on society
Material 48
How Advertising Reaches its Audience—an example
Reading
Advertising reaches all sectors of society, and children are no exception. In
recent years the birth rate in Hong Kong declined rapidly and the average
number of children per household has dropped sharply. Parents are increasingly
concerned about their children and more willing to spend on their wishes.
Children have therefore become a target of advertising.
Since many schools are running only half-day sessions and there are many
school holidays, children spend a lot of time at home. Compared with young
people and adults, children are more exposed to TV. A survey on TV ratings
shows that TV viewers among children from 4 to 14 outnumber those above 14
by 10-20%. This means that children are exposed more than others to TV
advertising. If a child watches TV for four hours per day, and there are ten
advertisements in each hour, then a child is exposed to as many as 15,000
advertisments per year. The advertisements all seek to influence the child’s
intellectual development, consumption habits, values and knowledge of society
and the world.
A survey was conducted by Professor Chan Ka Wai of the Department of
Communication at Hong Kong Baptist University on children and TV
advertising. For this survey, 108 pupils aged between 5-10 were interviewed.
The survey finds that children’s knowledge about advertisements closely varies
with age. In the 5-6 age group less than 50% of informants can identify
advertisements among different messages on TV. About 40% fails to do so. In
the 7-8 age group about 90% can identify advertisements, and know that these
messages are delivered with the purpose of promoting commercial products. In
the 9-10 age group, most children know the purposes of advertising, and around
30% are aware that they are money-making tools for TV stations.
104
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point c – The influences of advertising on society
Reference
陳家華。
〈香港兒童眼中的電視廣告〉
。香港電台網上廣播站網頁 – 傳媒透視 – 前
期資料 – 1998 年 1 月，
http://www.rthk.org.hk/mediadigest/md9801/jan_03.html。
Discussion
1. Why have children become one of the major targets of advertising today? Are
young people also a major target? Why?
2. The article is worried that children are being exposed to TV advertising. Why?
3. Do you think the concern in Question 2 also applies to adolescents? Why? If it
does, what can we do to remove these worries?
105
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point c – The influences of advertising on society
Material 49
Another Way of Looking at Advertising
Activity: TV viewing
Program:
Media Watch（2003-11-7）: Section 3— how much do you know about advertising in
the 1980s?
<http://www.rthk.org.hk/rthk/tv/cmedia_watch/20031107.html>
Discussion
1. According to this analysis, from 1980s onwards advertising in Hong Kong went
through different stages, reflecting the social life of the period. Does advertising in
our day also reflect social reality? Please quote examples to illustrate your point.
2. Tsang Kam Ching in the interview emphasises that advertisements do not always
have to resort to greed or materialistic desire. They can also appeal to positive
social values such as human affection or social concern, etc, and still can appeal to
the audience. Can you find examples of this kind from recent advertisements?
3. Is it a problem if morality is used to promote commercial products? What are the
problems? Are there any solutions?
4. Does the use of positive values (such as concern for others) as a tool for
commercial promotion turn these values into a commodity, as if such things can
be bought by money?
106
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point c – The influences of advertising on society
Material 50
Slim is Beautiful: Advertising Brainwashing
Advertisement Viewing
Before reading the article below, show students a TV advertisement for slimming
programs and ask students to express their feelings. Then ask whether they are
envious of the physical appearance of the spokesperson in the advertisement.
Reading
Previous materials have repeatedly pointed out that advertising is often
criticised as a tool for manipulation. This kind of manipulation is sometimes
called, “brainwashing”. Advertisements for slimming programs seem to be a
perfect example.
In recent years, slimming advertisements have dominated TV and popular
magazines. An advertisement presents Nancy Sit Ka Yin, a spokesperson for a
slimming product, losing 10 inches of her beltline within two months. TVB
Weekly used this story as an editorial highlight. Below are the main points.
1. Nancy Sit used to be a 38-40-42, weighing 152lbs; now a 38-30-36, weighing
120 lbs.
2. Sit decided to slim up because of her anger at two men. The first was Lai Siu
Tin, who said to her that he was fitter than she; and the second was
Lawrence Ng Kai Wah, who said that he couldn’t even find her waist when
dancing with her.
3. Being overweight has negative effects on health.
4. It would be easier for her to shop for clothes after losing weight. She would
also be able to reveal part of her body and show it off to attract the attention
of men. She would no longer worry that her husband would look for a
mistress.
107
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point c – The influences of advertising on society
This is typical slimming advertising. A few points are worth noticing. First, it
appears in the form of entertainment news, which shows that a lot of
non-advertising information in the media has merged with advertising. Second,
like most slimming advertisements, Sit emphasises the contrast between the
“before” and “after” by using photos, by recollecting the painful experiences of
being fat and the happiness of the change in her body shape.
A survey finds that the average weight of Hong Kong people has indeed
dropped significantly since 1996, especially among the female. The percentage
of people underweight grew from 13% in 1996 to 30% in 2002. Among female
between 15 and 24, almost one out of two is underweight (Wen Wei Po, 26
September 2002). Another survey shows that 63.1% of female are not satisfied
with their body, and 61.8% have tried to slim up (Hong Kong Economic Times,
16 June 2003). All these tend to show that women want to slim up even more
and further. This seems suggest that the ‘brainwashing’ of slimming
advertisements have been quite effective. Research in foreign countries (US and
Australia) shows that viewing slimming advertisements (even just for a few
minutes) lowers women’s self-esteem, and increases dissatisfaction towards
their own body. In more serious cases, these advertisements may cause
depression.
Discussion
1. Do you agree with the alleged positive results of being slim as suggested by
advertisements? What else can we do to achieve similar results?
2. What are the advantages of slimming up according to the interview with Nancy
Sit? What are the values being imposed on women with such claims?
3. The above article claims that slimming advertising is brainwashing. Do you agree?
Is it the case that people always have the idea that “slim is beautiful” and the
advertising only supports it? Or is it the other way round?
108
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point c – The influences of advertising on society
Material 51
Advertising and Discrimination
Reading
CTI and Cable TV Advertisements
In March 1999, CTI aired a series of advertisements showing a triangular body
part formed by the knees and skirt of a woman. The title of the advertisement is
“Go up as you wish” (where the word “go up” in Cantonese can mean either
joining a mobile phone service plan or having sex). It immediately rouses much
controversy among the public. Feminist organizations criticize the
advertisements as discrimination against women. Advocates for sex liberation
respond that the advertisement does not discriminate at all, and in return accuse
feminist organizations for discriminating against women with an open sexual
attitude. The advertisement was soon suspended.
In August 2002, Cable TV aired a series of advertisements promoting its
wireless Internet service, in which a naked young lady is bound by wire around
in her breast and lower body. The advertising carries the title, “It only takes
$248 to remove all the wires.” It did not generate to any disapproval like the
CTI advertisements did.
These are just two of the innumerable advertisements with sexual desire as the
theme. Now two more examples from TV in 2004.
Sunday Advertisement
A newspaper advertisement: A female nude with her back to the camera. The
words are: ‘To turn around is of course much better,’ (where “turn around” in
Cantonese can mean either the woman turning her body around, or moving
away from a mobile service provider to a plan provided by Sunday.)
109
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point c – The influences of advertising on society
Double A paper
After doing a lot of photocopying, a male staff unintentionally leaves a page on
the machine. A pretty female colleague wearing a short skirt comes in to do
photocopying but finds that the machine is running out of paper. In order to get
papers from a high rack, she climbs onto the photocopier and accidentally
presses the start button. The man later returns for the page previously left and
there sees the private part of the young lady being photocopied. The voice-over
narrator ‘It’s really wonderful that the machine does not jam.’
The two advertisers are now being sued by the Equal Opportunities
Commission.
Discussion
1. What do you think of the female images in these advertisements? Do you think
they reflect negatively on women?
2.
Regarding the CTI advertisement, which side are you on: feminist organizations
or sexual liberalists? Why?
3.
Both the Cable and CTI advertisements both use the female body as an attraction.
But the Cable TV advertisement did not invite criticism like the CTI did. How do
you account for this?
4.
Social pressure led to the suspension the advertisements? What implications are
these?
5.
The Equal Opportunities Commission has decided to sue Sunday’s and Double A
Paper. Do you think it is appropriate? Why?
110
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point c – The influences of advertising on society
6.
Have you come across similar advertisements?
Product
Content
Groups being
discriminated
against
111
Reasons for regarding the
ad as discriminatory
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point c – The influences of advertising on society
Material 52
An Alternative Advertising Award Ceremony
Activity
In the US, there is the Academy Awards that honours good movies. There is also
the Razzie Awards for lousy films. In Hong Kong, a ceremony is held every
year to award outstanding advertisements but we do not have any events to
expose the bad ones. For this activity, we invite students to organize an
alternative award ceremony to praise outstanding advertisements and also to
highlight the bad ones. This would remind advertisers and the public to think
twice about advertising.
Divide students into small groups. Each group plans and prepares an alternative award
ceremony. Ten prizes will be allocated. Follow these steps in planning.
1. Name the ceremony in such a way that attracts a large audience and reflects its
purpose.
2. Discuss what prizes are to be given out. Be as innovative as you can, but do
remember the meaning of the event and try to help participants and the public to
reflect on qualities and its social impact.
3. Nominate candidates for every price and state your reasons.
4. Discuss the criteria for the allocation of prizes.
5. Announce the results in class and explain the decisions.
112
Key Point d
Mass media and a pluralistic and
democratic society
Suggested questions for enquiry
How can media help a society become more pluralistic and democratic?
Why do we need to protect freedom of speech? What are the pros and
cons of a pluralistic mass media culture? How do mass media protect
the values and way of life of minorities? How can we protect and
promote diversity in the mass media industry?
113
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point d – Mass media and a pluralistic and democratic society
Material 53
Views in the Media
Activity
In Section 1d, we will conduct many discussions on the media and social values.
Since students may not be knowledgeable about social issues, they should be asked to
prepare a media diary to record opinions expressed in the media for discussions.
Divide students into groups of 6. In each group, two members are in charge of one
type of media and they pick two cases for investigation. In this way, every group deals
with three types of media, namely:
1. Newspaper
2.
3.
4.
5.
Magazine
TV
Radio
Online media
Here is a list of possible topics for investigation. Students record the frequency of
occurrence, editorial stances and has the topic is treated.

Taiwan is part of China.

Democracy is desirable.

Economic development is most important for Hong Kong.

Girls have to be beautiful.

Men have to have successful careers.

We must respect the Basic Law and comply with it.

Others. (to be assigned by teacher)
114
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point d – Mass media and a pluralistic and democratic society
Students may make reference to the following example in the recording of media
opinions:
Topic:
It is old fashion to oppose premarital sex
Stance:
Agree
Scene:
A TV drama (please specify)
Content: The actor’s fiancée is a Christian who refuses to have sex with him before
marriage. The actor simply cannot see the point. When he complains about
this to his friends, they all agree that his fiancée is a diehard conservative.
115
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point d – Mass media and a pluralistic and democratic society
Material 54
Media and Pluralism
Reading
Generally speaking, liberal societies tend to believe that plurality is an
important value for two reasons. First, plurality is itself a manifestation of
liberty. Second, a pluralistic social environment enables people to expose
themselves to different concepts and lifestyles, which facilitates social progress.
However, even in a liberal society, the media is still very much constrained by
market and social morality and cannot simply say what it wants. A pluralistic
media environment is not without boundaries.
Limits to pluralism are not necessarily bad. For matters right and wrong,
monism, not pluralism, is to be expected. For instance, you would not want to
read editorials that glorify the Japanese invasion of China, and would not wish
the media to disagree with the moral judgment on Nazi German.
The problem is not all issues are black-and-white. For example: How should
society deal with sexual liberalism? What kind of school environment is most
beneficial to children? All these issues leave much room for discussion. A
pluralistic environment allows for discussion and promotes the search for
consensus.
Reference
Gurevitch, Michael, Tony Bennett, James Curran & Janet Woollacott (Eds) Culture,
Society and the Media. London: Methuen, 1982
Discussion
1. According to the above reading, there are issues that require monism and there are
also issues that require plurality. Do you agree? Please quote examples to illustrate
your point.
2. Do you think the media in Hong Kong has helped established a pluralistic
environment for public debate? Explain.
116
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point d – Mass media and a pluralistic and democratic society
Material 55
Media, Democracy and Freedom of Speech
Reading
Freedom of speech has long been viewed as fundamental to a democratic
society, and there are two important reasons. According to Douglas Ray,
democracy means freedom for citizens to make their own choices, but not at the
expense of others. With this definition, democracy necessarily includes freedom
of speech. If we support democracy but not freedom of speech, we are
contradicting ourselves.
Another definition of democracy, gives us a different reason to support freedom
of speech. A common understanding of democracy is that people, not just
certain classes or dictators or privileged groups, should freely participate in
national affairs. If people cannot express their views on social matters, there is
simply no way by which they can join the decision making process. People can
do so only when their right to know is guaranteed by freedom of speech and
there is a secure space for political debate. That is why philosopher and
educationist Alexander Meikejohn believes that the principle of freedom of
speech springs from the need of a democratic form of self-government.
The media provides a significant platform for free speech and it fulfills a
number of functions:
1. The media reports and comments on government policies, official news and
current affairs in society, and monitors the government.
2. Through reporting by different media, the public gathers and compares
information from different sources for a more accurate picture of an event.
3. The media, with its pluralistic stances, provides different references and
informs the public on various matters.
4. The media monitors one another by which public interest is promoted.
117
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point d – Mass media and a pluralistic and democratic society
References
Ray, Douglas. “Freedom of Speech”, Spirit of Democracy website – Ideas in
Democracy
–
Fundamental
Freedoms
–
Freedom
of
Speech,
http://www.unb.ca/democracy/English/Ideas/Freedoms/Speech/Speech.html.
克雷 • 卡佛特 (Clay Calvert) 著，林惠琪、陳雅汝譯。《偷窺狂的國家》 (Voyeur
nation: media, privacy, and peering in modern culture)。台北：商周出版，2003，
頁 272 至 273。
Discussion
1. Imagine living in a world without the media. You want to cast your vote in the
Legislative Council Election. How do you obtain information about the
candidates?
2. Compare the views of Ming Pao Daily, Apple Daily, Oriental Daily and Wen Hui
Po on a certain government policy or on a certain social event. Do you see any
differences among them?
3. Do you think it is healthy to have these different points of view? Why?
118
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point d – Mass media and a pluralistic and democratic society
Material 56
Freedom of speech and its significance
Reading
Freedom of speech assumes a free flow of thoughts and expressions without
constraints. Truth is found in the process of interaction and communication.
Competition among different thoughts and theories also help us distinguish the
appropriate from the inappropriate. Without freedom of speech, those in power
would be able to control the thoughts of the people, and there is no mechanism
to rectify them when they make mistakes. As a result society will suffer.
However, we have to be aware of another possibility. Freedom of speech also
provides an opportunity for flawed ideas to spread, confusing the public. But,
does it mean that we should not allow the freedom of expressing flawed ideas?
John Stuart Mill in his book On Liberty provides an interesting answer to this
question. He points out that society very often has a kind of mainstream
thinking, which may or may not turn out to be correct. If it happens to be wrong,
certainly we must allow people to propose new ideas for rectification. But even
when it turns out to be correct, freedom of speech is still beneficial. Even a
correct idea needs constant scrutiny in order to stay true. Without challenge,
there is only blind obedience and blind faith. Sooner or later, the people will
rebel against it due to their lack of true understanding. In the eyes of the people,
mainstream views and heresy look just the same, both being unscrutinised ideas.
Correct ideas does not function precisely because it has not been challenged.
And this explains why freedom of speech is important.
Reference
Mill, John Stuart. Utilitarianism. U.K.: Fontana, 1985.
119
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point d – Mass media and a pluralistic and democratic society
Discussion and Activity
1. Divide students into groups to discuss the following questions. Students should
put forth the pros and cons of each side of the debate.
a) Do children have responsibility to be filial to their parents?
b) Do students benefit by the requirement to wear uniforms?
c) Should students show respect to their teachers?
d) Should we be loyal to our love ones?
2. Have your views changed after the discussion? Why or why not?
3. Has the discussion helped you better understand the questions even though your
answers have remained the same? Do you agree with John Stuart Mill that being
challenged helps to strengthen one’s beliefs?
4. Discuss the pros and cons of freedom of speech.
120
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point d – Mass media and a pluralistic and democratic society
Material 57
TV Viewing
RTHK 鏗鏘集 免於恐懼 13 June 2004
Introduction
In May 2004, three well-known radio phone-in hosts are left their job. What is
happening to freedom of speech? Seven years ago, Mak Yin Ting, then president
of the Hong Kong Journalists Association, said we were not smart enough. The
president of the Hong Kong Federation of Writers and Artists Chan Sze Kwok,
however, says that we are too sensitive and that Hong Kong is intact enjoying
more freedom of speech than before 1997. Radio talk show host Leung Man Tao
says our freedom of speech is diminishing. There is now little room for rational
discussion, only declarations. Politics now consists of people stating where they
stand. Eventually there is nothing other than power struggle.
Reference
http://www.rthk.org.hk/rthk/tv/hkcc/20040613.html.
Discussion
1. Whether the departure of the famous radio commentators indicates a shrinking the
freedom of speech, the interviewees have different views. With whose views do
you agree more? Why?
2. Do you think we can learn any things from the departure of the famous radio
commentators with regard to the freedom of speech in Hong Kong?
121
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point d – Mass media and a pluralistic and democratic society
Material 58
Consensus in the Media
Reading
The views of the public towards social matters are often quite diverse, but can
sometimes also be quite homogenous. Consensus can be seen in the media in
different ways. Take news reporting on TV for example. The main purpose of
news report is of course to report news objectively. There are shared
assumptions in society which always shape the choice of materials and the
manner of presentation. TV dramas are basically a creative construction, but
they still bear certain similarities to TV news, as they also have to work on the
basis of shared impressions or views.
What is consensus? The English Sociologist Stuart Hall points out that the mass
media works on a shared culture. Shared culture refers to the behavioral
patterns, values, ideas and thoughts on which most members of society agree
upon. Here is a simple example.
The media, in scheduling news reports, always assumes that we are all Hong
Kong people and are most concerned with affairs in Hong Kong. Take the TVB
Pearl night news (2002 Autumn). A globe is shown at the beginning of the
programme, but the news backdrop is a map of Hong Kong.
The schedule of news reports typically begins with Hong Kong top news as
“headlines,” among which governmental issues are usually put at the top.
Foreign affairs, even if very important, may or may not become headlines. It is
assumed that Hong Kong people are more concerned with local events. Among
events outside Hong Kong, events on the mainland are assumed to be the more
significant, as the media has assumed that we are all Chinese.
Reference
“Revealed: How UK media fuelled race prejudice”,
http://www.thechronicle.demon.co.uk/tomsite/8_6_1rev.htm.
122
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point d – Mass media and a pluralistic and democratic society
Discussion
Let students go into groups as they did for activity for Material 53 and discuss the
following questions.
1. Of the topics for the activity for Material 53, is there any consensus? What is it?
2. Can you identify topics of consensus from the media other than news reporting?
Quote examples to illustrate what you have discovered.
3. Does consensus guarantee that it is well supported by reason? Illustrate your point
with examples from the materials collected in activities for Material 53.
4. Are the consensual views in the media products of rational discussion? Or are they
just conventional views which people take for granted?
5. Are consensual views a helpful tool or an obstacle for analysis of social events?
How does the existence of consensus affect society?
123
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point d – Mass media and a pluralistic and democratic society
Material 59
Types of Newspapers
Reading
There are different types of newspapers. The most common classification of
newspapers is: broadsheets or tabloids. Here is an introduction to newspaper
types.
1. Tabloids
Features:
a)
b)
c)
d)
e)
f)
“Popular” newspapers
Lower-middle class as target readers
Eye-catching layout, with dramatic images
Short reports, many pictures
Funny titles, sometimes playful puns
Gimmicks to draw readers, such as coupons and prized Q&A games
2. Broadsheets
Features:
a) “High quality” and “serious”
b) High-income class as target readers
c) Longer articles and detailed reports
d) Serious titles
e) Emphases on political, economic, and international news
Reference
蘇鑰機。＜完全市場導向新聞學 –《蘋果日報》個案研究＞。出自陳韜文、朱立、
潘忠黨編，
《大眾傳播與市場經濟》
。香港﹕鑪峰學會，1997。
124
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point d – Mass media and a pluralistic and democratic society
Activity
Divide students into four groups. Classify the newspapers in the table in Material 70
into tabloids or broadsheets. Two groups then analyse the broadsheets to see what is
common to these papers and what distinguish them from each other. The other two
groups analyse the tabloids in the same manner.
Discussion
1. How many newspapers in Hong Kong are broadsheets and how many are tabloids?
What can we say about the newspaper reading habits of Hong Kong people?
2. With reference to your analysis of the characteristics of broadsheets and tabloids,
what are the similarities and differences in terms of media culture between the
newspaper types?
Further Discussion
1. Between broadsheets and tabloids, do you find it meaningful to judge which, is
better than the other? Do you think both types are useful for society?
2. What qualities should a newspaper possess in order to contribute to an open and
rational society?
3. Is it possible to combine the good qualities of different types of newspapers into
one paper? If yes, how is it possible? If not, why not?
125
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point d – Mass media and a pluralistic and democratic society
Material 60
Selective news reporting
Activity: Research and Analysis
Preparation before class
Select (1) news report at ATV 6:00 or TVB 6:30 and (2) a news report at any radio
station on the same day, and note the interviewees. Explain why these people are
picked for the interview. In your record, please state:
1. Interviewee’s name
2. Status of interviewee (e.g. council member, cultural worker, professional, scholar,
consumer, etc.)
3. Topic of the interview
4. Reason for choosing the interviewee
The media often carries opinions on social issues. But does everyone have an equal
chance of having his/her views communicated? What criteria do the media use to
decide whose views are to be communicated? Let us just concentrate on TV and radio
for analysis.
Discussion
Referring to your record, answer the following questions:
1. a)
b)
Do TV and Radio interview the same type of people in general? Or they do
not? Please explain.
Compare the interviewees on ATV and TVB. Are they similar in number and
in background? Please explain.
1. Do you think the opinions expressed by the interviewees can well represent social
diversity? Explain your view.
2. What guidelines for handling news interviews should be in place in order to create
a pluralistic environment? Why should there be guidelines at all?
126
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point d – Mass media and a pluralistic and democratic society
Material 61
Public Trial by Media
Reading
In 2003, the Financial Secretary Anthony Leung Kam-chung bought a car
before he released the fiscal budget and was attacked by the media. In the same
year Equal Opportunities Commission Chairman Michael Wong Kin-chau
dismissed operational director nominee Yu Chung-yin, and was criticized for his
arbitrary and dictatorial manner. Both resigned from their posts. The two
incidents led to a heated debate about public trials by the media. Here is an
excerpt from a newspaper article:
What is a public trial by the media? Simply put, it is discussion initiated by the
media on a social issue followed by a quick conclusion backed by public
opinion. As full information is yet to be available, and the public is often carried
away by emotion, this form of discourse generally cannot strike a balanced and
fair view as a court can. Since 1997, there has been a number of such “public
trials”, from Cheng Yiu-chung’s alleged interference of academic freedom to
Anthony Leung’s purchase of a car, both resulting in resignations. It seems that
politics in Hong Kong has become much westernized and public figures need
great political wisdom in order to survive. The power of the media in political
matters has expanded greatly. The government, which lacks credibility, and the
legislative council, which has been disabled, both suffer. The media is able to
dominate the process of policy making with support from the public.
Public trials are common in any society that enjoys press freedom and the only
difference is scale. The media in a liberal society tends to play the role of “the
fourth power”, monitors the government and comments on social events. The
concern is whether the media would turn trivial matters into political crisis. And
this very much depends on whether the protagonist can deal with the media and
has the capacity to resolve the crisis. Because of Hong Kong’s peculiar political
atmosphere, the market-driven local media can always churn out “supernews”.
Reference
〈媒介議政與弱勢政府〉
，
《信報》
，2003 年 11 月 12 日，頁 25。
127
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point d – Mass media and a pluralistic and democratic society
Other examples
SARS victim’s family members: pain irreparable
Choy Chi-keung, Senior Lecturer, Department of Government and Public
Administration at the Chinese University of Hong Kong, believes the
resignation of Yeo Eng-kiong has everything to do with KWOK Sin-hung (a
resident of Amoy Garden Block E) …. Mr. Kwok’s phone call to a radio
program in which he criticizes Yeo as “shameless” has been widely reported and
exerts a great emotional impact on the public. Choy believes this is the point at
which the pressure to step down becomes unbearable for Yeo.
Reference
Ming Pao Daily, 8 July 2004.
Newspaper headlines the day before Yeo resigned (07/07/2004)

