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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. [1964]. 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
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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.
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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
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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
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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.
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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)
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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.
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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.