2. goals
grasp of TV industry structure
interventions of audience studies
analysis of texts plus reception w/in capitalism
approach to portrayal of advertising on TV
8. In concrete, historically specific terms, the
chaos I am referring to relates to the enormous
proliferation of possible television viewing
practices in the last few decades, possibilities
which have been created by the expansion of
the television industries in capitalist modernity
in the first place... It is this chaos which the
discourse of liberal pluralism cannot account
for and which the functional rationality of
audience measurement technology is designed
to suppress and tame in the form of a statistical
order. But it is precisely this chaos which I
suggest we need to take into consideration in
understanding the logic of power relations in
capitalist postmodernity. (174)
9. screening
How does the self-reflexive
portrayal of advertising on
TV work for us AND work
for the industry?
advertising on TV
TV on advertising
marketing
critique
Hinweis der Redaktion
Explain how, like last week, this mushes together two broad topics: reception studies and industry studies
MEEHAN
political economy != industry studies
Myth – “competition”
* What are some examples of this continuing process? (Comcast-NBC merger)
three markets: audiences, programs, ratings
Myth - “gives viewers what they want”
How are YOU addressed as a demographic?
Hulu ads
recall Butler: structured polysemy
What examples can you think of from the course so far?
Morley goes through several approaches – I’d argue there isn’t yet a fully successful methodology articulating textual structure and audience interpretation
within the same school of cultural studies as Morley + Hall
very complex work engaging some of these methodological dilemmas
links other two articles...
