(eveninplantsPHOTOSYNTHESIS)
HUMANSsubconsciousinformationalexchange
*lotsofcmntakesplacebelowthresholdofawareness*
eg)exp.2books,sameimageexceptonehasdilatedpupilsmoreattractive
Howdoesinformationge CMNS110Introduction
toCommunication
Studies
Week19/6IntroductiontoCourse
Week29/13
CommunicationStudiesinContext:Models,Methodsand
Meanings
COMMUNICATIONEXISTSEVERYWHEREttransmitted?
Dopeoplealwaysreceivesamemessageasonesenderintended?
Canwe,ascommunicators,dothingsthatwillguaranteethesuccessofoureffortat
communications?
EarlyCMNSfocus:
MSGINTEGRITY
msg=codesent&decoded
WhatMSG?meaning=irrelevant
b/cstudyofCMNS:
howmsgwasputtogether(encoded),sent(transmitted),understood(decoded)
eg)ClaudeShannon(BellLabs)studiedinformation,neverinterestedinmeaning
WayofthinkingaboutCMNINFOconcernedwithdistinctionbetween
PROCESS&CONTENT
eg)spreadofliteracydemocracyflowsfromliteracypromotessocialchange
processofreadingratherthancontentthatchangestheworld(notindividualtext)
*push/pullrelationshipw/process&content
ISITABOUTFACTSORWORDS?
OMMUNICATIONMODELSEACHMODELCAPTURESBIGPICTUREOFCMN
C
1)ACTIONMODEL(AKAONESTEPFLOWMODEL)
Sender
Receiver
monological,lineartransferredfromoneagenttoanotherbymeansofcmnmediumsuchas
speechorwriting
precise,basic,direct
MONOLOGICALCMNmodernwayofcmnicating
notDEADbuthas...
ADVANTAGE:simplicity
DISADVANTAGE:simplification(doesntcaptureALOTofwhatsgoingon)
*ENABLE/CONSTRAIN*
2)TWOSTEPFLOWMODEL
takesnoticeofroleofOLwhoreceive,interpret,redistributethe
originalmsgtolarge#ofpeople(likeTwitter,etc.)
followers(us)donotalwayshaveaccesstosource&relyonOL
3)INTERACTIONMODEL
cmnisNOT1wayonly!
int.modelmeanttocapture
FEEDBACK:thefactthat
Sender/
Receive
r
infoflowsback
(happensspontaneously
unconsciousprocessmind
eventuallymodifies)
formofconfirmation
confirmsthatlegitimacyofmsgisreceived
allowssendertoknowthattheycancontinue
int.modelalsocaptureCONVERSATIONALDIALOGUE
eachpersondoesnotattempttomake
commonideasalreadyknowntohimbut
makesomethingincommonie)creating
somethingnewtogether
Sender/
Receive
r
PEOPLEDONOTCONDUCTCONVERSATIONS.CONVERSATIONSCONDUCTPEOPLE.
4)TRANSACTIONALMODEL
dailycmniscontinuousseriesofinfotransferintoreception,feedback,response,etc.
trans.modelbreaksdownconceptofcentralitytherefore,simultaneoussending&receiving
*misunderstandingbestmappedintrans.modelmostlogical!*
difffactorsinvolvedincmnaddstocomplexity
eg)physicaltouching,expressions
eg)CLEVERHANShorsereceivingsignalsfromhumans
issueisPROCESSnot
oftenCONTENT
MISC:
Ritual(cultural)model:Communicationistheconstructionofasharedspaceormapof
meaningwithinwhichpeoplecoexist.
READINGS:
ONCEPTUALFOUNDATIONS.Miller,K
C
CMN=centraltoeverydaylife!
studiedsince5thcentury
definingcmndefinitionwillbeevaluatedintermsofUTILITYnotcorrectness
ConceptualizingCMN
POINTSOFCONVERGENCE
PROCESS
TRANSACTIONAL
SYMBOLIC
POINTSOFDIVERGENCE
SOCIALACTIVITY
ISSUEOFINTENTIONALITY
ConceptualDomainsofCMNstudies
*refertomodelsexplainedinlecture
DisciplinaryDomainsofCMNstudies
HEJUDGMENTOFTHAMUS.Postman,N
T
encouragespeopletolookattheadvantagesanddisadvantagesoftechnology
eek3
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LanguageandCulture
LANGUAGEORIGINS
*nearlyIMPOSSIBLEtopinpoint*
WhatistheBEINGofLANGUAGE?
LANGUAGE
disciplinedshapingofnaturalsoundintomeaningfulsymbols
enterTISIAS&CORAX(Syracuse,465)
begantohighlightpowerofpersuasion
realizedtheuseoflanguagetoaccomplishgoal
notjustareflectionoftheworldbutsomethingthatconstructstheworld
performativefunctioncapacitytoDOthingstochangetheworld
Speculatearriveatourownconclusionsbeleftunsatisfied
Wheredoeslanguagecomefrom?Whatistheoriginallanguage?
LANGUAGEACQUISITION
HOWDIDWEACQUIRELANGUAGE?
somesaythroughGOD...
GODdirectsource
o ADAMICLANGUAGElinguistsbelievetherewasonelanguage
o TOWEROFBABEL
o Augustine
[insertquotehere]
believedthatbyrepetitionofwordsandrecognition
beyondostensive,observationalcapacity,GODstillthesource
o difficultforscientificmindtograsp
HOWEVER,itisgenerallydifficulttoestablishhowoneacquireslanguage
MAGICALWORDSindicatesomethingimportantaboutlanguage
Canwegetasenseofwherepoweroflanguagederives?Isitpossiblethatwesomeintonationsastowhat
constitutesthebasicfabricoflanguage?
*highlightedpartshowswhateachindicatesaboutlanguage*
POLITENESS
o Please&ThankYouWHYisitsaid?
NotimportantaslinguisticpracticesbutSOCIALpractices
o Indicatesthatlanguageisnotanindividualdispositionbutasocialphenomenon
o Linguisticmediatorthatsitsinandoutoflanguageatthesametime
Partofentirefamilyofcommunicationcalledphaticcmn(cmnwhichappearsto
beemptywhenanalyzedbutsignificantatthesametime;eg.Randomhellosand
howareyous)
Emptybutpowerfullysocial
EXPLETIVES
o Formofhumanspeechwithcapacitytoupsetpeople
Eg)Fword
1836firsttimeindictionary
Firstliteralappearance:LadyChudderleysLover
o Bannedforalongtime
o Finallypublishedin1960duetofreespeech
o LatinversionsofwordsacquiredafterNormandyInvasionofEngland
Upperclasssawopportunitytodistinguishthemselvesfromlowerclasses
Spokelongerwordstosoundmoresophisticated
o Indicatessignificantamountofpoliticsinlanguage
HATESPEECH
o Legislationagainsthatespeechagainstminorities
o Indicatesthat:LanguagehasthepowertohurtpeopleandisACTIONABLE
DYSPHEMISMS&EUPHEMISMS
o Showsthatlanguagehaspowerwhichcanupset,form,politicalalliances,power
canhurt
o
Howdoeslanguagedevelopbetweenspeciesofhumanity?
THEORIESOFLANGUAGEORIGIN
CRIESOFNATURE
Humanbeingsarenaturallyarticulate
PleasingtoChristianscientistsduetoitscloser
Hypothesisseemsclosetogodhypothesis
withoutgodtoomuchintheforegroundnot
completelyannoyingtoChristianchurch
Aestheticallypleasingforvocalizationtocome
first
withsound(ourvoices),wecansing
GESTURAL
Dontmistakespeechforlanguage
Notalllanguageisspoken!
Languageiswritten
Takenoteofthefactthatpeoplewithno
capacitytospeakcanlearnsignlanguage
Peoplespeakgesturally
Butwhy?
Whywouldwegiveprioritytogesturesover
vocalization?
Infantsmovebeforetheyspeaknaturalfor
themtomakegestures
Childrenwhowerebornmutelearnedtomake
signlanguagemorequicklythanchidenwho
canvocalize
Whydoyouneedlanguageinthefirstplace?
TocommunicateaboutWHAT?
Earlyhumanuselanguagetocoordinate
activities
Eg)collaborativeprojectsofhunting
Languageisthedisciplinedshapingofnatural
soundintomeaningfulsymbols
Neversaidnovocalizationbutsaidthat
GESTUREcamefirstbuteventually
supplementedbyvocalization
Leadtoincredibledebatesleadtobanningofpaperontheoryoforiginsoflanguage
waytooheated
Whateventuallyhappened:callofnatureWON.Mostresearcherssaidgesturesarethe
supplement
Nooneknows.Justaspeculationbasedonpreferenceandpolitics DavidCrystal
Attemptmadebypsychologiststoteachlanguagetoapes1960s
sinceapeshaveNOvocalapparatustospeaksotaughtthemsignlanguageinstead...
whichleadsusto...
CHARLESHOCKETT&THEDESIGNFEATURESOFLANGUAGE
alwaysthinkabouthowitappliestoanimals
HUMANCMN
feature
VOCAL/AUDITORY
Someonehasto
CHANNEL
hear/someonehasto
speak
Spokenlanguage
coherentlyinvolvesunion
betweenpeople
RAPIDFADING
Endofspokensound
Orientourselvesb/c
sound=meaning
Beingreceptivetosound
notthesameasactually
listening
INTERCHANGEABILITY
Particularsubjectrolesw/
prospectofinterch...