“Victim condemns accountability system; Yeo chided for being shameless”
Apple Daily

“How can a ‘sorry’ equate responsibility?” Apple Daily

“Resign to restore justice” Oriental Daily News

“Incompetent official harms people; What use unforgivable guilt” Oriental
Daily News

“Family of SARS victim condemns Yeo for shameless refusal to resign;
High tide against Yeo” The Sun

“Victims’ bitterness hard to overcome; Yeo should resign for his guilt” The


Sun
“Yeo Condemned for shamelessness; Widower asks Central to listen” Sing
Pao Daily News
“Victim at Amoy Garden whom Minister Wen visited condemns Yeo for
being shameless and refusing to resign” Sing Tao Daily
128
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point d – Mass media and a pluralistic and democratic society
Discussion
1. With the above examples, do you think the media has a lot of power? Why?
2. What are the pros and cons of political criticism by the media?
3. What understanding should readers bring to bear on the media’s political
discussions?
Notes to teacher
1. Let students discuss the Michael Wong Kin-chow incident or the Yeo Eng-kiong incident
with the help of newspaper reports. Help students develop a substantive understanding of
the media’s role in political discussion.
2. The fourth power means the power of the media which counterbalances the three powers
of the government (in the broad sense), i.e. the executive, the legislative, and judicial.
129
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point d – Mass media and a pluralistic and democratic society
Material 62
Press Freedom and its Abuse － Pornography
Reading
Press freedom is the most important element in freedom of speech. It is only
through a body of free media that freedom of thought and freedom of speech
can fulfill its function. To protect press freedom, Lee Bollinger, President of the
University of Michigan, advocates a castle model and suggests that we build a
boundary a long distance from the kind of speech we really treasure, and make a
strenuous effort to protect this boundary.
However, this model allows for much abuse of press freedom. In Hong Kong,
there have been countless cases of abuse. Here is one such example:
In May 2003, Next Magazine, a popular magazine in Hong Kong, released a
special issue on a secondary school girl taking nude photos of herself, and many
were featured. The magazine was condemned by the Hong Kong Press Council,
who complained that the magazine failed to maintain editorial integrity by
selling pornography for the sake of sales. However, since the magazine is not a
member of the Press Council, the Council could not impose penalties.
According to Bollinger, in order to protect the even more important value of
speech freedom, we have to accept a great number of low-quality reports and
speeches which erodes our social fabric. This is the cost we have to pay for the
protection of press freedom.
Reference
克雷 • 卡佛特 (Clay Calvert) 著，林惠琪、陳雅汝譯。《偷窺狂的國家》 (Voyeur
nation: media, privacy, and peering in modern culture)。台北：商周出版，2003，
頁 196。
130
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point d – Mass media and a pluralistic and democratic society
Discussion
1. Bollinger believes that we must accept a great number of low-quality speeches.
Do you agree? Why?
2. Are reports like the one in Next Magazine good for society? Is press freedom a
sufficient reason to justify this type of report? Explain.
3. How do we balance social morality and press freedom?
4. Are there provisions for the rights to freedom of speech and to freedom of the
press? What are they? Who, and through what kind of mechanisms, should be
given power to limit press freedom?
5. Following Q4, are there dangers in setting boundaries for freedom of speech?
How do we avoid these dangers?
Extended Activity: TV Viewing
Program: 人權無國界 (RTHK 26 June 2004)
Discussion
How do we balance the right to privacy with press freedom?
131
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point d – Mass media and a pluralistic and democratic society
Material 63
Media, Rational Discussion and Democratic Society
Reading
Democracy is a shared value in modern societies. Whatever definition of
democracy we adopt, a democratic political system must involve a government
elected by the people. Since it is impossible for any candidate to win support
from every single voter in an election, it is inevitable that we adopt the principle
of majority rule in the selection of rulers.
Rational discussion is essential for the well being of society once we have
adopted the principle of majority rule. The opinion of the majority is not
necessarily right. For instance, in a society where most people smoke, and in the
absence of rational discussion, the majority rule principle will most probably
decide that smoking should not be prohibited in any public space. This will lead
to harm and will infringe on the rights of non-smokers.
What is rational discussion? It simply means being reasonable when
communicating with others. This carries certain requirements. Here are some
examples:
1.
2.
3.
Fair dialogue, in which different opinions have equal opportunities for
expression.
Respect for every participant in the discussion.
Respect for evidence. Any opinion backed by strong evidence should be
endorsed unless refuted by even stronger arguments. Any position without
evidence and proof should not be taken as correct.
132
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point d – Mass media and a pluralistic and democratic society
Activity: Radio Analysis
The teacher should prepares in advance a short clip of a phone-in program on radio or
from City Forum and show it in class.
Discussion
1. What speech or behavior in the clip can be regarded as rational? Which is less
than rational? Why?
2. From the information from the clip, do programs of this kind help build a rational
ethos? Why?
3. What else does rational discussion require other than those listed in the article?
4. How can we enhance rational discussion in our society?
133
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point d – Mass media and a pluralistic and democratic society
Material 64
Media and Pluralistic Views
Reading
Speeches like the ones below can be heard everywhere: in street chatterings, in
phone-in programs and newspaper columns.
CSSA Supports the Lazy
The Hong Kong government introduced a Comprehensive Social Security
Assistance Scheme in 1971, the purpose of which is to help the poorest in
society with basic needs. The beneficiaries mainly are the disabled and the sick,
the elderly and those who cannot help themselves. In recent years, however,
with the rise in unemployment, there is a sharp increase in the number of
beneficiaries to the scheme, and there is also increase in abuse.
With the economy in a poor shape, one should not blame a jobless person
without savings to seek support from the CSSA. However, there are now some
who take the CSSA for granted. Though able to work, they prefer CSSA subsidy
to taking up jobs which pay less. They prefer to spend their time wandering
around, enjoying dim sum and playing mah-jong. With these facts, it is not an
overstatement to say that the CSSA is supporting the lazy.
The worst cases reported by the media include a recipient living in an expensive
flat in Tai Hang Road; and men who went north and supported mistresses on the
mainland. There are also cases of people having large families in order to
receive more subsidies!
This is alarming!
Study refutes claim that CSSA supports the lazy
A study shows that almost 70% of the unemployed who rely on the CSSA have
tried to find jobs in the past month, but close to 20% failed even to score an
interview. 20% who were offered jobs turned down the offers due to low pay.
134
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point d – Mass media and a pluralistic and democratic society
The “We-Want-Jobs Campaign” led by Legislative Councilor Law Chi-kwong
and six social organizations interviewed 309 unemployed people who rely on
the CSSA about 10% of the unemployed in the Scheme. 60% are over 40 years
old, 73% has not finished Secondary 3, and 17% have 5-10 years of working
experience.
The results show that about 70% have been trying hard to find jobs. 45% of
these tried more than 10 times, and 5 applied for over 100 jobs in a month. But
55 failed to score a single interview. Close to 20% received job offers, but later
turned down the offer owing to low pay which cannot even cover job-related
expenses. The results also show that over 50% have been relying on CSSA for
less than a year, and recipients over 10 years does not exceed 1%.
Law points out that most unemployed have been trying hard to find jobs, and
the claim that the CSSA supports the lazy is not true. They have to rely on
subsidies because of the bad economy, their age and low educational level.
After the results were released, Ho Hei Wah, Director of the Society for
Community Organisation, comments, “Over half of those who were lucky
enough to find jobs refuse the jobs because the salary is insufficient to support
them. It shows the supply of human resources is greater than the demand, and
salaries are inefficient to meet basic needs. Those with low-educational levels
and the unskilled may not be able to find jobs however hard they try and train.
There is also discrimination against the aged, which makes it even more
difficult for them to rely on themselves. The government should therefore set a
minimum wage system and create more employment opportunities. Otherwise it
is useless for some people to get trained up and look for jobs.”
References
Hong Kong Commercial Daily, 29 August 2002.
Hong Kong Economic Journal, 29 August 2002.
Oriental Daily; 29-30 August 2002.
135
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point d – Mass media and a pluralistic and democratic society
Discussion
1. How is a person receiving CSSA presented in “CSSA supports lazy people”? How
is the treatment different from the report “Study refutes claim that CSSA supports
the lazy”?
2. Following Question 1, which view about people receiving CSSA is more
commonly found in the media? How does this view influence public perception of
people receiving CSSA?
3. What are the advantages and disadvantages of having different views in the
media?
4. With different views present in the media, how can we find our own stance?
136
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point d – Mass media and a pluralistic and democratic society
Material 65
The Media and the Social Minority Groups
Preparation before class
Ask students to collect information on the following social groups from different
media such as newspapers, advertisements, TV or movies:
1. the new arrivals
2. South Asian
3.
4.
5.
6.
the unemployed
the elderly of the lower class
the single parent
people suffering from chronic illness
Answer the following questions:
i)
How often are the values and lifestyles of these above social groups reported
in the media?
ii)
How are the values and lifestyles of these groups depicted in the media? Are
they homogeneous or heterogeneous? Any alternative views about them in the
media?
Discussion
1. How often do we find the values and lifestyles of the social minority groups
reported in the media?
2. Are these social groups shown to be homogeneous or heterogeneous?
3. To what extent do the media views challenge or reinforce stereotypes? What is the
impact of stereotyping on these social groups and on society?
4. How often are alternative views of these social groups shown in the media? What
impact do these views bring to the social groups and society?
137
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point d – Mass media and a pluralistic and democratic society
Material 66
Enemy of Pluralism – Self-Censorship
An important issue is self-censorship.
Besides suppression by government, self- censorship has also been seen as an
enemy to the healthy development of the media. Self-censorship means a
medium suppression itself on certain topics due to political or commercial
considerations. Here is an excerpt from an article about self-censorship.
Nowadays, many people (including journalists) believe there is
“self-censorship” in the media of Hong Kong. The media is reluctant to criticize
those in power and try to suppress voices critical of the powers-that-to-be. This
infringes on the right of the public to know. Is it true?
I have a few examples for you. TVB had bought 2 documentaries, “MAO-The
Last Emperor” and “Reform through Labour,” from BBC, but up till now they
are not yet shown in Hong Kong. When these two documentaries were shown in
the UK, BBC received strong objection from China.
In early 1994, international media tycoon, Rupert Murdoch, bought stock in
Hong Kong Star TV and became its biggest stockholder. Later it announced that
Hong Kong Star TV would remove BBC international news from its broadcast
to Hong Kong and the Chinese regions. Murdoch admitted that the removal was
to improve relations with China.
In 1994, ATV bought a series of documentaries on how Chinese students were
evacuated from Tiananmen Square in the morning of 1989/6/4. Its News
Department had planned to show the series on the day of the fifth anniversary.
However, there was objection from the management, the documentaries were
not shown. As a result, six senior staff from the News Department resigned in
protest of self-censorship.
Reference
潤之：〈新聞自由 A〉BC，
http://www.hkhrm.org.hk/simplified/booklets/chi_bk4.html.
138
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point d – Mass media and a pluralistic and democratic society
Activity: TV Program Viewing
RTHK 《鏗鏘集》,＜免於恐懼＞, 13 June 2004.
Suggested excerpts: Self-censorship (0146-0703).
Discussion
1. How do you understand self-censorship?
2. Do you agree that the cases shown are instances of self-censorship? Why?
3. Is there any self-censorship in the mass media according to your observation?
Quote examples to support your answer.
4. Should the media censor itself? Why?
5. What are the causes of self-censorship?
139
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point d – Mass media and a pluralistic and democratic society
Material 67
Freedom of Speech based on diversification
… To cherish freedom of speech, the public should first fight for a pluralistic
broadcasting structure. In a pluralistic society, there should not be only a
handful of famous commentators such as Albert Cheng, Raymond Wong, Allen
Lee, Leung Man-to and so on. Society with only a handful of commentators is,
in fact, a kind of oligarchy-led society. Hong Kong can enjoy freedom of speech
only foundation when there are many, many commentators speaking.
My ideal broadcasting structure would comprise a public service broadcaster
funded by license fees, private broadcasters with good corporate governance
and plenty of small radio stations and Internet radio stations.
I.
II.
Public service broadcaster funded by license fees or donations
Like the British Broadcasting Corporation, it is funded by license fees so
that it would not come under any pressure from advertisers. Thus, it
provides the public with impartial reports and commentaries and maintains
a high standard. As regards the situation in Hong Kong, Radio Television
Hong Kong should undertake reform following the model of the British
Broadcasting Corporation.
Private broadcasters with good corporate governance
Private broadcasters should absolutely not operate in the form of family
business, which would easily lead to management intervention in editing
and reporting. They should be like famous enterprises such as the New
York Times, Google and so on, which have strict charters to restrict the
power of the board of directors and controlling shareholders, ensuring that
the editors can enjoy full autonomy. Thus broadcasters are free to strive to
meet market needs in their programme productions.
III. Plenty of small community radio stations or Internet radio stations
Besides serving particular communities, these radio stations also provide
alternative, non-mainstream programmes. They may also provide services
for particular communities which have been discriminated against. For
example, services for the community speaking only southern Fujian
dialects, or provide tailor-made contents for gays and lesbians.
140
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point d – Mass media and a pluralistic and democratic society
These three categories of broadcasters complement each other. Community
radio stations or Internet radio stations are unable to cover all Hong Kong
districts. However, they may produce programmes which mainstream
broadcasters are unwilling to produce. Commercial broadcasters may be
politically biased while a public service broadcaster can maintain its impartiality
as far as possible.
Nowadays, with the rapid development of digital technology, this three-tier
broadcasting structure is much more feasible than in the past. The existing
Digital Audio Broadcasting (DAB) technology can accommodate more
frequencies, making it possible for small radio stations to develop in Hong
Kong. On the other hand, when everybody now has access to broadband,
coupled with the popularization of digital editing technique, many people might
want to try to act as disc jockeys at home.
When DAB can accommodate more commercial broadcasters, competition
among the broadcasters will boost the demand for manpower. They will be
more willing to purchase programmes from small Internet radio stations or
small radio stations. Moreover, the audio book market driven by the wave of
MP3 will become a business opportunity for programmes produced by small
radio stations. The continuing revitalization of various broadcasters can only be
maintained with an active information exchange market. Under a diversified
broadcasting structure, nobody will think that they can simply scare off
unfavourable speeches by employing triad members to threaten individual radio
hosts.
Reference
Ming Pao, 12 August 2004.
Discussion
1. What should we do to lay a more solid foundation for freedom of speech in Hong
Kong?
2. The writer has proposed an ideal broadcasting structure. What are the important
elements in his ideal broadcasting structure? Is it feasible for Hong Kong? Why?
141
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point d – Mass media and a pluralistic and democratic society
Material 68
Establishment of Pluralistic Media Culture—Public Media and Public Channels
Reading
There are three major ways to operate a medium: private, state-owned or public.
Media operated by the private sectors is privately owned, while media operated
by a state is owned by government and directly responsible to government.
Media owned by the public, however, is different. It is neither under the direct
control of the government nor bound by market considerations. As it is, it can
provide a “third voice.” Ideally, a public media should “be run by an
organization that serves the interest of society and enjoys freedom without
interference from the government and bureaucrats.” The main spirit of a public
media can be summarized as follows:
1. The aim of a public media is to serve the public and it is not controlled by
commercial enterprises or the state.
2. Public media works for individual citizens.
3. Public media encourages people to participate in community affairs.
4. Public media helps people to know more about the world and the humanity.
In order to achieve these goals, a public media has to realise the following:
1. Popularization: A public media does not need to compete with the
commercial media in terms of ratings but it has to make its programs
available and approachable so that people can constantly use their products.
2. Plurality: Programs of a public media must be pluralistic in terms of type and
style to cater to audiences of different classes and tastes. They also have to
cover different social issues.
3. Independence: It must resist interference from government and commercial
factors in order to be independent and free.
4. Uniqueness: It should be different from other media in quality and character.
142
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point d – Mass media and a pluralistic and democratic society
Since only products with market value can survive in private media, and only
messages that benefit the government can be released in state-owned media,
many believe that neither of these can enhance the development of a pluralistic
media culture. Ideally, public media should be able to provide a way out. In
Hong Kong, the main public media institution is RTHK. And there is a new
development. The government has decided to introduce digital television
broadcasting in 2006 which can support more TV channels. There are
councilors who have suggested that a public TV channel should be set up. They
believe that this will help to establish a pluralistic media environment:
The government has decided to introduce digital television broadcasting
technology in 2006. The technology can support more broadcasting channels,
including television channels. This provides an opportunity for the setting up of
a public television channel. This channel will be able to broadcast programs
produced by non-governmental groups or by individuals such as experimental
movies, music, arts, science and technology, religion, education and community
news, etc, and virtually everything. It can also provide a platform for citizens
and political groups to discuss various issues and promote civil education. More
opinions will be able to be expressed and all thoughts will flourish.
References
戴健文。〈公營廣播──為甚麼？怎麼辦？〉。（摘譯自世界電台與電視議會及聯合
國教育、科學及文化組織於二零零一年五月出版的政策文件）。香港電台網上
廣播站網頁 – 傳媒透視 – 前期資料 – 2002 年 7 月，
http://www.rthk.org.hk/mediadigest/20020715_76_33706.html。
余若薇。
（
「廣播政策」動議辯論）
，2004 年 2 月 18 日。余若薇網上辦公室網頁 –
文章講辭 – 2004 年 2 月，
http://www.audreyeu.org/speech2004/speech20040218.htm。
Discussion
1. Do you think the development of media in Hong Kong is diversified? Why?
2. Besides the establishment of public services media, are there other ways to
promote the diversification of media?
143
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point d – Mass media and a pluralistic and democratic society
Material 69
Creating a Healthy Media Environment ── Journalists
Reading
It is certainly the responsibility of every social sector to construct a healthy
media space. We should start with journalists, and here is the code of ethics of
the Hong Kong Journalists Association.
Our Beliefs

We believe that freedom of speech is a basic human right.




