from The Media's New Aesthetic - Adbusters
- DUE SESSION 11 (04/02) -
Writing Assignment: Journal 10
Vi
ewing Suggestion: Why We Fight. Dir. E Jarecki, 2005. (98 min.)
Project homework: Work on blog and PSA.
Reading: - JOURNAL 10 - Select any theory, concept or criticism from one of the articles listed above. Apply the selected idea to a mass communication you encountered this week. How does the theory you selected attempt to explain the communication process? What criticisms does it offer of your experience? Is it accurate? Why or why not?
from The Media's New Aesthetic - Adbusters
25 comments:
Hypodermic needle theory
This week, I watch a film from a video called Touch by an angel, and the episode was "The spirit of libery moon" I choose this film, because it relates to the hypodermic needle theory. In the episode, the angels are on a speical assignment to Beijing, but what was suppose to be a business trip to snag an Asian manufacturing deal to manufact toys, turned into something life risking for an employee. The way it was in China, protesting for democracy will get you jailed, and death. The hypodermic needle theory in this film implied mass media, because it was direct, and powerful to the audiences who watched the film. From my expericence, this film had no criticisms, because there were facts behind it. In addition, it was accurate, because Jean was never to return back to Bejing or she will risk being killed, but because of her trying to see her daughter she had to leave behind, she was willing to risk it all. Therefore, in the end she had been killed. According to the hypodermic needle theory it was direct and it also was powerful. I believe this film influence a very large mass of people who watched it, and it was the truth to what was happening back in China.
Linda Shorts
The Media’s new Aesthetic-Adbusters
After reading this article, it made me more aware of the impact of modern technology and how society is always looking for new ways to satisfy their basic needs. According to the article the audience is no longer interested in commercials and television is losing its status because people have other devices such as games and Internet to depend on. For me television is not as captivating as it might be for others. I dislike the fact that when I finally have some time to unwind and watch a program I have to wait so long to continue watching the program because of long interruptions of commercials. That’s why most of the time I only watch programs recorded on Tivo. Because of time constraints thanks to Tivo I can watch a show in half the time and fast-forward all the unnecessary commercials. While commercials are the essence of how products and services sell, it is my belief that social issues that affects many people should be brought to the forefront. Issues such as; education, healthcare and homeless just to name a few are more important than watching a commercial about a product that would make me look younger or how I can make some quick money.
The Mass Communication I encountered this week was on ABC Money News, which aired on 3/28/08. The report was about the Stimulus Checks, which the government has promised to give to the taxpayers, however, in the report it tells of six key indicators why most people would not qualify for a check. The one, which really caught my eye, was that low-income people who do not file taxes would not qualify to receive the check. The communication process in that report leads me to believe that while the government wants to boost the economy by giving these Stimulus Checks I believe that they are leaving out a group of people and that’s the working class poor.
The criticisms offered is that in every aspect of social life some people will not have the opportunity to benefit from the various rewards that are distributed in society.
Yvette S.
I viewed the article by Adbusters titled “The Media’s News Aesthetic”. This article discussed how television viewership has fallen across the board and how television viewers are opting instead for game controllers and the internet. In addition to TV viewerships falling the conventional 30 second commercial spots are falling also, which all has resulted in the shrinking of TV’s credibility, especially in the case of broadcast journalism.
This brings me to a conversation that I had with a group of young adults regarding the decline of television viewership. When I questioned them regarding the issue of TV viewership declining they all responded by saying “viewers not only prefer news that reflects their views, but the viewers of today are skeptical of other outlets such as the credible new sources - if you want to call it that.” The group continued to chat about how this shared skepticism not only applies to “opposition” news sources, but to the media in general. More than half of the young adults I had this discussion with said they didn’t trust the news media. I was a bit surprise, but after I thought about it for a moment I really wasn’t surprise – I don’t trust them either. The group stated they were past the age of trust me journalism where people would sit down for an hour and watch Charlie Gibson. They also stated their skepticism also stemmed from the reporting scandals at USA Today and the New York Times. They also talked about their concerns on how the line between reporting and commentary has become increasingly blurred by journalists who not only report the news, but who also interpret it.
They also converse how there is a significant increase in the number of individuals opting for the internet and cable news over traditional outlets such as network newscasts and newspapers.
