1 CMNS 426-4 Video Production and Cultural Research School of Communication Simon Fraser University Fall 2005 Instructor Steve Kline and David Murphy I. Introduction to Visual Persuasion Film: Ways of Seeing Required Reading: Kozinets, R.V. (2001). Burning Man Paper. Retrieved from http://www.journals.uchicago.edu.proxy.lib.sfu.ca/JCR/journal/is sues/v29n1/290102/290102.html; Marshall, M. . Chapter 20: Photo (on-line); Chapter 23: Ads.In Understanding media: The extensions of man. (Second Edition). New York: New American Library. Methodological References: Leiss, W., Kline, S. and Jhally, S. (1990). Chapter 8: Two approaches to the study of advertisements. Chapter 9: The structure of advertisements. In Social communication in advertising: Person, products & images of well-being (pp. 197284), Second Edition. Scarborough, Ont: Nelson Canada. Rose, G. (2001). Chapter 1-3. In Visual methodologies: An introduction to the interpretation of visual materials. London: Sage.(on reserve) Shroeder, J.(2004). Visual consumption in the image economy. K. M. Ekström and H. Brembeck (Eds). Elusive consumption (pp. 229244). New York: Oxford University Press. (on reserve) II DESIGN ANALYSIS Sept 16 : Fast Food, Sedentary Lifestyles? Culture, Social Communication and Markets Film: Supersize Me Required Reading: CDC. Exploring a multi-disciplinary approach to overweight and obesity in the United States. Conference Paper prepared for Exploring the Cultural Context of Food, Physical Activity and Physical Inactivity. the Academy of Educational Development. The United States, Washington DC. Hill, J. M. and Radimer, K.L. (1997). A content analysis of food 2 advertisements in television for Australian children. Australian Journal of Nutrition & Dietetics, 54(4), 174-187. Seminar Presentation Reading: Miles, S. (1998). Chapter 2: Consumerism in context. Consumerism: As a way of life (pp.15-35). London: Sage. In Supplementary Reading: Scott, L. M. and Batra, R. (Eds). Chapter 1 & 2 In Persuasive imagery: A consumer response perspective. London: Lawrence Erlbaum Associates Publishers. (on reserve) Sept 23: Discourse Analysis: Narrative, Drama and Ideology Film: Deconstructing Advertising Required Reading: Kilbourne, Jean. (1999)Please Please, You’re Driving Me Wild: Falling in Love with Food. Kelbour Can’t buy my love: how advertising changes the way we think and feel p 108-128. NY: Simon and Schuster Seminar Presentation Reading: Thompson, C.J. (2004). Chapter 9: Dreams of Eden: A critical reader-response analysis of the mytho-ideologies encoded in natural health advertisements. In K. M. Ekström and H. Brembeck (Eds.) Elusive consumption (pp. 175-204). New York: Berg. Supplementary Readings Williams, J. (1978). Chapter 2: Signs address somebody. Decoding advertisements: Ideology and meaning in advertising (pp. 40-70). London: Marion Boyars. Goffman, E. (1979). Gender advertisements. London: Macmillian. Nicholson, D.R. (1997). Chapter 9: The diesel jeans and workwear advertising campaign and the commodification of resistance. In K. T. Frith (Ed.). Undressing the ad: Reading culture in advertising (pp. 175-196). New York: Peter Lang. Methodological References: Leiss, W., Kline, S. and Jhally, S. (1990). Chapter 8: Two approaches to the study of advertisements. Chapter 9: The structure of advertisements. In Social communication in advertising: Person, products & images of well-being (pp. 197284), Second Edition. Scarborough, Ont: Nelson Canada. 3 Sept 30: markets as communication systems: brand icons Film: Cola Wars/ Insert Coin Required Reading: Miles, S. (1998). Chapter 3: Design for life or consumption designed? In Consumerism: As a way of life (pp.37-51). London: Sage. Seminar Presentation Reading: McQuarrie, E. F. and Mick, D. G. (2003). Chapter 11: The contribution of semiotic and rhetorical perspectives to the explanation of visual persuasion in advertising. In L. M. Scott and R. Batra (Eds). Persuasive imagery: A consumer response perspective (pp. 191-221). London: Lawrence Erlbaum Associates Publishers. Critser, G. (2002). Chapter 1: Up up