We believe that freedom of the press, guaranteed under the Basic Law, is
an integral part of freedom of speech.
We believe that journalists should strive to uphold freedom of the press,
and take public interest as the basis of their work.
We believe that journalists should uphold the principles of truth, objectivity
and fairness.
We believe that owners and executives especially of media organizations
have the responsibility to encourage and require staff to adhere to these
principles.
Code of Ethics
1.
Journalists should handle news information with an attitude of seeking
truth, fairness, objectivity, impartiality and comprehensiveness. Journalists
should strive to ensure accuracy of their reports. They should not mislead
the public by quoting out of context, distorting facts or twisting original
meaning.
2.
Whenever proven inaccuracy, misleading facts or figures, or distortion of
original meaning occurs, media organizations should provide persons or
organizations affected with the earliest opportunity to reply, and
corrections should be made promptly.
3.
Journalists should not pander to prurience, indecency and sensationalism
when reporting news involving violence, sex-related crime or suicide.
144
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point d – Mass media and a pluralistic and democratic society
4.
Journalists should respect the reputation and privacy of individuals. Taking
into account solid editorial reasons, journalists should report on the private
lives of individuals-who have not given their consent for doing so-only in
ways that would not creat unnecessary additional damage to the
individuals.
4.1
Privacy of children should be handled with particular care. Media
organizations should have solid editorial reasons for reporting on
the private lives of children. Journalists should not intrude into the
privacy of children solely because of the social or celebrity status
of the minors' family members or guardians.
4.2
5.
News media should have solid editorial reasons for publicizing the
behavior and personal data of public officials.
4.3
Behavior and personal data of public officials that are pertinent to
the exercise of their public office are not considered private.
Journalists should avoid conflict of interest. Under no circumstance should
they be influenced by political, economic and other interests related to
themselves, their families or their employers.
5.1
5.2
5.3
Journalists should not seek monetary or other advantages from
information that they have obtained in the course of discharging
their duties; nor should journalists pass the information to others so
that the journalists might obtain an indirect advantage.
Journalists should not distort facts to appease advertisers or for any
other consideration.
Journalists should not write or comment on business or other
organizational matters in which they have a stake. Journalists
should declare their interest should they be assigned to report or
comment on matters in which they have an interest.
5.4
6.
7.
Journalists should not be influenced by external pressure or
economic considerations in their reports and commentaries.
Journalists should stand up to political pressure or financial inducement
and not succumb to self-censorship.
Journalists should obtain information, photographs and illustrations
through proper means.
145
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point d – Mass media and a pluralistic and democratic society
8.
9.
Journalists in their reportage or commentary should not discriminate or
encourage others to discriminate on grounds of age, race, color, creed,
religion, place or circumstance of birth, disability, marital status, gender or
sexual orientation.
Journalists should protect their sources of information.
9.1 To avoid misleading the public, journalists should strive not to use
information provided by anonymous sources.
9.2 In cases in which anonymity is necessary, extraordinary care must be
exercised to ascertain the veracity of information so provided.
10. Journalists should abide by this Code, except in specific circumstances
involving public interest, such as:
10.1 Exposing any unlawful activity, abuse of power, neglect of duty, or
other misconduct by an individual or organization;
10.2 Preventing the public from being misled by statements or actions of
individuals or organizations;
10.3 Preventing a serious threat to public order, the security of Hong
Kong, public health and safety.
Guidelines for Practice
(I) Photojournalism
1. It is the prime duty of photojournalists to report the truth.
Photojournalists should take photographs from the actual scene of a
news event. They should not participate in designing or directing
re-enactment of news events for exaggerated and inaccurate reports.
2. Photojournalists should show concern about the feelings of victims and
their families when photographing accidents and their aftermaths, so as
to avoid and/or minimize the damage to and impact on the feelings of
3.
4.
the victims and their families.
Photojournalists should respect the privacy of people being
photographed.
Photojournalists-including photographers and picture editors-should
handle with caution pictures that are gory, violent, disgusting and
pornographic. Before using this type of photographs, photojournalists
should consider:
146
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point d – Mass media and a pluralistic and democratic society
5.
6.
4.1 whether they are necessary for better understanding of a news
event;
4.2 the impact on the society;
4.3 the impact on the people involved and their families.
Photojournalists should process pictures on the basis of the actual scene
that they have seen. Any re-processing before and after the photographs
are taken are unacceptable.
When news media use photographic montages or combine photographs
with graphics to add special effects to editorial design, such images
should be clearly labeled as "enhanced pictures" or "photo illustrations"
so that readers might not be misled into thinking they are photographs
of the actual scenes.
Discussion
1. What do you think a healthy media environment should be like?
2. What roles should the journalists take in creating a healthy environment for
media?
3. Do you think the media generally meet with the above codes of ethics? Please
give examples to support your answer.
4. The current code of ethics concerns mainly the fairness of the process of
collecting information, the truth of the content of reports, the protection for
sources of information, and the respect for people’s rights. Do you think these are
sufficient? If not, what can be added?
5. Who else besides journalists have the ability to create a healthy media
environment?
147
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point d – Mass media and a pluralistic and democratic society
Material 70
Newspaper Reading Habits in Hong Kong
Table 1
Number of readers of major newspapers in Hong Kong (in million)
Oriental Daily
1.814
South China Mourning
Post
0.138
Apple Daily
1.569
Hong Kong Daily News
0.094
Ming Pao Daily
0.652
Hong Kong Economic
Journal
0.074
The Sun
0.355
Wen Wei Po
0.025
Sing Tao
0.316
The Standard
0.01
Economic Times
0.252
Ta Kung Pao
0.005
City Daily
0.212
Hong Kong Commercial
Daily
0.005
Sing Pao Daily News
0.163
Table 2
Most objective and reasonable newspapers as judged by readers
Ming Pao Daily
27.9%
South China Morning Post 2.9%
Oriental Daily
12.6%
The Sun
0.9%
Sing Tao Daily
5.4%
Hong Kong Daily News
0.7%
Sing Pao Daily News
5.0%
Wen Wei Po
0.3%
Hong Kong Economic
Journal
4.5%
Commercial Daily
0.3%
Economic Times
3.0%
Ta Kung Pao
0.2%
Apple Daily
2.9%
City Daily
0.1%
148
Optional Module III
Issue 1 – Is it the mass media that affect our cultural development, or is it our culture that determines
the production principles of mass media?
Key Point d – Mass media and a pluralistic and democratic society
Table 3
Most entertaining newspapers as judged by readers.
Apple Daily
40.7%
Sing Tao Daily
0.2%
Oriental Daily News
23.5%
Sing Pao Daily News
0.2%
The Sun
4.1%
Hong Kong Economic
Journal
0.1%
Ming Pao Daily
0.6%
South China Morning Post 0.1%
Economic Times
0.2%
Hong Kong Daily News
0.1%
Investigated by:
Hong Kong Institute of Asia-Pacific Studies, The Chinese
University of Hong Kong.
Date:
Sampling method:
Number of subjects:
Age of the subjects:
Maximum sampling error:
August and December in 2003
random
1685
15-64
2.39%
Reference
Ming Pao Daily, 14 January 2004
Discussion
3.
Why is the paper regarded by readers as “most objective and reasonable” not the
best selling paper in Hong Kong? How does it reflect the readers’ choice of
newspaper?
To what extent and in what ways is the newspaper industry in Hong Kong
pluralistic? (Hint: media ownership, media culture, and the audience preference)
As for other media like TV, movies and magazines, to what extent and in what
4.
ways are they pluralistic?
How would you characterize the media culture in Hong Kong?
1.
2.
149
Issue 2
Is popular culture harmful or beneficial to
the development of youth?
150
Key Point a
Mass media and popular culture
Suggested questions for enquiry
What are the most common leisure activities among young people in
Hong Kong? Are these activities related to mass media? Are young
people in Hong Kong affected by mass media and follow the ideology of
popular culture?
151
Optional Module III
Issue 2– Is popular culture harmful or beneficial to the development of youth?
Key Point a – Mass media and popular culture
Material 71
Popular Culture and Mass Culture
Reading
Popular culture and mass culture are very similar concepts. Traditionally, popular
culture and mass culture are both opposed to the so-called high culture and thus
have negative connotations. High culture generally refers to culture the
appreciation of which requires personal experience, training and reflection.
Popular culture and mass culture do not hold to any orthodox standards.
Therefore, popular culture and mass culture have been considered to be relatively
inferior.
Although popular and mass culture are very similar concepts, there is a subtle yet
important difference between the two in traditional usage. Mass culture is the
product of industrialized society. In industrialized society, people live under fixed
production routines. Their spiritual and creative activities are subject to
industrialized production and consumption. Hence mass culture is seen basically
as anti-human. Popular culture refers to cultural activities and products originated
from people’s daily living. It is very much part of ordinary daily life.
Modern scholars tend not to use the above value-laden definition of popular
culture. Instead, they try to explicate it in more neutral terms. For instance, one
dictionary definition of popular culture is ‘objects of creative expression,
entertainment, and style that appeal to the society as a whole’. And mass culture is
defined as ‘the culture that is widely disseminated via the mass media’.
152
Optional Module III
Issue 2– Is popular culture harmful or beneficial to the development of youth?
Key Point a – Mass media and popular culture
References
“Popular Culture”, http://www.jahsonic.com/PopularCulture.html.
Kristina Ross, “Mass Culture”, http://www.mediahistory.umn.edu/masscult.html.
“Popular Culture”, Microsoft Encarta 97 Encyclopedia, 1993-1996, Microsoft
Corporation.
Free online dictionary and thesaurus, http://www.thefreedictionary.com/mass%20culture.
Discussion:
Give examples of high culture and popular culture.
Is there a clear distinction between high culture and popular culture? Why?
Do you think high culture is superior to popular culture? Why?
Other references
＜立法會民政事務委員會文化委員會諮詢文件 2002 (Please refer to 5.4.)＞
http://www.legco.gov.hk/yr02-03/chinese/panels/ha/papers/ha1108cb2-289-2c.pdf
。
＜陳嘉上的視野與包容＞
http://www.hkadc.hk/chi/arts_life/1-5-2/index_cheng_jia_shang.html。
153
Optional Module III
Issue 2– Is popular culture harmful or beneficial to the development of youth?
Key Point a – Mass media and popular culture
Material 72
Survey on Young People’s Cultural Life
Reading
In April 2003, The Hongkong Federation of Youth Groups conducted a ‘Survey
on Young People’s Cultural Life’. The survey sampled 543 young people aged
between 15 and 24 by telephone interview. These are the results:
Nearly 75% of interviewees had not gone to recitals, operas or Chinese operas in
the past one year. This indicates that generally young people seldom go to events
of high culture.
Most of them love popular cultural products with a local touch, such as local
films, TV programmes, pop songs, newspapers and magazines, and local artists.
The survey discovers that young people’s most favourite film in the last year was
the local film Internal Affairs and their most favourite idol the local group Twins.
Pop music, local films, skateboarding and hip-hop dance are young people’s
favourite entertainments. Popular culture constitutes the mainstream in young
people’s life.
Reference
Ming Pao, 10 November 2003.
Discussion:
1. Do the above results reflect your own preferences?
2. Do you like the “high culture” mentioned above?1 Why? Is “high culture” a bit
out of common people’s reach? Does it have something that touches us?
3. Some scholars think that popular culture is a way common people strive for
excellence and self-actualization. Do you agree?
4. The organizer of the survey suggested that Hong Kong Government should do
more to promote high culture to young people. Do you agree with this suggestion?
Why?
1
According to the conventional view, high culture and popular culture are opposed to each other. Firstly,
the spectators and participants of high culture are usually the highly educated elites in society whereas
popular culture is prevalent among the general public who have only an average educational level.
Secondly, high culture usually refers to objects or activities the appreciations of which require a certain
degree of experience, training and reflection, and generally there is no such requirement for popular
culture. Please refer to the websites http://acc6.its.brooklyn.cuny.edu/~phalsall/texts/culture.html and
http://www.jahsonic.com/PopularCulture.html.
154
Optional Module III
Issue 2– Is popular culture harmful or beneficial to the development of youth?
Key Point a – Mass media and popular culture
Material 73
Development of Popular Culture in Hong Kong
Preparation
Before the lesson, ask each student to collect one popular cultural media product
dating before 1980s (e.g. a film or a magazine). In the class presentation, describe:
1. the nature of the product
2. the era the product belongs to
3. the characteristics of the product
Reading
Simply speaking, popular culture refers to things generally accepted by people at
a particular time in a particular place. The coverage of popular culture is therefore
very broad, ranging from various cultural activities to food and clothing. We will
focus on media consumption activities here.
Pop songs
In the 1940s, when war had just ended and there were not many forms of
entertainment in Hong Kong, pop songs became a very popular entertainment. In
the early stage, most were Mandarin songs, with singers like Gu Mei and Liu
Yun. In the 1960s, with the influence of western culture, English songs became
almost a mania. The Beatles and Elvis Presley became highly popular. In the
1970s, due to the widespread of television, theme songs of TV drama series led
pop songs into a Cantonese era, with Roman Tam, Adam Cheng Siu-chau and
Lisa Wong Ming-chuen being the representative singers. Besides, Sam Hui, who
originally sang English songs with a band and later gained fame with his movie
theme songs, was also a very important singer at that time.
155
Optional Module III
Issue 2– Is popular culture harmful or beneficial to the development of youth?
Key Point a – Mass media and popular culture
Since then Canto-pop has remained the mainstream in Hong Kong. Popular
singers in the 1980s included Alan Tam, Leslie Cheung, Anita Mui, etc. In the
1990s, there were the ‘Four Kings’ of Leon Lai, Andy Lau, Jacky Cheung and
Aaron Kwok, and some ‘Queens’ such as Sandy Lam, Cass Pang, Shirley Kwan,
Faye Wong, etc. Entering the new millennium, competition among singers is more
intense and is more difficult to list any singer as representative of the era. At the
same time, the pop song scene has become more diversified, with singers from
Britain, America, Japan and Korea gaining in popularity alongside local singers.
Television
Since the start of Hong Kong Television Boardcasts Ltd. (TVB), television has
been a free entertainment for the general public. Television became more common
in the 1970s. Lengthy 100-episode TV drama series gained ardent TV watchers.
Classical TV drama series like Hotel (《狂潮》), The House is Not a Home (《家
變》), etc., won huge family audience. The concluding episodes of TV drama
series and the Miss Hong Kong Pageant became major city events.
Life in the 1980s became more fast-paced, contributing to the popularity of
medium-length TV drama series. The Bund (《上海灘》) may be regarded as
classic, but there were also gems like The Shell Game 《
( 千王之王》), The Condor
Heroes (《神鵰俠侶》), and the Rediffusion Television (former Asia Television
Ltd.) drama series Reincarnated (《天蠶變》), Dynasty (《大內群英》), etc.
The 1990s saw more TV drama about professional groups such as doctors and
lawyers. With the progress in computer technology, computer animation became a
selling point. Representative works in this era included File of Justice (《壹號皇
庭》)、Journey to the West (《西遊記》)、My Date with a Vampire (《我和僵屍
有個約會》), etc. At the same time, non-Hong Kong productions were also
popular. The Impartial Judge (《包青天》), Princess Returning Pearl (《還珠格
格》), Yongzheng Dynasty (《雍正皇朝》), etc., can be regarded as representatives.
156
Optional Module III
Issue 2– Is popular culture harmful or beneficial to the development of youth?
Key Point a – Mass media and popular culture
Film
The Post-war film scene was dominated by Mandarin and foreign-language films.
Ticket prices were high. Most people could not afford it. In the 1960s, when ticket
prices fell due to the fast growth of film companies, locally produced Cantonese
films finally began to gain popularity. The dominant theme in this era was
portraits of real life, such as Teddy Girls (《飛女正傳》), Fairy Pearl (《李子長
活畫》), A Good Couple (《好夫妻》), etc. In the 1970s, action films became the
mainstream and Bruce Lee was the representative. In the late-1970s, films by
Brothers Hui dominated the scene. Since then, comedy has become the
mainstream. From Cinema City Co. Ltd. in the 1980s to Stephen Chow in the
1990s, they constituted important landmarks in the local film world. The
combination of the action and comedy genres contributed to the success of Jacky
Chan. Foreign, including Asian, films have also become increasingly popular.
Newspapers, Magazines and Comics
Newspapers and magazines were the most important channels of communication
after the war. It was one of the sources from which Hong Kong people obtained
the latest news and was also their most common reading material. In earlier times
the variety of newspapers and magazines was small, mainly focusing on local
news reports. Nowadays, it has become very diverse. Besides news reports, there
is coverage on horse races, real estate, finance and entertainment, etc. Most
special is the columns page. The columns are short essays, but there were also
serial novels in earlier times. The martial arts novels by Jin Yong appeared in
newspapers first. Dong Qiao also became a widely-known essayist.
Comics are also quite popular for Hong Kong readers. Local comics became
popular since 1960s and 1970s, reflecting the mentalities of people at that time, or
attracting readers by exciting fights. The most popular ones were Old Master Q
(《老夫子》), Dragon and Tiger Heroes (《龍虎門》), Chinese Hero (《中華英
雄》), etc. The popularity of local comics receded in the 1980s, yielding to
Japanese comics still riding high.
157
Optional Module III
Issue 2– Is popular culture harmful or beneficial to the development of youth?
Key Point a – Mass media and popular culture
Activity
Presentation of popular cultural products: Divide students into groups of four to five.
Ask each group to present popular cultural products of a different era, and analyze the
characteristics.
Discussion
1.
In what ways do the characteristics of popular cultural products in a given era
reflect the social development of Hong Kong at that time?
2.
With regard to product characteristics, are there similarities and differences
between products in that era and similar products today? What are these
similarities and differences? Why?
158
Optional Module III
Issue 2– Is popular culture harmful or beneficial to the development of youth?
Key Point a – Mass media and popular culture
Material 74
Impacts of New Media (1) – The Internet
Reading
There has always been a close relationship between the media and popular
culture. In the past, discussion commonly focused on radio, television, films,
newspapers and magazines. However, with the advance of information technology
in the 1990s, we are witnessing the birth of many new media, among which the
Internet is of particular importance. The mobile phone is more than a
communication tool. It has become a part of the new media.
The Internet and the mobile phone share several important common features.
First, both are simultaneous communication tools and media (to be concise,
broadcasting tools). Second, they are both highly interactive. Since the Internet
and the mobile phone are broadcasting tools, traditional media analysis is
applicable to these new media.But, their impact differs from traditional media.
Below are summaries of news reports on the internet:
A study by the Breakthrough Organization revealed that about 14% teenagers had
symptoms of Internet-addiction. Another study by the Department of Social Work
at Chinese University of Hong Kong found that about 24% primary school
students were at risk of being addicted to Internet-surfing.
A new disease, called ‘internet print out syndrome’, was found among British and
Singaporean Internet-surfers. This refers to patients who always bring information
printed from the Internet to medical consultations and challenge the professional
knowledge of healthcare staff. Some patients try to have online consultation
without going to doctors.
159
Optional Module III
Issue 2– Is popular culture harmful or beneficial to the development of youth?
Key Point a – Mass media and popular culture
A British teenager posted as spies in an online chat-room and requested fellow
players to assassinate him. Expert analysis pointed out that addiction to online
activities could make teenagers unable to distinguish between the virtual world
and reality.
A study found that British employees spent on average an hour a day clearing
junk emails.
In 2000, a Peking University female student, Qiu Qing-feng, was raped and
murdered on her way to campus. The University forbade memorial activities on
grounds of maintaining stability. Students launched a strong protest online.
Commentators cited this as a good example of the Internet breaking speech
control.
Digital technology company Octavo scanned page-by-page more than 40 antique
books of masterpieces, enabling lovers of historical relics and books to enjoy
them online.
Reference
Breakthrough Organization: http://www.breakthrough.org.hk/ir/Cyberrisk/Cyberrisk.htm;
Ming Pao.
Ming Pao, 25 April 2001, 7 May 2001, 30 December 2003, 9 May 2004
黃世澤：
〈電腦網絡衝擊中國言論自由〉，明報，2000 年 7 月 22 日。
BBC news, http://news.bbc.co.uk/hi/chinese/news/newsid_762000/7621201.stm.
Discussion:
1.
2.
3.
Does the birth of the Internet affect our habits? How?
Experts worry that Internet usage might create confusion between fiction and
reality. Do you consider this worry reasonable? Are there similar problems with
traditional media? If yes, what are the symptoms?
Many scholars believe that the media transmits certain values and beliefs, and
affects our understanding of the world. Do you think the above examples support
such a claim? Can you give other examples to support your view?
160
Optional Module III
Issue 2– Is popular culture harmful or beneficial to the development of youth?
Key Point a – Mass media and popular culture
Material 75
Impact of New Media (2) – the Mobile Phone
Besides online media, the mobile phone has also become a new media star. Below are
two reports about the mobile phone.
No Control on Mobile Phone Obscene Clips
With advanced technology, Short Messaging Service (SMS) has become a means
of publicity for companies in recent years. Recently some ‘on-line games’
companies played promotional sound clips to randomly selected mobile phone
users via the ‘automatic call alert’ function. This caused great disturbance to users
as they wasted users’ quotas and some had obscene contents. The spokesperson of
the Office of the Telecommunications Authority said that there were not yet any
laws to control junk messages, but the Office will soon consult the community on
this matter.
Reference
Oriental Daily, 8th May, 2004
3G Changes Lifestyle – Asia Leading Europe and America by Ji Shuo-ming
The new Euro Cup played in Portugal. The England vs. France match on 13th
June started at 2:45a.m on 14th June Hong Kong time. Hong Kong stock
exchange worker Ho Kuain-kuain was a football fan. Having at work on the
following day, Ho had to give up watching the match. He borrowed a Hutchison
3G from a friend. Having slept well at night, Ho eagerly tuned to the sports
channel on the mobile phone for ‘Football World’ the next morning. The match
recorded a few hours ago was wonderful. Ho was excited by France’s two
wonderful goals during extra-time. 3G enabled Ho to be in good shape at work
while fulfilling his interest in football. Moreover, he saved time by watching the
match on his way to work.
Reference
Yazhou Zhoukan, volume 18, issue 26, p.28.
161
Optional Module III
Issue 2– Is popular culture harmful or beneficial to the development of youth?
Key Point a – Mass media and popular culture
Uncontrolled 3G Porno Information – Television and Entertainment Licensing
Authority Follows Up
Citizens are complaining that the 3G service has become an indecent channel.
Even if users do not want to receive pornographic information, they cannot take
away media channels like the ‘Playboy’ and ‘Porno-paradise’, etc. Tuning to these
channels requires a password only for the first time, which means that
pornographic film clips can then be watched without passwords. This worries
parents a lot.
Reference
Ming Pao, 26 February 2004.
Discussion:
1.
Do you find the abuse of information technology serious? What are your
reasons?
2.
How will 3G mobile phones influence our life? Do they change our thinking and
behaviours?
With the advancement in information technology, do we have more freedom, or
are we more easily controlled by the media?
3.
162
Optional Module III
Issue 2– Is popular culture harmful or beneficial to the development of youth?
Key Point a – Mass media and popular culture
Material 76
Characteristics of Popular Culture
Reading
Source 1
In the world of popular culture in Hong Kong, there are often numerous things
which are instant and not very meaningful. We are used to things
easy-come-easy-go and do not have enough time to think clearly about the
meanings.
Reference
＜過界＞，
《東方日報》
，2003 年 4 月 27 日。
Source 2
A survey by Hakuhodo, the second largest advertising company in Japan, revealed
that 90% of Hong Kong young people said that they enjoyed buying Japanese
cultural products and considered them trendy.
Reference
＜新東亞時代＞，
《經濟日報》，2003 年 3 月 19 日。
Source 3
Popular culture is a product of modern people’s inclination for the new. But the
‘new’ here is completely different from the genuine ‘revolutionary’.
‘Revolutionary’ means a complete break with the ‘past’. It is a thorough
revolution of systems, understandings, and the nature of things. The ‘new’ as
craved for by modern people is the ‘new’ as in news and fashion. The ‘new’ is
desired not because it brings us new systems, new understandings and new things,
but merely because it is ‘new’.
Reference
＜我們真的無新媒體不歡？＞，
《明報》，2003 年 3 月 22 日。
163
Optional Module III
Issue 2– Is popular culture harmful or beneficial to the development of youth?
Key Point a – Mass media and popular culture
Source 4
Culture is a projection of history. Our macro social environment determines our
popular culture. Taiwan exhibits diversified development in this new explosive
age. Popular jargons reflect the new thinking style in this e-age, overthrowing the
established linguistic structure with novelty, subversion and fun. The poor
performance of the stock market in Taiwan is described by young people as the
Grand Presidential Suite. Pig’s head, guava, and protein stand for being stupid,
idiotic and neurotic. “She doesn’t look faulty” means looking so ugly isn’t her
fault. Both hei-xiu hei-xiu, and planting strawberries have sexual connotations.
There is no lack of phonetic symbols, Taiwanese dialect, English words, numbers
and TV jargons in the new popular jargons. The most ‘in’ language of young
people is really unique.
A world in a grain of sand. A heaven in a wild flower. The new-age people are
deconstructing mainstream values in Taiwanese society through language.
Reference
＜「哈啦流行語」見證新世代＞，《公正報》，2000.年 12 月 18 日。
Discussion
What do you think are the characteristics of popular culture?
164
Optional Module III
Issue 2– Is popular culture harmful or beneficial to the development of youth?
Key Point a – Mass media and popular culture
Material 77
In and Out
Preparation
Ask students to complete the worksheet before lesson.
Activity
Give an A3 blank paper and colour pens to each group. Ask students to share within
the group the popular trends of the moment. Draw their popular persons according to
their discussion results, and then present them to the class. Ask students to vote for the
most ‘in’ person.
Discussion
1.
In the trends circle, how long do ‘in’ people or things usually last until they go
‘out’? Illustrate with an example.
2.
From what source do you come to know whether they are ‘in’ or ‘out’?
3.
Who or what determine whether they are ‘in’ or ‘out’?
4.
Do you keep close track of such trends? Why?
5.
What are the factors that influence our perception of trends?
165
Optional Module III
Issue 2– Is popular culture harmful or beneficial to the development of youth?
Key Point a – Mass media and popular culture
Worksheet
Popular Culture Inspection
Teenagers commonly use ‘in’ or ‘out’ to refer to whether a person or thing is trendy.
Give examples of ‘in’ and ‘out’ for the following indicators.
Indicators
‘IN’
‘OUT’
Source of information
(e.g. magazines, TV,
advertisements, friends,
the Internet, street
observation)
Hairstyle
Clothes/shoes/sports
shoes
Mobile phones
Books/newspapers/
magazines/comics
Films/TV
Music/pop songs
Actors/singers
Others
166
Optional Module III
Issue 2– Is popular culture harmful or beneficial to the development of youth?
Key Point a – Mass media and popular culture
Material 78
Jargons and Trends ──“Slash” as an Example
People of different generations have different linguistic habits. Take dating as an
example. Many years ago people called it “chasing girls”. Later, mysteriously, it was
“kou” in Cantonese (meaning to “hook up”). Into the 21st Century, even “kou” is
old-fashioned – the trendy expression is “slash” (gai). How do we account for the
evolution of such jargons? Is it merely diction? Or does it imply a certain attitude or
set of values? Let us first consider the views of two writers:
“Slashing girls” is recently the most frequently heard new verb. On first hearing,
it seems not too difficult to comprehend. However, if I am to explain it, I am
stuck. So I consulted my students. Student A said it meant the same as “kou”. I
asked, “Why don’t they just use the old expression then? The old expression
sounds vulgar enough already.” Student B said this word connoted speed and
accuracy, implying easy courtship. Student C believed that this word was derived
from the razor, suggesting that when lovers break up, it would be like slashing a
thread with a razor.
Though we could not arrive at the “correct” definition of the word, the
game-playing attitude toward man-woman relationship is all too obvious.
Reference
朱順慈。
〈拆穿「
《明報》E3，2002 年 12 月 10 日。
167
Optional Module III
Issue 2– Is popular culture harmful or beneficial to the development of youth?
Key Point a – Mass media and popular culture
“Slash”: sharp, ice-cold, quick, cutting, accurate, and connoting bloodiness,
cut-in-the-flesh and scars. “Chase”, “kou”, “lum” (Cantonese, meaning “sweet
on”) all obviously express an emotional component. But “slash” is pure action – a
fierce and cruel one that focuses on posture and outcome, without a tinge of
emotions.
To “slash”, you have to use a sharp weapon that enables fast and concise actions
that spares no feelings. Slashed things cannot fully retain their original
appearance, but are shattered and defective. What happens to a person after being
slashed? The achievement and satisfaction of the ‘slasher’ is the glory of the
victor; he takes pride in his ‘slashing’ skills. Though there is a subject/object
division in “chase”, “kou” and “lum”, they somehow imply mutual affection, in
which someone is willing to enter the “trap” set by another. However, “slash”
signifies an absolute actor. We seldom hear someone offering herself: “Hi, please
come and ‘slash’ me!” “Slash” magnifies the subject infinitely. The subject is the
hunter, and those being hunted can only await their deaths.
Reference
鍾菊芳。
〈追溝冧之後，終極一
，《星島日報》D4，2002 年 8 月 26 日。
168
Optional Module III
Issue 2– Is popular culture harmful or beneficial to the development of youth?
Key Point a – Mass media and popular culture
Activity
Ask students to make a form and list recent popular jargons. State where they first
learnt to use these jargons.
Jargons
Source
Synonyms/
similar
expressions
Meaning and synonyms
“slash” (e.g.)
Magazines
“chase”
“chase”: a one-way courtship which
seems time-consuming.
“slash”:
vividly
demonstrates
contemporary instant-love attitudes.
Discussion
1.
Do you and your classmates like to talk in popular jargons? Why?
2.
Where do you learn most of these jargons?
3.
What proportions of jargons have you learnt from media and non-media sources.
How big is the influence of the media on popular jargons? Are there other
factors?
4.
Why do these jargons become popular? Does their popularity reflect anything?
5.
When one uses popular jargons to express oneself, does it mean that he/she has
accepted the values in these jargons?
169
Optional Module III
Issue 2– Is popular culture harmful or beneficial to the development of youth?
Key Point a – Mass media and popular culture
Material 79
Popular Culture, Media and Young People
Source 1
Today, 19-year-old Po, who likes to dress in Harajuku style and is named a
trends-prototype by the media, will speak to us on international trends and local
creations which are becoming popular. I think trendy guys need to care about
local creations besides “foreign goods”!
Focus Recommendation
Number (N)ine
‘I like Number (N)ine because it consistently brings out seasonal themes in its
fashion shows, its styling in magazines, and its shop design…’
Reference
＜阿寶論盡 02 潮流大趨勢＞，
《蘋果日報》，2002 年 1 月 17 日。
Source 2
Teacher Wah-wah was discussing popular culture with some Secondary 2
students. When the teacher heard from Student Mei-kuen that the most popular
culture at the moment was ‘Yoshitomo Nara Culture’, he knew he was out-dated.
Most people probably do not know what ‘Yoshitomo Nara’ (奈良美智文化) is.
Mei-kuen explained, ‘Yoshitomo Nara is one of the most famous illustrators in
Japan. His characters are famous for being cool.’ Student Chi-yip added, ‘The
“no-smile culture” is hot in Japan. According to some sociologists, nowadays
many cover models in Japanese fashion magazines pose without smiles.’
Wah-wah probed, ‘Why?’ Mei-kuen replied, ‘No-smile reflects reality. Why
should we smile in this tragic world?’
Reference
＜奈良美智文化＞，
《大公報》
，2003 年 3 月 7 日。
170
Optional Module III
Issue 2– Is popular culture harmful or beneficial to the development of youth?
Key Point a – Mass media and popular culture
Source 3
English was an ice world to me in my high school days. It was popular culture
which helped me break the ice.
During high school, my home was Dad’s plastic toys warehouse in daytime and
Brother’s band room at night. My elder brother was a fan of John Lennon and he
sang well. From him, I gradually learnt some good English. I knew that the most
important pronoun was ‘Who’, the most active object Rolling Stones. I learned
from Peter, Paul and Mary that one would be homesick just 500 miles away from
home. Lemon trees, like life itself, are pretty and bitter. I learnt that war was cruel
because war deadened human hearts and flowers.
Popular culture is interesting and energetic, bringing out emotions directly.
Learning English needs initiative, self-discipline and daily practice. Forget the
exams and breathe in popular culture, and you’ll be more energetic even with a
hello and a goodbye.
Reference
＜聽歌學英文和流行文化的前生今世＞，《信報財經新聞》，2001 年 11 月 19 日。
Source 4
‘Youngsters Concern Group’, formed by eight students aging 17 to 21, conducted
a ‘Youngsters Values Scheme’ survey to understand the influences of idols on
young people. According to the survey, about 80% interviewees worship idols.
About 60% of them thought that young people would imitate their idols’ use of
foul language, smoking, tattooing and sexy clothing. More than 70% of them
thought that young people would imitate movie stars or celebrities and dye their
hair and get slimmer.
Reference
＜七成青少年：仿偶像染髮瘦身者眾＞，《明報》
，2001 年 9 月 7 日。
171
Optional Module III
Issue 2– Is popular culture harmful or beneficial to the development of youth?
Key Point a – Mass media and popular culture
Discussion
1.
2.
3.
Based on Clips 1 to 4, do you think that popular culture has strong influence on
young people? How and in what ways?
Are you influenced by the media in following popular trends? If yes, which
media are you most influenced by and how does it influence you? Elaborate with
your own experience. If no, please explain.
If you answer ‘yes’ to the above question, why are you influenced by the media
in following popular trends?
Extended Activity
Conduct a study on celebrity or a popular object. You may refer to the following
questions for directions:









How can you tell it is popular?
How popular is ‘it’?
Why is ‘it’ popular?
Which type of people tends to love ‘it’? Why?
What are other people’s comments on ‘it’? What are their grounds? Are their
views similar to those of the fans? Why?
What are the factors contributing to its popularity?
Is there any deeper meaning in ‘its’ being popular (such as, for the individual,
society or the world)?
What does ‘it’ bring to us? Or, what does ‘it’ take away from us?
How should we treat these popular people and objects?
172
Optional Module III
Issue 2– Is popular culture harmful or beneficial to the development of youth?
Key Point a – Mass media and popular culture
Material 80
Popular Culture, Media, and Ideology of Young People
Preparation
Ask students to complete the worksheet before the lesson.
Discussion
1. Are your favourite songs pop songs? What are your criteria for judging
whether a song is a pop song or not? Spell out your criteria.
2. Take your favourite songs and your group members’ and find their similarities
3.
4.
(e.g. themes, singers, types of singers and/or reasons for liking them, etc.) Why
are there such similarities?
Besides the songs mentioned by your group, do you have other good music to
recommend to others? Why is this other music not your favourite songs/ pop
songs?
Share with classmates your most favourite lyrics or lyrics with which you have
the greatest resonance. Reflect on why these lyrics touch you.
Extended activities
With regard to your most favourite song, write a short essay to explain your reasons
for liking it. The following questions may help your reflection:











What is your most favourite song? Who is the singer?
Do you like the singer? If yes, why do you like him/her?
What is the message of this song?
How does the singer sing this song?
If there is a music-video for this song, how does it present the song (e.g. nature,
mystery, festivity, wildness, fairy-tale style, etc)) and what feelings or messages
does it bring out? Do you like this music-video?
Which part of the lyric is your most favourite capable of arousing the greatest
resonance? What message does it bring out?
Describe in detail the feelings/thoughts and images when you listen to this song.
Why do you like the lyric? / Why does the lyric touch you?
Does this song change your views on some issues or beliefs?
What are the good and/or bad elements in this song’s views or beliefs?
What is your attitude towards the new views or beliefs? Why?
173
Optional Module III
Issue 2– Is popular culture harmful or beneficial to the development of youth?
Key Point a – Mass media and popular culture
Worksheet
My most favourite song is…
Name of the song
Source of first contact
Name of singer(s)
Type of singer(s)
(e.g. the idol type, the vocalist
type)
Theme
(elaborate by relevant parts of
the lyric)
Reason(s) for liking it
Most favourite lyrics/ lyrics
with greatest resonance
(select 1 or 2 sentences)
174
Optional Module III
Issue 2– Is popular culture harmful or beneficial to the development of youth?
Key Point a – Mass media and popular culture
Material 81
Media Consumption
In developed countries, the mass media has a high degree of infiltration and has
become one of the major modes of leisure life. Observe the following figures (in
hours/ day):
Table 1:
1997
2001
2003
TV
4.3
4.4
4.4
Radio
3.0
2.8
2.7
Music Discs
0.7
0.8
0.9
Newspapers
0.4
0.4
0.4
Books
0.3
0.3
0.3
0.2
0.2
0.2
Magazines
0.2
0.2
0.2
Internet
0.1
0.4
0.5
9.2
9.5
9.6
Films (inclusive
cinema)
of
home
Total
Reference
Vivian, John, The Media of Mass Communication, Boston, London: Allyn and Bacon, 2003,
p.3.
Part 1:
It can be seen from the above figures that certain media have become less important
for leisure while others are becoming more important. From your own experience,
rank media by its degree of importance for leisure and analyze the phenomena.
Part 2:
Leisure Diary
Fill in the following leisure diary according to your activities in the past 3 days:
175
Optional Module III
Issue 2– Is popular culture harmful or beneficial to the development of youth?
Key Point a – Mass media and popular culture
2 days before yesterday
Activities
am/
pm
Duration
Nature
leisure
activities
of Media
related?
(Y/N)
Mode: individual/
with family/ with
friends
am/
pm
Duration
Nature
leisure
activities
of Media
related?
(Y/N)
Mode: individual/
with family/ with
friends
am/
pm
Duration
Nature
leisure
activities
of Media
related?
(Y/N)
Mode: individual/
with family/ with
friends
1
2
3
4
5
6
Day before yesterday
Activities
1
2
3
4
5
6
Yesterday
Activities
1
2
3
4
5
6
176
Optional Module III
Issue 2– Is popular culture harmful or beneficial to the development of youth?
Key Point a – Mass media and popular culture
Discussion
1.
2.
3.
4.
5.
Summarize the data from the whole class. Is the proportion of using media for
leisure and entertainment large or small?
According to the data from the class, which medium is the one the class has most
frequent contact with?
When you use the media for leisure and entertainment, what is your usual mode
of participation? What influences such a mode of participation have on your
daily life?
Do different media invite different modes of participation?
How should we use the media for a balanced life (e.g. taking care of personal
interests, interacting with family and maintaining social life)?
177
Optional Module III
Issue 2– Is popular culture harmful or beneficial to the development of youth?
Key Point a – Mass media and popular culture
Material 82
Flash Mob
Reading
Flash Mob refers to strangers who, through mobile phone paging or online
communication, arrange to meet at a certain place at a certain time on a certain
date to perform something brief and absurd, after which they would quickly
disperse. They do not know one another beforehand, nor do they keep in touch
afterwards. This phenomenon appeared for the first time in New York this June
when a group of people rushed into a department store and told the salesperson, “I
want to buy a carpet,” and then scattered immediately. Not long afterwards, Flash
Mob behaviour spread to large cities in England, Italy, Holland, Japan, Taiwan.
Recently, it spread to Hong Kong too. One Flash Mob web station called on
people to go to the Central Library and cry aloud, “Down with Tung Chee-hua”;
others call on people to go to the supermarket to hit water melons; or go to the
clock tower in Tsimshatsui and cry, “I love Hong Kong”; or go to Causeway Bay
MTR Station to “pretend to wait for someone”. However, the appeals were
unsuccessful. Then, on 22nd August, the first Flash Mob activity took place: about
50 people suddenly picked up tissue papers and danced and shouted inside the
McDonald’s at World Trade Square. They dispersed one minute later.
Professor Joseph Chan of the Department of Journalism and Communication at
Chinese University of Hong Kong discussed Flash Mob activities in a newspaper
article. His analysis can be summarized into six main points:

Flash Mob activities have been made possible by the wide-reaching Internet.

The cost of such activities is very low, but success brings about much
satisfaction, and becomes a proud topic of conversation among peers.


It is a form of rebellion and a mockery of social norms.
Their rivals are other Flash Mob groups. They compete against each other in
terms of creativity and attract participants by the novelty and fun of their
actions, thus building up status.
178
Optional Module III
Issue 2– Is popular culture harmful or beneficial to the development of youth?
Key Point a – Mass media and popular culture


Their feelings toward the media are mixed. On the one hand, exposure of
their plans in advance would alert the police and security guards, and the
presence of reporters would likely discourage people from participating
before the ‘camera’. On the other hand, to keep the activities secret may
reduce the number of participants.
People feel alienated from one another in a modern society, which causes
them to crave for collective recognition. A prominent feature of Flash Mob is
the anonymity of its members in a temporary collective organization. This
reflects exactly the way modern people hop back and forth between isolation
and collective recognition.
References
陳韜文。＜快閃活動對傳媒愛恨交加＞，《明報》
，2003 年 9 月 4 日。
Ming Pao, 23 August 2003 & 1, 4, 19 September 2003.
Apple Daily, 3, 7, 14 September 2003.
Ta Kung Po, 16, 18 September 2003,
Singtao Daily, 10 September 2003.
Oriental Daily, 14 September 2003)
Role-play and discussion:
1.
Divide students into groups of four. Each group proposes a Flash Mob activity.
Time
Venue
Activity
Means
of
publicity
Participants
to be invited
179
Optional Module III
Issue 2– Is popular culture harmful or beneficial to the development of youth?
Key Point a – Mass media and popular culture
2.
What are the considerations when you think up the activities?
3.
Ask one member from each group to present their proposal. Count the number of
interested classmates for each activity.
4.
Overall speaking, are classmates interested in Flash Mob activities? Why?
5.
What types of activities are included in the proposals? What are the types of
activities in the quoted essay? What are the more popular types of activities
proposed by classmates? Can you explain their popularity?
6.
What channels are usually used by classmates to publicize their activities? Why?
Will there be similar effect if they use other channels?
7.
How are human activities influenced by mass media?
8.
Do you agree with Professor Chan’s analysis of the behaviour related to Flash
Mob activity?
180
Optional Module III
Issue 2– Is popular culture harmful or beneficial to the development of youth?
Key Point a – Mass media and popular culture
Material 83
The Impact of the Media:
The American Experience
Reading
With the rise of many new forms of media, the role of television has been
diminishing in the lives of a lot of people, especially the younger generation.
Nonetheless, we should never overlook the impact of TV. Below are some
interesting (or horrifying) information.
1.
2.
When asked which they liked more:
TV or Dad, 54% of American children
aged between 4 to 6 answered: TV.
The media plays an important role in the lives of many Americans. Below
are some examples:
a) Only 59% of adults talk to their families in the evening.
b) Only 34% of parents spend their time with their children in the evening.
c) On average, American couples spend only 4 minutes to serious talking
d)
e)
f)
g)
h)
i)
with each other per day.
Parents spend only 5.5 minutes in serious talking with their children per
day.
At the same time:
Watching TV is the major pastime for Americans. They spend about
twice the time watching TV compared with time spent on
communicating with other people.
On average, TV is turned on seven hours per day in an American family.
An American on average spends 3 hours and 46 minutes watching TV
per day (which is equivalent to watching 57 days of TV non-stop per
year).
25% of Americans fall asleep in front of TV at least 3 days in a week.
Reference
Silverblatt, Art, Media Literacy, Westport, Connecticut: Praeger, 2001, pp. 1-2.
181
Optional Module III
Issue 2– Is popular culture harmful or beneficial to the development of youth?
Key Point a – Mass media and popular culture
Mini-survey
1.
Design a questionnaire to investigate how the mass media influence the family
and social life of your classmates. Below are some questions you may refer to.
2.
How many hours per day do your classmates usually spend on chatting with
family members? How much time do they spend using media products? (radio,
TV, pop music, the internet, movies, video discs, magazines and newspapers)?
3.
Do they enjoy spending time with family members more than with media
products?
4.
Does media consumption enhance their social life, such as going together to
purchase music discs, or exchanging information about films and television
programs?
5.
Do different media consumption habits constitute barriers in their social life? For
instance, do those who do not listen to pop music fail to get along with those
who do?
6.
Judging from the results of the above survey, how does media consumption
affect (a) the family and (b) the social life of your classmates?
182
Optional Module III
Issue 2– Is popular culture harmful or beneficial to the development of youth?
Key Point a – Mass media and popular culture
Material 84
TV and Life (1)
Photographic analysis
Look carefully at the photographs of a living room setting in the real estates section of
newspapers or real estates magazines. Answer the following questions:
Discussion
1.
In these photos, around what object is the furniture arranged?
2.
What does such a furniture arrangement indicate of family life? Why?
Note
Teachers can bring newspaper or magazine photos of their own (preferably highlighting the
arrangement of furniture around the television set).
183
Optional Module III
Issue 2– Is popular culture harmful or beneficial to the development of youth?
Key Point a – Mass media and popular culture
Material 85
TV and Life (2)
Source 1
Rediffusion Television (RTV) began broadcasting on 26 May 1957, with only one
English channel and 1500 users, all expatriates. In September 1963, a Chinese
channel was added. The number of users increased and reached more than
100,000 in 1973. TVB (Television Broadcasts Limited) began broadcasting on 19
November 1967. In 1970, TVB started real-time colour broadcasts with ‘Enjoy
Yourself Tonight’, bringing Hong Kong TV into its colour era. Ten years after the
establishment of TVB, 90% of families in Hong Kong already owned a TV set. In
the 1990s, almost all families had a TV set, some having more than one.
Source 2
In 1967, all TV channels in Hong Kong together broadcasted for only 22 hours in
total a day. But the figure reached 80 hours in 1991. With Star TV, Cable TV,
other information services and new charged TV channels, the number of TV
channels and programmes are growing fast.
Source 3
An average American family turns on the TV for more than 7 to 8 hours per day.
It is estimated that an average American watches TV for 7 years during his
lifetime. Because of this, Americans are sleeping less, staying at home more,
reading and chatting less.
184
Optional Module III
Issue 2– Is popular culture harmful or beneficial to the development of youth?
Key Point a – Mass media and popular culture
Source 4
The ‘Media and Youngsters Study’ by Breakthrough Organization revealed that
youngsters have the habit of turning on the TV, watching it while doing
homework, playing video games or chatting on the phone, etc. Thus, TV becomes
the background soundtrack for our domestic life, offering us a sense of security
like an old nursemaid. Moreover, TV is like a clock that controls the rhythm and
routines of our life, for example, having dinner during the first TV drama series,
and going to bed after the late news.
Reference
突破機構。
《傳媒教育摶擊會：突破傳媒教育教材套 2》
，2000 年，頁 9。
Discussion
1.
Do Sources 3 and 4 describe you and your family?
2.
Some scholars considered TV an indispensable product for modern people.
Considering also the discussion in Material 83, do you agree with this view?
Why is there such a phenomenon?
185
Optional Module III
Issue 2– Is popular culture harmful or beneficial to the development of youth?
Key Point a – Mass media and popular culture
Material 86
TV and Life (3)
Preparation
Ask students to complete the worksheet before lesson.
Discussion
1.
According to the worksheet, how much time did you spend watching TV
yesterday?
2.
Look at the TV programme schedules. Compare the programme types and
potential viewers (e.g. primary or secondary school students, housewives,
families, etc.) between TVB Jade and ATV Local in the morning, afternoon and
evening sessions respectively. Why are there such arrangements?
3.
There are good reasons why two TV programmes are put together, one after
another. What are the reasons? Find them in your worksheet.
4.
With reference to ‘reasons for watching’ in your worksheet, reflect on whether
you always watch whatever TV programmes “at will” (i.e. do not care much with
the choice of TV programmes)?
5.
What are the advantages and disadvantages of watching such TV programmes?
186
Optional Module III
Issue 2– Is popular culture harmful or beneficial to the development of youth?
Key Point a – Mass media and popular culture
Worksheet
My TV Viewing Record
Date: ____________
Broadcast
time
Viewing
Name of TV
(e.g.
duration
programme
6:30pm - (e.g. 1 hour)
7:30pm)
1
2
3
4
Total:
_____ hours
_____ mins
187
Reasons for
watching
Advantages /
Disadvantages
Optional Module III
Issue 2– Is popular culture harmful or beneficial to the development of youth?
Key Point a – Mass media and popular culture
Material 87
TV and Life (4)
Activity
Fill in the following chart to find out the significance of TV on your life (if you do not
watch TV at all or watch very rarely, you can replace TV with other favourite media
activities):
Under what
Without TV, what
Is it a good or bad thing to replace TV
conditions
would I
choose to
will I do under the
same conditions?
with the activities in column 2? Why?
watch TV?
Discussion
1.
Besides those mentioned in the above chart, would the absence of TV (or your
favourite media activity), make any difference in your life?
2.
Summarize the merits and demerits of the ways you use TV at present.
188
Optional Module III
Issue 2– Is popular culture harmful or beneficial to the development of youth?
Key Point a – Mass media and popular culture
Material 88
Magazines and Trends
Source 1
… Lee Hon-hing, editor of local weekly magazine Milk, said that magazines are
channels to provide information on current trends. He admitted that popular
magazines might induce readers to buy things, but that the final decision is with
the readers, who should think before buying. He admitted that many people
would imitate the magazines without thinking: ‘Hong Kong people have limited
knowledge about fashion. Some only buy the most popular or expensive brands
but do not know how to match clothes. They don’t look nice even with lavish
spending.’
‘I like to get inspirations from trendy magazines,’ Chu picked up a scarf and
continued, ‘Once I saw a white-and-blue scarf in a magazine. Inspiration stroke
and I embroidered patterns on this white scarf. The look is the same but the cost
is much lower.’ Seeing favourite clothes in magazines, Chu’s first thought was
not to buy but to modify her own clothes. She has changed a pair of jeans
trousers into a skirt, and added decorations to old shorts bought 5 to 6 years ago
to give them a new trendy style. She also did tie-dyeing and made patchwork
skirts. ‘I only need to modify my clothes at home a bit and then I get the
must-buy items in magazines!’
Chu thought that the recommendations in magazines were not necessarily good
or suitable for oneself. What was important was still personal aesthetic
judgments. But she thought that reading such magazines could somehow raise
one’s aesthetic tastes …
189
Optional Module III
Issue 2– Is popular culture harmful or beneficial to the development of youth?
Key Point a – Mass media and popular culture
Source 2
…Magazines are still changing these years, from the stress on economical
consumption in the beginning to an emphasis on natural, good tastes nowadays.
Lee Hon-hing said the main reason for the change is market demand: ‘Readers
won’t completely believe what is recommended in the magazines. So we won’t
just write about new products. We’ll briefly introduce the background, designer
biography, or even the birth of a certain culture, to let readers understand and
choose information that suits them.’
Assistant Professor Anthony Y. H. Fung in the School of Journalism and
Communication at Chinese University of Hong Kong said that young people’s
values would definitely be affected after prolonged reading of such magazines.
‘They may not show significant changes in behaviour due to a lack of money,
but these magazines establish in their subconciousness what the high-taste
brands are.’
Associate Professor Eric K. W. Ma of the same School said that young people
use markers to show their abilities, level of culture, spending power and
personal uniqueness. Magazines serve as their markers of trends. He doubted
the truth of young people’s right to choose: ‘The magazines can be considered
markers due to their professional and aesthetic design. On the positive side, they
can build and strengthen individuality and enhance personal standards. On the
negative side, they build up a kind of pressure for young people to follow.’
Reference
＜雜誌副作用 年輕人潮流新態度＞，中文大學新聞及傳播學院，
《大學線月刊》昔日大學線。2003 年 3 月第 55 期，http://www.com.cuhk.edu.hk/ubeat/。
Discussion
1.
Which views do you agree with more, the editor’s or the academics’?
2.
In your opinion, how can young people establish their own individuality and
tastes?
190
Optional Module III
Issue 2– Is popular culture harmful or beneficial to the development of youth?
Key Point a – Mass media and popular culture
Material 89
The Normalization of Hyperbole
Reading
We live in an age of the information boom. We generally believe that the
information boom can save us from ignorance. However, many scholars and
cultural practitioners thought that the information boom also contains inherent
risks. The ‘normalization of hyperbole’ is an example. David Shenk describes
such a problem in his Data Smog: surviving the information glut:
Historically, discourteousness and vulgarity have always signified a lack of
sophistication; garishness was considered tasteless and degrading. In today’s
attention-deficit society, however, people have learned that churlish behavior is
the key to headlines, profit, and power. Thanks to the antics of these and many
more talented sensationalists, our society is experiencing what communications
scholar Kathleen Hall Jamieson calls “the normalization of hyperbole.” Mouths
become megaphones and advertisements become eye-popping, gut-wrenching
dramas. Extreme measures to grab attention are not only condoned; they’re
admired. Outrageous behavior by individuals is rewarded with wealth and
influence.
Reference
Shenk, David, Data Smog: surviving the information glut, San Francisco: Harper Edge,
1997.
191
Optional Module III
Issue 2– Is popular culture harmful or beneficial to the development of youth?
Key Point a – Mass media and popular culture
In February 2004, newspapers reported a few incidents involving different media,
including free and paid TV, online media, and visual mobile phones. These incidents
make one recall the worries of David Shenk. Read the following reports and answer
the questions that follow.
Report 1: Janet Jackson bared her breast in front of a million
During the performance session of the finals of Super Bowl, Janet Jackson put
on a self-directed farce. She let her partner Justin Timberlake pretend to tear off
her leather top accidentally and showed her right breast. This led to a huge
number of complaints. Later Janet Jackson admitted that the whole thing was
her own plan and she apologized to the public. The Federal Communications
Commission (FCC) decided to look into the incident.
Reference
Ming Pao, 3 – 4 February 2004.
Report 2: Stripping MTV allegedly videotaped in MTR
In an MTV bite circulated widely on the Internet, a woman, who looks like an
airhostess, ‘undressed herself till she was only in her underwear, shaved her legs
and then put on her ‘uniform’ in a MTR train on the Island Line. A lot of
passengers are shocked. Later it turned out that the MTV was produced by the
local Chiseen (meaning ‘crazy’) Production Company for MTV Asia as one of
the ‘funny short videos’ to be broadcast throughout Asia. Among them was
another ‘crazy’ video, in which the male protagonist let go a huge number of
insects (allegedly grasshoppers) from his clothes in a MTR compartment, which
scared away all the passengers.
Reference
Ming Pao, 11 – 12 February 2004.
192
Optional Module III
Issue 2– Is popular culture harmful or beneficial to the development of youth?
Key Point a – Mass media and popular culture
Report 3: Little Comfort
South Korean actress Lee Seung-yeon makes a tearful apology to former
"comfort women" for appearing nude in photos depicting her as a colonial sex
slave. The images, which also featured men dressed as Japanese soldiers and a
Rising Sun flag in the background, were to be sold over the Internet and through
mobile phones. The project was cancelled after prerelease photos ignited an
outcry.
Reference
South China Morning Post, 19 February 2004.
Report 4: “Stripping” News in Paid TV
A broadband paid TV channel in Hong Kong showed a female news anchor
stripping as she was reading her news, until she was naked.
Reference
Ming Pao, 28 February 2004.
Discussion
1.
2.
3.
4.
5.
6.
7.
Can David Shenk’s ‘normalization of hyperbole’ be applied to the above 4
reports? Why?
How would you comment on the above four reports? State your reasons.
Why do the media have a tendency to normalize the hyperbole? David Shenk
thinks that this normalization of hyperbole is a by-product of the information
boom. Do you agree?
Is there anything wrong with the normalization of hyperbole? Why?
If you were the manager of a media company, would you prevent normalization
of hyperbole from happening? Why?
Referring to the above question, if the answer is yes, what will you do to prevent
it? Will you encounter difficulties? If yes, what are these difficulties? How can
you solve them?
Do you think frequent contact with the hyperbole through the media will affect
behaviour? Elaborate with examples.
193
Optional Module III
Issue 2– Is popular culture harmful or beneficial to the development of youth?
Key Point a – Mass media and popular culture
Material 90
Category Three O’Camp
Reading
In August 2002, students in the Chinese University of Hong Kong were found to
have played category three games and shouted obscene slogans in the
Orientation Camp. It included teasing the body figures of female students,
teasing them as prostitutes, and vivid description of sexual behaviour. There
were games that provided various excuses to require students to perform
obscene male-female physical contacts. Later, the media reported that this
phenomenon was not unique to O’Camps in CUHK, but was quite common in
other O’Camps in other local universities.
Professor Arthur Li, Secretary for Education and Manpower Bureau, said that
students had abused their freedom playing such games and that the media had
its responsibility as it frequently sensationalized sex.
Reference
Ming Pao, 29 – 30 September 2002.
Discussion
1.
After the incident, organizers of the O’Camp insisted that the whole thing was a
joke and should not be taken seriously. Do you agree? Why?
2.
A participant complained that it was an insult to female students to allude to
them as prostitutes. Yet at the same time, some cultural critics said that sex
workers are open and aboveboard in selling their sex services. Hence, the slogans
insulted sex workers rather than female students. They implied that female
students were discriminating against the prostitutes. With which view do you
agree? Why?
194
Optional Module III
Issue 2– Is popular culture harmful or beneficial to the development of youth?
Key Point a – Mass media and popular culture
3.
The slogans teased female body figures. Is such happening common in daily life?
What does this say about social expectations of female appearance? Are such
demands being promoted in the media?
4.
Some said that “only through endless challenges of taboos can society move
forward”. Do you agree? Are the university students challenging taboos? Where
is the moral boundary? Can we apply the same principles on the media?
Elaborate in details.
5.
Professor Arthur Li claimed that the media should be held partly responsible. Do
you agree? Compare the O’Camp games with game programmes in the media,
are there any similarities? In your views, are university students influenced by
the media? Why?
Reference
李月蓮：
〈從「涵化分析」看中大迎新營事件〉
，香港電台網上廣播站網頁 – 傳媒透視 –
前期資料 – 2002 年 10 月，
http://www.rthk.org.hk/mediadigest/20021015_76_46616.html.
195
Optional Module III
Issue 2– Is popular culture harmful or beneficial to the development of youth?
Key Point a – Mass media and popular culture
Material 91
The Use of the Media
Reading
Breakthrough Organization conducted a research in 2002 with the following
findings:
Local youngsters use the media frequently. On average, they watch 3.3 hours of
TV and listen to 1.7 hours of pop songs per day. They spend an average of 3.6
days per week on watching TV drama series. In an average month, they watch
4.2 movies (including going to the cinema, on VCD and TV), read 4.5 comic
books and spend HKD 100 on pop music discs.
…
Among the interviewees, about 15.1% have a tendency to indulge in media. The
time they spent on media (including watching TV, listening to pop songs, and
reading comic books, etc.) was higher than the average interviewees. They
‘regularly or frequently’ showed some symptoms of indulgence, such as: “When
alone at home I must turn on the TV or listen to pop songs” (89.2%); “I stay at
home to pursue TV shows, reluctant to go out.” (41.9%), “reluctant to go to bed
as I have to read comic books” (33.3%).
…
The research also reveals that media-indulging youngsters tend to imitate what
is shown in the media. For example, “consciously or unconsciously imitating
the characters of TV drama series, movies and comic book is their way of
dealing with problems”, “identify with the lyrics, plotlines and characters in
thinking of their own love problems”, etc. The results told us that if youngsters
were not critical enough, they would get too absorbed in the narrative contents
of the media, increasing their chance of conformity in their daily lives.
Reference
Breakthrough News Article, http://www.breakthrough.org.hk/ir/narrative/narrative.htm.
196
Optional Module III
Issue 2– Is popular culture harmful or beneficial to the development of youth?
Key Point a – Mass media and popular culture
Discussion
The above is a survey of media usage among youngsters. Before discussion, please
obtain the full report in the website provided. Look carefully at its sampling methods,
sample size, response rate and standard deviation, in order to judge the reliability of
the survey.
1.
With reference to the above descriptions, do you think that the impact of the
media on youngsters is great? Why?
2.
The report pointed to the tendency of youngsters to indulge in media usage. Do
you agree that there is such a tendency? Why?
3.
Do you have any indulgence behaviour as described above? If yes, how do you
handle the problem?
4.
Judging from the results, do the media have the power to manipulate youngsters?
Why?
5.
Concluding from the answers to questions 1-4, how far do you think that the
impact of the media on youngsters is healthy?
6.
Do you consider it possible for you to be manipulated by the media? Why?
7.
If yes, can you think of any means to avoid being manipulated?
197
Optional Module III
Issue 2– Is popular culture harmful or beneficial to the development of youth?
Key Point a – Mass media and popular culture
Material 92
Our Collective Memories
Preparation
Ask students to bring a photograph of themselves in Secondary 1
Activity
Using students’ photos, share and reminiscence trendy dressing, music, playthings or
conversation topics, so as to let students build their collective memories.
Discussion
1.
What does the trendy clothing in the photo make you recall? Do other students
have resonance with you?
2.
From the photo or from memory, are there things that you liked or were proud of
at that time, but have become ugly or outdated now? Why is it like that?
3.
Do you believe that there are things which are never outdated? If yes, what are
they? Please elaborate. If no, why?
198
Key Point b
Popular culture and commercial society
Suggested questions for enquiry
Is the popular culture in Hong Kong controlled by the mass media?
Why does our popular culture change so rapidly? How do consumption
patterns reflect the identity and social status of different people? Does
this imply any social problems?
199
Optional Module III
Issue 2– Is popular culture harmful or beneficial to the development of youth?
Key Point b – Popular culture and commercial society
Material 93
Mass Society Theory
Reading
According to the Mass Society Theory, the popular culture of a modern society
is mainly the product of mass culture. The lifestyle of modern industrialized
cities impedes people from forming communities of close ties (such as
traditional village and church). In traditional societies, people’s habits and tastes
are shaped by their interpersonal network. With the breaking down of this
network, the only shaping force left is the force of industry. Consequently,
cultural activities become a kind of industrial mass production process. Only
cultural products with market values are produced. Cultural products, just as any
other industrial products manufactured by assembly lines, become formulaic
and standardized. Moreover, since cultural products are there to meet market
needs, they have to accommodate lower aesthetic tastes. Everything has to be
reduced to the lowest common denominator. Unavoidably, this results in the
debasement and trivialization of cultural activities.
Reference
Strinati, Dominic. An Introduction to Popular Culture. New York: Routledge, 1995.
Discussion
1. Do you agree that people become more detached from each other in the modern
society? Give evidence to support your view.
2. According to the Mass Society Theory, the detachment of individuals from each
other causes the formation of debased and trivialized popular culture. Do you
agree? Why?
3. The Mass Society Theory suggests that there is an inevitable tendency for popular
culture to become debased and trivialized. Do you agree? Please support your
view with examples.
200
Optional Module III
Issue 2– Is popular culture harmful or beneficial to the development of youth?
Key Point b – Popular culture and commercial society
Material 94
The Professions of a Lyricist
Is popular culture controlled by mass media? Let us look at this question by asking
whether the creative artists of popular culture are controlled. The following are quotes
from an article by Lin Xi, a famous lyricist. From his words, we may observe how
much room there is for a creative artist to work freely.
…A lyricist’s initiative to create is actually in the hands of the album producers.
When a producer has to make an album, the first thing he does is to find a tune
and chooses a suitable lyricist. As I understand it, what makes a lyricist
‘suitable’ is whether the producer has already established a working relationship
with him; or whether he is ‘handy’ — such as having a pager; or whether the
lyricist has already produced some popular songs; or whether the producer is
confident that the lyricist can finish on time and the final product would match
the expectations of the producer. The producer would not worry if the lyricist
has just broken up with his lover, and therefore asks him to write a sad song. It
is not possible to work in that way. Besides the producer, there are other factors
affecting the creation of the lyrics. One of which is the singer. What the lyricist
does first is to listen to the melody of the song. The producer usually would give
the lyricist a demonstration to see what contents the melody would call up in his
mind, and then see which content suits the singer best. The image of the singer
is of course quite important. For instance, writing the lyrics for a newcomer is
different from writing for an established singer. When writing for a new singer,
it is impossible for a lyricist to write something about the vicissitudes of life or
of one’s road to stardom. This is the limitation set by the singer on the
lyricists…
The relationship between a poet and his poems is simple. In contrast, a lyricist
must take into consideration the voice of the singer and the pitch of the song.
Attention must be paid to overall harmony. Hence, writing lyrics is not as free
as writing poems… From what I have said above, it would seem that writing
lyrics is simply serving the needs of the market. But so far, I have been speaking
only of ‘hardware’. ‘Software-wise’, that is, when I am writing lyrics, I seldom
consciously think that “this is a song, not a poem”. When I am actually writing
the lyrics, I would not regard it as merely lyrics and that I do not have to do my
best…
201
Optional Module III
Issue 2– Is popular culture harmful or beneficial to the development of youth?
Key Point b – Popular culture and commercial society
Reference
林夕：〈從寫新詩到填詞〉
。梁秉鈞編：《香港的流行文化》。香港：三聯，1993。
Discussion
1.
Summarizing from the above article, what are the limitations on the production
of pop songs? How would these limitations affect the content and quality of pop
songs? Do these limitations have to do with the tendency of debasement of
cultural activities depicted by the Mass Society Theory?
2.
As Lin Xi has now become a prolific lyricist (you may check the pop charts),
could he still stand firm with his creative principles? Does the prolificacy of Lin
Xi indicate that Hong Kong’s pop culture is homogenous or diversified?
3.
Among creative media artists, could you find anyone who could still maintain
his/her sincerity and enthusiasm in creativity? Please give examples.
Hints for Teachers
This article was written a decade ago. If teachers can find more updated materials on the
limitations imposed upon the creative artists, please use them.
202
Optional Module III
Issue 2– Is popular culture harmful or beneficial to the development of youth?
Key Point b – Popular culture and commercial society
Material 95
The Frankfurt School and Culture Industry
Reading
The term “culture industry” was first introduced by two important members of
the Frankfurt School: Adorno and Horkheimer. According to them, traditional
cultural activities, such as literature, music, paintings, etc., are being mass
produced in modern industrial society just as any other industrial products.
Hence the term “culture industry”. According to Adorno, there are two
characteristics of the products of culture industry (such as pop music):
standardization and passive recipients.
Standardization means that products of culture industry are very similar to each
other. There is a common formula. For instance, in the action movies, there
must be an unbeatable hero who overcomes extraordinary difficulties and comes
to a happy ending. There are of course exceptions with regard to particular
details of the formula. However, every popular product basically bears the mark
of these formulae. (For example, in an action movie, the unbeatable hero, after
overcoming all the difficulties, may surprisingly end in heroic sacrifice.
However, it is impossible that the hero dies foolishly.) As a result, the challenge,
the originality, the sincerity or intellectual stimulation of the cultural products is
largely eliminated.
As for passive recipients, they are one of the factors on which the survival of
culture industry depends. In order to ensure a profit, culture industry would try
its best to create passive recipients, who are dependent, retrograde and obedient
consumers. For example, what pop music provides is light entertainment and
relaxation after a day of hard work. It does not call for focused attention. Unlike
classical music, it requires neither effort nor any educational background to be
able to appreciate it. People could listen to pop music without attention or
concentration. In fact, the fans who are without independent tastes and who
would buy whatever their idols sing are the best consumers for music
companies. Thus, every music industry would try its best to mould the images
of their singers.
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Key Point b – Popular culture and commercial society
The theory of culture industry and Mass Society are very similar in two ways.
First, both argue that popular culture is being led by the culture of the masses.
Second, both are critical of mass culture. However, the emphases of these two
theories are different: the Mass Society Theory stresses the breaking down of
traditional interpersonal networks, and it is this breakdown that leaves a vacuum
for mass media to fill in. The theory of culture industry emphasizes the
emergence of industrial society and the impact of industrial civilization which
homogenizes lifestyles across society.
Discussion
Divide students into groups of 4 or 5. Ask them to discuss the following questions.
1. Is there any standardization among the popular cultural products of Hong Kong?
If yes, to what extent? Each group is to choose one of the following items to
discuss.