So when I look at my experience concerning the decline in TV viewership and the increase in internet usage as regards to the communication process I must remember the internet is a communication medium and television is an entertainment medium.
When looking at my experience with journalism regarding the communication process, I believe journalism is being much more directly affected by the revolution in electronic communications, which is shaking up the world of mass media in a number of different ways. For example it is forcing media companies to diversify. Print publications and television organizations are adapting their content for computer retrieval.
When asking myself if the criticism on theory from the article is accurate on the shrinking of TV’s credibility (broadcast journalism), the decline of TV viewership because TV viewers have opted for the internet instead is accurate to my experience I will say YES! And if you asked me why - my response will be - Changes like these are attracting a considerable amount of interest - if not as yet a great deal of money-from advertisers.
Like it or not all of this is definitely making a great change in the communication process regardless whether or not we feel it is good or bad for today’s society!
T. Williams
University of Twente
Concept: Framing
According to the website viewed, Framing is a quality of communication that leads others to accept one meaning over another. Its similar to the concept of gatekeeping where only selected information are publicized whereas leading the audience to make judgement with limited information which would in fact solicit selected views.
I compare this concept to the War in Iraq. Recently the media reported that 4000 American soldiers have lost their lives in the war and they have reported the war in a way where it invokes hatred towards "the enemies". Regardless of the fact that the opton to fight a war was made by the US, the focus is not on that but on the fact that Americans are losing their lives
The Framing comes into play because the media coverage of the tragic loss of death, wants to have the audience focused on the death of the soldiers rather on the solutions which can possible be withdrawal. Apart from the few public demonstations to end the war, there are few television shows or Ads that promote ending the war.
There is also little media about all the other civilian lives that are also being loost including the Iraqi innocent children, women and men some of whom are against the war. Apart from the 4000 or more american deaths, there are little said of the Iraqi deaths and the war is being publicized in a way that only one assumption can be made: The "enemies" are killing the Americans. This is Framing at its best
Dionne vincent
The Media’s New Aesthetic from Adbusters
Reading the article the media’s new aesthetic from adbusters, it made me really look at how I view television. The article state that the audience is no longer interested in television and that television viewers are falling. I don’t like all of the commercials but I no that is how the television station earn there money is by advertising. I watch cable-station so I don’t have to watch so many commercials. But I still believe television is the primary means of communication because everyone has a television.
The mass communication I encountered this week was on the new which aired on March 28, 2008. It was about a student has been stabbed and wounded at a New York City Public High School in Brooklyn, and spurring the city’s second school lockdown in as many days.
The communication process in that article let me know that the New love to report how I young black children are more interest in crime then an education.
The criticism is they need to stop broadcasting about the crime that is in school and more about ways to help stop it.
Denise Bradley
COMMUICATION THEORIES
On Media Culture and Society there was an article named the “Gatekeeping” which was very interesting and is very true!
A man named Kurt Lewin used the term gatekeeping to describe a wife or mother as being the gatekeeper of her home. I agree with him on that because as a mother I had to monitor what my children ate, what they watched on television and where they went I am sure this applies to all mothers. As a wife you also monitor what goes on in your home and it is up to you to make all kinds of important decisions.
This concept is also applied to the mass media, advertisers and to the work place. The mass media and advertisers decide what information or items are put out for the public to see and hear. The gatekeepers on the job are the boss, managers and supervisors they monitor what you do and how well.
Some supervisors can abuse the power of being a gatekeeper. On my job this week an employee made a mistake entering some data instead of letting the person know they made an error and have them correct it they wrote the person up and tried to get them fired which is hard to do when you work for the city and you are in the union.
I never through of myself as being a gatekeeper but after reading the article you get a better understanding of what the term gatekeeper means.
Betty Corbett
Adbusters...The Media's New Aesthetic. I read this article because i am a big fan of t.v. communication. I watch mostly sitcoms but i do watch a movie here and there. I also enjoy the "Word channel on cable TV and Lifetime movies. I am a TV buff or a "couch potatoe" as some people call it. There are some days not many that I would not turn on the TV for a while but when i do it stays on until I am in the bed and then at that time especially, during the week, i'll turn it off immediatley, so i do have a little control over this TV media. It is so true how the TV is still the primary means of communication for a lot of people. Lately I have been watching the news and the story that has caught my attention is the "Sean Bell" case. The Sean Bell case is just another sign of how our young african american men are struggling with in this Society. I watch the news to find out what is going on at that particular time and i find that the news is a good source of information to me. Yes some may say its always about crime and negativity, but i do not read the paper too much because of school and all but as a little girl growing up my dad always watched the news and that's how i spent some of my time with my dad. The only critique that i can think of at this moment is that television has surely increased its audience because of the many cable channels it offers but it will never take the place of the internet world nor can it compete with it. As mentioned in the article, the last few years h been hard on our good ol television. Personally, i enjoy watching TV more than the internet and that's because I am not computer savvy and I am still from the old school.