up! and Chapter 2: Supersize me. In Fat land: How Americans became the fattest people in the world (pp. 7-29). UK: Penguin Books. Supplementary Reading: Klein, N. (2000). No logo: Taking aim at the brand bullies. Toronto: Vintage Canada. (on reserve)[section on branding pp] Messaris, P. (1996). Chapter 3 In Visual persuasion: The role of images in advertising. London: Sage. (on reserve) Buchanan, R. (1995). Wicked problems in design thinking. In V. Margolin and R. Buchanan (Eds.) The idea of design (3-20). Cambridge, MA: MIT Press. (on reserve) III. AUDIENCE ANALYSIS Oct 7: Markets and Audiences: Reflexive Circuits of Reception and Choice Film: Marketing Research Video Required Reading: Batra and Ray (1986)Affective Response Mediating Acceptance of Advertising. J. of Consumer Culture. (on-line) Presentation Reading Goossens, C. (2003). Chapter 7: Visual persuasion: Mental imagery processing and emotional experiences. In L. M. Scott and R. Batra (Eds.). Persuasive imagery: A consumer response 4 perspective (pp. 129-138). London: Lawrence Erlbaum Associates Publishers. Methodological References: Schrøder, K., Drotner, K. Kline, S. et al. (2003). Chapter one: approaching media audiences. Chapter two: The history and divisions of audience research: the received view. Chapter three: Methodological pluralism: the meta-theoretical foundations of discursive realism. In Researching audiences (pp. 3- 63). USA: Oxford University Press. Oct 14 Reception in the Domestic Context Film: Nova: Can you believe the ratings? Required Reading: Morris, J. D., Woo, C., Geason, J. et al. (2002). The power of affect: Predicting intention. Journal of Advertising Research, May-June, 7-17. Presentation Reading: Storey, J. (1999). Chapter 6, Cultural consumption in domestic contexts. In Cultural consumption and everyday life. New York: Oxford University Press. (on reserve) Oct 21 Discretionary Consumption: Performance of Choice Film: Conquest of Cool Required Reading: Mulvey, M.S. and Medina, C. (2003). Chapter 12: Invoking the rhetorical power of character to create identifications. In L. M. Scott and R. Batra (Eds). Persuasive imagery: A consumer response perspective (pp. 223-245). London: Lawrence Erlbaum Associates Publishers. Presentation Reading: Nordhielm, C. (2003). Chapter 5: A levels-of-processing model of advertising repetition effects. In L. M. Scott and R. Batra (Eds.). Persuasive imagery: A consumer response perspective (pp. 91-105). London: Lawrence Erlbaum Associates Publishers. Supplementary Reading: Cochoy, F. (2004). Is the modern consumer a Buridan’s donky?: Product packaging and consumer choice. In K. M. Ekström and H. Brembeck (Eds). Elusive consumption (pp. 205-227). New York: Berg. (on reserve) Oct 28 CULTURAL PRACTICES and Politics of Consumption 5 Film: Consumerism ABC / Nanook Required Reading: Prose. F. (2003). Chapter 2: The wages of Sin. In Gluttony: The seven deadly sins (pp. 43-75). The United States: Oxford University Press & The New York Public Library. Presentation Reading: Wilk, R. (2004). Morals and metaphors: The meaning of consumption. In K. M. Ekström and H. Brembeck (Eds). Elusive consumption. New York: Berg. (on reserve) Warde, A. (1994). Consumers, identity and belonging: Reflections on some theses of Zygmunt Bauman. In R. Keat, N. Whiteley and N. Abercrombie (Eds). The authority of the consumer (pp. 59-74). London: Routledge. Supplementary Reading: Goffman, E. (1979). Gender advertisements. London: Macmillian.(on reserve) Methodological Alasuutari, P. In Researching (pp. 101-115). References: (1995). Chapter 9: The structures of interaction. culture: Qualitative method and cultural studies London: Sage. Prosner. Visual Anthropology (TBA). Nov 4 Fan Cultures and Food Performances, Occasions and Cultural Capital Film: Skate Board Required Reading: Murray, S. (1999). Saving our so-called Lives: Girl-Fandom, Adolescent Subjectivity, and “My So-called Life”. In M. Kinder (Ed.) Kid’s media culture, (pp. 221-239). Durham: Duke University Press. (on reserve) Presentation Reading: Storey, J. (1999). Chapter 3, Cultural consumption as communication. In Cultural consumption and everyday life (pp.3660). New York: Oxford University Press. Elliott, R. (2004). Chapter 7: Making up people: Consumption as a symbolic vocabulary for the construction of identity. In K. M. Ekström and H. Brembeck (Eds). Elusive consumption (pp. 129-143). New York: Oxford University Press. 