Comics
Romantic novel
Movie (If necessary, discussion may concentrate on one genre, such as
romantic movie, action movie, comedy, etc.)
TV drama
Pop music
Radio ‘phone-in’ programs
Radio music programs
2. Clearly, Adorno and Horkheimer considered it undesirable to be a passive
recipient. Do you agree? Why?
3. How could we become an ‘un-passive’ user of cultural products?
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Material 96
The Hollywood Experience of John Wu
Reading
When talking about his experience of making movies in Hollywood, John Wu
gave the following remarks:
“I found that it is totally unromantic to make movies in Hollywood. With my
past movies, there was always a romantic atmosphere. For instance, when
designing an action scene, I liked to create a ‘Zhang Che’ (張徹) style of
romance, a feeling of one man holding out against many. I liked to depict one
hero against thirty to fifty opponents, and after a fierce gunplay, the hero killed
them all. However, in Hollywood, they have lots of rules, even for the design of
a hero. First, a hero does not cry. Second, he does not speak foul language.
Third, he does not shoot at the back of others…”
“Once I designed a final showdown. At first I wanted one man against thirty, but
the producer was surprised and said ‘John, it doesn’t work! Americans take
logic seriously. If it is too exaggerated, the audience would laugh.’”
“In Hollywood, no matter what kind of movie you are making, you cannot
spend more than the budget. Here is one unwritten rule: if you direct movies
without over budgeting, you would always have movies to make. Whether the
director is talented or whether his creations are good are all secondary.”
“Everyone in Hollywood feels insecure, and everyone tries one’s best to keep
their job. For self-protection, they have no scruples in depreciating others and to
destroy their achievements. This gives rise to political games and struggles in
Hollywood as well as complicated interpersonal relationships.”
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One of the famous film critics described John Wu like this: “The attitude of
John Wu in his integration into Hollywood interests me most. On the poster of
‘Face-off’ there is a punch line: ‘In order to catch him, I must become him.’ It
seems that John Wu applies this idea to his march on Hollywood: In order to
conquer Hollywood, he has to become Hollywood.”
Reference
黃曉紅。
〈吳宇森征服了荷里活？〉
。《信報》，2003 年 12 月 6 日。
Discussion
1. In the original article, the author asked whether it is John Wu conquering
Hollywood or Hollywood conquering John Wu. What is your opinion? Why?
2. With reference to the above article and Material 95, do you think commercial
considerations control the formation of mass culture and popular culture, just as
the Mass Society Theory and the Frankfurt School suggest?
3. Both the Mass Society Theory and the theory of culture industry regard the media
world as a homogenous world. This viewpoint is contrary to that of liberal
pluralism (Material 4). Among these two viewpoints, with which do you agree
more? Why?
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Key Point b – Popular culture and commercial society
Material 97
Review of Individual Consumption on Popular Culture
This material aims to lead students to review their favorite cultural products, whether
it is a movie, pop music or idol.
Part I: Pop Music (Group Sharing)
Students bring the CDs they have bought over the years. There should be CDs from at
least the last 3 years. Start from their first favourite. Find out the approximate time of
purchase by looking at the year of publication on the back of the CD.
Part II: Movie (Group Sharing)
Students write down a list of their favorite movies (Hollywood and local). Look at the
year of issue and sort them accordingly.
Websites for finding out the year of issue of the movies:
Local movies — www.hkmdb.com & www.filmplay.com
Hollywood movies — www.amazon.com
(Input the name of the movie and search VHS/DVD)
Questions
1. Over the years, is there any change in your taste for pop songs and movies with
regard to content, type/genre and style? How do you explain the development of
your taste? Is the change of taste related to your growth? And is the change related
to changes in society and your environment?
2. Do you think that change of taste represent a kind of improvement, degradation,
or just neutral changes? Why?
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Material 98
Development of popular culture
Preparation
Please cut and collect 10 advertisements promoting commercial products from the
newspapers or magazines.
Discussion
1. Among the 10 advertisements collected, how many mention the ‘newness’ (or use
terms related to “newness”) of the products (such as a new model, a new design, a
new function, etc.)? How important is ‘newness’ to commercial activities?
2. Is there any connection between the change of popular trends and commercial
activities? Why?
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Material 99
Popular Culture and Media Manipulation
Reading
Both Adorno and Horkheimer consider popular culture as industrial
merchandise and a product of manipulation by the media. However, some
scholars think that popular culture is the product of the interplay of many social
factors. John Fiske explains:
It is said that the media manipulates the trends of popular culture. This claim is
based on the fact that most of the time, popular things only become popular
after the reporting, advocacy and promotion by the media; and they stop being
popular after the media stops disseminating the related information. Pop songs
and other products of performing artists are taken as the obvious examples,
which are just as what is said in the media circle: “Out of sight is out of mind.”
However, popular culture enterprises believe that they cannot manipulate the
trends of popular culture by creating new products and predicting market
reactions, but releasing various related information continuously through media.
However, that is not true. Enterprises could put many products on the market
with very adequate promotion, but only 10-20% of them would eventually
become popular. The operations of Hong Kong music companies are good
examples. They introduce many new singers every year and promote them in
every way through the media, but only a handful could become popular.
Entrepreneurs think that the trends of popular culture are ultimately determined
by the tastes of the mass. Although the media plays a significant role, it could
not manipulate popular culture. We may of course suspect that the tastes of the
mass are determined by the media. However, the fact is that the tastes of the
mass is a result of the interplay of various factors, including innate propensities,
education, family values, peer pressures, influences of mainstream culture,
trends of popular culture, the media, etc. To hold the media as the sole prime
factor is, I am afraid, oversimplification.
Reference
Fiske, John. Understanding Popular Culture. New York: Rouledge, 1995.
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If Fiske is correct, then the conclusion is clear. Neither the media nor commercial
institutions can unilaterally impose popular culture on the masses.
Activity: Small Survey
1.
Ask students to list the most trendy activities, catchwords, conversation topics,
fashion, jewelries, etc. (Teacher can decide what and how many trendy things to
list.)
2.
Ask students to choose the top 3 trendy items in each category.
3.
Ask students to categorize these things into (a) widely reported and promoted by
the media; (b) reported and promoted by the media, but not very widely; and (c)
basically not reported or promoted by the media.
Discussion
1.
Besides the reporting and promotion by the media, what else can make a thing
popular?
2.
Summarize the results of Q3 of the above survey and choose some examples to
illustrate whether, for those factors other than media promotion, there are some
that are indirectly affected or determined by the media. (For instance, the extent
to which I accept a trendy item is affected by my peers, who are in turn affected
by the media.)
3.
To what extent do you think your tastes and behavior are influenced by the
media?
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Material 100
Trends and Sensibility
Reading
Another concept for explicating how trends are formed is sensibility. There are
two characteristics of sensibility. First, it is the subjective feeling of people, and
thus hard to find a formula for. Second, despite its subjectivity, sensibility is not
totally unfathomable. Humans are alike in their feelings and thinking. For
persons of the same type, their subjective reactions would be similar under
similar conditions. This provides enterprises with some reference points for
promoting a trend, but no secure strategy.
As pointed out by Friske, media promotion could not popularize everything.
Lawrence Grossberg further argues that to explicate the trends of popular
culture, it must be related to the phenomena of fandom. It must be noted that the
preference of fans is highly selective. Thus, not every thing widely circulated
can become popular. The determinant transforming wide circulation into
popularity is sensibility. Unless something could appeal to the sensibility of a
generation of people, nothing could become popular even if it is widely
circulated.
So, what can appeal to the sensibility of people? There are no definite rules. All
we can say is that it is decided by the unique conditions of each society and
each generation. Take the movie the Private Eyes as an example. The mean boss
character appealed to the sensibility of the audience in the 70s, because at that
time, the general living standard of Hong Kong was not so high. However, it
could hardly evoke the resonance of much richer Hong Kong people in the 80s.
Nevertheless, it is incorrect to say that there is absolutely no rule for sensibility.
For instance, to use beautiful girls to attract a male audience seems to work all
the time, (though there may be changes in the standard of beauty). Candy could
arouse the interests of children easily, but its effects on adults are much weaker.
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In addition to personal factors, social factors also affect our sensibility. For
instance, when there is a scandal about a politician, all jokes about him/her will
suddenly become remarkably funny. When the scandal is being gradually
forgotten, the magic of these jokes vanishes.
According to the theory of sensibility, the emergence of trends is not determined
unilaterally by the media. The active choices of the audience play a more
important role. Nevertheless, no matter how active the audiences are, they can
only exercise their active choice with the materials provided by the media
(usually called the “texts”). Their activeness is limited.
The reason why popular culture is popular is because it emphasizes pleasure.
The sense of pleasure is not entirely a result of the free choice of the audience.
As we habitually derive pleasure from enjoying the texts of popular culture, we
would become involved with certain types of texts to the disregard of others.
Once we become involved, it would be like entering into a new realm and we
would become even more involved, thus giving rise to the culture of fandom.
Discussion
1.
With reference to the theory of sensibility, explain the reason of popularity of the
following:
a. In the 70s, the action movies of Bruce Lee advocated nationalism by
showing the Chinese beating the foreigners
b. In the 80s, the action movies of Jacky Chan changed the image of the hero
as created by Bruce Lee. The hero appeared as a naughty but fearless
c.
d.
2.
nobody.
In the 90s, Dayo Wong Chi Wah initiated a series of Stand up comedies that
explored social and political problems
After year 2000, the Twins have become popular with their innocent
images.
Can the theory of sensibility explain the rapid changes of trends? Why?
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Key Point b – Popular culture and commercial society
Material 101
The Rapid Changes in Popular Culture
Reading
Cultural studies scholar Friske believes that the rapid changes in popular culture
are related to the human tendency to resist and evade domination. Please read
the following article and see if you agree with his views.
The distinctive characteristic of popular cultural trends is their resistance to, and
evasion of, dominant culture. Yet at the same time, they have the characteristic
of being pervasive. And this pervasiveness, after some time, would turn the
trends into dominant culture. Then they would be replaced by new trends. Thus,
popular culture is always changing. Seen in this light, the most essential
characteristic of trends is their being different from what is old. Without this
newness, there would be no reasons for their existence. Popular culture
enterprises understand this perfectly. That is why they continuously produce
new things to replace what have been trendy for some time, as the popular
values of the latter would have been depreciated as time passes. Under the
pressure of keen competition, a popular culture enterprise must perceive the
directions of trends earlier than its opponents so that it can develop new
products to suit market needs and thus make more profits. As a result, popular
trends always face new competitors even when they are still in fad. Consumers
are thus dazzled by the changes and prone to spend more unnecessarily. For
instance, people like to buy new clothes for a vogue, throwing away the ‘old’
clothes which are still in good conditions. In recent years, cellular phones face
the same fate. This results in not only wastage, but also an unnecessary fear of
being left behind.
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Discussion
1.
Do you agree with the above explanation of popular cultural trends?
2.
Do you agree with the view that popular cultural trends are based on the human
tendency to resist and evade dominant culture? Is/are there any other factor(s)?
3.
When you have (for instance) the newest model of a cell phone, do you feel
proud? Or do you feel rather the pressure of having to catch up with the trend?
Does it affect your self-image if you are trendy or not?
4.
What are the benefits and harms to individuals and society that result from the
consumption pattern of catching up with trends? Do you think such a pattern of
consumption is reasonable?
5.
Do you think globalization speeds up the changes of popular trends? Please give
examples.
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Key Point b – Popular culture and commercial society
Material 102
Changes in Popular Trends and Symbolic Consumption
As we have seen in Issue 1 Key Point c, one of the promotion techniques of
advertising is to transform the merchandise into symbols of good things. The success
of these advertisements creates a notable modern social phenomenon: symbolic
consumption. Symbolic consumption means that people buy not just the merchandise,
but the symbolic meaning behind the merchandise. When I wear a pair of sports shoes
of a famous brand, I wear not only (and not mainly) the shoes, but rather a symbol of
daring and youthful energies represented by the shoes. Since the symbols are attached
to the merchandise artificially, it provides greater possibilities for enterprises to
manipulate social consumption behavior.
Exercise
1. Please list 3 brands which you like most and 3 which you dislike most:
Like:
a) ____________________________
b) ____________________________
c) ____________________________
Dislike:
d) ____________________________
e) ____________________________
f) ____________________________
2. Please describe your impressions of these 6 brands. According to your impressions,
what types of persons do you think will buy these brand name products?
a) _____________________________________________________________
b) _____________________________________________________________
c) _____________________________________________________________
d) _____________________________________________________________
e) _____________________________________________________________
f) _____________________________________________________________
3. Is there any relationship between your favorite brands and the images you like? In
view of your answer, do you think you are taken up with symbolic consumption?
4. Do you think symbolic consumption can help explaining the changes in popular
trends? Why?
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Material 103
Changes in Popular Trends and Conspicuous Consumption
Activity 1: Little Experiment
Imagine the following two scenarios; which do you like?
1. You are in a society where everyone lives in flats of 5000 square feet but your flat
is only 2000 square feet.
2. You are in a society where everyone lives in flats of 300 square feet but your flat is
1700 square feet.
Explain your choice.
Activity 2: Reading
Economist Robert Frank assumes that most people would prefer scenario 2 to
scenario 1. The reason is, when we possess more than our basic needs, what we
possess more cannot increase our happiness. After satisfying our basic needs,
the happiness of possession is based on comparisons. I am happy because I
possess more than others, what I possess is newer than those of others…
Frank calls this type of consumption “conspicuous consumption”. Conspicuous
consumption refers to the kind of consumption that brings happiness on the
basis of comparison. There are two innate defects of conspicuous consumption.
First, the happiness of this type of consumption counteracts each other. When
everyone lives in flats of 500 square feet, living in a flat of 700 square feet
could make us very happy indeed. However, when the size of every flat is
increased to 700 square feet, all the happiness will disappear. Second,
conspicuous consumption would put us on an endless pursuit, never satisfied. At
first, it is blessed to live in a flat of 700 square feet. However, as the sizes of
other flats are increased to 700 square feet, the satisfaction of owning a big flat
evaporates. Unless I could give up the idea of satisfying myself by a bigger flat,
I would have to strive for the possession of a flat of 800 square feet. However,
when I try to do this, so do others. Soon all flats will become 800 square feet.
Then I would have to save more money for a flat of 900 square feet.
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Discussion
1. Imagine that in this summer you wear a pair of shoes available in the market in
spring, and those around you are still wearing the models of last year. Would you
think your shoes trendy? How would you feel about your identity and social
status?
2. Imagine that in this summer you wear a pair of shoes available in the market in
spring, and those around you are already wearing the models of this summer.
Would you think your shoes trendy? How would you feel about your identity and
social status?
3. In view of your answers to Q1 & 2, is there any relation between the consumption
of trendy products and conspicuous consumption? Please explain.
4. Does the concept of conspicuous consumption help explain the speed of changes
of popular trends? Why?
5. Does conspicuous consumption affect our view of identity and social status?
Why?
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Material 104
Media & Identity
Reading
The most prominent and terrible aspect of popular culture is its extraordinary
significance to the fans. The pleasure of popular culture is intense and its
cultural resources are plenty. Thus, popular culture can establish for the fans
their identities. Popular culture and the texts of mass media are the most general
and potent resources for establishing the identities of individuals and
communities.
Identity refers to the opinions of a person or a group on the questions of “who
am I?” or “who are we?” Regarding the nature of identity, there are two
different views. One holds that identities are fixed. They are based on some
unalterable facts and thus cannot be changed. The most obvious example is the
identities defined by race or family, such as someone is a Chinese or someone
belongs to a royal family. Moreover, there are identities based on historical
facts. For instance, we called ourselves ‘Hong Kong people’ because we were
born here, or we have settled here for a long time.
Another view holds that identities are dynamic and could change along with the
changes of society and culture. For example, we often define our own identities
by the similarities or differences among us. For instance, music fans distinguish
among themselves by the different idols they like, and so do football fans by the
teams they support. Other factors such as fashion tastes, consumption and
entertainment habits, lifestyles, etc., could also be used for constructing the
identities of people.
Following the second view, we find that social environment and material
conditions greatly affect identity. For instance, a new arrival from the mainland
would be seen as different from us due to their dress. Similarly, youngsters from
a lower stratum, because they cannot afford brand name shoes, would find it
difficult to integrate into the circle of the rich.
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Key Point b – Popular culture and commercial society
In modern society, people are becoming more likely to be threatened by
‘identity crisis’. In a globalized world, every place is under the influence of a lot
of foreign cultures. As a result, it is getting more difficult to characterize
members of a particular group. For examples, we find it more and more difficult
to say whether Cantonese ‘yam cha’ or American fast food could better
represent Hong Kong people, or whether Hong Kong people identify more with
the Hong Kong football team or with Real Madrid. This was best illustrated by
the match between the two teams in 2003, when Real Madrid visited Hong
Kong. All the audience in the stadium cheered for Real Madrid, but when the
Hong Kong team (to be precise, it was a HK-Mainland team) scored, all the
audience is in ecstasy. There was an obvious contradiction between the
identities of a Real Madrid fan and a Hong Kong person.
Discussion
1. List your favorite popular cultural products / brands / types of people. For each
of these popular cultural products / brands / types of people, ask yourself:
Between those with the same tastes as yours and those with different tastes, who
2.
are you more willing to make friends with? Or does it make no difference for
you? (If you are more willing to make friends with people similar to you, these
popular cultural products / brands / types of people are more important elements
in your identity.)
Evaluate the importance of the following items to your identity and give a score
to each items (5 being the most important; and 1 the least important). (Ask
yourself: If this item were different, would you be a different person? Or, without
this item, would you lose many?)
a. My favorite singer
b. My favorite fashion
c.
d.
e.
f.
g.
h.
i.
j.
My identity as a member of my family
My identity as a Hong Kong person
My identity as a Chinese
My tastes for trends
My gender
My identity as a student
My ideal career
My circle of friends
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3.
With reference to your answers to Q2, list the elements constituting your identity.
4.
Among the identity elements, is there the item ‘my identity as a Hong Kong
person’? If yes, what makes you identify with being a ‘Hong Kong person’?
a. You have a Hong Kong identity card
b. You watch Hong Kong movies, listen to Cantonese songs, consume local
popular cultural products
c. You speak Cantonese
d. You like to have sweet soup at night
5.
e.
f.
g.
You eat ‘wonton’ noodles
You go to local style restaurants (茶餐廳)
You eat spicy fish ball, egg-shape waffles (雞蛋仔) and other local snacks
h.
Others (please specify)
Among these identity elements, which are the direct products of popular culture?
Which are not the products of popular culture but are affected by popular culture?
(For example, you may think that the identity of being a Hong Kong person is
important to you, and this is not a direct product of popular culture. However, it
may have been affected by popular culture, because, first, most of the popular
cultural products you have contact with come with Hong Kong background, and
mainly target at Hong Kong people; second, your understanding of ‘Hong Kong
people’ may be based on popular culture…and so on.)
6.
How many students list half or more of popular culture items as their identity
elements? To what extent does popular culture influence the identity of young
people?
7.
Among the identity elements, do any of them conflict with each other (such as
being the child of your parents and at the same time, fan of a singer, but your
parents dislike your idolization of that singer)? Please share how you handle
these conflicts.
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Key Point b – Popular culture and commercial society
Material 105
Fashioning Friendship
Mental Experiment
1.
You go to watch a movie with your friends. Everyone wears the most popular
casual wear of this summer, but your clothes are still like the fashion of the 90s.
How would you feel?
2.
Your friends are discussing their clothes, which are all of famous brands and cost
a few hundred dollars per piece. Your clothes, however, even the most expensive
ones, cost less than a hundred. How would you feel?
3.
After watching the movie, your friends suggest that they all go to ‘karaoke’. In
the ‘karaoke’, you find that you know none of the songs they sing. How would
you feel?
4.
You are fond of Cantonese opera, so you choose an opera song. Your friends do
not approve of your taste. How would you react?
Discussion
1. From the above experiment, is there any connection between consumption and
identity and social status?
2. Besides identity and social status, how do consumption patterns affect us? Does
the above mental experiment support your answer? Could you give more
examples to illustrate your views?
221
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Key Point c
Popular culture and personal growth
Suggested questions for enquiry
What are the differences between today’s popular culture and those of
earlier generations? How do you account for these differences? Who
are the most popular idols among young people in Hong Kong
nowadays? What images do these idols project? How do these idols
influence their fans?
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Material 106
The Age of Images: Popular Culture in Different Ages
Activity: appreciation of films
Teacher may consider showing excerpts of the following films: Young, Pregnant and
Unmarried (玉女添丁), Games Gamblers Play (鬼馬雙星), Making It (追趕跑跳碰),
He Ain't Heavy, He's My Father! (新難兄難弟), Mcdull, Prince de la Bun (麥兜故事
之波蘿油王子).
Teacher selects excerpts from the films and shows them in class. Divide students into
groups. Ask each group to select one item from below, and analyze the differences in
lifestyles between the film characters and people nowadays. Ask each group to
present their results:
1. Food and drink
2. Entertainment
3. Love attitudes
4. Interpersonal relationships in community
5. Clothing
6. Home furniture and decorations
(Select appropriate items from above)
Discussion
1. From these excerpts, do you see a big difference between the popular cultures in
older times and nowadays?
2. What are the differences between Hong Kong in the era(s) depicted in the films
and Hong Kong today? Analyze the differences in respect of economic, social
structure, education level, politics, values, etc.
3. Can the above differences (Question 2) explain the differences between the
popular cultures in older times and nowadays? Why?
Hint for teachers
The present activity aims to help students understand the differences in popular cultures in
different times. However, given the fictional nature of the materials used, it is doubtful that
everything depicted in them are true. It is advised that the teacher reminds students about this
limitation. If feasible, the teacher may devise an extended activity: Ask students to use the
above results as basic materials and interview relatives and friends from generations similar to
the film characters in order to further examine the reliability of results obtained from this
lesson.
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Material 107
Photo Contrast
Preparation
Ask students to collect daily photographs from their parents. The photos must reflect:
(1) the social life; (2) the entertainment; (3) the family life of their parents in their
younger days. Students should also collect their own photos which reflect the above
three dimension. The teacher may also prepare photos taken in his/her teenage years
to compare with those of the students.
Divide students into groups. Based on the photos, each group is to first analyze the
features of clothing and lifestyle of the parents in their younger days; then conduct a
similar analysis with their own photos; and then compare the differences between the
two generations. If the teacher has prepared his/her own photos, he/she may do a
demonstration. Ask representatives from each group to present their results.
Discussion
Are there any significant differences between the popular cultures of your parents’
generation and your own? Can you think of reasons to account for these differences?
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Material 108
My Idol – Favourite Cultural Figures Election
Idol-worship is very common in society, constituting an important component in
today’s popular culture.
Mini-survey: students’ most favourite cultural figures
1. Ask students to write down 10 names for ‘my most favourite cultural figures’.
Collect and list the 10 candidates getting most votes.
2. Of what different types are these 10 elected figures? What are their
characteristics?
3. Do students see these favourite figures as role models? Summarizing student
opinions, what characteristics qualify one to be role models? Are young people
influenced by their favourite figures?
Hint for teachers
This mini-survey is modeled on an online election in sina.com.cn (refer to next Material for
details). The original election used the term ‘cultural idols election’. The present Material
modified the term because Hong Kong people are used to equating ‘idols’ with ‘favourite
popular culture performing artists’ and thus using the term ‘cultural idol’ would distort the
intentions of the election. ‘Cultural figures’ refer generally to intellectuals, writers, artists,
scientists, thinkers, religious figures, and performing artists in popular culture. The aim of this
Material is to explore characteristics of students’ idols and help them reflect on the influences
of idols on them.
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Material 109
Idols of Mainland Internet-surfers – Top 10 Cultural Idols Election
Reading
In 2003, sina.com.cn held an online ‘China’s Top 10 Cultural Idols in the 20th
Century Election’ with other media bodies. As at 15th June, 2003, the top ten
candidates were as follows:
1. Lu Xun (魯迅)
2. Jin Yong (金庸)
3.
4.
5.
6.
Qian Zhong-shu (錢鍾書)
Lao She (老舍)
Ba Jin (巴金)
Leslie Cheung Kwok-wing (張國榮)
7. Qian Xue-sen (錢學森)
8. Lei Feng (雷鋒)
9. Mei Lan-fang (梅蘭芳)
10. Faye Wong (王菲)
Great controversies were aroused around this election. Many people thought
that it was not appropriate to put cultural masters like Lu Xun alongside
celebrities from popular culture. For example, Zhou Hai-ying, Lu Xun’s son,
stressed that ‘people from different classes have their own favourite idols; I
don’t have the right to interfere in others’ choices. But one thing I need to stress
is that the concepts of cultural masters and idols must not be confused. Idols
should not be put alongside important figures in the cultural realm.’
Reference
Ming Pao, 15 June 2003.
Discussion
1. Of what different types are these 10 cultural idols? What are their characteristics?
2. Compare and contrast the election results of the last lesson and those of
sina.com.cn.
3. Deducing from this contrast, what are the differences in tastes and values between
your classmates and Mainland web-surfers? Why? (For the Election, refer to:
http://cul.sina.com.cn/focus/whgx/)
4. Zhou Hai-ying thought that we should not confuse the concepts of cultural masters
and idols. Do you agree?
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Material 110
Idol-fans analysis
Reading
Before the idols, there are the fans. There are approximately two types of fans
analysis. The first sees fandom as a kind of pathology, a behavioural deviation
and mania. In her essay ‘Fandom as Pathology: The Consequences of
Characterization’, Joli Jenson posits that fandom are usually expressed in one of
the two following different modes. The first mode is the hysterical mass, such as
the shrieking fans in pop song concerts and the rioting fans after ball games.
The second mode is the lonely fans. A prominent example is the male fan of
Madonna who stalked his idol for years, and even breaking into her home
several times.
Whether in groups or as individuals, according to Jenson, these pathological
fans are those who cannot get satisfaction, especially interpersonal satisfaction,
in their real life. They therefore project their desires onto their idols, resulting in
various extreme behaviours.
According to Jenson, fandom is chiefly passive as well as pathological.
However, Henry Jenkins disagreed and posited that fandom was a creative
phenomenon of the active participation by the audience of popular culture. In
his Textual Poaches (1992), he holds positive views on fans and fans culture. In
his views, fans are audiences who take the initiative. Their active position can
be seen in various ways. For example, fans relate media “texts” (e.g. a piece of
pop music is a “text”, so is a film or a TV series) to their own daily lives and
understand them from his/her own perspectives.
In this way, fans do not passively receive messages from media texts, but
instead give the texts their meaning. For example, fans would listen repeatedly
to the songs of their favourite singer. As a result, they are so familiar with the
songs that they do not need to pay attention to the melodies and lyrics. Instead,
they would pay attention to the similarities and differences among different
albums, improvements in the singers’ techniques, and society’s different views
on the singer, and then choose how to respond. Viewed from this perspective,
fans re-create the meaning of the texts and add their own contents to them.
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Fans do not only create meaning from texts. More importantly, they share the
created meaning with others. An important component in fandom culture is
communicating self-created meaning with others, especially other fans, and
thereby obtaining a channel of self-expression.
Exercise
Ask students to list their idols and the idols’ qualities which attract them. Ask them to
judge whether these are the qualities which are lacking in themselves, and thus
whether idol-worship is a form of compensation for the shortcomings in their own
life.
Name of
idols
Qualities of the idol that attract you Do you have these qualities?
Discussion
1. Jenson and Jenkins hold two different views on fandom. With which do you agree
more? Why?
2. Are the activity and passivity of fans distinctly different and separate from each
other? Is active fandom healthy? Why?
3. In your views, does idol-worship help or hinder personal growth? Why?
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Material 111
Modern Idol Worshipping
Reading
Popular Culture Idols
The most modern form of idol-worship is idols of popular culture. Religious
idols in the past were almighty gods. Modern idols were superman-like heroes
who, unlike gods who can control everything, must strive with their own
personal efforts to overcome difficulties in life to complete missions and
realized themselves. Contemporary idols are even more different. The majority
of the popular culture idols are not heroes but just successful people and they do
not need to take any social or moral responsibilities for human society. In the
past, in the Wong Fei Hung film series, the actor Kwan Tak-hing would always
gave moral lectures towards the end, teaching traditional moral values such as
propriety, righteousness, and sense of honour and shame. But today, Stephen
Chow’s success was his ‘nonsense’ (‘mo-lei-tau’ in Cantonese); Veronica Yip
Yuk-hing was famous for her Category III films; Andy Lau switched from TV to
films and then to pop songs; young idols like Leon Lai, Aaron Kwok and Jimmy
Lin attracted thousands of fans not by moral values or outstanding wisdom. Of
course, they have qualities for success and have paid a high price, but they also
need luck and heavy promotion. There is a story behind every success. Yet, what
is admired is not the cost they pay but the honour they receive. Worship of idols
becomes worship of success and worship of the popular culture enterprise,
which produces contemporary myths and idols.
The problem with the present idol culture in Hong Kong lies not in the presence
of idols, but in that these idols are only limited to popular figures in the trendy
entertainment industry. This of course has to do with the fact that popular
culture in a highly commercialized society learns heavily to entertainment.
Given the high turnover of idols in popular culture, how deeply can people
understand their idols? Is recognition for a particular hot actor or singer based
on thorough understanding? Or is it just blind following of a trend? Idolizing a
particular star is perhaps a pleasant thing. However, we should not be so easily
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moved by commercial promotion. After all, stars are just ordinary individuals
outside their performances and artistic activities. Young people should be aware
of their idols’ limitations, learn more about life, aspire to excellence and look to
people with achievements as role models. Seeing an idol as the highest standard
for everything will easily lead to disappointment and switching of devotion.
More seriously, it hinders openness towards life. It is true that human beings are
idol-worshipping animals. However, only those who can motivate us towards
higher aspirations are worth worshipping. Inappropriate worship makes us
narrow, blind and stupid.
Reference
史文鴻。
《史文鴻的社會文化批判》
。香港：次文化堂，1993 年，頁 118 至 123。
Discussion
1. The author of the above excerpt thinks that human beings are idol-worshipping
animals. Do you agree? Why?
2. With reference to the election results of Material 108, answer the following
questions:
a) What are the characteristics of these idols (for example, age, the channel via
which you got to know them)?
b) Summarizing from (a), why do the idols elected possess such a combination of
characteristics? Why is there such a phenomenon? Do you think that this
phenomenon is healthy?
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Material 112
Hong Kong’s Idols Today – the TWINS
Reading
Entering the new millennium, the Twins becomes intensely popular. According
to a survey by the Hong Kong Federation of Youth Groups in 2003, the Twins
was rated first in the performers popularity chart. According to the analysis by
Anthony Y. H. Fung, the reasons for the success of the Twins can be
summarized as follows:
1. Besides being entertaining, the music of the Twins also serves as
compensation to the insufficiencies in the lives of listeners, and fulfill their
fantasy. ‘Caritas* Secret Loves Tutorial School’ (《明愛暗戀補習社》), ‘The
Boy in the Girls’ School’ (《女校男生》) , ‘Love’s Bigger than Everything’
《戀愛大過天》
(
), ‘Swollen Eyes’, 《眼紅紅》
(
), etc. fully express the longing
for love and romance of teenage girls.
2. The image of the Twins is freshing. From appearance to dress, they present
themselves as fresh and as the “girls next door”.
3. Teenage boys and girls find traces of themselves in the Twins. Just as
ordinary young people do, the two singers like Hello Kitty, Mickey Mouse
and Aaron Kwok, are fond of milk tea, and like to hang out in Causeway
Bay.
4. They are young, beautiful, innocent and energetic. They proclaim (in the
lyrics) that ‘I’m not yet an adult’, ‘let me be superficial’, and refuse to be
high-sounding. At the same time, there is the theme of growing up together
with other teenagers in their songs (such as the album Evolution released in
2003), fully responding to the emotional needs of young people.
5. The Twins reflect in their songs the fans’ discontent with everyday life,
school and family.
6. By being the spokespersons for a number of consumer goods, the Twins
enhances cohesion among fans. When fans buy the goods whose
spokespersons are the Twins, it is as if they obtain an identity: I am a fans of
the Twins.
Reference
Ming Pao, 9 February 2004.
* The Cantonese equivalent for Caritas (‘ming-oi’) can also mean ‘loving openly’.
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Discussion
1. The above excerpt analyzes the popularity of Twins. Do you agree? What
attributes do you think an idol must have to make him/her popular? Is there a
formula for an idol’s success? Why?
2. Judging from the example of the Twins, what is the connection between successful
idols and commercial activities?
3. Judging from the above analysis, what is the connection between the success of
idols and their talents and skills?
4. In Material 111, Dr Stephen Sze Man-hung pointed out that idols in previous
times existed because they motivated us to uplift ourselves. Today, the Twins
succeeds because the group proclaims aloud ‘let me be superficial’. What are your
comments on this phenomenon?
Extended Activities
Divide students into groups. Ask each group to select a popular idol and analyze the
reasons for his/her success.
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Material 113
The Twins and the Youth Culture
Pop songs are an important element in the life of students. This suggests that pop
songs can identify with their experience while at the same time reflect their views on
and expectations of life. These two functions act as mutual causes and effects,
constituting a “youth culture”, a world different from the worlds of adults and
children.
Activity: Analyzing the lyrics of the Twins
‘Caritas* Secret Loves Tutorial School’
《明愛暗戀補習社》
* The Cantonese equivalent for Caritas (‘ming-oi’) can also mean ‘loving openly’.
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‘Love’s Bigger than Everything’
《戀愛大過天》
Discussion
1. What are the views of the lyrics on the following issues?
a) Love
b) Seniors
c) Study
d) Youth
2. Do you agree with the lyrics’ attitudes towards these issues? Why?
3. Which of the following causes you to like or dislike a pop song?
a) Composer
b) Lyricist
c) Singer
d) Lyrics
4. When you say you like a particular pop song, do your classmates feel the same?
What is in a song that arouses such a resonance? Do you agree with the content of
that song or the values attached to it?
5. Divide students into groups. Ask them to list their most popular love songs.
Analyze the views on love expressed in these lyrics and sum up the views on love
in popular culture. The following questions may help your analysis:
a) What are the connections between love and other life domains (such as study,
work, family life, friendship, aspirations, daily habits, life values, life plans,
etc.)?
b) What is the relationship between love and romance? (mind that the
understanding of the term ‘romance’ may vary from individuals) What is the
relationship between love and feelings?
c) What is the relationship between love and physical attraction?
d) What is the relationship between love and interpersonal understanding?
e) What is the relationship between love and personal cultivation?
6. Analyze your own views on love according to the above questions. Compare your
views with the views on pop songs.
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7. Deducing from (4), do pop songs have a great influence on your views of love and
those of your classmates? Are there other mainstream views on other values in the
media? Use the following table:
Issue
Mainstream view
Evidence
e.g.
Freedom
The media generally think
that freedom is…
TV drama series (or other media
products):
Relevant episodes or content:
e.g. Success
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Reference
Analyzing the lyrics of the Twins
1.
‘Caritas Secret Loves Tutorial School’
 The lyrics portray an exciting eagerness for first love
 Most importantly, the lyric separates young people’s puppy love dreams
from school and study life, constructing the two as two separate worlds. For
example, teachers and headmasters seem not to understand the protagonist’s
mentality, making him/her feel that there is no one to ‘Sit down and discuss

