Communication Studies 423 The Television Age Chapter 1

Front 1

discuss the origin of sources for the critical discipline of television studies and the effect of these sources on the discipline.

Back 1

Marxist scholars argue that television promotes capitalism

Feminist scholars believe television promotes the patriarchy

And anti racist scholars believe television promotes racism

Front 2

identify the actual and anticipated contributions of television to areas such as mass education, entertainment, social unity, etc.

Back 2

2

Front 3

identify the key concerns that critics raise about television.

Back 3

Sociological effects of television in the home. Also addresses historical and sociological developments of pop culture. Marxists focus on ideologies inherent of programs and genres as well as content of individual episodes

Front 4

discuss the advantages and disadvantages of television, compared to those of books, radio, cinema, and newer forms of information communication technologies (ICTs).

Back 4

television is a cool medium (it cools people down) when compared to radio (a hot medium) Radio can be played in the background, TV commands attention and to engage

Front 5

How much of what is described as the “culture” and uses of television apply to you and your family’s experience with television?

Back 5

5

Front 6

According to Hall, what is the difference between viewer decoding and encoding of television messages?

Back 6

TV networks strive to gain a preferred meaning of shows to bring about a predictable effect. However viewers can decode these meanings in unpredictable ways

There are 3 types of viewer decoding

-dominant hegemonic decoding *tv viewers passively accept the given meaning)

-negotiates decoding (tv viewers understand the meaning but slightly dissent from it)

-oppositional decoding (viewers understand the dominant meaning but reformulated or reconstitute it in a different way)

Front 7

Can the encoding and decoding process be applied to audiences of other forms of media?

Back 7

Yes, reading, film and internet use.

Front 8

Do we influence TV programming, or does TV programming influence us? Considering the positions of technological determinist and technological instrumentalist, which, in theory, more accurately reflects our society?

Back 8

Technological instrumentalists believe that humans use television as a tool and are in control

Technological deterministic disagree with instrumentalists they believe technology is the agent of social change and determines what happens in society

Front 9

According to Williams, was television a random development or an answer to a specific need? If the latter, whose needs did it serve, and what were those needs?

Back 9

It was a specific need by the military and government. The government needed to spread messages farther than just "official lines" and the transmission of news and broadcasting. It was a response to a political and social needs.

Front 10

Which media were brought together to create television? What kinds of information did each contributing medium carry?

Back 10

General Electric, american telephone and telegraph, Columbia broadcasting system, radio corporation of America and Westinghouse

Newspapers were alike in broadcasting political and social information out farther than official lines.

Broadcasting was brought as a combination of the photograph (community, family), the motion picture ( curiosity and entertainment), and the telegraph (business and personal info).

Front 11

According to Williams, was the arrival of television predestined?

Back 11

They were less of conscious decisions and more of inevitable results.

Front 12

What does Williams mean when he argues that the medium of television actually preceded its content (p. 23)? What are the implications of this order of development?

Back 12

It is not only that the supply of broadcasting facilities preceded it is that the means of communication the demand, proceeded its content. When the question of content was raised, it was resolved parasitically.

Important parts of content remained by products of technology rather than independent enterprises. (Eg-When colour TV's were developed, colourful programs where made to help sell colour TV's

Front 13

What does Williams mean when he refers to television’s “parasitism on existing events” (p. 23)?

Back 13

It used major events in order to sell televisions, events people wanted to see (coronation, major sporting events)

Front 14

According to McLuhan, in what way has television affected the discussion of important issues and political topics?

Back 14

TV is a medium that rejects the sharp personality and favours the presentation of process rather than the products. It is unsuited to deal with controversial issues. TV is a "cool" medium, it cools the masses down.

Front 15

According to McLuhan, what is the effect of television on voices of dissent?

Back 15

Audiences only want to deal with controversy far away, not something going on in their own backyards. TV is a "cool" medium, it cools the masses down.TV gives the experience of being directly involved in political decisions.

Front 16

What distinction does McLuhan make between the film image and the television image? Do you agree?

Back 16

TV has low intensity and definition and does not afford detailed information about objects in comparison to film. Speech and acting on television must be understated so it is not over dramatic as it is a close up medium. TV stars are "cool" stars, whereas Hollywood stars are "hot". Low definition of TV requires a high audience involvement.

Front 17

According to McLuhan, what is the effect of the electrical age on race and gender politics? Is McLuhan’s prediction accurate?

Back 17

17

Front 18

How might McLuhan account for the proliferation of the Internet and convergence of media forms through one source?

Back 18

18