INTRAPERSONAL
FEEDBACK
SEMANTICITY
ARBITRARINESS
Asonespeaks,they
modulatetheir
tone/rhythm
Wearealsoourown
senders&receivers
Includingmeaningin
soundwearemaking
Nonaturalreasonthat
wordsmeanwhatthey
mean
Noconnectionb/wobj&
thingstheyreference
ANIMALCMN
Animalspossessthis!
Animalsdontalways
communicatevocally
butalsothroughsmell
Difficulttorelateto
animalcmn
evidentinbirdsbut
notw/dogsbarking
b/citisdifficultto
determineroles
Animalshavethis!
Discretemeaningsin
animalvocalization
Animalshaveinstinct
Onomatopoeiatheory
demolishedb/c
animalsspeaking
regionally
DISPLACEMENT
PRODUCTIVITY
TRADITION
PREVARICATION
Eachlanguagehas
arbitrarysounds&
symbols
Allowsustopeakofpast,
future,thingsfaraway
Constantlycreatenew
ideas,concepts,sentences
Languageispassedon
mustbetaughttoremain
Lyingmainfunctionof
languageistolie(?)
Animalsliveineternal
precedent
Notapplicableto
animals!
birds
REFLECTIVITY
CONCANTENATION
MEDIUM
TRANSFERABILITY
READINGS:
ONOCHRONICANDPOLYCHRONICTIME.Hall,EdwardT.
M
MONOCHRONIC
NorthEuropean
Onethingatatime
Mediterranean
Manythingsatonce
Doonethingatatime
Domanythingsatonce
Concentrateonthejob
Arehighlydistractibleandsubjectto
interruptions
Taketimecommitments(deadlines,
schedules)seriously
Arelowcontextandneedinformation
Arecommittedtothejob
Adherereligiouslytoplans
Areconcernedaboutnotdisturbing
others;followrulesofprivacyand
consideration
POLYCHRONIC
Considertimecommitmentsan
objectivetobeachieved,ifpossible
Arehighcontextandalreadyhave
information
Arecommittedtopeopleandhuman
relationships
Changeplansoftenandeasily
Aremoreconcernedwiththosewhoare
Showgreatrespectforprivateproperty; closelyrelated(family,friends,close
seldomborroworlend
businessassociates)thanwithprivacy
Emphasizepromptness
Borrowandlendthingsoftenandeasily
Areaccustomedtoshortterm
relationships
Basepromptnessontherelationship
Havestrongtendencytobuildlifetime
relationships
CRIPTINGTHEFUTURE.Fischer,Stephen
S
eek4
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9/27
IssueinHistoryofCommunicationTheQuestionofOrality
Waywecommunicateaffectswhoweare
WalterOng
deeplyinfluencedbyreligion
prominentincmn
thoughttobebetterthanmentor,MarshallMcLuhan
achievedintlfameconsideredthinkingmansMcLuhan
sufferedfromaccusationofbeingtechnologicaldeterminists
interestedinlargescaleuniversaltransformationsnotindividualsbutSOCIETIES
WHATDOESITDOTOSOCIETIESWHENA
PARTICULARCMNMEDIUMbecomePOPULAR?
approachednotionofhistoricaldevelopmentbyexaminingdominantcmntechatthetime
eg)hieroglyphicage,ageofprintingpress
moreinterestedinprimaryorality
maininterest:tryingtounderstandtransitionbetweenorality&literacyclaimedthat
understandingthisisthebasicfoundationforallofcmns
tryingtounravelwhensocietygoesthroughsuchtransformation
primaryorality,literacy,secondaryorality
Humans=oralculturesthrustintoliterateworld
HOWEVER,oralityisstillpresentSTILLSTAGEDINIMPORTANTVENUES
eg)Testimonyincourtsmustbegivenorally
Oralityisimportantinpublicdebates,especiallyinpoliticalforums
Graduatestudentsmustcompleteanoralexamination
Marriageceremonieshaveanimportantverbal,ritualcomponent
THEREFORE,althoughorality=ceremonial,stillIMPORTANT&notmerelyincidental!
vocab:
MEDIAECOLOGYnewcmnmedium+society=NEWSOCIETY
asinfluenceofmediumspreadtoculture,spreadsinfluences&makesignificant
changes
eg)structureofeducation
oralculture=COLLABORATIVE
literateculture=COMPETITIVE
Isiteverright,isiteverproper,isiteverethicaltoadvocate
treason?
JohnStuartMill
(18061873)
geniusreadLatinclassicsbyteenageyrs.;formidablyintellectual
fatherisautilitarianinheritedconsequentialisttheoryofmorality
mentalbreakdown/depressionby20sblamedfathereducationkepthimawayfromhisownfeelings
1860,wrotebook(longessay)OnLiberty(quoteabovefromthebook)
askedifheweretoadvocatetreason,whatwouldbebettermedium?
MAKEASPEECH;RALLY?
PRINTHUNDREDPAMPHLETS?
(orality)
(literacy)
Mobmentalitycanbedangerous
Impactcanbeentirelydifferent
inflamespassion
Writingcanbeputaside,timefor
reflectionallowed
demandsattention
Allowsmorecriticism
Difficulttoreflectwhenkeepingupw/
speech
ultimately,speechdeterminedtobemoredangerous
therefore,MEDIUMistheMESSAGEcontentisimportant,butmediumisunfluential!
**Canonefindtracesoforalityinwrittentext?
MilmanParry
(19021935)
linguist
YES!determinedtracesoforalcultureintext
wenttopartsofEasternEuropew/primarilyoralculture
interviewedpeoplethere,recordedtheirsong
realizedthatpeoplewrotepoetry/songsw/tracesoforality
saysthatpeopleofliteratesocietyhaveforgottentheskilltomemorizeduetorelianceonpaper
BUTHOWDOPEOPLEMEMORIZETHINGSW/1000sofLINES?
MNEMONICS:science&techniquesforaidingmemory
repetition
formulas
genealogies
rhythm&rhyme
The illiterate, the semiliterate, and those who live as though
they are illiterate are effectively cut off from the past. They
live in an eternal present. They do not understand the
predatory loan deals that drive them into foreclosure and
bankruptcy. They cannot decipher the fine print on the credit
card agreements that plunge them into unmanageable debt.
They repeat thought-terminating clichs and slogans. They
are hostage to the constant jingle and manipulation of a
consumer culture. They seek refuge in familiar brands and
labels. They eat at fast-food restaurants not only because it
is cheap, but also because they can order from pictures
rather than from a menu.
Hedges, Chris. Empire of Illusion: The End of Literacy and
the Triumph of Spectacle. Toronto: Vintage Books, 2009, pp.
homologies
alliteration
ONGSFUNDAMENTALDIFFERENCESBETWEENORAL
&LITERATECULTURES
ORALCULTURE
LITERATECULTURE
ADDITIVE
SUBORDINATE
Intermsof
structure...
AGGREGATIVE
useshierarchalorganization,subordinates
toprioritizeinfousingtime&space
eg)treeoffoldersincomputer,comparing
wayadults&childrentalkchildrenw/o
transitionwordswhereasadultsbeginto
structuresentences
ANALYTIC
Intermsof
structure...
RELYONREDUNDANCY
(COPIOUSNESS)
relyonmnemonicstofacilitate
memorization
Intermsof
structure...
CONSERVATIVE,TRADITIONAL
Intermsof
structure...
CLOSERTOHUMANLIFEWORLD
Intermsof
structure...
keepingthingstogether
facilitatesmemory
conservationalworriedaboutrapid
change&thereforeconserveinfo
tokeepbalance
takingthingsapart
privilegethedeconstructionofinformation
tofinditsunderlyingbasis
markofeducation
redundancyisconsideredtobeabad
intellectualforminliterateculturebutis
necessaryin
OPENTOINNOVATION
changehappenssofrequently
capacityforexosomaticmemory
Eg)evolutionofexternalmemory
VCR,DVD,chips,etc.
closertonatureb/ceverythingdone
communally
Intermsof
structure...
Intermsof
structure...
moreprivateb/cofbooks,etc
eg)exampleofbirdsounds
peoplewillwaitoutsidetohearsound
AGONISTICALLYTONED
eg)exampleofbirdsounds
peoplewillsearchupaudio
dispute
consideredtheatrical
createscommunity
SITUATIONAL
literatepeopleshyawayfromarguments
situationleadstothinking
categoricrepresentation
ABSTRACT
Shapes:
Moon,house
Intermsof
structure...
Circle,square
HOMEOSTATIC
structuralforgetfulnessregulatescanrelyonexternalthings
knowledgetoretainonlycoreprinciple
READINGS:
EGENDSOFTHENET.Fernback,Jan
L
OWISTHEKUKLUXKLANLIKEAGROUPOFREALESTAT
H
AGENTS?.Levitt,etal.
E
eek5
W
10/4
MarshallMcLuhanandMediumTheory
MARSHALLMCLUHAN
(fruitful,insightful,innovativethinker,syntheticthinker)
preeminentintellectualinCndhistory
worshipped&reviled
Catholicreligioustendencies(Catholictheology)permeatedinwork
fadedby1980s
sawhimselfassomeoneoverturningconventionsofmediaanalysis
thereforeUNINTERESTEDinideaoftheorybuilding
preferredtoprobe(askquestions)ratherthantheorize
workstoMcLuhansadvantagedoesntsettle,makeconnectionsb/weverything
cameupw/conceptofmediaecology
themesw/inwork:
argueddecisiverelationshipb/wsocial&culturalprocessesinculturalmedia
CONTENTdoesntmatterbutMEDIUM
knowledgewouldbedisseminatedglobally&wouldhavelargeimpactonglobalscale
WiredMagazinefirstissueputhimoncover,dubbedProphetofDigitalAge
w/emergenceofinternet,peoplelooked@McLuhansideasagain
ideasfruitfulenoughtobeTIMELESS&thereforeprominent
theoriesmakingacomeback:
Instead of tending towards a vast Alexandrian
library the world has become a computer, an
electronic brain, exactly as an infantile piece
of science fiction. And as our senses have
gone outside us, Big Brother goes inside. So,
unless aware of this dynamic, we shall at
once move into a phase of panic terrors,
exactly befitting a small world of tribal drums,
total interdependence, and superimposed coexistence.