2.
openly with me’, thus showing the gap between the adults in school and the
protagonist. The protagonist further doubts the usefulness of school subjects
in his/her current confusion.
Developing an interest in the other sex is natural with teenagers. The song
highlights the clear boundary between the worlds of teenagers and of adults.
‘Love’s Bigger than Everything’
 The lyric deliberately constructs a distinct world of the teenagers. For
example, the lyric asks the parents and teachers rhetorically: ‘Will I love
myself more without him?’. This may be rebellion from the perspectives of

adults. But from the perspectives of teenagers, the idea of ‘Missing him day
and night whether you want it or not’ is exactly a matter of experience.
One of the reasons for the popularity of pop songs is their expression of
teenage feeling.
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Material 114
Stars of the Past – Sam Hui
Preparation
Ask students to collect biographical information about Sam Hui.
Activity 1: Biography of Sam Hui
Select one student to report on the biography of Sam Hui. Other students can freely
supplement.
Activity 2: MTV Appreciation
Material: (VCD) Sam Hui Music Special 1978-1981
Suggested excerpts to be shown: ‘The Private Eyes’ (〈半斤八兩〉), ‘Finding Jobs’
(〈揾野做〉)(1)
Discussion
1. What is/are the main theme(s) in these two songs? Is this kind of theme common
in pop songs today?
2. Compare the styles of these two MTVs and the MTVs of today.
Hint for teacher
(1)
To facilitate comparison, the teacher may play an MTV of a currently popular song.
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Material 115
Stars of the Past – Wu Chu-fan(吳楚帆)
Play excerpts of films by Wu Chu-fan. Ask students to read the following essay.
Reading
Wu Chu-fan (1911 – 1995), real name Wu Ju-zhang,hailed from Fujian.
Younger brother of famous actor Gao Lu-quan, Wu was an outstanding actor of
literary films. Wu was born in Yokohama, Japan, and grew up in Tianjin. Once a
student of St. Paul’s College in Hong Kong, Wu’s studies were terminated at
fifteen, after which he became a salesperson and a factory guard. Starting his
film career in 1932, Wu’s first film was Gunshot at Midnight (《夜半槍聲》
（1933）). An anti-Japanese war film Lifeline (《生命線》
（1935）) brought Wu
much fame. In the Song of Life 《
( 人生曲》) produced in 1936, Wu’s outstanding
performance from two characters of different generations brought him the name
of ‘The King of Films’ and he became the first Best Actor of Hong Kong at the
age of twenty-six. Commentators described his acting as ‘concise and precise
gestures, using eyes for words, subtle expressions, characteristic strong and soft
lines,’ and praised him as ‘an outstanding performing artists’. Famous writer Ba
Jin also praised him as ‘an outstanding performing artist able to control his
acting at will, and to systematically explain his own acting’.
In the early days of the Sino-Japanese War, Wu’s representative works included
Youth of China (《中國青年》), Scorched Land (《焦土抗戰》), The Honour of
Patriots (《大義滅親》), etc. In 1941, refusing to act in the film The Hong Kong
Invasion (《香港攻略戰》) for Japanese invaders, Wu fled to Guangzhou Bay
with colleagues who did not want to side with their enemies. There, they
founded the ‘Film Stars Group’ (Mingxing-jutuan “ 明 星 劇 團 ” ), which
performed many outstanding anti-Japanese dramas to boost the morale of the
army and the people.
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Wu Chu-fan was dedicated to upgrading the quality of Cantonese films in Hong
Kong. He insisted on producing quality films and was serious about the social
responsibility of the media. In late 1940s, when pornographic, obscene, absurd
and fantasy films filled the market, advocacies for ‘clean films’ began to be
heard. With Cantonese actors like Bai Yan and Zhang Ying, Wu initiated a
signature campaign against playing in ‘poisoning films’, thereby initiating the
famous ‘clean Cantonese films’ movement. Wu proposed a ‘serious attitude to
film art’ in 1951. In 1952, he co-founded Union Film Enterprise Ltd. (中聯電影
企業有限公司) with twenty film-workers and was elected Director of the
Union. The founding of The Union is a revolution in Cantonese cinema. It was
seen as an icon of serious cinema. Its productions included A Family of
Thousands (《萬戶千家》), Love (《愛》), The Road (《路》), In the Face of
Demolition (《危樓春曉》), Father is Back (《火窟幽蘭》), etc. These films
portrayed the situations of families of the lower social class and were greatly
loved. The films in which Wu had acted included Family 《
( 家》（
) 1953）, Spring
(《春》)（1953）, In the Face of Demolition (《危樓春曉》)（1953）, Autumn
(《秋》)（1954）, Everlasting Love (《天長地久》)（1955）, etc.
Wu acted in more than 250 films in his 30-plus-years career. Besides The
Union’s productions mentioned above, he also played in Cold Nights (《寒夜》)
（1955）, Wilderness (《原野》)（1956）, Typhoon Signal No. 10 (《十號風
波》)（1959）, The Orphan (《人海孤鴻》)（1960）, Father is Back (《火窟
幽蘭》)（1961）, Tears of Pearl (《珍珠淚》)（1965）, etc.
Wu Chu-fan passed away in Canada at the age of 84. Later the Hong Kong Film
Awards awarded him the Lifetime Achievement Award for his contributions to
Hong Kong films.
References
中文電影資料庫網頁 – 更多專題 – 香港電影演員小傳 （1940-1969）
http://www.dianying.com/b5/topics/hkstars/WuChufan.shtml
大眾網 – 星光燦爛 – 昔日之星
http://www.dzwww.com/yule/xingguangcanlan/xirizhixing/200212170662.htm
少兒訊息港 – 藝術資源 – 中國電影庫 – 影人 – 吳楚帆
http://web.sst.org.cn/ChinaMovie/right.asp?no=1636
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Selected filmography of Wu Chu-fan
1. Tears of Pearl (珍珠淚) (1965)
2. Men and Women (男男女女) (1964)
3. Sea (海) (1963)
4. Father is Back (火窟幽蘭) (1961)
5. The Orphan (人海孤鴻) (1960)
6. Typhoon Signal No. 10 (十號風波) (1959)
7. A Mother Remembers (慈母淚) (1953)
8. Wilderness (原野) (1956)
9. An Orphan’s Tragedy (孤星血淚) (1955)
10. Cold Nights (寒夜) (1955)
11. Everlasting Love (天長地久) (1955)
12.
13.
14.
15.
16.
17.
18.
Autumn (秋) (1954)
Malaya Love Affair (馬來亞之戀) (1954)
In the Face of Demolition (危樓春曉) (1953)
Family (家) (1953)
Spring (春) (1953)
Kaleidoscope (人海萬花筒) (1950)
At this Crucial Juncture (最後關頭) (1938)
19. Close Combat (肉搏) (1937)
20. Song of Life (人生曲) (1937)
21. Lifeline (生命線) (1935)
Discussion
1. Wu Chu-fan found the ‘‘clean Cantonese films’ movement in late 1940s. What
does this tell about the film industry at that time?
2. Do you agree with Wu Chu-fan’s actions? Why?
3. Comparing Wu Chu-fan, Sam Hui and today’s idols, are there important
differences among idols from different ages with regard to images, styles, and
moral responsibility towards society? Can you explain these differences? How do
you evaluate these differences? Why?
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Material 116
Idols Then and Now
Idol promotion activity
1. Divide students into 8 groups. Ask each group to select a favourite idol for
promoting to the whole class. Four of the eight groups should promote today’s
idols and the other four idols before 1990.
2. Students may use any objects and audio-visual materials for their promotional
presentation. They are to analyze the characteristics and outstanding attributes of
their idol with regard to image, talents and skills, and the content and styles.
3. After the presentations, ask the whole class to vote on the number one idol.
Discussion
1.
2.
3.
4.
What are the winning attributes of the Number One idol?
Does your idol have these attributes?
Are these attributes essential for other performing artists? Why?
During the election, can you see that idols from a different age have different
attributes? What are they?
5. Explain these differences. Use the following factors to help your thinking:
a) Socio-economic factors (e.g. living standards, education, etc.)
b) Political factors
c) Hong Kong’s relation with the Mainland and with other regions in the world
6. Ask students to list their idols and their parents’ idols. Summarize the similarities
and differences between idols of the two generations.
7. Compare the responses towards idols by the two generations.
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Material 117
Broadcast Drive Fans Murder
Pop Song — an appreciation
‘The Broadcast Drive Fans Murder’
《廣播道 FANS 殺人事件》
Discussion
1. Can this song reflect the phenomenon of idol-worship nowadays?
2. What are your comments on the idol-worship culture as expressed in this song?
What are the reasons for your comments?
3. Do you know (or know of) anyone who is over-doing-idol-worship? Try to
explain why you think they are over-doing it.
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Material 118
Media, Idols and Imitation
Do the media influence teenagers? How? Do the behaviours of idols directly influence
teenagers? These are questions of debate among scholars. To prove direct influence of
the media on teenagers is basically impossible. Our society is so complex that we
cannot isolate the media and idols’ behaviours and then study their impact on
teenagers. However, it is clear that the media does have an influence on them. The
following are two news clips, one related to idol-worshipping, the other media
products:
Source 1
Dalian student killed herself for Leslie Cheung
Xinhua Net reported that a female student of 16 killed herself because she could not get a
Leslie Cheung album. Below are the words of her mother.
‘At noon on 21st June, I brought my child to the supermarket and bought a bottle of
shampoo she wanted. At the audio-visual counter, her eyes shone when she saw Leslie
Cheung’s feature album and said she must have it. I didn’t buy it as she was having her
exams. She was very angry. Back home we had a fight about this. Saying that she’s
going to her grandma’s, my child took the key and slammed the door. I saw her going
away and didn’t know that she’ll never come back. When her grandpa called to tell me
that she had hanged herself on the heating ductwork, I didn’t believe it at all. I still can’t
accept it.’
‘She liked Leslie; I know that. She’d shown his VCDs to me, which I might or might not
have watched, never thinking that she’d go this far. These days she’s suddenly obsessed
with taking baths, white clothes and changing into new hairstyles, all of which I never
really thought about. It’s only after her death that I read her diary and found that she was
imitating Leslie.’
‘Only after her death did I know from her diary that she started obsessed with Leslie
from 4th May, one month after Leslie’s suicide. She wrote, “it’s not liking; it’s love.” “I
miss him and would be content with just a glimpse of him.” “I felt agitated when
classmates mentioned Leslie. I would be very upset when people said he’s bad.” When
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she got poor exam results, she felt she had let Leslie down. And she said she would visit
his grave in Hong Kong ten years later. Her notebooks were full of scribbles of Leslie’s
name.’
Reference
新華網，2003 年 7 月 8 日
http://big5.xinhuanet.com/gate/big5/news.xinhuanet.com/school/2003-07/08/content_960522.htm
Source 2
Hong Kong students imitating the fighting in Ong Bak
In 2004, Ming Pao reported that since the showing of Ong Bak《拳霸》, there had been
students “trying the fighting skills” on other schoolmates. Ko Cheung-chuen, board
member of the Hong Kong Association for School Discipline and Counseling Teachers,
criticized the media for advocating violence and disseminating the message that one
could survive severe beatings. This had adverse effects on student behaviour. There are
diverse opinions about the situation of bullying in school . The Education and
Manpower Bureau said that the situation had not deteriorated. However, scholar
Dennis Wong Sing-wing said that a survey revealed that 20% of Primary 5 to
Secondary 3 students had been physically bullied in the past six months, and that the
situation was close to that of Europe and America, which caused much worries.
Reference
Ming Pao, 23 February 2004.
Discussion
1. Have you ever imitated idols and cultural products? Give examples.
2. When you imitated them, did you usually do so after careful consideration? If yes,
take the above examples and list the factors you had considered. If no, why?
3. Share the results of your reflections on question (2) with classmates. Examine
with each other whether your thinking is thorough and comprehensive enough.
Give reasons for the results of your mutual examination.
4. Do you agree with the female student’s behaviour mentioned above? Why?
5. Do you have idols? Is it possible for you to engage in actions that hurt yourself
and/or others because of excessive idol-worship? How can we avoid doing silly
things because of addictive idol-worship?
245
Optional Module III
Issue 2– Is popular culture harmful or beneficial to the development of youth?
Key Point c – Popular culture and personal growth
Material 119
My Idols (Worksheet)
My idols:
1. ___________________
2. ___________________
3. ___________________
Reasons for worshipping (choose appropriate items):
a) Appearance (please specify)
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
b) Personality (please specify)
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
c) Talents / skills (please specify)
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
d) Others (please specify)
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
246
Optional Module III
Issue 2– Is popular culture harmful or beneficial to the development of youth?
Key Point c – Popular culture and personal growth
The strengths and weaknesses of my idol:
Strengths
Weaknesses
How my idols influence me:
1. Do I hope to be like them? In what ways?
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
2. Have I ever neglected my studies and other duties because of my idol(s)?
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
3. Have I ever tightened my belt in order to buy idol-related products?
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
4. Is my idol always right?
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
Reflection of my attitudes towards idol-worshipping (teachers should give as much
assistance as possible here):
1. Is it unavoidable that young people worship idols?
2. Can we distinguish between healthy and unhealthy idol-worship? How?
3. What are the healthy and unhealthy aspects in my idol-worship?
247
248
Key Point d
Personal decision
Suggested questions for enquiry
In this heterogeneous media world, how can one find one’s own stance?
For the mass media, are conflicts between entertaining the mass and
compliance with media ethics unavoidable? Are there any outstanding
television and radio programmes in Hong Kong? Are there any good
newspapers and magazines in Hong Kong? Why are they better than
the others? As consumers, how can / should we ensure the continued
survival of non-mainstream media operations? How can we encourage
the production of quality programmes?
249
Optional Module III
Issue 2– Is popular culture harmful or beneficial to the development of youth?
Key Point d – Personal decision
Material 120
The Importance of Mass Media
Divide students into six groups, representing computer engineers, brokers, social
workers, boutique salespersons, legislative council members and housewives
respectively. Ask students to adopt these roles and discuss the following questions.
1. What kind of information would the people they represent attach the highest
importance?
2. List the top three media which are most important to them.
3. With reference to question (2), why are such media particularly important to
them?
250
Optional Module III
Issue 2– Is popular culture harmful or beneficial to the development of youth?
Key Point d – Personal decision
Material 121
News Value and Media Restrictions
Source 1
In his The Uses and Abuses of Argument, Stephen Carey proposes some
effective ways to handle media information. First, we must understand the
restrictions of media. Second, we must understand the tactics used by the media
to attract our attention.
Activities
Play a 10-minute TV news report in class. Students are to answer the following
questions after watching the news report.
Discussion
1.
How many stories were reported in this 10-minute news report? What was the
average airtime for each story?
2.
In general, TV news reports are scheduled for about 30 minutes. After deducting
advertising time, the actual airtime is about 20 minutes. As it is, how many news
stories can be reported in one TV news session?
3.
Concluding from the above discussion, how does the production of TV news
report affect the selection of news materials? Are there any other factors
affecting the selection of news materials?
4.
What are the similarities and differences between the factors affecting the
selection of newspaper materials and television news materials?
251
Optional Module III
Issue 2– Is popular culture harmful or beneficial to the development of youth?
Key Point d – Personal decision
Source 2
News value is mainly determined by six criteria, namely, timeliness,
significance, prominence, proximity, peculiarity and attraction.
Discussion
1. Take the selected news report played in class as an example and apply the above
criteria to the stories.
2. Explain why the above criteria for news value are important to the media industry.
3. In your opinion, which criteria are more important and which are less important
among all these criteria?
Extended activities
Extract news reports from various media and apply the above criteria to assess their
news values. For each news report, find out in which aspect(s) it gets a higher rating
and in which aspect(s) a lower rating. Then discuss whether the media reports reflect
reality and to what extent they do.
Discussion
1.
Do news reports reflect, distort or recreate reality? Or are they doing all of these
three things? Specify your reasons.
2.
If we want to get from news reports a picture closer to reality, what should we
do?
252
Optional Module III
Issue 2– Is popular culture harmful or beneficial to the development of youth?
Key Point d – Personal decision
Material 122
Media Information and Critical Thinking
How to judge the reliability of information
Reading
In this age of information explosion, we obtain a huge amount of information
from various mass media. How are we to judge which piece of information is
more reliable (meaning that we may reasonably believe that it reflects the
reality) and which is not? The following questions can help us determine the
reliability of information:
1. Is the source of information indicated?
a) We should be more cautious with a piece of information that does not
indicate its sources – information without a definite source is generally
less reliable. For example, news from the press is more reliable than
news propagated in anonymous emails.
b) If the sources are indicated, we can judge the reliability of the
information on the basis of the reliability of the source. For instance, a
piece of news coming from TV news report is generally more reliable
than that coming from the street talk.
2. Is there any conflict of interests?
Information coming from a disinterested party is generally more reliable. We
should always be cautious of information coming from parties with vested
interests, since they may, because of their vested interests, consciously or
subconsciously distort the facts. For example, an opinion poll conducted
by an independent agency is generally more reliable than that by a political
party.
253
Optional Module III
Issue 2– Is popular culture harmful or beneficial to the development of youth?
Key Point d – Personal decision
3. Is it possible to verify the information with other sources?
a) Always try to check whether there are other independent sources to
verify the information, such as articles in other newspapers.
b) Beware of sources that appear to be different but actually are not
independent from each other. An interesting example is the
Encyclopedia Britannica (11th edition), which states: “Monaco: Area
about 8 sq. m., the length being 2¼ m. and the width varying from 165
to 1100 yds.” Many books or articles simply quote the above figures
without verification. (In fact, a simple calculation would show that the
above information is definitely incorrect.)
4. Are there any contradictions with known facts??
a) Information that contradicts established knowledge is highly suspicious.
b) Ordinary claims require ordinary evidence. Extraordinary claims require
extraordinary evidence. For example, there are occasional reports of
supernatural or strange phenomena in the media, such as poltergeists,
UFO, levitation, the healing power of crystals, etc. These reports usually
rely only on anecdotal evidence. We have no way to test them
scientifically. (Moreover, those who believe in such things usually
incline to omit relevant facts or distort the facts.)
Discussion
Scrutinise the following two articles and discuss which one is more reliable.(1)
Article 1
Many-eyed flies produced by genetic manipulation, Scientific flies with crab
eyes all over the body
(Associated Press, Washington, March 24) Swiss researchers reported on Friday
that by using genetic manipulation, extra eyes could be produced on the wings
or legs of fruit flies (Drosophila melanogaster), even at the tips of their antennae
like the eyes of teeny crabs.
254
Optional Module III
Issue 2– Is popular culture harmful or beneficial to the development of youth?
Key Point d – Personal decision
In an article published in Science magazine, scientists from the University of
Basel, Switzerland, wrote that their demonstration to produce eyes on different
parts of the bodies of the flies revealed that the gene called “eyeless” might be
one of the master control genes for the complicated eye structure of the insect.
Researchers including Walter Gehring, George Halder and Patrick Callaerts said
that these eyes produced on abnormal positions were like the eyes of crabs,
consisting of a complete eye structure with cornea, pigment cells and
photoreceptor cells capable of sensing light.
Observations of the appearance of these extra eyes with a magnifying glass
showed a compound eye structure and bristles as seen in a normal eye of a fly.
However, researchers pointed out that they were still unable to tell whether
these eyes could see or whether they could transmit light signals to the brain.
Reference
Sing Tao Daily dated 25th March, 1995
Article 2
Young woman conceived by artificial
insemination gave birth to a dog-faced
anomaly
Following the advancement of modern science
and medicine, artificial insemination has made
rapid progress. Unexpectedly, it produced an
unusual human tragedy.
In order to facilitate artificial insemination
research and experiment, scientific research
laboratories usually set up sperm banks to store
the semen of human beings and animals. A
careless mistake will lead to serious
consequences.
255
A dog-faced anomaly. The
medical experts believe
that plastic surgery will
change his face into a
human face.
Optional Module III
Issue 2– Is popular culture harmful or beneficial to the development of youth?
Key Point d – Personal decision
In Toronto, Canada, a 28-year-old woman Linda was unable to have children after
marriage due to a problem in her reproductive organs. After the doctors performed
artificial insemination on her, she became pregnant and gave birth to a baby boy
weighing 6 lbs. 12 oz.
After giving birth, Linda felt very sleepy. The baby was taken away by midwives
before she had had a chance to take a close look at his face.
When Linda woke up, she heard the nurses in the ward talking in whispers and
noises of people rushing around. Occasionally she heard the barking of a puppy.
This was a rare phenomenon in the delivery ward. She had actually given birth to
an anomaly – a dog-faced baby!
The baby looks totally like a human being, except that his face is like a dog’s. The
doctors traced Linda’s insemination procedures and discovered that the laboratory
staff had mistaken a mixture of human and canine semen for normal human
sperms and stored it in the semen bank. What Linda received was actually a
mixture of human and canine semen. This was the reason for the birth of the
dog-faced baby. Geneticists believe that the baby’s face will gradually change to
become more human-like in the future. Moreover, plastic surgery will easily
change a dog’s face into a human face.
Reference
Tin Tin Daily News, 22 January 1993.
Hints to teachers
(1)
The following considerations may help students assess the reliability of the articles. If
students find the discussion difficult, they could be reminded of the following points:
a)
The former article has indicated the source of information in details, while the
latter one lacks any indication of source;
b)
Science is a serious American magazine for science popularization, which has been
publishing reliable articles;
c)
The former article conforms to existing scientific knowledge while the latter does
not.
256
Optional Module III
Issue 2– Is popular culture harmful or beneficial to the development of youth?
Key Point d – Personal decision
Material 123
Media Production and Value Analysis
Ask students to watch and analyze a piece of media production (such as a television
programme, regardless of its quality), and then write down their opinions on the
production.
Before watching, first think about the following questions:
1. What are the merits of this production? Any demerits? Why do you think they are
merits/demerits?
2. Does the programme speak about major issues in life or society (such as love,
family, friendship, happiness, religion, equality, social justice and so on)? What
are the expressed values with regard to these issues? Do you agree with these
values? Why?
3. What considerations do you think we should take in choosing the media? What
considerations should we take in choosing media products?
Reference
羅瑞蘭。＜從學生中來，到學生裏去＞。母語教學教師支援中心 – 教學設計 – 綜
合人文科 – 傳媒教育 – 活動後記
http://www.cmi.hku.hk/Teaching/mediaedu/Evaluation.htm
257
Optional Module III
Issue 2– Is popular culture harmful or beneficial to the development of youth?
Key Point d – Personal decision
Material 124
If I were Parents
Activities: Role play
Divide students into several groups. All students will play the part of parents in a
parents’ seminar to discuss the children’s habits of media usage and to discuss how to
teach the children should be taught to make good use of the media.
Before discussion, students may first consult the following articles:


