SPCM2360 Study Guide Fiske

SPCM2360 Study Guide Fiske - Frankfurt: Top-down Culture...

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Frankfurt: Top-down Culture created by big media Production focus Large companies force feed culture To like something is little more than having heard it consumer choice v. media company power Frankfurt School views Fiske as naïve           Need to renovate media system           Approach critically and how it manipulates us Fiske: Bottom Up Culture created at furthest end to big media Consumption focus People are not sponges. We are active in pop culture. Not just passive reception. Pop culture is “contradictory to its core” Doesn’t deny commercial interests           Wants to give a more complex account No need to go against “the man” (as suggested by Frankfurt) FISKE: Explain contradiction/struggle o Everyday uses of culture o Every reading/ active consumption is a resistant one           Hit consciousness of each person/group differently
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SPCM2360 Study Guide Fiske - Frankfurt: Top-down Culture...

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