Cited in Marshall McLuhan, by Douglas
Coupland. Toronto: Penguin Books, 2009, p.
McLuhansbasicidea:
Changesincommunicationtechnologyproduce
changesinthecultural,the
social,andthepsychologicalorder.
TheMechanicalBride:FolkloreofIndustrialMan(1952)
Populardividebetweenhighculture&lowculture
o Highcultureopera,theatre,etc.
o Lowculturecomicbooks,
McLuhandecidestoapplyhisskillstoanalysisofPOPULARculture
o Partlyresponsibleformakingpopularculturecredible
Statesthatdespitewhatpeoplemaysayaboutpopculture,peopleoften
comparelivestomovies,peopleenticedbyads,etcitappealstomasses
o DESCRIPTIVEratherthanprescriptive
Simplydescribingwhatisgoingon,notprescribingwhattothink/do
Weshapeourtools&afterwards,ourtoolsshapeus
Eg)inLITERATEsociety
LITERACYwhatconstitutestruthisshapedbyliteracy(exampleby
Postmanthesisdefenceroom;conversationassource=notcredible)
Eg)inORALsociety
GutenbergwhenBiblewasfirstmassprinted,peopleconfusedbyfactit
wasidentical&thoughtitwasworkofdevilb/cVARIABILITY=truth
TheGutenbergGalaxy
ContinuationofthemeinMechanical
o difference:begantoextendanalysisofwaycmntechnologiesaffectsocial&
culturalorganizations
believedthatw/printingpress=makingoftypographicalman
hencethetitle
arguesthattruthiswhatiswrittendownbutNOTprescriptive
o THEREFORE,truth=logical,linear,sequential
THEME:wearechildrenofTYPOGRAPHY
o mostcherishedidealsoftheworldareproductofhowwethinktypographically
toprovethis,McLuhanwroteGutenbergGalaxyindifferentfonttypes
Gutenberggoesagainstconventionsofacademicbookbook=artwork;tooavant
garde
UnderstandingMedia
SubtitledTheExtensionsofMan
MostaccessibleMcLuhanbook
o PeoplewhoworkedonNixonselectioncampaignin1968wereREQUIREDto
readUnderstanding
Showshowinfluentialbookbecame
GothimonTV
,madehimmostfamous
Structureofbook
o Openingchapters:laidouthistheorybutb/ctherewerenotheoriesperse,it
washardtogetahandle
o Restofbook:seriesofshorterchapterswhereheappliestheoriesoneverycmn
media,eg)tv,radio,advertising
Filledw/historicalgeneralizationheavilycriticized
o Responsetocritics:PeoplewhocriticizewhatIvedoneareSOboundby
typographyandprintculturethattheycantappreciatewhatImdoing
Rapidly, we approach the final phase of the extensions of man the
technological simulation of consciousness, when the creative process of
knowing will be collectively and corporately extended to the whole of human
society, much as we have already extended our sense and our nerves by the
various media. (Understanding Media)
LawsofMedia
Beforehepassedaway,realizedthatmaybeCRITICShadapoint(thathedidntmake
enoughsense)sohemadeLawsincollabw/hisson
ConstructedmuchlikeUnderstanding
o Introchapterthatsetuptheory
o Applicationoftheorytocigarettes,brothels,automobiles,etc.
Didntsellwell
3MAINIDEASbyMcLUHAN
TheMediumistheMessage
2interpretations:
o Softinterpretation:Themedium,initsessentialnature,affectsboththenatureof
themessageandhowitwill/canbereceived.Differentmedia,thatis,favorsome
messagesoverothersandaffectbothwhatmessageswillbesentandhowthose
messageswillbereceived.Forexample,wedontbroadcastpicturesviaradio.
Softb/cstillallowssomethingimportantaboutcontent
o Harddefinition:Contentisabsolutelyirrelevant.Thetechnologicalformofthe
mediumisitstruly(andonly)importantelement.
Difficultconceptb/cournaturaltendencygravitatestowardsunderstand
content
AccordingtoMcLuhan,theheartofcmncantbeseenthroughthis
GlobalVillage
Understandculturebydominantmeansofcommunication@thetime
Hot&CoolMedia
READINGS:
HEMODERNJANUS.Morrison,J.
T
Mediaecologymeansthatifprint,orifthewrittenword,isindanger,itcanberescuedbysome
othermedium.Orproppedup.Anddontjustletsomethinglikethatgodownthedrainwithout
anycounteractivity.
MarshallMcLuhan
1. McLuhansasapromoteroftvwasareversalofhispersonalattitudetowardit,primarily
b/cinhispublicanalysis,herefusedtoadoptamoralisticstanceaboutitscontent,in
favourofamoreobjectiveunderstandingofthesymbolicformofthemedium
2. McLuhanwasfirmlyinthetraditionof20thcenturyModernism&developedinhiswork
parallelsw/modern,postNewtonianscience,yethisintellectualrootswerefirmly
plantedinancient&medievalrhetoric
3. Relevanceofhisworkonlybeingjustlyappreciatedtodaywithemergenceofinternet,
andWWW
HEMEDIUMISTHEMESSAGE.McLuhan,M
T
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ConsciousnessandSocietyCommunicationandTheoriesofthe
Self
ideasalreadydiscussed(historicalissues,socialconsciousness,newmediasinfluence)
IMPLICITinthat=individualsbeingaffectedbytechnologyaka
CONCEPTOFTHESELF
eg)Ongsworktalksaboutoralityliteracyinculturalsense
thoughneglected,theorizesthathumansareconcretelyinvolvedinprocessof
transformation
ideaofself=socommonplace,soeveryday,noncontroversialthatitseemsinitiallynonsensical
thattherecanbequestionsabouttheself
SELF=sociallyconstructedsomethingthatisbuilt/made;existsbutnotindependentof
society;existsinrelationtoother(eg.Canonebeamotherw/ochild?)
conceptundergoingdebate
***3mainideas:SelfinWesternthought,GHMead,ErvingGoffman***
NotionoftheSelfinWesternThought
TheWesternconceptionofthepersonasabounded,unique,moreorlessintegratedmotivational
andcognitiveuniverse,adynamiccenterofawareness,emotion,judgmentandaction,organized
intoadistinctivewholeandsetcontrastivelyagainstothersuchwholesandagainstasocialand
naturalbackgroundis,howeverincorrigibleitmayseemtous,aratherpeculiarideawithinthe
contextoftheworldscultures.(CliffordGeertz)
1)ourself=personbounded,unique,moreorlessintegrated
2)motivation,beliefsbelongtome
2)dynamiccentreofawarenessImawareofyou&youreawareofme
4)h/eitseemstobejustplaincommonsense,itispeculiarideaw/incontextofworldcultures
otherplacesintheworlddontfindtheselfuniqueorseparateasweseeourselvestobe&
finditmorerelational&thoughnotdenyingindividualbody,denyingtheabsolutenessof
separation
Question:howmuchopennessispossible?Howmuchisappropriate?
Howdoesselfchange/evolveifbounded,integrated?
Bothinterestedintheself,howitarisesandsawcmnsimportantinprocessofsocialconstruction
Eg)mancomplainingaboutchildrenlosingheritage,thereforelivingvicariouslycompletely
oppositetoWesternnotionoftheselfb/cinhisoriginalculture,self=relational
Eg)productsformen&womennotionofselfbecomesapparentwhenviolated
GeorgeHerbertMead(18631931)
veryinfluencedbyDarwininterestedinbiologicaltheoriesofhumanbehaviour
oneofthefirsttoask:WHATIFSELFISPRODUCTOFEVOLUTION?
(NOTfromBIRTH,butPRODUCTofLIFETIME)
Theselfissomethingwhichhasadevelopment;itisnotinitiallythere,atbirth,butarisesinthe
processofsocialexperienceandactivity,thatis,developsinthegivenindividualasaresultofhis
relationstothatprocessasawholeandtootherindividualswithinthatprocess.
(MindSelf,andSociety,p.135).
SOCIALprecedesMIND
socialuniverseinwhichyouareborncomesfirst,formationofmindcomessecond selfarises
fromsocialexperiences&activity
incaseofinfant...nomind,self,languageinteractionofthese3turnsinfantintohumanbeing
acquisitionofmindpredicatedondevelopmentoflanguagewhichproducesaself!
eg)infantsbegintobabble,akaVOCALGESTURESsimultaneousininfants!
initially=vocalgestures,conversationofgestures&becomeslanguagewhenitbecomes
significantsymbolsakaNONLINGUISTICGESTURESBECOMELINGUISTICS
butWHATMAKESTHEMWORDS?
Howdogesturesbecomesignificantsymbol?
onceindividualcaninterpretthemeaningoftheirowngesture
beingabletocallouttherxns
takingtheroleoftheotherinonesownconductbeinganobjectofoneself
***Seeslanguage&thinkingasSOCIALevent***
Mind(andself),whicharenotinitiallypresentatbirth,arisewithinthecontextofsocial
experienceandareformedoutofthemechanismoflanguage.Thus,tobeanorganismin
possessionofmind,onemustpossesslanguagewhich,Meadargues,ispredicatedontheability
toengageinroleplaying(takingthepositionoftheothertowardoneself).