Cathy E.Page
Communication Theories –
Medium Theory, focuses on the medium characteristics on what is conveyed and how information is received.
Mcluhans theory is that people adapt to their environment, and media influences society and culture.
The news story that caught my attention was the 3rd graders in Georgia who plotted to attack their school teacher, because she reprimanded one their classmates. Their scheme involved a division of roles. Their plan was so thought out, which brings me to Mcluhan theory on media influences.
Under the Georgia law these children are too young to be charged. Did they know this? Did the Media, TV shows or programs put these ideas in these children’s heads?
G. Martin
I chose the Dependency Theory since I feel it describes my need for all media containing baseball information.Since I joined several baseball fantasy leagues the importance of this information is vital, not only would I win money but the braggin rights that come with it are priceless. So this theory seems to be right on the money,I feel a lot of people do become dependent on media for what ever reason albeit sports, news, shopping and even sex. (Ask our former Governor about the latter)
Miguel Hernandez
Communication theory
As a taxpayer, last week I received a notice in the mail in regard to a check that would be refunded to me by the federal government. This refund check is being distributed to millions of taxpayers in order to boost the economy and create jobs. The letter states that anyone who files an income tax return in 2007 will be entitled to receive a refund of $600 or $1,200 depending on ones filing status.
After reading the Public relations Advertisment and Marketing and Consumer Behavior, I chose the Agenda-Setting Theory. As taxpayers we are informed about this refund, and we are encouraged to go out and spend it in order to stimulate a sluggish economy, but there is important information that should have been included in the letter that were not. It was not mention in the letter that taxpayers would be paying taxes on the refund in 2008, when they file their taxes. Although the payout is communicated over and over again through the media, and on the internet. The federal government fail to communicate to taxpayer that they are really not gaining anything from the government. This tactics by the federal government is in favor to simulate the economy and put the county back on track.
Dawn McKenzie
The Media's New Aesthetic
After reading, this article, I thought that it was a good thing that viewership has fallen. I say it is a good thing that viewership has fallen because children or teens don't watch television to educate them but just to see whats going on .
The mass communication that I encounterd was on the news on yesterday. I watched how these 3rd grade students put a plan together to attack their teacher. I saw the weapons that were confiscated by the police . These children had to be about 8 years old and they put a plan together to attack their teacher and then thought about what they were going to use to get her. I thought it was a disgrace that these young children minds were on something like that. This had to come from watching to much television where else could these children get thoughts in their head like that.
Nicole A.
My reaction to The Conquest of Cool is that the ideas in the article appeal to the advertising of today. In the 1960s and 1970s clothing represented the times and political climates of the day. The clothing featured flowers, stripes, and psychedelic shapes. Even the furniture had similar themes. Most of the fashions today feature a kind of retro look. I visited Old Navy this week and alomost everything in the store mirrored the above ideas.
David Esquilin
The Media's New Aesthetic
My encounter this week was with a rental DVD which I never got the chance to watch. When I put the DVD on it was bombarded with commercials that I was unable to fast-forward past. That is not what I rented the DVD for nor what I wanted to view. I had no interest in purchasing whatever was being peddled, but still, the corporate giants tries to force your hand into watching/purchasing their propaganda. I lost interest in watching TV a while ago ... although a silly sitcom or a realistic documentary (health, travel, National Geographic) does catch my interest now and then. If Adbusters' suceed in their lawsuit, the media conglomerates will just come up with another way to push their products using subliminal messages.
Catherine Lewis
The Communication theory I decided to write about is the Agenda Setting Theory.
