Thinks that audiences want media products that offer them Utopia Solutions.
Blumler and Katz:
Think that audiences want media products that gratify particular needs.
Frankfurt School:
Hypodermic needle theory, think that audiences might be directly influenced by media products.
Stuart Hall:
Encoding and Decoding tests AND preferred negotiated and oppositional readings. Thinks that audiences will react in different ways to media products.
Pluralists:
Think that the media operates on a supply and demand basis and so the media must give the audience what it wants in order to survive and be successful.
Andrew Goodwin:
Taffel and Turner:
Inter group discrimination theory. Think that audiences enjoy watching texts where they can feel superior o the characters in terms of money, class and success e.t.c
Henry A Giroux:
Youth reflects adult concers.
Media rep of youth, does no reflect reality of youth identity.
Serves the purpose of middle class adults who produce them.
Reinforce Hegemony.
Thomas Dezengotita:
Meidiated
Almost everything we know about the world comes to us through some type of median.
Jaques Lecan:
Awarmess of self image starts wihin 6 months
Mainstream media always represents the youth in a negative way.
No one interested in positive youth news.
Stanley Cohen:
Moral Panic.
People talking/writing about young people don't know anything or spend anytime or spend anytime with youths.
Michel Maffesoli:
"The time of tribes"
Mass culture has disintegrated.
Today, social existance is based aroud different social groupings of coconsumer cultures
Identity Politics is Rising
Rapid increase in Lifestyle Cultures
Marshall Mcluhan:
A medium is an extension of ourselves.
The change that a new technology brings in people's lives is its real meaning- 'content' is irrelevant.
"All media work us over completely. They are so pervasive in their personal, political, economic, aesthetic, psychological, moral, ethical and social consequences that they leave part of us untouched, unaffected, unaltered."
"All media are extensions of some human faculty-psychic or physical"
"The extension of any one sense alters the why we perceive the world"
People are all connected as one group.
"Tribal arousal of what to today is associated with 'globalization' as potentially terrifying."
Clay Shirky:
"When a technology becomes boring, that's when the social effects become interesting."
Society has changed and advanced broadly due to the development of the development of the Internet.
Internet has enabled society to shre their views
Group action just got easier as a result of social network
A community of practice is where people gather together in an effort they learn together and learning becomes better.
Each URL is a community
Fans are also able to get in contact with film stars and film makers are able to get more response from the public and generate a buzz for films.
DeZengotita:
In history, people lacked an interior self due to information being passed through an oral world. Now the media is a global village.
People have always wanted to know what is happening in the media but now it is instant so the world is shaped around this.
Young people characterise the ideal types of culture.
Media is minimizing the critical distance between worldwide consumers.
Different media formats allow different media stars to be born
We are a global village where we feel as if everyone in the world is our neighbour as it is just as easy to communicate with someone on the other side of the world than someone next door.
Hebdige:
Youth as fun/ youth as trouble
Youth cultures resist hegemony through style
Media representations of youth help to maintain social order and hegemony