Andthoughtisrootedinlanguage,andthereforeinvolvesacontinualandinternalprocessof
roletaking.AsMeadsays,thoughtisaninternaldialogue,adialoguewith thegeneralized
other.
I
ME
Thefirstphaseoftheselfto
appear.Thedoer,thefeeling,
instinctive,sensuousbeing.
Thereceiver,thesenseofwhat Consciousness,self
othersperceiveofwhatIdo.
consciousness,awarenessof
self,theabilitytoimagine
(8yrolds)childrenspreadout oneselfininteraction.
andchilddoesntchasethe
ball
Eg)conceptofsoccerfollow
theball(5yrolds)
MYSELF
Gaming
playing
Ultimately,MeadsaysLANGUAGEisaGAME
Fusion
selfneverseparatefromsociety
ErvingGoffman
unusualapproach:BESTWAYTOUNDERSTANDsomethingLOOK@WORLDW/ITS
ABSENCE
revealedinvisiblenormsbywhicheverydaylifeisconducted
normalbehaviourcanbeunderstoodonlywhenexposedtoabnormalbehaviour
Goffmansviewoftheself=DRAMATURGICAL
differentmasksusedfordifferentoccasions
Acc.toGoffmanwhenhumansthrustinnewsocialsetting,theytrytodefinesetting&adapt
(IMPRESSIONMANAGEMENT)
Impressionswegive(clothing,,hairstyles,cosmetics)
Impressionswegiveoff(sex,height,race)
AccordingtoGoffmanwestrivetodefinethesituationinordertomanageimpressions.
Impressionmanagementisthusoneofthecrucialmechanismsofcommunicationasitallowsus
tobeincontrolofourimpressionsatleast,inasmuchcontrolasthesituationactuallypermits.
Inotherwords,weareallperformers,allofthetime,andbystrivingtomanage
impressionswearealsogivingperformancesofwhatwemightregardasouridealself.
Hencewemustconstantlybeawareoftheexpectationsofsocietyinordertomanage
ourimpressions.Conventionsandtraditionalwaysofbehavingbecomeextremelyimportant,
becauseifwefailtoobservetheseruleswhichareoftenunstatedthenweriskthelossof
face.rulesmakesthingspossible,constraintenablesmakeinteractionpossible
Maskmakesselfpossible!Mask=self,akaNOTHINGundermask!
Frontstageandbackstageoneidealmask,anotheridealmask
concern:tendencytoimaginedichotomyb/wfront&backstage=mask&nomaskwhen
actualityADAPTIONOFDIFFERENTMASKSwillnevergettopointw/nomask!
SELF=dynamic,ongoing,continuousrelationship
beingbyyourself,INTERNALdialoguebyyourself=seriesofmasks!
Week710/18
MIDTERMEXAM
eek8
W
10/25
MakingMeanings:EncodingandDecodingMessages
SEMIOTICS
(scienceofsigns)
Semioticsteachesusthingswealreadyknowinlanguageswedontunderstand
Concernedwith3correlatedthings:
1) Productionofmeaningthroughsigns
a. Interestedinhowmeaningisproduced
b. Meaning=social,notnatural,meaningb/cpeopleFINDmeaningrequires
interpreter!
2) Codesintowhichthesesignsareorganized
a. Signshavetobecollectiedintosystemstoproducegreatermeaning
Eg)alphabetw/code,youcanmakesenseofindividualmessage
3) Waythesecodesarerelatedtoculture&society
a. Connectedculturally,religiouslytosocietythatproducesthem
Humansareimmersedinsigns,systems,codes
Eg)clothing
utilitariantocoverbody
fashioncommunicatesstatement
canbeverycontroversialflamboyant
Semioticonlyinterestedinmeanings
PLURALb/cpeopledontunderstandeverythingthesameway,
akaDOMINANTINTERPRETATION
notnatural
notfixedb/cwearealwayschanging
eg)ourcurrentinterpretationwillbedifferentthanthefutureb/cwearelooking
throughdifferentlensesofexperience
problem:ifmeaningnotstable&hasvariability,howcanweseeourrelationshipw/it?
Semioticscanapplytoeverything
lendsitselftopoliticalanalysis
eg)waterboarding
meaning(priorto9/11):torture
meaning(post9/11):enhancedinterrogationtechnique
*SHOWSFLUIDITYOFMEANING*
Semioticsispopularb/ccanincludeotherfaculties:
Eg)feministsemiotics,medicalsemiotics,phytosemiotics,zoosemiotics
STATISTICSgiveusobjectivity
Eg)2differentpeopleseeingthesamemovesemioticallyanalyzing=differentresults
Nothinginherentlywrongaboutopinionbutthennoobjectivity
Semioticsisaskingyoutoengageintexttounderstanditssocial&culturalvalue
1957RolandBarthesMythologies
includesessaysabouteverydayculturalphenomenoninlife(fromcelebstolaundrydetergent)
usingsemioticanalysis,uncoverdeepermeaning
eg)Astramargarinesymbolicofsig.TransformationinFrance@thetime
adhasstrategythatisalsousedinpropaganda
hadparticularrhythm,cadence
facesproblemsheadon:
Probleminmargarinedoesntliew/margarinebutAUDIENCEdue
totheirprejudiceagainstmargarine
*relocatesdifficultyinproducttocustomer!*
WEASAUDIENCENEEDTOSEEPASTPREJUDICE
DEFINITIONS
Thestudyofsocialproductionofmeaningfromsignsystems
OSulli
recognizesmeaningissocial,thereforesemiotics=conductionofsocialness
recognizesthatmeaningisdynamic/fluid/changeable
weproducemeaninginourencounterw/text,movies,etc.
alsoindicateshowwearedynamicallyengagedinculture
Eg)proactivereading
Semiotics:disciplineconsideredtobebothascience
Relationshipb/wboth=indissolvablerequiredtoworktogether
Ifsignscomposedofsignifier&signifiedthenwhataresigns?
3differentkindsofsigns:
1) SYMBOLIC
a. Arbitraryinnature
b. Onlyconvention&traditionthatallowsyoutoknowsymbol
i. Eg)language(words)entirelyarbitrary;wordsareresultoftradition,
convention,history
2) ICONIC
a. Bearsresemblancetoobjectorthingitstandsfor
i. Eg)stickmanonwashroomsign
3) INDEXICAL
a. Neitherarbitrarynoriconic
b. Bearsdirectcausalityorexistentialconnectionobjectforwhichitstands
i. Eg)smokesignifiesfireeventhoughitdoesntresemblefire
PARADIGM:accessofchoice
SYNTAGM:accessofcombination
Unitsinaparadigmmeets2conditions
allunitsinparadigmmusthavesomethingincommon,theymustsharecharacteristicsthat
determinetheirmembershipinthatparadigm
eachunitmustbeclearlydistinguishedfromallothersintheparadigm.Signifiers&signifiedsin
anyparadigmmustbeclearlydistinguishablefromoneanother.Thewayswedistinguishone
signifierfromanothersignifieraredistinctivefeatures
SYNTAGMS:onceachoiceofunitsfromaparadigmhasbeenmade,somesortofcombination
musttakeplace.Suchcombinationsarecalledsyntagms
Eg)sentence,ensemble,meal
DENOTATION:literalmeaningofsign
CONNOTATION:sociocultural(&sometimespersonal)associationthereadermakesorhowsign
isrepresentedcrucialb/cbasisforart
Connotation>denotation
*denotationonlyscratchingthesurface
READINGS:
HEMODERNJANUS.Morrison,J.
T
Mediaecologymeansthatifprint
Week911/1
TheBusinessofInfluence
BoxingPlatosShadownewbookthatcameout,forundergraduates
authorsbelievethatthebestwaytounderstandcmnisthroughrhetoricartof
persuasion
talksaboutGreekphilosopherswhocontributedtostudyofpersuasion
titledsob/cPlatohatedpersuasionincmnthoughtpeopleshouldbeledtothetruth
*whenwearetryingtogetideasacrossincmn,wearealwaystryingtopersuade*
differentdegreeseverydaylifetolawyer
humansarecreatureswhorespondtosymbols!(alphabet,etc)
inusingsymbols,wearealwaystryingtoinfluenceothers
Civilizationadvancesbyextendingthenumberof
operationswecanperformwithoutthinkingaboutthem.
1.SEMIOTICSHORTCUTS
PEOPLERESPONDTOCONCISETHINGSW/CULTURALFAMILIARITY
GENERALLYCORRECT
Stereotypes
o Negative,b/cpeoplegeneralizebasedonthis
Metaphors
Genres
o Tellyouwhattoexpect
SOCIALEXPERIENCEVS.INDIVIDUALEXPERIENCE
SOCIALEXPERIENCEEXPLAINSWHYSEMIOTICSHORTCUTSAREUSEFUL&ATTRATCTIVE
INDIVIDUALEXPERIENCEEXPLAINSWHYTHEYCANBEDANGEROUS&MISLEADING
^showthatweareimminentlypersuadable
FIXEDACTIONPATTERNS
Instinctiveresponsestoexternalstimuli,usuallyinitiating
sequencesofbehavior(courtship,feeding,etc.).Fixedaction
patternsaresetinmotionbyspecifictriggerfeatures.
