Give your own examples of Raymond Williams’ three definitions of culture that were summarized in today’s lecture. Use short quotations from today’s required reading to back up your definitions. Read: Bennett, T. (2005). Culture. In: Bennett, T., Grossberg, L., and Morris, M. (eds) New Keywords. Oxford: Blackwell Publishing, 63-9. 2. Write a short piece about a recent Hollywood blockbuster or TV series that draws on Adorno and Horkheimer’s ideas about the culture industry. Pick out at least one quotation from each of this week’s readings to support your discussion. Read: Herman, A. (2014) Production, consumption and labor in the social media mode of communication and production. In: Huntsinger, J. and Senft, T. (eds) The Sociology Media Handbook. London: Routledge, 30-44. From this first reading, please read from the section that begins at the bottom of p. 31 to the end of the long quotation at the bottom of p. 34. Freedman, D. (2016) The internet of capital. In: Curran, J., Fenton, N. and Freeman, D. (eds) Misunderstanding the Internet. London: Routledge, 85-116. From this second reading, please read the section that begins on p. 99 titled ‘commodification in the digital economy’. 3. Drawing on at least one academic text, discuss what might be considered ideological in the reporting of a recent news story. Be sure to specify which definition of ’ideology’ you are using. Read: Grossberg, L. et al. (2006). Ideology. In: Media Making: Mass Media in a Popular Culture, 2nd ed. London: Sage, 193-216. 4. Drawing on Stuart Hall’s theory of encoding and decoding, provide dominant, negotiated and oppositional readings of single news story on YouTube. Make sure you explain why particular audiences might make these readings. Read:Hall, S. (2007). Encoding and Decoding. In: During, S. (ed.) The Cultural Studies Reader, 3rd ed. London: Routledge, 477-487. 5. Drawing on semiotic theory and at least one academic source, make a semiotic analysis of a single print advertisement. You might want to consider (amongst other things): How is the advert structured? 1. Is there hierarchy between different elements? 2. How is colour used? 3. What’s the relationship between image and text? How does the advert establish a relationship between different signifiers? 1. What are the advert’s denotative and connotative meanings? 2. What myth(s) does the advert appeal to? How and why? 3. How might different audiences read this advert? What to do? o You would need to write for each question 500 words o it should NOT be plagiarised, therefore everything needs to be referenced if so o Demonstrate an understanding of different theoretical frameworks used in media and cultural studies. o Apply different methods of cultural analysis to a variety of cultural texts. o Show an awareness of cultural politics and power relations. o Express ideas clearly and use good written English. o Use appropriate academic conventions, including references and bibliography. o While it’s important to ensure that you place your best four writing tasks first, it doesn’t matter what particular order you put the writing tasks in. Do make sure you label them clearly though. o If your writing task involves the analysis of texts or images, these should be included in the portfolio. o All writing tasks must be correctly referenced, and each writing task should include a bibliography that includes all your references.
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