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TRANSNATIONAL MEDIAAUDIENCES
MEVIT3220/4220
MEDIAANDGLOBALIZATION
Spring2011
Agloballivingroom?
• Whichdramaserialsdoyouwatch?
• WhydoaudiencesallaroundtheworldenjoyUStelevisiondramas?
• WhatkindsofpleasuresdoUSserialslikeTheSopranos,SexandtheCity,Grey’sAnatomyandMadMenbringtoaudiences?
• WhatmightbethewiderconsequencesoftheglobalexportofUSdramasaroundtheworld?
Whataremediaaudiences?
Referstoanassemblyoflistenersorviewerswhocometogetherthroughsharedconsumptionoffilm,television,radio,theinternet,musicandadvertising.
Whystudymediaaudiences?
• Tounderstandtowhatextentmediaexertpoweroverusandwhatkindsofpowerweexerciseasaudiences.
• Howandtowhatextentmediashapetheknowledge,values,andbeliefsofaudiences.
• Howchangesinmediatechnologytransformtheexperiencesofaudiencesandhowaudienceschangeovertime.
Researchtraditions
• Mediaeffects:
– Whatdomediadotoaudiences?
– Audiencepassivity
– Examples:hypodermicmodel,propagandamodel
• Mediausesandinterpretations:– Whatdoaudiencesdowithmedia
– Audienceactivity
– Examples:usesandgratificationmodel,encoding‐decodingmodel
Effectsresearch:AlbertBandura’sdollexperiments
Usesandinterpretations
StuartHall:
Encoding–decodingmodel
– Audienceactivity– Powerofencodedtextsversuspossibilitiesofaudiencetoresistthispower
– Polysemictexts
Modelsofinternationalcommunication
Mediaimperialism– NewworldorderdominatedbyAnglo‐Americanempire.
– Inequalitiesinmediaflows.
– Promotesglobalhomogeneityandculturaluniformity.
– Destroystheauthenticityoflocalcultures.
Global/local– Multi‐directionalflows.
– Tensionsbetweenglobalsystemsofproductionandlocalprocessesofconsumption.
– Negotiationofmeaningsbyaudiences.
Case:melodramaandmodernsubjectivity
RaymondWilliams(1989)“dramatizationofconsciousness
• Televisiondramahasencouragedustoseeourlivesasnarrativesandtoviewourselvesasthekeysubjectsinthenarrativesthatweconstructofourlives.
Melodramaandmodernsubjectivity
• Themakingvisibleoftheeverydaylivesof“ordinarypeople”.
• Theexplorationofthemostprivateandintimaterealmsofhumanexperience
• Therepresentationofheightenedemotionsbroughtabouthumansuffering
• Theconcernwiththerupturingandrestorationofanunderlyingmoralandsocialorder
• Theroleoffate,chanceandcircumstancesinthehopesanddreamsofindividuals
Ethnographyandmediaaudiences
• Seekingtounderstandsociallifethroughfirst‐hand,directexperience,conductingfieldworkinparticularlocalcontexts
• Studyoftelevisiontalk
• Useoftriangulation
DanielMiller:TheYoungandtheRestlessinTrinidad
TheYoungandtheRestlessinTrinidad
“Thesamethingyouseeontheshowwillhappenhere,youseethewifeblackmailingthehusbandortheotherwayround,Iwastellingmysister‐in‐law,Liannainthepicture,justlikesomebacchanal(scandalous)woman”
“Peoplelookatitbecauseitiseverydayexperienceforsomepeople.Ithinktheypatterntheirlivesonit”
TheYoungandtheRestlessinTrinidad
“Itteachesyouhowhusbandscouldlieandcheatandhowawifecouldexpectcertainthingsandnevergetit,thewomenalwaysgettheshortendofthestick.”
“PeopleinTheYoungandtheRestlesscan’thavefunlikepeopleinTrinidad,theirsortoffunisboring.There’smorebacchanalherethaninTheYoungandtheRestless,ineachsoapyoucantellwhat’sgoingtohappenbutaroundhereyoucan’ttell.”…
TheYoungandtheRestlessinTrinidad
“IloveLauren,howshedressesandidentifywithher”
“IlikeNickythewayshedresses,mynameisNickytoo,sheisalovingperson.
“itissomodernizedwithAIDS,uptodatemusic‐wise,clothes‐wise,whenyoulookattheshoesyousaythisisnicethisisreallyuptodate,it’smodernit’snow,that’swhyyouappreciateitmore,Iadmiretheearrings,necklaces.”…
Liebes&Katz:Dallas
Liebes&Katz:Dallas
Beverly:Ithinkwehavetobeascuzzypersontobeabletoactlikethattobeginwith.Imean,ifIhadamilliondollars(heistalkingaboutfiftymilliondollarsforjustaplacetostorehisdamnoil),ifIhadfiftymilliondollarsIwouldgiveittoallmyfriends,allmykids;Iwouldn’tconniveandcheatjusttogetmore.
Don:Giveherahundredbucksandshesplitsfiveways.(haha)Twentytoeachkid.(Americangroup7)
Liebes&Katz:Dallas
Anise:SueEllenisJ.R.’swife,butArabsbelievesheisabadwoman,she’stoofreeandgoneastray.
Sherifa:Abadwoman.Consideringthebehaviorofherhusband,theremaybesomejustificationforwhatshedoes,butIwouldn’tbehavethatway.
Anise:Ithinkso,too.Accordingtoournorms,sheisforbiddenbothtodrinkandtosmoke,inthisfinalanalysis,Ipityher.(Arabgroup43)
Liebes&Katz:Dallas
Americans Moroccans Arabs Russians Kibbutz
“therichareimmoral”
18 26 13 22 16
“theAmericansareimmoral”
‐ 13 34 2 12
“therichareunhappy”
33 28 16 18 43
“theAmericansareuncultured”
‐ 2 3 9 ‐