Eg)birds
trigger:babybirdwingflapping
indicationofhunger&motherfeeds(fixedactionbehaviour)
Eg)BECAUSE
whenpeoplegivereason,wearemoreeasilypersuaded
triggerforhumans
uponhearingword,weassumegoodreason
example=inthereadingsre:photocopyingpaper
Eg)HIGHERVALUEvs.LOWERVALUE
moreexpensive=somuchbetter
example=Fordvs.GM,raisingpricebattles
2.CONTRASTPRINCIPLE
HOWWEPERCEIVETHEDIFFERENCE(ORCONTRAST)BETWEENTWOTHINGSWILLBEAFFECTEDBYTHEORDERINWHICHTHEY
AREPRESENTEDTOUS
Eg)inretailalwaysshowthemoreexpensivesuitfirst!b/ccustomerwillalwaysseethe
cheaperpriceasWAYcheaperthanitis
therefore,
PERSUASION=exploitingnaturalhumanvulnerabilitytogetwhattheywantb/cweare
inherentlyvulnerable
RobertCialdinisWorkinCommunication&Persuasion
interestedinhowtogaincompliance
ifwecanunderstandthemechanismstowhichpeoplegaincompliance,wecanbemore
resistanttothosetechniques:
WEAPONSOFPERSUASION
*exclusive*acc.toCialdini,allpersuasivetechniquesfallunderoneofthesecategories
ECIPROCATION
R
Naturalhimantendencytoreciprocate/repay
o b/cmostpeoplefindfeelingofobligation=uncomfortable,akainternal
discomfort
feelingthroughgeneralizedotherthansocietyhasexpectations
o eg)HAREKRISHNAhandingoutflowersatairport
morelikelytogetdonationsiftheygiveoutflowers
theythereforegetdonationsb/cpeoplefeelbadabouttakingtheflowers,
eventhoughtheydidntwantit
o eg)mailsolicitationfromcharity
normally18%onlywilldonate
ifmailinglabelincluded,responserategoesupto35%
charitiesalsolabelsolicitationasagiftb/cpeoplewillreciprocatetoit
reciprocalconcessionsalsoasemioticshortcutb/concewerecognizeconcession,we
consideritasagift!
o peoplerespondmorepositivelytoit!
Eg)someoneasksyouforafavourbutthentheyllscaledowntheirinitial
offerthisisaconcession!
initiallyseeminglybeneficialforbothparties&sowerespond
morepositively
OMMITMENT&CONSISTENCY
C
ifyoucommit,youwanttobeconsistentinternalpressuretobringselfimageinto
linewithaction
o
eg)promisingchildrentobuytoysbutitssoldout
ifitcomesbackonsaleafewmonthslater,kidswillaskforitagainand
parentswillhavetobuyb/ctheypromised
o
eg)racetrack:bettingonponies
mostbettersfeelmoreconfidentaftertheybetb/ctheywanttolook
confident/consistent
o
eg)thiefonthebeachexperiment
20%intervenednotaskedtowatchstuff
95%intervenedaskedtowatchstuff
Externalpressuretoadjustselfimagetowhatothersbelieve
o eg)hungjury
showofhandsmorelikelytocreatehungjury
o eg)ladyiscallednice&thenaskedtovolunteer
ladywillvolunteernomatterhowbusyb/cwantstoliveuptoexpectation
ofbeingnice
SIZEOFCOMMITMENTisIRRELEVANTtoCONSISTENCY!
Writingwhensomethingisputinwriting=moreconcrete=morecommitment
OCIALPROOF(COGNITIVEDISSONANCE)
S
welook@otherpeopleforcues
o eg)peoplemorelikelytobuybooksfrombestsellerslists
authorsaccusedtobuyownbookstocreateillusionthatbooksellswell&
peoplewillthereforebuymore
eg)sitcoms
laughtrack=socialproof
o eg)buskers
iftheysaltthejar,itwillbesocialcue/evidenceofamountofmoneyto
give
pluralisticignorance:whenyougointoasituationandyouareunknowing,asis
everyoneelsemajorityunabletodeterminebestcourseofaction
o whathappens:peopledontknowwhattodo/howtobehavecreates
COUNTERFACTUALsituations
eg)studyofsocialproof:personhiredtofakeepilepticseizureinPUBLIC
toseehowpeoplewouldrespondb/citssoanomalous/unusual&most
peopledontwhattodo
ifdoneinfrontof1person,that1personwillofferassistance85%
ofthetime
ifdoneinfrontof5peoplewhoarestrangers,only35%ofthe
timewilltheygiveassistance
eg)CIALDINI:madeitseemliketherewasafireinsideoffice
individualpersonmorelikelytohelpthangroupofpeople
WertherEffect
o Relatedtonovelpublishedin1774SorrowsofYoungWerther
Protagonistwearsdistinctoutfitandcommitssuicideattheend
ManyyoungmeninEuropefollowedsuit
o
IKING,(ORINARISTOTLESWORDS,ETHOS)
L
physicalattractiveness
o TheHaloEffectpeoplemakepeculiarjudgmentsbasedonlooks
Eg)Menjudgewomenwhoaremoreattractiveasmoretrustworthy,
intelligent,honest
Eg)studydoneinNY:inmatesletoutofjailanddividedinto3groups
*leftthesame,counselling,plasticsurgery*
groupw/plasticsurgery=leastlikelytogotojailagain
similarity
o anythingthatconvincespeoplethatyouaresomehowsimilartothemwillcreate
aconnection
manipulatingournaturaltendencytomakeconnection
eg)politicianstoseemhumbledresslikeworkingclass,etc.
eg)salesmenbreakingtheice
compliments
o eg)study:stresslevelstestedinlookingatflashinglight=ploy.Actual
experimentwascheckingcomplianceofparticipantwhencomplimented
evenwhenpeopleknowthatcomplimentbeingofferedisfalse,theyare
influencedbyitshowsFIXEDACTIONPATTERNS
compliment=trigger!nomatterhowfalsecomplimentis,it
actsassociallubricant!
contact&cooperation
o likingthingsthatarealreadyfamiliar
condition&association
o
ifyouassociatecertainthingstogether,onewilllookbettersimplydueto
association
eg)celebritiesendorsingproductspositiveaspectsofcelebritiespersona
rubbingoffonproduct
eg)humanconditionedtolikefoodtherefore,iffoodisinevent,people
morelikelytocomecalledLUNCHEONTECHNIQUE
offeringlunchforbusinessdeal,events,etc.Havehigherchances
ofsuccesswhenfoodisinvolved
UTHORITY
A
titles,clothes,trappings(cars)ALLCONNOTEAUTHORITY
o eg)STANLEYMILGRAMTheMilgramExperimentObedience&Authority
o eg)iatrogenesisnurseswillgivepatientdosagedespitehowawfulitmightbeif
doctorw/title&labcoattellsthemtodoso
o eg)experimentinAustraliapersoncreatingspeechesinpublic
introducedtomanydifferentaudiencesasadifferentpersoneachtime:
student,seniorlecturer,professor,etc
whendescribedasaprofessor,heightofspeakerwasassumedtobe
greater(2inchesgreater)HEIGHTCONNOTESAUTHORITY!
CARCITY
S
peoplemoreinfluencedbyconceptoflostthanconceptofgain
o peopleinfluencedbythingsthatarescarce
eg)limitedtimeoffer,limitedquantity,onlyonceayrmarketing
strategies
psychologicalreactancetheory
o reactingagainstimpingementonfreedomcausesusgreatdealofanxiety
particularlyacutew/2yr.oldsTERRIBLETWOS
boomerangeffect
o
Week1011/8
Communication&PopularCulture
POPCULTUREencompassesmusic,tv,comicbooks,advertising,etc.
weencounteritdaily!
termusedtodesignatecertainaspectofculturalworld
consideredtobelowbrow
senseofdistinctionmaintainedb/whigh&lowart,althoughmaybesubconsciously
stillremains,eventhoughdiminishing
largelydisseminatedtousasconsumersofmedia
Initially,popculturewasunworthyofstudyb/citwasmoreconcernedwithculturalpracticesof
workingclasses,ratherthantheelite
BUTthischanged...
3elementstokeepinmindinrelationtotheriseofstudiesinthe
fieldofpopularculture:
1. Theindustrialrevolutionsimpactonthesocialorganizationoflabour&everyday
recreationledsociologiststostudyculturaldevelopmentofworkingclass
Eg)howpreindustrialization,wcPRODUCEDculture(dances,gettogethers,etc);
postindustrialization,wcBOUGHTtheirleisure(musichall,cinema)
LEISUREbecameCOMMERCIALIZED
ie,
Leisureactivitiesbecomecommoditiesassocietyseesatransformationfromthe
productionofentertainmenttotheconsumptionofentertainment.
GeorgeLipsitz
Largecompaniesstartedproducingmaterialsmasseswouldpayfortobeentertained
***wcstransitionfromPRODUCERtoCONSUMERof
popularculture***
2. ThesuccessofMarshallMcLuhansGutenbergGalaxy
INTELLECTUALCREDIBILITYTOSTUDYINGPOPCULTURE
gavecredibilitytotheideathatlowculturehasasmuchcredibilityashighculture:
impressedonpeoplethepossibilitytostudyworkingclassw/sameacademic
rigueurasShakespeare
McLuhanarguedthateverydaysocialpracticesofworkingclasshavevalue&seedsof
political&culturalmeaning
3. Theappearanceofsemioticapproachesinhumanities&socialsciences
RolandBarthesgaveMETHODTOSTUDYINGPOPCULTUREthroughSEMIOTICS
initiatedthatsolidscholartechniqueavailableforstudyofpopularculture
Eg)WRESTLINGBarthespointsoutthatwrestlersaresigns&symbols,w/
certainindexicality,representingnotionsofethnicity,etc.
Malesbodiesarecodedcertainbodiesmeansevil,certainbodiesmeangood
Eg)FILMsemioticscanbeappliedtofilm
Whatdopeoplewhostudypopularculturelookat?