Agenda-setting is the creation of public awareness and concern of most important issues by the news media or the creation of what the public thinks is important. The mass communication I encountered this week is the elections news, where Hillary Clinton has been asked to step down. She seems almost carefree for someone who is being called upon by some members of her own party to give up her quest for the Democratic presidential nomination, but I believe that she is hurting inside but she is not letting the public see her pain. I think that she will fight all the way to the end. Her rival, Senator Barack Obama, has more delegates and more total popular votes. Investigating the agenda-setting function of the mass media, they attempted to assess the relationship between what voters in one community said were important issues and the actual content of the media messages used during the campaign. It may not be apparent to the casual viewer of the news, but Mrs. Clinton is no longer dropping negative bombs on Mr. Obama. She has shifted her attacks, some of them quite trenchant, to President Bush and Senator John McCain, the presumed Republican nominee. The mass media exerted a significant influence on what voters considered to be the major issues of the campaign.
Sharon Teekasingh
Watching One Life to Live(OLTL), soap opera allows viewers to think that because they have only OLTL that everything is acceptable. Now the commercials come along and now you are influenced by hefty sandwich bags, hamburger helper, disinfectant cleaning products, trash bags, laundry detergents and band aids for when the children receive a "boo-boo".
These commercials imply that your obligation as a house wife, stay at home mon or even Mr. Mom, that you have chores at home. This list is allows the viewer to critic his or her self. Questioning their cleaning habits as well as their laundry assisgnments. There are so many selections to choose from now a days that you begin to way your options, what scent do I want my clothes or house to smell like. It makes you stop and wonder, what was the problem with the original scents we used when we were growing up?
Denise W.
Why we fight
When I watched the video of “why we fight” I was impacted. This video should be a wake up call to the world. It shows how serious the war is. It shows how much money is being spent everyday on the war and on the troops. Its almost billions per month.
My opinion is that this war should stop. Too much money is being spent and to many innocent children and adults are dying everyday. I feel that if this keeps going on our country will eventually be bankrupt. I think everyone should watch this clip or film. This movie clip is very catchy and informative.
martha fuentes
The Conquest of Cool
This article focused on what "Cool" represents. During the 60's cool was described as being incredibly profitable. It expressed how a person felt and it signified who they were. Today were are not living in the same era, and we are exposed to much more media that tries to confuse us so that we will remain off balance. The flip side to this so called new "cool", is that we are not as naive as we used to be. The reality of ads captivating our minds has faded and the blind folds are coming off. Reality has set in and real life events have interjected our confused views of what is being advertised. Viewers have been deceived for a long time and we are now looking for whats really "cool" by expressing our- selves and exploring new avenues to get our point across.
I realized in this article that viewers are not interested in the way it was in the past. The main concern here is being able to identify with what is being advertised and how "cool", is "cool". I associate this ad with rebellion from the past and clearly identifying with what is real and what is make believe.
Aquilla A.
I WATCHED "WHY WE FIGHT", I THINK THIS VIDEO IN WHICH MC CAIN SPEAKS ABOUT THE REASONING FOR FIGHTING IS TO PROMOTE DEMOCRACY, WHILE SPENDING BILLIONS OF DOLLARS FOR THIS REASON.
I BELIEVE THIS IS TO CONVINCE US THAT THE FUNDS BEING SPENT DURING WAR TIME IS ESSENTIAL, WHILE OUR AMERICA IS STRUGGLING THROUGH A "RECESSION". WE HAVE BEEN FOOLED INTO WAR, WHEN WILL WE GET OUT? EVERYTHING SEEN ON TV, REGARDING WAR, DURING THE DEBATES, THE NEWS COMMENTARIES, ARE STILL STRUGGLING TO FIND ANSWERS FOR THE WAR ISSUE.
THERE ARE NO FACTS TO THIS VIDEO EXCEPT THAT THE MONIES SPENT ARE SKYROCKETING.
MARYANN
The Media's New Aesthetic
From Adbusters #76, MAR-APR 2008
well for me i'm the biggest fan of tv, but i do agree that the media has given alot of their freedom away. and for that they have lost who they are and what they represent.
for over ten years the tv has programs on that are not even great to watch. for instance, america top model it seen too say the same thing over week to week.
for me television is not very interesting, due too reality shows review are falling off more and more.
soon it will not matter what we think the media is going to show what they want.