O’Connor, Richard. “Can Parents Counteract Mass Culture?”, Mental Health
Matters website.
http://www.mental-health-matters.com/articles/article.php?artID=267
明光社。
《傳媒哈哈鏡──中學生傳媒教育手冊》
，香港：明光社，2004。 OR
香港明光社網頁 – 傳媒文化 – 活動消息
http://www.truth-light.org.hk/form/main/booklet-media200401/
Discussion
1. As parents, what kinds of problems do you worry most about your children’s use
of the media?
2. What do you think is the most effective way in helping children make good use of
the media? Students should first put forward as many proposals as possible, and
then discuss the merits and demerits of each proposal afterwards.
3. With the help of the results of question (2), design a parent-child charter for the
use of media.
Extended Activities
Recommend the charter to the Parent Teacher Association to see how parents receive
it. If the response is positive, you may try to implement the charter in the school.
Write a review of the implementation of the charter a month later.
258
Optional Module III
Issue 2– Is popular culture harmful or beneficial to the development of youth?
Key Point d – Personal decision
Material 125
Mass Entertainment and Media Ethics
Reading
Source 1
I deeply mourn the death of Leslie Cheung, and even more the unethical
reporting of most Hong Kong newspapers and magazines. They make up
stories, rummage through the garbage and so on. Such acts do not only show
disrespect for the deceased, his family and friends, but are also an insult to the
readers. It is really sad and unfortunate for Hong Kong to have such media.
Journalists should observe professional conduct and report the truth. They are
not media executioners or commercial predators, who have no social
conscience. If the media continues to make up stories and play despicable tricks,
how can Hong Kong deserve the name of a cosmopolitan city?
Reference
Ming Pao, 17 April 2003.
259
Optional Module III
Issue 2– Is popular culture harmful or beneficial to the development of youth?
Key Point d – Personal decision
Source 2
Adam Cheng once played the part of Ting Hai when the stock market crashed.
Since then, the media have been making up stories about the “Ting Hai effect”
whenever his new shows are being aired. Today, his new series are first aired,
but the stock market has surged, denying the so-called “Ting Hai effect”. A year
ago, I pointed out here that this so-called “Ting Hai effect” is absolute nonsense.
It is silly of the media to repeatedly make up stories like that.
Nonsense stories
The stock market has up and down everyday. It is said that Adam’s series would
cause the stock market to crash. However, as far as I can remember, a
significant drop only happened once or twice. At other times, even when the
market declined, the drop was not substantial.
As I remember it, a stock commentator once pointed out that the “Ting Hai
effect” was pure nonsense. But it could be used by speculators who can turn it
into a self-fulfilling prophecy. The media should take this possibility into
consideration when making up entertainment news. They should accept at least
the most basic level of social responsibility, and refrain from making up
irrational reports to fool the readers giving a chance for speculators to make
money.
Reference
Ming Pao, 10 October 2003.
Discussion
1.
2.
3.
4.
Why did journalists make up news stories and rummage garbage?
What do you think is the basic responsibility of the media?
If the media are biased, how will society be affected?
How can the media strike a reasonable balance of all its responsibilities?
260
Optional Module III
Issue 2– Is popular culture harmful or beneficial to the development of youth?
Key Point d – Personal decision
Material 126
Reflecting on the East Magazine Incident
Reading
On 30 October 2002, East Magazine published a half-nude photo of an actress.
Although her face and so-called “important parts” were “thinly masked”, the
photo still clearly revealed from her painful look that the victim had been
treated with violence. Issues of the magazine sold out the day following its
publication. Many performing artists’ associations, woman organizations and
labour groups denounced the magazine. The Government also pledged to
conduct a thorough investigation. Soon afterwards, East Magazine announced
its closure under the pressure of public opinion. The magazine was classified by
the Obscene Articles Tribunals as Class III (an obscene article). As a result, the
magazine would be fined while the person-in-charge could be subject to
imprisonment.
At the same time, another magazine Three Magazine published the photo again
in the name of reporting the East Magazine incident. While denouncing it with a
loud voice, the public also fought to buy it. That issue of Three Magazine also
sold out.
It was not the first time that Hong Kong magazines or mainstream newspapers
published nude photos of victims. In July of the same year, a prostitute was
robbed and dragged into the street by a criminal. Two major newspapers put the
victim’s photos on the front page. However, this did not cause a similar stir in
society.
After the incident, East Magazine defended itself by arguing that it was just
“seeking the truth” while Three Magazine claimed it was also entitled “to tell
the truth”.
Reference
梁旭明。
〈求真與私隱 ——「裸照的反思」〉
。香港電台網上廣播站網頁 – 傳媒透
視 – 前期資料 – 2002 年 11 月
http://www.rthk.org.hk/mediadigest/20021115_76_50820.html
261
Optional Module III
Issue 2– Is popular culture harmful or beneficial to the development of youth?
Key Point d – Personal decision
Discussion
1. Do you think the argument of seeking the truth justifies the publication of the
actress’s photo? Why?
2. As Dr Leung Yuk-ming has pointed out in her article, there is a view which
considers that “gossip” publications such as East Magazine cannot be treated as
serious publications at all and so cannot be expected to observe the conduct which
other news media should observe. Do you agree? Why?
3. Do you think other considerations were involved in the publication of the actress’s
photo other than “seeking the truth” as claimed by the magazine?
4. What problems were exposed by the “East Magazine incident” with regard to the
balance between reporting and the media’s social responsibility? What are the
general practices of the mass media in Hong Kong in this regard?
5. Is the media phenomenon described above common? How do you evaluate the
phenomenon? Who do you think should be responsible? Why?
6. As regards to the problem of media conduct, most practitioners think that the best
solution is not for the Government to monitor the media, but for the practitioners
themselves to uphold discipline. Do you agree? Why?
7. In this media incident, what roles did the journalists play? What were the roles of
the readers? While the media monitor the Government, who monitors the media?
Extended Activities
Please find an article which you would consider as having violated the professional
conduct of the media. Briefly describe its nature and content, explain why you
consider that the media has violated the code of conduct and suggest how such
improper act can be prevented.
262
Optional Module III
Issue 2– Is popular culture harmful or beneficial to the development of youth?
Key Point d – Personal decision
Material 127
Media Conscience
The public has been criticizing newspapers for publishing disgusting, bloody or
pornographic pictures and prostitution guides in prominent positions, giving vivid
descriptions of criminal or violent murder cases, glorifying members of triad societies
and, cooking up groundless and speculative stories about celebrities and frequently
invading the privacy of ordinary people.
But the reactions of the readers and the public are quite inconsistent. On the one hand,
most readers seem to be interested in such materials. The most “shocking” and
sensational newspapers have managed to maintain the highest circulation. On the
other hand, public confidence in the news media has been declining. Please read the
following extract of an editorial and answer the questions:
Newspapers deceiving the readers will finally be spurned
In recent years, some newspapers have been making up false or exaggerated
stories in order to attract readers. The “Chan Kin-hong incident” was a typical
example. Nosy “puppy teams (paparazzi)” who invade people’s privacy are
disgusting …
In the past, intellectuals ran newspapers with a sense of mission and social
responsibility. To fulfil their sense of mission, they monitor the government and
speak for the people. Unavoidably, the contents of such newspapers were dry
and boring. Consequently, such newspapers came to a dead end with declining
sales.
Nowadays, newspapers are run by businessmen. The press is run as a business
with the ultimate goal of money-making. As a result, while maintaining its
monitoring role, it also wants to please the public. Its prime objective is to
attract readers by all means. In order to meet their boss’s expectation, journalists
exaggerate or make up news stories.
263
Optional Module III
Issue 2– Is popular culture harmful or beneficial to the development of youth?
Key Point d – Personal decision
Undeniably, newspapers which often produce exaggerated or false stories are
doing better business at present. However, in the long run, it is doubtful whether
their prospects are good. It is just like a businessman running a store which sells
counterfeit goods and cheats its customers. Can this store last long? Similarly,
newspapers which often produce exaggerated or false stories will sooner or later
be spurned by its readers, resulting in a drop of sales. We hope the bosses and
media practitioners could uphold both media ethics and individual conscience
while striving for good sales in the future.
Reference
Tin Tin Daily News, 30 January 1999.
Discussion
1. Do you think there are any differences between the objectives of the press in the
past and in the present?
2. The editorial said, “We hope the bosses and media practitioners could maintain
both media ethics and individual conscience while striving for good sales in the
future.” Do you think it is possible? Why?
3. The writer strongly appealed to the press to strive for both sales and media ethics.
Ironically, the newspaper which published this editorial has already stopped
publication while the newspapers which often produce exaggerated or false stories
are still very popular. What does this tell us?
4. Do you agree with the editorial that the ethical conduct of the media has been
deteriorating? Why? Please illustrate with examples.
5. What do you think is the best way to make the media take up its social
responsibility? Discuss with your classmates the pros and cons of various
methods.
264
Optional Module III
Issue 2– Is popular culture harmful or beneficial to the development of youth?
Key Point d – Personal decision
Material 128
Improving the Quality of the Media Programmes
Reading
Since the 1960s, British universities have offered “media studies”. In the 1980s,
“cultural studies” became a prominent discipline. Media study aims to train
students to take the initiative in receiving information, and to be critical and
willing to speak up.
Dr Ma Kit-wai, a Hong Kong communications scholar, pointed out in his book
Deciphering Mass Media that although cultural training in Britain failed to
make sensational tabloids and pornographic VCDs in Britain disappear, it has
promoted diversified development in Britain. Although Channel Four in Britain
caters for minority interest, it has miraculously found its place in the
commercial world. The diversity of British media is the main reason for the
success of Channel Four.
Dr Ma Kit-wai suggested that non-commercial organizations in Hong Kong
could launch more courses, talks and seminars to help participants understand
the media phenomena. Given the close relationship between the media and our
daily lives, he considered such courses quite attractive. By improving the
quality of the audience through education, it is possible to avoid exercising too
much supervision over the media giving people space to express themselves,
enabling the audience to freely make their own choices. For this reason, “media
education is far better than censorship and control”.
Reference
馬傑偉。
《解讀普及媒介》
，
http://isubculture.ichannel.com.hk/F/F014/F014_002.html
265
Optional Module III
Issue 2– Is popular culture harmful or beneficial to the development of youth?
Key Point d – Personal decision
Discussion
1. Why do we need quality media productions? If quality media productions
continues to exist while vulgar productions still keep their mainstream position
forever, is such a media ecology healthy?
2. The author said, “Some non-commercial organizations in Hong Kong, such as
Breakthrough, Hong Kong Catholic Communications Office and so on, could
launch more courses, talks and seminars. Since the media is closely related to our
daily life, such topics should be able to attract an audience.” Do you agree? Why?
3. Do you agree with the author that media education is far better than censorship
and control? Why?
4. Why did the writer have so much reservation about control over the media? What
are the drawbacks or risks of control over the media?
266
Optional Module III
Issue 2– Is popular culture harmful or beneficial to the development of youth?
Key Point d – Personal decision
Material 129
Television Appreciation Index Survey
Since 1989, Radio Television Hong Kong (RTHK) has conducted an annual
“Television Appreciation Index Survey”. The 2002 survey results are summarized as
follows:
Target population:
Survey method:
Cantonese-speaking Hong Kong residents aged nine years old
or over
Telephone interviews
Sampling method:
Part of the phone numbers were first drawn randomly from
residential telephone directories, and the other part was
generated by computers. When telephone contact was
successfully established with a target household, one person
was selected using the birthday rule.
Total number of respondents: 8719 persons
Average response rate:
70.1%
Sampling errors:
less than 1.5%
Ranking of survey results
The top 20 highest rated programmes in alphabetical order:
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
15.
After the Rain (RTHK/Entertainment) 幾許風雨
Below the Lion Rock – Classics Revisited (RTHK/ Entertainment) 獅子山下經典重現特輯
Brave New Doctor (RTHK/Information) 生命激流
Cable News (Cable TV/Current and public affairs) 有線新聞
Child Soldier (RTHK/Informative) 孩子上戰場
Collective Memory – the 70s (RTHK/Information) 集體回憶 70 年代
Difficult Life (RTHK/Entertainment) 生活逼人來
Great Adventure – Lop Nur (ATV/Entertainment) 絕地探險–最後之羅布泊
Headliner (RTHK/Current affairs and public affairs) 頭條新聞
Hong Kong Connection (RTHK/Current affairs and public affairs) 鏗鏘集
Justice Through Forensics (RTHK/Information) 法證如山
News Magazine (TVB/Current and public affairs) 新聞透視
News/Financial/Weather Report (TVB/Current affairs and public affairs) 新聞/財經/天氣報告
Parenting (RTHK/Information) 愛子方程式
Feelings in Life (TVB/Information) 情常在
267
Optional Module III
Issue 2– Is popular culture harmful or beneficial to the development of youth?
Key Point d – Personal decision
16. Stories from Afar V (ATV/Information) 尋找他鄉的故事 V
17. Team up for Hong Kong (RTHK/Information) 香港領袖系列之逆境自強
18. The Road Back (RTHK/Entertainment) 鐵窗邊緣
19.
Tuesday Report/Friday Report/Saturday Report (TVB/Current affairs and public affairs) 星期二檔
案 / 星期五檔案 / 星期六檔案
20. Walk out from Poverty (ATV/Entertainment) 走出貧困
Reference
鍾庭耀及彭嘉麗。＜2002 電視節目欣賞指數調查全年綜合結果調查撮要＞，
http://www.rthk.org.hk/special/tvai/2002/doc/summary_2002all.doc
Discussion
1. Have you ever watched the top 20 highest rated programmes? If yes, do you agree
that these programmes are worth watching?
2. What type of programme is the majority of the top 20 highest rated programmes?
Are they different from programmes with high viewing ratings? Why is it like
that?
3. The highest rated programmes in the appreciation index list are generally not
programmes with high viewing ratings and many of them were not prime-time
programmes. What does it indicate?
4. Do you know what the television appreciation index is?
a) Why was television appreciation index introduced?
b) Who or which organization first proposed such an index?
c) What are its evaluation criteria?
d) What are the differences between this survey and other general viewing
surveys?
5. In your opinion, what can be revealed by the television appreciation index? What
cannot be revealed? Why do you think so?
6. What do you think is the value of the television appreciation index?
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Key Point d – Personal decision
Material 130
Pop Song — an appreciation
Activities
Listen to the following pop song:
Glorious Years
光輝歲月
Discussion
1. Can you guess the meaning of the song solely from the lyrics?
2. “The significance of his black skin is to make him devote his whole life to
anti-racist struggle.” “A riot of colours is beautiful because all colours are
intermingled together.” What are these lines saying?
3. Is it a common theme in other pop songs? Why? Do you think this kind of creative
work should be encouraged? Why?
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Shall we talk
Discussion
1. The lyrics stated, “Why is a glance at my mother like detention after school?” and
“Children only long for happiness while adults only have expectations.” Have you
ever had such experience or feeling? What problems of human relationship are
being pointed out? Are people becoming more distant? Are they getting more
reluctant to communicate? Or are they getting more self-centred? Is the lyricist
perceptive in being able to depict such experience? Are his lyrics exquisite?
2. The lyricist said that people should “talk with me”. Can talking really solve the
problem? Are people reluctant to talk? Or are they reluctant to listen?
3. Does this song give you any insights?
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Hong Kong
香港地
Discussion
1. What are the lyrics about? What does the lyricist think about Hong Kong? How
does the lyricist express his views?
2. How do you feel when listening to this song?
3. Does this song change your views on your prospects or the prospects of Hong
Kong? If so, in which way?
Further discussion
1. Do you like the above songs? Which aspects of these songs do you like?
2. Do these songs cause you to think and reflect? If so, what are your reflections?
3. Do these songs have anything in common? Are they different from other songs?
4. Do these songs belong in the mainstream or not? Is it worthwhile to encourage
such creations? Why?
5. If it is worthwhile, how can we encourage such creations?
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Material 131
Non-mainstream Creation – Doujinshi Comics
Reading
The term “Doujinshi” came from Japan. “Doujinshi” is collective publications,
jointly created and funded by a group of people with the same ideals and
interests. “Doujinshi” is not only limited to comics. However, as regards the
current situation in Hong Kong, “Doujinshi” mostly refers to comics created
and funded by the artists themselves… “Doujinshi” artists in Hong Kong are
mostly S4 or S5 students. There are both individual works and collective works
by over 20 artists
… According to the interviewees, the biggest difference between “Doujinshi”
and mainstream comics is motive for creation. “Doujinshi” is created for
communicating with readers while mainstream comics are out for a profit. For
this reason, the theme of mainstream comics is either combat or love, which is
very restricted. Kin thinks that Japanese comics and Hong Kong comics are
developing in two different directions. He says, “Hong Kong comics are shifting
from homogeneity to diversity. It is a pity that the market is still controlled by a
minority of people. Therefore, it is difficult to go beyond the established
framework. On the contrary, Japanese comics are shifting from diversity to
homogeneity. They have attached too much importance to the market and
become dull.” Kin regrets that the increasing commercialization of comics has
already eliminated comics with a social significance, which has in turn driven
away some readers.
According to Miss Leung, who is in charge of a comic bookstore, only five
comic bookstores in Hong Kong offer “Doujinshi” on consignment, and the
readers are mostly secondary school students. To her knowledge, many
“Doujinshi” artists want to expand their readership bases. “Doujinshi” are
generally unprofitable because the artists need to bear the publishing cost and
pay a 10-20 percent commission to comic bookstores and keeping the price low.
As a result, they should be grateful if their businesses do not lose money. At the
same time, comic bookstores also are not making any profit, and their provision
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of consignment service does give “Doujinshi” some encouragement. The sales
of “Doujinshi” have recently been increasing. During holidays, eight to ten
copies may be sold in a day.
“Doujinshi” has limited readership, but it also has “fans”. A reader, who is a S4
student, says that she reads “Doujinshi” because she is eager to try to produce
her own. She hopes to read more in order to learn from the experience of others.
Mr Chan, a social worker, prefers comics with a complete story. He believes
artists hope to share with the readers their ideas and feelings through their
comics.
In fact, there are plenty of difficulties and restrictions concerning the
development of “Doujinshi” in Hong Kong. Siu Shum is the Chairperson of a
“Doujinshi” organization, which was established not to create comics, but to
promote communication between “Doujinshi” organizations. Siu Shum thinks
that the channels for publicizing “Doujinshi” are very limited at present. Their
only opportunities for publicity are the annual arts fair organized by the Fringe
Club and interviews by outsiders. This is why “Doujinshi” is still not so
well-known since their first appearance in Hong Kong in 1984.
Siu Shum thinks that many people have misunderstandings about “Doujinshi”
comics, taking them for objectionable publications. It is a pity that even comic
bookstores do not quite support the development of “Doujinshi” since it is
unprofitable.
Talking about expectations, Kin hopes that “Doujinshi” artists could soon go
beyond the conventions of Japanese comics to make more breakthroughs and
produce more genuine creative works. He says, “The movie industry can make
New Wave movies, and the comics sector can also create New Wave comics.”
Reference
陳韻雯、鄭翹楚。＜同人誌 (Doujinshi) – 漫畫愛好者的試練場＞。中文大學新聞
及傳播學院，
《大學線月刊》 – 昔日大學線，1998 年 11 月第 25 期，
http://www.com.cuhk.edu.hk/ubeat/.
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Key Point d – Personal decision
Discussion
1. What do you think are the reasons for the sluggish development of “Doujinshi”?
2. Are there any other non-mainstream creations similar to “Doujinshi” in Hong
Kong? Do they have difficulties similar to those encountered by “Doujinshi”?
Please give examples.
3. Is there any value in the existence of non-mainstream creations? Why?
4. If so, are there any ways to ensure the survival of non-mainstream creations?
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Key Point d – Personal decision
Material 132
Quality Media Productions
Activities
1. Ask the whole class to discuss and formulate indicators for evaluating the quality
of the media (e.g. television).
2. In the following table, write down the indicators of media quality developed from
the discussion.
Indicators of Media Quality
Indicators
Importance
(high, medium, low,
irrelevant)
Reasons
Discussion
1. Does this table conform to your choices of media productions in your daily life? If
not, please explain why.
2. According to the indicators you have formulated, what is the quality of the
television programmes you watched yesterday? Before you do this exercise, did
you have the same view about the quality of the TV programmes? Why?
3. How does reading or watching low-quality media productions for a long time
affect the audience? What suggestions would you give to improve the quality of
the media? Are these suggestions feasible?
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Material 133
Comparing of Newspaper Quality
Possible newspapers for comparison:
1.
2.
3.
4.
Apple Daily
Ming Pao
Hong Kong Economic Journal
Wen Wei Po
(If the teacher thinks of some other appropriate newspapers, he/she may include them
or replace the above named.)
Activities: Comparing newspapers
At present, Hong Kong newspapers generally come with several sections, namely,
local news, editorial, entertainment, the Mainland and international news, sports,
columns and so on. Divide students into seven groups. For six of the groups, each is
responsible for a different section. The seventh group is to study the “newspaper
character”. Students will then be asked to compare the strengths of each newspaper
with respect to the section they are responsible for. The following gives an
explanation of each group’s comparison activities.
1. Local news group:
a) Which newspaper has the largest number of local news stories? Which one has
the least?
b) What kinds of local news are used as front-page headlines?
c) What emphasis is used by newspapers on the selection of local news
coverage?
d) Which newspaper has more comprehensive local news?
e) Which newspaper has more detailed and comprehensive news coverage and
analyses?
(Questions (a) to (d) are also applicable to the Mainland and international news
group.)
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2. Editorial group:
a) What are the subject matters of newspaper editorials?
b) What are the editorial styles of these newspapers?
c) What are the editorial standpoints of these newspapers?
(Since there is only one editorial a day, the teacher may collect newspapers for a
few days for comparison.)
3. Columns group:
a) What are the themes of newspaper columns?
b) What are the viewpoints of newspaper columns?
c) What are the writing styles of newspaper columns?
4. Leisure and infotainment group:
a) Compare different newspapers to find out their differences with regard to the
number of pages, the number of entertainment news stories, the amount of
leisure and consumer information, and the number of advertisements.
b) Are there any differences between the “packaging” (such as the sizes of
headlines, the number and size of pictures, and the quality of printing, etc.) of
these newspapers?
c) Does consumer information in the newspapers contain elements of sales
promotion? Do different newspapers have varying extents of sales promotion
elements?
5. Sports news group:
a) What are the spaces devoted to sports news and the number of sports news
items? (You may present them in a table.)
b) Do all major newspapers have sports commentaries? How many
commentaries?
c) Find out the strengths and weaknesses of the sports news of newspapers.
(Major considerations may include focuses of concerns, attractiveness, skill
assessment, etc.)
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6. Newspaper character group:
“Newspaper character” refers to whether the taste and style of a newspaper are
dignified. An analysis may be done on its headlines, contents and packaging.
a) News section – study the front-page headline news of the best-selling
newspapers and other newspapers for one week (more weeks would be even
better). What incidents were present on the front-page headline stories of the
best-selling newspapers? What incidents were chosen in other newspapers?
b) Headlines – what were the front-page headlines of the best-selling newspapers?
Did the headlines carry sensational and exaggerating effects? What were the
size of the headlines? How was it different from the other newspapers?
c) Vulgar or pornographic contents – can you find in some newspapers pictures,
reports and advertisements of a vulgar or even pornographic nature which
cannot be found in other newspapers?
d) Observe items (a) to (c) above. What are the tastes and styles of different
newspapers? What kinds of commodities and/or services do their advertising
clients sell? Inferring And what kinds of readers do they mostly serve?
Discussion
1.
On the whole, do any newspapers surpass other newspapers in all areas? What
are their strengths?
2.
Summing up the above analysis, what qualities should a good newspaper
possess?
3.
How can we make newspapers possess these qualities?
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Key Point d – Personal decision
Material 134
Improving Media Quality
Reading
Source 1
The “free press” that we often speak of should enjoy freedom and at the same
time bear social responsibility. There is no contradiction here. The New York
Times proclaims the principle of “speaking the truth as we see it without fear or
favor”, which is an exact commitment to social responsibility. If the media do
not care about social responsibility, they will not only lead society to go in the
wrong direction, but will also suffer the consequences themselves.
In the past few years, both newspapers and magazines have injected too much
pornography and violence into their news reporting, causing public resentment.
As a result, many members of the public requesting the media to exercise
self-discipline and they urge the Government to tighten its control over the
media.
It is important for the media to perform their duties responsibly in order to
protect the freedom of the press and the freedom of expression. Pressure
sometimes can drive the media to behave more responsibly.
Reference
Sing Tao Daily, 26 May 2004.
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Key Point d – Personal decision
Source 2
After the criticisms, we must also perform serious introspection. Why are
sensational and tasteless reports much sought after by the readers? The readers
are fully aware that such reports are vulgar and unreliable. Why do they still buy
them while condemning them at the same time?
It is said that the audience in fact determines what the mass media provides.
Therefore, as the audience, we really should ask ourselves if we want true
information and honest reports or stories satisfying our voyeuristic desires. Do
we have the ability to judge what is a professional searching for the truth and
what is a vicious report? Do we have a sense of mission to boycott
objectionable media and refuse to be their accomplice and break the vicious
circle?
Reference
Ming Pao, 27 October 2003.
Source 3
Are sustainable media feasible?
Our gravest predicament is that some media consider sensational reporting with
bloody or pornographic photographs a guarantee of sales. This incident has
illustrated that under with a limited vision, the market-oriented media in Hong
Kong will eventually go to extremes. It is a pity that the readers keep on reading
such newspapers while condemning them at the same time. Eventually, not only
the victims whose privacy is invaded will suffer; the interests and tastes of the
public will suffer too. In order to resolve this predicament, we may need to
borrow a concept in environmental policy: a “sustainable” media operation. It
means that the media will not sacrifice the respect for humanity, the right to
know, the tastes and virtues of a civil society for sales and revenues. The one
who can eventually realize this possibility is the public. It is gratifying that the
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“nude photo” incident has evoked social repercussions and public discussions.
However, we cannot rely only on the media or the Government to monitor the
media. The realization of this “sustainable media” depends on whether we
media consumers can become the “sustaining” third power in monitoring the
media, enabling the media to play the role of the “fourth power” in monitoring
the Government. Thus, a positive outcome of this incident is raised public
consciousness on our responsibility to monitor the media.
Reference
梁旭明。＜求真與私隱 – 「裸照的反思」＞。香港電台網上廣播站網頁 – 傳媒
透視 – 前期資料 – 2002 年 11 月，
www.rthk.org.hk/mediadigest/2--21115_76_50820.html
Discussion
1.
According to Source 1, what kind of pressure do you think might make the
media behave more responsibly?
2.
Are there any other means except exerting pressure on the media?
3.
Do you react to “exaggerating, sensational and tasteless” media by “buying their
productions while condemning them at the same time”? What kind of stance
does such a reaction reveal?
4.
Do you agree with the statement that “the audience in fact determines what the
mass media provides”? Why?
5.
As audience, what can we do to improve the quality of the media? What
responsibilities do the media have in this respect?
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