Peopleworkinginthefieldofpopularcultureareengagedinanalyzingculturalformsby
examiningthesignifyingpracticesoftheseculturalformsinrelationtothebroadersocio
economic,andsocioculturalworldinwhichtheseformsareembedded.
Culturalformshaveto:
representaspirations&idealsofsociety
beembracedbysocioeconomicworldwheretheylive
Eg)Wrestlingworthstudyingb/cembeddedinthebroadersocioeconimicworldof
capitalism.Makessenseb/cconducivetotheidealsaspirations&virtuesofsocietythat
producesit.
Eg)SuperGirlinChinacannedb/ceconomicfactorinvolved(peoplewatchingit
insteadofstatesanctionedprograms)&challengeconvention&conventionalidealsof
Chinesesociety.
BUT...NOTHINGiscompletelystable.Therefore,overtime,culturalpracticesbeginto
disappear.
Eg)BullfightingnolongerrepresentsSpanishness,hasfallenoutoffavour&is
beginningtobedismissed
HISTORICALLY,lowerclass=associatedw/body;higherclass=associatedw/mind
BUTfoxhuntingisstilldonebyhigherclass
Eg)BearbaitinginEnglandonceconsideredanartformb/citrepresentedaspirationof
workingclass(analogy:BIGanimalbeingattackedbySMALLERanimal=bearbaiting
representsrelationshiptolargersocialorder)
Eg)FOXHUNTING
itincludeshorsebackalreadyshowsitsexpensive
requireskeepingofdogsshowslotsoftiming&planning
requiresspecificattireindicatesexpensiveness
involvesdisregardforpropertyshowstheirclass/status/aristocracy
HOWEVER,itsnotabouttheARTitself.ItsaboutWHOSdoingit.
Upperclassdoingit=HIGHART
Lowerclassdoingit=LOWART
Eg)Shakespeare&Chaucer=usedtobelowart,butnowHIGHart
EG)TV=usedtobethegreatwasteland&nowwecallthattimegoldenageoftelevision
definitionof
POPULAR:
Ofthepeople.(Denotation)Massofpeople,(Connotation)
Thissecond,connotativemeaningleadstonotionsofpopularbeingdefinedasbase,vile,riff
raff,common,low,vulgar,plebian,cheap.
Popularcanmean:
1. Lackinginartisticintegrityonaccountofhavingbecomepopular.
Eg)peoplestoppingtolistentobandsthatlotsofpeoplestartlisteningto
2. Losingoriginalauthenticityonaccountofhavingbecomepopular.
Eg)reproductionofsomethingtothepointofubiquitylosingitsspecialaura/sacredness
***2waysyoucanthinkaboutwhatspopularinpopculture:
Popula
rhasatleastadualmeaning
1. TEMPORALmeaning(ADJECTIVE):referstospecificobjects,practisesandindividualswho
arepopular,famous,orwidelyenjoyedataparticularhistoricalmoment.
Eg)LADYGAGApopularrightnow
2. LONGTERMmeaning(NOUN):referstoatimelessrangeofpractisesthatarerelatedtoa
particular
domainofthesocialorder.
Eg)SPICEGIRLSbandnolongerexistsbutinpantheonofpopculture,theyexist
**TherewillALWAYSbepopularculturebutforms,
stars,icons,socialpracticesareunstable**
Ideanevergoesaway!
definitionof
CULTURE:
OSullivan,Timetal.KeyConceptsinCommunicationandCulturalStudies:The
socialproductionandreproductionofsense,meaningandconsciousness.Thesphereof
meaning,whichunifiesthespheresofproduction(economics)andsocialrelations
(politics).
cultureconstantlybeingproduced/reproduced
SOCIAL:consequencesofwaysweengageeachotherinvarioussocial,economic,
political,religiospractices
DYNAMIC:culturechangesb/cpeoplechange
realmofmeanins&interpretationsweputupontheworld
differentfromcmnsstandpointthananthrostandpointincmns,canNOTbereduced
toinventoryofpractices
MarcelDanesi,EncyclopedicDictionaryorSemiotics,MediaandCommunications:
Formofculture,characteristicof20thcenturytechnologicalsocieties,thatemphasizesthe
trivialandtheroutineinitsartisticandvariousotherformsofrepresentation.Pop
cultureincludestelevisionprograms,advertising,comicbooks,popularmusic(rockn
roll,hiphop,etc.),andthelike.
focusingonconceptoftrivial,quotidian
Acc.toOBrienreading,weshouldlook@popculturefrom2pointofviews:
1. Popularcultureisoftensaidtobesynonymouswiththeentertainmentthatcomes
fromthelargecommercialmedia,includingtelevision,cinema,themusicindustry,
andsoon.Thisdefinitionfocusesonconsumptionasthecrucialdefiningelementof
popularculture.
ambiguityinpresenceofpopculture
2. Theseconddefinitionlooksatpopularcultureconsidersittobemoreconcernedwith
productionthanwithconsumption.Inthiswayofthinkingaboutpopularculture,
theemphasisisonwhatpeopleactuallydowiththeproductsthattheypurchase,or
whattheydowithobjectsandpractisesthattheycreateforthemselves
TODAY,arewePRODUCERSorCONSUMERS?
Wearelargelyconsumersbutwearealsobecomingproducers!
B/cofdigitaltechnology,itsbecomingeasierforustobecomeproducers:
Eg)Youtubeallowsustobeproducers&consumersdialectically
Peoplebecomeproducersthoughyoucouldarguethattheyconsumefirstwedoitbyoffering
interpretations
3SIGNIFICANTASPECTSOFPOPULAR
CULTURESTUDIES:
TheCultureandCivilizationTradition(problemw/inthepeople)
GoesbacktoEnglandinthelate1800,early1900
Largelyassociatedw/MatthewArnold&Culture&Anarchy(1882)
Believedthatcultureshouldbethebestthathasbeenthoughtin
world
Thoughtpopularculturewasbad
Theeliteminoritytakeitastheirmoralresponsibilitytopolicethe
activitiesoftheworkingclassmajority
Believedtheworkingclasslackedtheintelligencetovote
properly&makegenuinedemocraticdecisions
Believedthatworkingclasshadtolearntheirplacein
societyhadtobeeducatedintheirowninferiority
Believedthatworkingclasswouldresulttocarnalpleasure
ofthebodythatwoulddeemthemunfit
Opposedbearbaiting(notb/cofconcernofbears)
b/cofbloodlustwhichwillcauseworkingclassto
riseupagainstupperclass
However,thispointofviewstillfindsitswaystocontemporarythinking
StudydoneinToronto:Teacherstrainedworkingclasskidstobeworkers
&upperclasskidstobethinkersHOWEVER,thiswasdone
UNCONSCIOUSLY!
Reinforcetheideathateverybodyhasapredeterminedstationin
lifeduetoethnicity,religion
Culturalism(problemw/intheculturalindustry)
Challengesbasicassumptionsmadeinculture&civilizationtradition
Culturalismrejectstheideathatpeoplearepassivedupes,believinginsteadthat
theworkingclasseshavealwaysproducedtheirownculture,butthatthis
authentic,workingclasscultureisbeingdestroyedbyamassproducedcultureof
Hollywood,MadisonAvenue,andsoon.
Ergo,workingclassstillvictimbutofmasscultureindustriesratherthan
elitesociety
Wearemovingtowardsthecreationofamassculture;thattheremnantsofwhat
wasatleastinpartsanurbancultureofthepeoplearebeingdestroyed;andthat
thenewmasscultureisinsomeimportantwayslesshealthythantheoftencrude
cultureitisreplacing.RichardHoggart
Enemy=CULTURECONSUMED,notcultureproduced
Hollywood=invitationtoacandyflossworld
Workingclasspeoplearefineastheyare,theyproduceagoodculture,
andresponsibilityistoletthemproduceculturefromthebottomup
Ultimately,problemisMASSENTERTAINMENT
Wayofstudyingpopularculturethatoriginated:The
CentreforContemporaryCulturalStudiesakaThe
BirminghamSchool
Anapproachtopopularculturethatemphasizestechniquesforanalyzingcultural
textswithoutpresumingtojudgethosetextsaccordingtopredeterminedmoralor
aestheticcriteria
principalmethods:Marxism,psychoanalysis,feminism,structuralism,etc.
OriginalheadofschoolwasRichardHoggartbutthenreplacedbyStuartHall
Hallemphasizedimportanceofbeingnonjudgmental
Importedwiderangeofapproaches
Eg)semioticsinFrance,feminisminUS,etc
EGEMONY
H
Hegemonyreferstothemanywaysinwhichthedominantclassesincontemporarycapitalism
maintaincontroloverthesubordinate,subaltern,orworkingclasses.Hegemonicpractices
generallyinvolveconsentratherthancoercion.Thisisoftenachievedthroughtheprocessof
naturalization.
CULTURALOMNIVORE?
distinctionhasbeenquestioned,especiallyfromlate1900sonwards
Therehasbeenashiftinelitestatusgrouppoliticsfromthoseofhighbrowswhosnobbishly
disdainallbase,vulgarormasspopularculture,tothosehighbrowswhoomnivorouslyconsume
awiderangeofpopularaswellashighbrowartforms.
Omnivoresdonotlikeeverythingindiscriminately,butareopentoappreciatingeverything
Week1111/15
Communication,Culture,&Cinema
StanleyKubricksTheShining:
audiencememberisbeingmanipulated
miseenscenecinemarealism&realworldrealismdontmatch
takesusbacktosemiotics
StanleyCavellcmnsscholar
Sheerpoweroffilmisunlikethepowerofanyoftheotherarts
somethingspecifictopackageoffilmthatmakesitdistinctfromotherarts
transcendentalqualityeffectoffilmgreaterthanpartsputtogether
havesomekindofauthenticitythatslackinginourlife
Eg)conceptofactingTheatre&cinemadifferent
SARAHBERNHARDTtheatricallygreat,notgreatinfilms
goodfilmactordoesnotactbutREACT
BUT...screenactingstillhasTECHNOLOGICALBASIS=editing!
