Introduction to Communication Science week 5: 5.5 Cultural Studies: Birmingham and Toronto
-
0:10 - 0:12In our previous section we talked about the
interesting -
0:12 - 0:15but somewhat outdated Frankfurter School.
-
0:15 - 0:22Let’s discuss two other, more modern, schools.
The Birmingham and the Toronto School. -
0:22 - 0:27Like the Frankfurter School the Birmingham
Centre for Contemporary Cultural Studies, -
0:27 - 0:29championed by Stuart Hall,
-
0:29 - 0:35was also very much interested in power
structures, communicated through pop culture. -
0:35 - 0:41A central theme in the Birmingham School was
the theory of Hegemony. -
0:41 - 0:48The core idea of which is again that pop culture
communicates the dominant cultural framework. -
0:48 - 0:55This framework, per definition, even without
actually being artificially designed that way, -
0:55 - 1:01communicates that dominant power structure,
who is in power, what the rules are, who to obey, -
1:01 - 1:05what is considered ‘good behavior’ et cetera.
-
1:05 - 1:12This cultural hegemony appears implicitly in all
carriers of pop culture: -
1:12 - 1:17literature, songs, movies, game shows, soap
opera’s, billboards, -
1:17 - 1:19commercials, newspapers, et cetera.
-
1:19 - 1:21So even without knowing it,
-
1:21 - 1:28we are constantly being programmed with rules
and truths that benefit the status quo. -
1:28 - 1:32In later years the Theory of Hegemony lost its
importance. -
1:32 - 1:37The important scientist Fiske for instance takes
a very different approach. -
1:37 - 1:40He sees the worth of pop culture in its universal
appeal. -
1:40 - 1:46The fact that many people respond to a certain
music album it is an indicator of its -
1:46 - 1:52cultural quality. It is in other words in synch with
the dominant social reality. -
1:52 - 1:59You can see that Fiske actually sees popularity
as a indicator of quality. -
1:59 - 2:03Quite a difference from the Frankfurter School
that regarded pop culture as an oppressive tool -
2:03 - 2:07designed to keep us ignorant and passive.
-
2:07 - 2:10According to Fiske: If a movie appeals to
millions of people -
2:10 - 2:16it is culturally closer to us than an elitist theater
performance -
2:16 - 2:20that only a handful of people visit and
appreciate. -
2:20 - 2:24Note that this way of looking at quality actually
gives a lot more power to the audience. -
2:24 - 2:30It assumes that if many people like something,
it has cultural worth. -
2:30 - 2:35A very important alternative to the Birmingham
School is the Toronto School. -
2:35 - 2:41This approach focuses more on the channels of
communication, the media themselves. -
2:41 - 2:45His famous quote is “the medium is the
message”. -
2:45 - 2:50His famous quote is “the medium is the
message”. -
2:50 - 2:54He meant that culture is influenced more by the
characteristics of a medium -
2:54 - 2:57than by the actual content.
-
2:57 - 3:02The cinema for instance is all about the
experience of going to a theater. -
3:02 - 3:07Perhaps you go on a date with someone, buy
popcorn, wait for the movie to start, -
3:07 - 3:12talk about the previews, sit in the dark together
et cetera. -
3:12 - 3:17All of this is made possible by the particularities
of the channel. -
3:17 - 3:20You have probably experienced something like
this yourself. -
3:20 - 3:25Do you still remember the specific movie it was
you saw? -
3:25 - 3:28You could just as well see the movie at home,
-
3:28 - 3:32it saves a lot of money and you can pause it if
you need to go to the toilet. -
3:32 - 3:37The movie experience in the cinema and at
home are of course completely different, -
3:37 - 3:43not because the content is different but the
channel you use is different. -
3:43 - 3:48McLuhan explains that media all have their own
characteristics -
3:48 - 3:52and these characteristics imbed themselves in
the experience. -
3:52 - 3:59If I tell you a joke in your face it will be different
than if I send it by text message. -
3:59 - 4:02That’s why, according to McLuhan,
-
4:02 - 4:07we should study the way specific channels,
change and form our culture. -
4:07 - 4:11New media for instance will by their very nature
always disrupt the status quo -
4:11 - 4:15quo because they allow for new ways of
communicating, -
4:15 - 4:19and new ways of shaping reality.
-
4:19 - 4:25Technologies, according to McLuhan in his
groundbreaking book The Gutenberg Galaxy, -
4:25 - 4:31are not only things we use to make life easier,
they actually re-invent us as people. -
4:31 - 4:36For instance the printing revolution, made
possible by the innovation of the printing press, -
4:36 - 4:39completely changed they way people interacted,
-
4:39 - 4:43how they formed ideas and shared cultural
values and truths. -
4:43 - 4:48With every large media revolution, like the
printing revolution, the rise of the newspaper -
4:48 - 4:53and television, mankind was culturally re-
invented. -
4:53 - 4:59New media allowed new ways for people to talk
to each other, to connect. -
4:59 - 5:03New ways to pass the time. New ways to give
meaning to the world around us -
5:03 - 5:06and explore the difficult question of who we are.
-
5:06 - 5:10McLuhan predicted in 1962 that the rise of
television -
5:10 - 5:14and computers usher in an electronic age that
will again force -
5:14 - 5:21society to restructure itself to deal with issues
like increased feelings of uncertainty, -
5:21 - 5:25social fragmentation and globalization.
-
5:25 - 5:29I would like to discuss these topics with you, in
our next chapter.
- Title:
- Introduction to Communication Science week 5: 5.5 Cultural Studies: Birmingham and Toronto
- Description:
-
Download links
1. not in the Coursera site:
Transcript of all Week 5 videos: https://d396qusza40orc.cloudfront.net/commscience/transcripts%2FTranscript_Week_5%20Coursera.pdf
This lecture in .webm: http://d396qusza40orc.cloudfront.net/commscience/recoded_videos%2F5.5.13818892a1d6024af5fb173e71def6ed.webm
2. In the Coursera site, but apparently unaffected by the login block, for this lecture:
Subtitle text: https://class.coursera.org/commscience-001/lecture/subtitles?q=83_en&format=txt
Video mp4: https://class.coursera.org/commscience-001/lecture/download.mp4?lecture_id=83
*****Week 5 description:
Communication as a social and cultural force
In the fifth week we cover theoretical approaches that understand communication processes as social and cultural forces, as building blocks of reality, and a binding element of power in society. - Video Language:
- English
- Team:
- Captions Requested
Claude Almansi edited English subtitles for Introduction to Communication Science week 5: 5.5 Cultural Studies: Birmingham and Toronto | ||
Claude Almansi edited English subtitles for Introduction to Communication Science week 5: 5.5 Cultural Studies: Birmingham and Toronto |