6 Supplementary Reading: Visser, M. Dinner (TBA) Nov 11 Promotional Culture Film: 42 Up Required Reading: Ritson and Elliot (on-line) (TBA) Presentation Reading: Wernick, A. (1991). Chapter 6 and Chapter 8. In Promotional culture: Advertising, ideology and symbolic expression. London: Sage. (Chapter 6 is on reserve) Nov 18 Point of Purchase: Negotiated and Discretionary Consumption Film: Mall Time Required Reading: Miller, D. (1998). A theory of shopping. Cambridge: Polity Press.(TBA on reserve) Presentation Reading: Sherry and Gifts to the Self (TBA) Nov 25 Health and Risk Politics of Consumption Film: Classroom Confidential/ Jamie Oliver School Lunch Required Reading: Kline, S. (2005). Countering children’s sedentary lifestyles: An evaluative study of a media-risk education approach. Childhood, 12(2), 239-258. Presentation Reading: Warde, A. (2002). Setting the scene: Changing conceptions of consumption. In S. Miles, A. Anderson and K. Meethan (Eds). The changing consumer: markets and meanings (pp. 10-24). London: Routledge. IV. Dec 2 Review (TBA) 7 ASSIGNMENTS AND EXERCISES Sept 9 Introduction to Visual Persuasion Research Lexicon of Video Design(Shots, Scences, Angles, Sound Design Contiuity) Video Production and Cultural Research Ways of Seeing: John Berger Story Board (2.5)- Search Adbase and construct Story Board Provide a Genre Analysis of the Ad DESIGN ANALYSIS Sept 16 : Fast Food, Sedentary Lifestyles? Supersize Me Content Analysis of Food Ads (2.5) – Analyze three ads using the Filemaker Protocol Sept 23: Discourse Analysis: Values, Narrative and Ideology Deconstructing Advertising/ Still Killing us Softly/ Subvertorial Film Adbust – Reversals of Storey, Character and Value (2.5) Sept 30: markets as communication systems: brand icons Cola Wars/ Insert Coin Brand Analysis (15)- reporting research into the design of a brand found in the food database (brands chosen must have more than one execution) AUDIENCE ANALYSIS Oct 7: Markets and Audiences: Reflexive Circuits of Reception and Choice Conquest of Cool/ focus group ibm ad Focus group research(2.5) – in home focus group of people talking about snacking choices and food brands – how they choose them. (maybe transcribed and logged with Cat-DV) 14 Reception in the Domestic Context: Nova: Can you believe the ratings? Audience Practices and interpretation (2.5)- one evening of viewing with interviews of individuals talking about what they remember from the ads (coded with Anvil) 21 Discretionary Consumption: Performance of Choice Marketing Research Video Cupboard Love (2.5) – interview in kitchen explaining the provisioning preferences and habits. 8 Analysis of Media Snacking Rituals(15): This report focuses on the links between media use and food consumption in an individuals life. CULTURAL PRACTICES 28 and Politics of Consumption: Consumerism ABC Festive Consumption: Hallowe’en (2.5) Study of occassions of Transgression and Indulgence Nov 4 Fan Cultures and Food Performances, Skate Board Dinner party (2.5)Study of Cultural Capital 11 Promotional Culture 42 Up Talking Diets (2.5) Control and Decontrol Issues in Everyday Life 18 Point of Purchase: Negotiated and Discretionary Consumption Mall Time Shopping spree (2.5) Negotiations and Decision-making (Social interactions in and around food choices – shopping alone vs with others/ Social Dynamics of food provisioning) 25 Health and Risk Politics of Consumption: Classroom Confidential/ Jamie Oliver School Lunch Dec 2 Review Defining Boundaries: Mobilizations around ‘food’ and ‘healthy’ eating. (20) – This report focuses on food politics – ie organics, school pop, vegetarians, gluttons and fair trade etc. as issues in the lifestyle politics of individuals and groups.