ImportanceofEditing
Eg)WoodyAllensAnnieHall
originallysupposedtobecalledAnhedonia
completelyredoneineditingroom
VladimirLeninsaidthattheyneededtolearnhow
grammaroffilm!So....
LevKuleshovasked
IvanMozzhukintodo
nothing&notshow
anyemotion
Kuleshovput
Mozzhukinsblank
expressionw/stock
footage
Althoughimagewasthesame,audiencessaidthatMozzhukinwasagreatactor!Aka,people
weremanipulatedbystockphotograph!
^showsthathumaninterpretationisimportantwhenitcomestofilm
^althoughfilmishumanisticpractice,itisverytechnical&reliesoneditingtoevokespecific
emotionseg)lighting,cameraangles,effects,etc.
POWEROFFILMRELIESONITSCAPACITYTOENGAGEAUDIENCE
peoplequotelines
peoplethinkaboutcharacterscinematically
1938Americanpsychologistsreviewedmovies&claimed17%ofcrimedirectlyattributedto
moviesjuvenilesgettingtheirideasfrommovies
moviesprovideknownledge
bellhooksReeltoRealsaysthatpeoplelearnmoreaboutrace,sex,classinmovies
thaninliteraturesasitprovidesnotonlynarrativebutsharedexperiencewherepeople
cancreatedialogueregardingchargedissues
moviesprovidecommonground
avgpopularfilmseenby$10millionpeople
POPULARARTFORMSARECRITICIZEDtransformativepowersofnewmedia=frightening
tosociety
Eg)*conceptofsittinginthedark=dangerous*
BritishMoralGroup:(1917)
areteenagersunder16allowedtowatchincinemas?
closeupsinfilmsshowintenseemotionalfacialexpressionswhichwill
traumatizechildren
ultimately,parents/guardiansgiventheopportunitytodecide&educatechildren
InAmericanmoviesbeforethe1960s,[the]ProductionCodedictatedthatcharactersgotshot
withoutbleeding,arguedwithoutswearing,andhadbabieswithoutcopulating.
Williams,Linda.SexandSensation,inG.NowellSmith(ed.),TheOxfordEncyclopaediaof
FilmHistory.Oxford:OxfordUniversityPress,1996,p.490.
Sanitationofmoviestomakeitmorallyupliftingdistortedvisionsofreallifebutithadtobe
donetoprotectvulnerablepopulations=children
inVictorianera,however,therewereotherpopulationsthattheyhadtoregulatethings
from:eg)literatureofwomen&lowerclass
Age=regulatorymechanisminart
FilmIndustry
dividedinto3componentparts
PRODUCTION
(makingfilms)
Moneyhole
DISTRIBUTION
EXHIBITION
(sendingfilmstotheatres)
(actualruninmoviehouses)
Wheremoneyis
Controlof$$$=power
Largelyinvisible
Partoffilmpeopleusually
focuson;theywanttowork
as:producer,director,actor
Earlyonincinemahistory,differentcompaniesdideach
RiseofHollywoodintegratedthese3processes
studiosrealizedthatiftheycouldcontrolbothdistributionchains&exhibition,theyhaveMORE
POWER!
Hollywoodisanexampleformonopolisticenterprise
Physiologicalfactorsabouthumanbeingsthatmakecinemapossible:
2opticalprinciplesnecessaryforvision:
1) Persistenceofvisionanimalsdontnecessarilyhavethis
Onceweseeanimage,itisinstilledinourmindforafewmoments
2) Phiphenomenon
Referstocapacitytoarrangeimageasthoughtheyarecontinuousmotionratherthan
episodicframesratherthanindividualimages
WECONSTRUCTMOVEMENTOFCINEMAINOURMINDS!
Culturalfactorsthatworkincinema:
Folkartofworkingclass
Basisofearlycinema
o Meantasformofentertainmentpeoplepaidtolookat
Involvedsinging,dancing,&film
Filmshowninsamevenueasperformances
Sometimefilms=visualspectacle:
Sceniceg)wavescirculating
Travellogeg)cyclicofothercountry
Replicationofstageart
o Folkartasfilmnotappealingtoworkingclass
BourgeoisakaInstitutionalModeofRepresentation)
Referstofactfilmsbegantoassumeparticularstyle
LessinterestinVaudeville,scenic,visualspectacular
Moreinterestedinstories,novels,narratives
Transformationthathappenedinearlymodeofcinema
o Importanttofigureoutwhatmiddleclasslikeb/ctheyhavemore$$$
Peopleexhibitingfilmsshowingfilmswheretheresaheavyamountofworkingclass
people
o Doesntdemandhighbrowrepresentationoflife
o Guysmakingfilmsknowthattheycanattracthigherclientele
o Exhibitorssayingtodistributorsthattheywantsomethingalittlemorehighbrow
whichisthenpassedbacktotheproducers
o Thereforefilmsaremadewithbourgeoismodeofrepresentation
Whatgoesintothesestories?
Linearnarrative
Productionofactualstory
lines
motivationbecomescrucial
Dancinginfolkartdoesnt
requirecinematicskill
Subordinationoftime/space NarrativeClosure
todemandsofstory
Notrealtime
Superficialdenotative
meaningthatfilmends
Sequentialmannerof
charactersintime/space
Parallelediting!meanwhile
SUBORDINATIONreferback Penetrating,connotative
toliterateculture
meaningthatfilmendsby
reaffirmingideologicalvalues
BUT=importantinfilmb/c Eg)goodtriumphsoverevil
EPITOMEOF
Eg)heroesareconservative
SUBORDINATION!
badguyswanttochangethe
constantprocessofcontraries worldtotheiradvantage&
inmovie!
heroeswanttokeepitsame
Science
Mechanicsofmotionbecameimportantframesofgallopinghorse
eek1211/22
W
TheNewMediaTechnology&SocialRelations
Cmn+technology
ALLOFOURACCESSTOTHEWORLDisMEDIAted
Variousfieldsofresearchofcmnstudies&technology:networktheory,philosophyoftech
worldissoentrenchedintech,hardforustoconceptualizeourplaceintheworldw/othinking
aboutourrelationshiptotech
socialrelations,economy,consumergoodshardtothinkaboutw/otech
Eg)ifpeopleaskedaboutthefuture,theyllrespondsayingnewtech
TECHSHAPEDWHATWEDO!
Why?BECAUSEtherehasneverbeenperiodinhistoryw/asmuchdramaticchangere:tech
evolution
We=MarshallMcLuhansfish;therefore,difficultforustotakenoteofchange
Eg)Sex&romanceconceptofromancechangedduetotechnologicalchanges
Victorianeramanagedlove:1)inperson(throughvisits);2)letterwriting
Developedaconcept:absencemakestheheartgrowfonder
increasesfireofaffection
Moderneramanageslovethroughtech:cellphones,email,socialmediaetc
absencemakestheheartgrowcold
instanceofconnection
**TECHNOLOGYALTEREDWAYPEOPLELOOKATROMANCE**
^provesthatsomeseeminglynaturalhumandispositionsareactuallyalteredbytech
Itwouldquicklybecomeimpossibleforontoenumeratetechnologyinvolvedinoureveryday
life!
MOREOBVIOUS,re:networkoftechnology
Eg)LinenonbedScientific&ergonomicdevelopmentinvolvedineverylittlethingwe
do(sleeping)involvessomuchtechnology(thinkaboutthewayits
manufactured)
MOREPROFOUND,re:
Eg)Segmentingtimegoesbacktomedievalerawhenmonkswantedtoknowwhento
pray,havedevotions(usedwaterclocks,bells);Parisauthoritiesdecidedthat
theywoulduseclocktoregulatewhentogotowork,breakregulationofday
=
classicexampleoftechnologicalinterferenceineverydaylife
impositionbequeathedbydifferenttypesoftechnology
*wehavebecomedependentonclock*
Priorityofmechanicaltimeoverhumantime
Technologyisallaroundus.Itinfluences
someofthefundamentalaspectsofsocial
andculturallivesinwaysthatarelargely
invisible.
(C)omputer(M)ediated(C)ommunication&Privacy
AUTHENTICVS.INAUTHENTIC
AUTHENTICCOMMUNICATION
facetoface
allowsforconnection(seeingbodylanguage,
clothes,hearintonationofvoice)
Eg)conversation
INAUTHENTICCOMMUNICATION
morethingsyouputinb/wyou&other
person,themoreinauthenticitbecomes
Includinggeographicaldistance&tech
Eg)lecturemonologue,formatofclassroom
barrierb/wstudent&profimpeding
authenticity
Backthen,
CMC=inferiortofacetofaceconversationcommonwisdom
Now...peoplearechallengingthisidea!
Eg)MEETINGPEOPLEONLINE
betterthanfacetofacemeetingsbecause:
youcanputyourbestfootforwardonline
youcanwaituntilyourecomfortablew/someonetomeetthem
Argumenttobemadeforthenotionthatitissimplythefactthatwehavetoacceptthatthere
aredifferentmodalitiesinvolvedindifferentkindsofcommunicationdifferencesdonthave
tobehieraticallyorganized;eachbringgains&losses
Everygenerationisfearfulofthefuturetheyreadinnovatedpracticesasathreattoprevailing
socialconventions
Therefore,CMC=complicatedb/cofmoralinvestmentinit
senseofimproprietyofcmn
Everynewtechnologygetsblamed!