Ethel Thiam
Late entry- Journal 10
April 25, 2008
Carmen Cintron
Spiral of Silence theory
This theory most definitely aroused my curiosity because it puts into perspective the reasons why so many people keep silent when they need to speak up. It takes a rare person or group to break the silence and stand up. A woman named Noelle-Neumann (1991) introduced the “Spiral of silence” which explains how public opinion is formed. After careful examination one can see Ms. Neumann was in touch with human nature in a clearly definitive sense.
Neumann quote: The phrase "spiral of silence" actually refers to how people tend to remain silent when they feel that their views are in the minority.
If we recall how the Bush camp labeled people unpatriotic if they spoke out against the war. In fact Rush Limbaugh is still rambling that soldiers that speak out against the war are un-Americans. This goes to prove that Neumann’s theory is correct; if it’s not a popular subject people keep their mouths shut about it. In fact many of us have this six sense Neumann talks about, for instance at my job there is a supervisor that rules like a tyrant, and I would say a good 95 % of the employees have lost their voices even when they themselves are being abused. Because it’s not popular opinion to use your voice to oppose this person, so silence secures your job to a certain degree. This theory brings me back to an article I read on line (mass comm. I encountered) on 3-19-08 about a group of soldiers that broke the taboo of silence. They are brave men, contrary to Rush Limbaugh beliefs. This group of men was referred to as,”Winter Soldier Marches Again.” They are the Iraq and Afghanistan vets. On the anniversary of the invasion of the Iraq they gathered outside of Washington D.C. There were hundreds of veterans from both wars telling the horrors of war. The testimonies included atrocities they witnessed and in some cases committed themselves. Although, many felt that their views were in the minority and this was an unpopular stance that could bring repercussions, they still marched on bearing their souls with indignant determination. According to Neumann if public opinion changes then people will too, but that kind of pressure is what empowers the megalomaniacs of the world. We need to look back at the 60’s when that generation stood up to popular public opinion with resistance and determination. They marched and spoke out against the Viet Nam War. Remembering that a good part of the protesters were college professors and students, these were intelligent people. I believe that the people from the 60’s were a thinking generation. They weren’t afraid to demand changes. We should research that era and learn to stand up for our rights.
The Reconquest of Cool
We have been living in a world of cool consisting of attitude of resistance, expressions of rebellion and posture of defiance. Now realizing that we were all cool and fake. Living a world full of lies being communicated to us.
However, it is not too late to wake up and stand and refuse to be alienated from the truth. Thomas Frank encourages us to "construct cultural machines that transform alienation and despair into consent. I agree, let's wake up from this nightmare.
Denise W.
. In each decade since television advertising for a candidate
has begun, the messages have been designed in one way or another to
play on the emotions of the electorate. However, over time the way in
which this is done has changed constantly, most clearly in the
utilization of "positive" and "negative" ads. Moreover, the
utilization of information and statistics in ads has changed
dramatically, delivering the core message of a candidate in concise,
hard hitting, and effective way mass communication plays a big in that. Jennifer Romain
The reconquest of cool:
This theory explains the communication process to be like a marketing business. The corporate world takes something they want to get across (cigarette co.) and make it seem cool to draw in the consumers.
The criticism this theory posesses makes me ask: Is it real? Is that what cool is?(any medium, any communication on mass media).
I believe this theory is accurste. All the ideas on mass media is "fake." The only "true" cool is my own view of myself. Being my own form of "unique."
Michelle B.
Network Theory and Analysis
Recently my agency has changed over to fia from misca. My office has always been a calm and family oriented environment that was homely. Because of pass stereotypes about the new agency everyone has braced their selves for the new changes. Peoples attitude and behavior changed. Word a mouth is a form of comm, that is very influential. For instance they had bring your children to work day and its usually a big event at my job. We plan various activities for the children, and they enjoy it. This new agency has been such a burden on the agency no one wants to do anything. Its like bring your child to work day didn't exist. No committee was formed and we didn't take no donations. People just want to do their work and go home. The theory is correct and it's an analysis of peoples behavior and interactions change when their environment changes. Different environment gives a different vibes. Misca is a lenient agency. Fia has less flexibility.
Nekeisha Forbes
The Reconquest of Cool
It seem like everyone has their own version of what's considered cool. Cool is whatever is the most popular at the time, be it the style of dress, music, the latest electronic device, which changes every year. It seem like it takes to much effort to be cool, it's easier to just be you.
Jeannie
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