广东外语外贸大学：《国际交流》课程教学资源（PPT课件）mass commu lecture 9 The content of mass communications

Lecture 9 The content of mass communications Objectives a Have an idea on different approaches to the study of the content a Learn about several analytic tools that media studies engage a Have a beginning understanding on one of the research methods: content analysis

Lecture 9 The content of mass communications ◼ Objectives: ◼ Have an idea on different approaches to the study of the content; ◼ Learn about several analytic tools that media studies engage; ◼ Have a beginning understanding on one of the research methods: content analysis

approaches to the study of content ■ Social ■ Cultural Linguistic Political economy: on advertising and commercialism: commercialization of media content; media content and hegemony a Information theory: media content as(measured information Content and media performance

Approaches to the study of content ◼ Social ◼ Cultural ◼ Linguistic ◼ Political economy: on advertising and commercialism; commercialization of media content; media content and hegemony ◼ Information theory: media content as (measured) information ◼ Content and media performance

Social approaches a Media content and social reality Media content and power/inequality a Media content and (organizational) bias e.g. journalists, journalism practices a Media content and social problems: e.g violence. gender inequall a Discussion: do media content show organizational bias?

Social approaches ◼ Media content and social reality ◼ Media content and power/inequality ◼ Media content and (organizational) bias: e.g. journalists, journalism practices ◼ Media content and social problems: e.g. violence, gender inequality ◼ Discussion: do media content show organizational bias?

Cultural approaches a Media content and cultural values and traditions a Media content and mass culture Media content and popular culture(and a variety of sub-cultures) a Media content as cultural text

Cultural approaches ◼ Media content and cultural values and traditions ◼ Media content and mass culture ◼ Media content and popular culture (and a variety of sub-cultures) ◼ Media content as cultural text

Linguistic approaches a Semiology: signs and meanings Connotation and denotation ■ Discourse analysis

Linguistic approaches ◼ Semiology: signs and meanings ◼ Connotation and denotation ◼ Discourse analysis

Analytic tools: genre and myth Genre(in moving image media studies) a Largely based on description and classification Formula(cultural) products As a kind of narrative. it shows frameworks of structure. function. features. themes. content and So on a A convenience and common ground for both producers(senders)and audience(receivers) Contests, actualities, persuasions and dramas

Analytic tools: genre and myth Genre (in moving image media studies) ◼ Largely based on description and classification; ◼ “Formula” (cultural) products; ◼ As a kind of narrative, it shows frameworks of structure, function, features, themes, content and so on. ◼ A convenience and common ground for both producers (senders) and audience (receivers). ◼ Contests, actualities, persuasions and dramas

Example: film genres ■ Western ■ Thriller War ■ Romance Epic ■ Comedy Detective ■ Exploration Romance Action Science fiction ■ Suspense

Example: film genres ◼ Western ◼ War ◼ Epic ◼ Detective ◼ Romance ◼ Science fiction ◼ Thriller ◼ Romance ◼ Comedy ◼ Exploration ◼ Action ◼ Suspense

activity I Television genres List as many as possible television genres that both we see in China and we can find In other countries

Activity 1 Television genres ◼ List as many as possible television genres that both we see in China and we can find in other countries

Summary News ■ Documentary ■ Current affairs Nature ■ Sports ■ Situation comedy Music Soup opera alk show ■ Game show Interviews ■ Lifestyle Qu uiz show D docudrama Business and finance Infotainment

Summary ◼ News ◼ Current affairs ◼ Sports ◼ Music ◼ Talk show ◼ Interviews ◼ Quiz show ◼ Business and finance ◼ Documentary ◼ Nature ◼ Situation comedy ◼ Soup opera ◼ Game show ◼ Lifestyle ◼ Docudrama ◼ Infotainment

Myth a Myths are pre-existing and value-laden sets of ideas derived from the culture and transmitted by communication a Myths are thethe meanings by which society organizes itself and symbolically comes to terms with faults and problems that arise. thus maintaining its value consensus Myth is a societal story that expresses prevailing ideals, ideologies, values, and beliefs a Myth is a kind of narrative structure Binary oppositions: good and evil, civilization and wilderness. law and lawless. etc

Myth ◼ Myths are pre-existing and value-laden sets of ideas derived from the culture and transmitted by communication. ◼ Myths are the the meanings by which society organizes itself and symbolically comes to terms with faults and problems that arise, thus maintaining its value consensus. ◼ Myth is a societal story that expresses prevailing ideals, ideologies, values, and beliefs. ◼ Myth is a kind of narrative structure. ◼ Binary oppositions: good and evil, civilization and wilderness, law and lawless, etc. ◼ Discussion: new myths in reforming China