Eg)1940moviesmade@timewhenpeopleinUSwereattackingmoviesas
underminingentirefabricofAmericanculture;now,wecallitgoldenageof
Hollywood
50yearsfromnow,willpeoplelookattodayasGoldenAge
ofSocialNetwork?
Evolutionofrelationb/wcommunity&communication:
originaldefnincludedgeographynowincludescommoninterestwhichcanbesharedacross
space&timeinvirtualformat
PRIVACY&SURVEILLANCE
Wehaveenteredsurveillancesociety!
Technologyisubiquitousconsequenceofthefactthatitisboth
visibly&invisiblycollectinginfoaboutus
Weleavedigitalfootprintsofourdailylives,eg)whenusingcreditcards
Concernsaboutprivacyenteredpublicspherein1763:
JohnWilkeswroteattackaboutKingGeorge3rd,whoorderedthepolicetoseizeallofWilkes
writtenworks,includingdiaries,toensurethattherewasnothingthatwouldbeconstruedasa
threatPRIVACYWASCOMPLETELYVIOLATED!
Americansheardaboutthis&eventuallycreatedFourthAmendment(prohibition
againstgovttoconductillegalsearch&seizure;mustbedoneaccordingtolegalsearch
criteria,akaapplyforawarrantfirst,etc.)
HOWEVER,basicideaforsearchandseizurewrittenforanalogworldnotdigitalworld! What
happenswhenprivacy&surveillancebumpupagainstradicalchangesincapacitiesof
digitalcmntech?
(2001)Kyllov.UnitedStates
DannyKyllowasarrestedforpossessionofmarijuanadetectedbypolicethrough
thermalradardevicewhichwaspointed@hisbuilding;theydetectedcopiousamounts
oflightsillegal!Noprobablegroundstocheckhishouse(someonetellingpolice,etc)
Judgeruledinfavourofpoliceb/cDannyKyllohadnoexpectationofprivacythe
momenthestartedusingthatpowerWASTINGHEAT,heattheemanatesgoes
intopublicdomainandsopolicedidnothingwrongbycollectingit
judgeclaimedthathewassimplyupdatingconstitution
(2010)USvs.AntoineJones
policetryingtobusthimforadministrationofdrugsputGPStrackingdeviceonhis
car&trackedhimforamonth,determiningthattherewasenoughevidenceinhis
routinetoapplyforawarrant
lawyersaysNOprobablecausetoviolateFourthAmendment
policesaysthatsinceJonesownsacellphone,theysimplycouldhavejustaskedhim
cellphoneproviderforhislocation
Therefore,questionsofhumanrights,privacy,democracycanbealteredbychangesin
technology!
Whyisitthatthereisnopublicoutrageoroutcryornoresistancetosystematicerosionof
privacy&personalrights?B/cofFACEBOOKGENERATION
FBgeneration:
groupofpeoplewhodontcareaboutpersonalfreedom,havenointerestinlibertyofprivacy,
whowillinglydisplayallinfoonline
Argumentagainstabove:ifyouhavenothingtohide,thenyouhavenothingtofear
^butitdoesntworkanymore!Sometimes,peoplearewronglyaccused:
eg)clientsofweightlossclinicinCanadaweregettingcandyinmailclinicsold
databasetocompaniestogetmoney
eg)RevenueCanadamatchesdatabasewithEItoseeifanybodycollectingemployment
benefitsisoutofthecountrythatway,peopleoutofcountrycanbecutoutof
gettingbenefits
eg)shoppingonlineforchildrensgiftsautomaticallyaccusedofbeingpedophile
Importanttoask:WHEREWILLPRIVACYBEINTHEFUTURE?
Week1311/29
Greenconsciousnessandsocialtransformation:Acommunication
perspective
Everybodytriestopurchaseenvironmentallyfriendlyproducts
Strongdesiretoreconcileguiltofconsumerismw/panaceathatwearegivingbacktotheworld
advertising&marketinginenvironmentalcontext=growingfieldw/inacademyofcmn!
ENVIRONMENTAL
COMMUNICATION
greenadvertising+greenmarketing
2FORMSOFGREENADVERTISING/MARKETING:
ADVOCACY
therearecertaininstitutions/govtagenciesthatadvocateinbehalfofenvironmentalcauses
&ecologicalsensitivity
Eg)Cndgovtencouragesustorecycle,speciallightbulbs(butw/onamingbrands)
COMMERCIAL
corporationspushgreenagenda
evenmoremarketing/advertisingfromcommercialindustries
marketproductsthatarecertifiedasgreen
raisesimportantquestion:
ISITTHECASETHATWHENCORPORATIONSUSE
ENVIRONMENTALIDEASTHATTHEYAREJUSTLOOKINGFOR
PROFITORDOTHEYHAVEACONSCIENCE?
&towhatextent?
goesbacktoCorporate
Social
Responsibility
companiestryingtopromotethemselvesassociallyresponsible
greenmarketing=emergedasgreatestmarketingopportunityinlast10yrs.
goodfinancialopportunity
companiesappealtosomethingfundamental&instinctivetopeoplesotheybuy
product
BASICPRINCIPLEofGr.MARKETING=EVACUATIONOFNATURE
unclean/politicalvaluesaretakenout&wegetrepresentations
ofnaturethatsmythologizedpristinerepresentationofnatureis
thenassociatedw/company
ourdiscoursechanges!Certainlanguagesingreenmarketing=semioticshortcut
ORGANIC=semioticshortcut!
usuallypreferablethansynthetic
NATURAL=semioticshortcut!
generallyimpliesthegoodnotnecessarilytruebutGOODMARKETINGPLOY
hasbecomeasacredadjective
2keythings:
1) Wehavethisinterestingdilemmaaroundconsumergoodsthataregreen
2) Shift&discourseinprovidingtheseproductsandesrvices
2interestingissues& questions:
1) Isitthecasethatgreenconsumerismisjustbad?Isitjustafailure?
a. Therearepeoplewhowouldarguethatthisisnotenlightenedatall
i. Infact,excessivegreenmarketing=failureofhumanpolitics
2) Greenmarketingseemstoreflectbacktousourmisguidedefforttosolveenvironmental
crisis.Theyareareflectionofsocialproblem.Whydowehavegreenproducts?
a. Becausewevecometorealizethatcertainsourcesarefinite!
i. WekeeponbuyingbutbuyingDIFFERENTLY:
1. Interestingdilemmab/c,ordinarily,peopledontusemechanism
thatgotthemintotheprobleminthefirstplace
a. WEARESOLVINGPROBLEMW/INPARAMETERSOF
PROBLEM1stordersolution
1storder=solvingfromw/inparametersofproblem
2ndorder=solvingfromoutsideparametersofproblem
Greenmarketing=givingusPSEUDOsolutiontoproblem
PRODUCTIVISM=Westernworldsbeliefinprogress;process&beliefsystemthattheworld
improvesaslongasweexpand&movedforward
OneofthemostimportantconceptsofWesternculture
wearenowagainststasis(noprogress)
progressinherentlytiedtogrowth!
thisconceptwaschallenged!
peoplecomplainedabouthoursofworkchildlaborlawsunsafeworkpractices
BUT...productivismhasalwaystieditselftoourmostcherishedideals eg)education,democracy.
Therefore,difficulttocritique!Butthereare2possiblewaystodoso:
REDEMPTIVE/CORRECTIVEAPPROACH
RADICALCRITIQUE
takeitapart,startoveragain
(akaneoliberalapproach)
problemliesw/root(basicfoundation)
systemisstillredeemable&wecouldmakeit
betterw/alittlestructuraladjustment
INtermsofwhatweretalkingabout...
INtermsofwhatweretalkingabout...
challengeveryethosofconsumerism
greenmarketingissaidtobeaREDEMPTIVE
attackveryideathatgoods&commodities
approachtorampantconsumerismstepin
makeushappy
therightdirection
goafterpeoplesinnatedispositionstofind
greatestsatisfactioninthethingstheypurchase
NOW=Triumphofcorrectiveapproach?
CONSUMERISMlifestyledifficulttogetridofb/citshowpeoplefindthemselves
Peoplecathectobjectsw/energywecherishthingsb/ctheyevokeemotionalresponse
Eg)peopleputtingthingsinbasement&keepingitthereforayeareventualGARBAGE
Eg)peopleputtingthingsintheattic&keepingitthereforayeareventualKEEPER
^explainswhyanticonsumeristmovementsstruggle
(b/cwehavereasonforvaluingobject)
Inconclusion...
GREENCONSUMERISM=bridgeb/wdivideofconsuming&anticonsumerismbacklash
wefeelgoodb/cweboughtgreen!
Greenconsumerismisactoffaithb/citsacompromise
LASTTHOUGHTEVERFORTHISCLASS:
Historically,whenpeoplehavebeenconcernedaboutissueslikeproductivism,the
argumenthasbeenthatthesecorporationsneedtoreform.Companiesneedtobeheld
accountablefortheirbehaviour.Butnow,greenmarketingrepresentsoneofthemore
cleverstrategiesofinstitutionsbecausetheblame/responsibilityisshiftedto
US...
ProblemisntthatcompaniesoverproduceproblemisthatWEdontbuygreenproducts!
Eg)NY(late70s,early80s),2proposals:
1)cleanupHudsonspendlotsofmoneytocleanit
2)whydontwejustbreedtransgenicfishthatcansurvivepollution?
Ergo,GREENCONSUMERISMisprofoundexampleofascapegoat,
wayinwhichcompanyshiftsresponsibilityfromcompanyto
consumers