Communication Studies: Cultural Studies

Cultural Studies

Theory developed by Stuart Hall that focuses on the role of media and their ability to shape public opinions of marginalized positions. Theoretical perspective that focuses on how culture is influenced by powerful, dominant groups (the elite) through the

Ideology

Beliefs about what is normal and held as true.

Stuart Hall

Founder of cultural studies. Developed idea of people becoming "fish out of water" when deprived of our media outlets, indicating that we don't realize how much we rely on media until we are removed from it. Particularly interested in the influence of tel

Paradigm

For cultural studies, critical theory and interpretivism are the primary worldview influencing research.

Tradition

For cultural studies, critical theory is the background from which it bases its methodology.

Context

For cultural studies, mass media is the focus of research.

Assumptions

The principles cultural studies are based on: Media pervades and invades all aspects of human behavior, people are part of hierarchical power systems.

Social Media

New media very pervasive in the lives of modern people, giving them more control over the information dispersed by allowing personal accounts to broadcast opinion and speech.

Cultural Wars

Hot button issues intended to divide and distract the population from addressing real issues. Keeps them arguing without any solution arising so the powerful can remain in power.

Killing Us Softly

TED talk that discussed how the pervasive messages in advertising that demeans or objectifies women is slowly but surely affecting how society view women, body type, standards of "normal" beauty, etc.

Commodification

Process where people are reduced into mere objects through advertisements that depict them as products and not people.

Vantage Point

Decoding a message by the position of comparing it to past experiences, perceptions, thoughts, etc. Interpretivism.

Advantage Point

Decoding a message by the position of recognizing a hierarchical system of ideology underlying the message.

Dominant Position

Vantage point where the audience operates within the code that allows the ideology to dominate. Allows other person to gain control over them.

Negotiated Position

Vantage point where the audience accepts the dominate ideology in the message but allows for cultural exceptions.

Oppositional Position

Vantage point where the audience member resists the dominant ideology of the message and substitutes it for an alternative.

Spiral of Silence

Theory of ecology that says that people resist voicing their opinion if they perceive theirs is the minority position because they fear the isolation of being disagreed with.

Echo Chamber

Phenomenon that occurs when a minor story is repeated on multiple media outlets and blown out of proportion because it gets picked up as real news.

Swiftboating

Campaign strategy involving the echo chamber, where a false story is thrown out to the media in the hopes that it gets enough attention to draw away from real issues or discredit the candidate. Should be dealt with even if viewed as unfounded/ridiculous.