1. Cultural Studies
of Stuart Hall

2. Cultural Studies vs. Media Studies
Believes that mass media helps those in power to maintain dominance.
Believes that media exploits the poor and powerless.
Most of us are unaware of our idealogies and their impacts on our lives.
Hall defines ideologies as the mental frameworks which different classes and social groups deploy to make sense of the way society works.
Cultural vs. Media studies: an ideological difference
Hall considers his work cultural studies rather than media studies.
“Cultural studies approach is valid if it “deconstructs” the current structure of a media research establishment that fails to deal with ideology.” – Griffin, 2012, p. 345.

3. Hall’s View of Mass Com Research
Research serves the myth of democratic pluralism
Society is held together by common norms
Equal opportunity
Respect of diversity
Individual rights

4. Marxist Influence
Hall uses the term, hegemony to describe society’s dominance of “haves” over its “have- nots.”
Hall doesn’t subscribe to strict economic determinism, but thinks that it’s an over- simplification.
Believes that media hegemony is not a conscious plot.
Hegemony – the subtle sway of society’s haves over its have-nots.
Economic determinism – belief that human behavior and relationships are ultimately caused by differences in financial resources and the disparity in power that those gaps create. (Griffin, 2012, p. 346)
Hall believes that mass media supports hegemony by convincing the public that they have the same interests as those in power.

5. Making Meaning Through Discourse
Hall states the primary function of discourse is to make meaning.
Words and other signs contain no instrinsic meaning.
“Words don’t mean; people mean.”
Hall’s question: Where do people get their meanings?
They learn what signs mean through communication and culture.
(Griffin, 2012, p )

6. Miss Representation
Representation-Trailer
Barbie empowering girls commercial.

7. Post-9/11 Media Why do some people in other countries hate Americans?
Interpretations of television, movies, and music as a way of life in America.
Conversation of Peter Jennings and Ted Koppel on the night of 9/11.
Criticism of Bush by media.
Short-lived, followed by apologies.
Bush asking Americans to go out and support the American economy with big ticket-item purchases.

8. Reality TV Extreme Makeover: Home Edition.
Luke Winslow, business communication professor at University of Texas.
Morality lessons.
Supports the “American Dream” myth.
“… a primary goal of ideological scholarship is to bring comfort to the afflicted and afflict the comfortable by questioning taken-for-granted assumptions…” (Winslow, 2010, p. 286).

9. Critique
Hall, a lead figure in cultural studies is criticized for his lack of attention to gender issues.
Criticized for not offering solutions to problems that he identifies.
Praised for bringing focus on power when studying meaning.

10. Uses and Gratifications
Elihu Katz

11. Use of Media
The affect of media on people may depend on their purposes for using such media.
People use media for different reasons.
Uniform-effects model (aka hypodermic needle or silver bullet models).
Everyone in an audience is affected by/interprets a message in the same way.
Straight-line effect of media.
Affect on behavior is predicted by media content and not backgrounds of individuals who view it.

12. Can People Accurately Report their Media Use & Motivation?
Data is collected by asking questions and recording answers.
Can people accurately report their reasons for using media?
Motivation
The example in the book is of a person playing video games for long stretches of time. If asked why, he might respond that he likes it, while he may actually be avoiding something that is hard for him.

13. Typology of Uses & Gratifications
Passing time.
Companionship.
Escape.
Enjoyment.
Social interaction.
Relaxation.
Information.
Excitement.

14. Critique
Criticism: Mainly descriptive rather than a predictive and explanative theory.
Criticism: If people can’t accurately report their reasons for using media, then the theory isn’t testable.
Future studies should focus on more testable predictions.
Benefit: May increase reflective thought on your own media use.
Possibly leading to choices that are more satisfying in the long run.

15. References
Winslow, Luke (2010). “Comforting the Comfortable: Extreme Makeover Home Edition’s Idealogical Conquest,” Critical Studies in Media Communication, v27, p. 269).