1. Medier og kommunikation 2 Charlie Breindahl charlieb@itu.dk

2. Planen I dag skal vi nå følgende: Lektion 2, medieteori Oplæg om personlige hjemmesider v. Flemming Skall Præsentation af de nye hjælpelærere Første gruppearbejde (øvelse) Diskussion af gennemgået stof

3. Hvad skal vi med teori?

4. Theory ”The book very consciously pays attention to theory. Theories reduce complexity by mapping an explanatory framework onto seemingly random phenomena. But, at the same time, theories can also heighten complexity as they show that phenomena are not as plain and simple as generally assumed. Theories are, in the words of Förnas (1995: 7), instruments to look with, glasses to look through, and maps to look at. Theories can help us, first, to deconstruct the area of interest into its main parts, and then to reconstruct and interpret its mutual relationships and relevant context” (p. xii-xiii).

5. Occam’s razor Of two equivalent theories or explanations, all other things being equal, the simpler one is to be preferred. Wikipedia

6. The six forces considered to be at work in the 1990’es Digitization →Convergence →Industrial concentration →Privatization and deregulation →Commercialization →Globalization

7. Niveauer i beskrivelsen Mikro Meso Makro

8. BFI Key Aspects of media studies Signpost questionKey aspect Who is communicating and why? Media Agencies What type of text is it?Media Categories How has it been produced?Media Technologies How do we know what it means? Media Languages Who receives it, and what sense do they make of it? Media Audiences How does it represent its subject to us? Media Representations

9. Nine approaches to media Mass society, functionalism, pluralism Media effects Political economy The public sphere Media occupations and professionals Cultural hegemony Feminism Moving image New audience research

10. Theoretical models of society, media power and communications processes SocietyPowerCommunicationsToneMethod Mass society, 1930s-1950s masshighone-waynegativedeductive Pluralism, 1940s-1960s pluralmoderateintervenedpositiveempirical Cultural studies 1 (cultural hegemony), 1960s-1970s class relationshighideologicalnegativeliterary criticism Political economy 1 (neo-Marxist), 1960s-1970s class relationshighideologicalnegativeinstitutional analysis Political economy 2 (public sphere), 1960s-1970s state/capital/publicmoderatenegotiablepositivepolicy studies Cultural studies 2 (new audience research), 1980s-1990s plurallowinterpretativepositiveethnographic

11. The effects trajectory Hypodermic needle Intervening variable Two-step flow Diffusion of innovations Spiral of silence Agenda setting Cultivation analysis Uses and gratifications Active reader Critical reader Ethnographic reader

12. Cultural studies debates Realism Semiotics Rhetorical devices The reader Readings

13. Principal characteristics of political economy Analysis of media in historical, social and political contexts Addresses media relations to politics, economics and ideology Has a moral purpose Its end point is social action