Assignment 2 – for Monday, February 5, 2007

Audience or Reader Centered Approaches to Television.

Until around the end of the 90s, “audience” was usually used to describe the receiver of media artifacts. Then “reader” became more popular, to better reflect the active role of the receiver. That is, the “reader” creates meaning, using interpretive skills learned from television viewing, rather than a passive “audience,” who just sits there and absorbs media without needing to interpret.  At least this is the academic explanation. I would argue that they like “reader” better because it elevates television watching to someone as noble and positive as engaging in literary interpretation, and by extension, academic study of television audiences.  In any case, the terms are used interchangeably in media studies today.

B.  Readings in: 1e Chapter 7 (p. 158); 2e Chapter 12.

1. The concept of “audience” is not as simple as it seems at first.  Describe five different definitions of “audience.” (You may find them in the reading or create some yourself.)

2. Explain your understanding of “the reading act.”

3. Explain your understanding of “interpretive community.”

4. What is one interpretive community that you belong to?  What does one do to become part of this community?

Read the sample article, “The Dream Team.” (1e p. 183; 2e p. 343). 

5.  Write a synopsis of this article in no more than 50 words. What is this article about?

6.  In this article, the author states that the dominant ideology of sports on television include nationalism and patriotism. Of course he is talking about ads used for Olympics events. Describe three more ideological elements of sports on television not related to the Olympics (keep in mind, this is not referring to the ideological structure of sports, but the ideology of the ads, commentary, and portrayal for sports on television, which is a different thing altogether).

B.  Readings in: 1e Chapter 8; 2e Chapters 11 & 14

1. Define “Ideology” as you understand the authors use it.

2. Marxist critique and its derivatives see economic relationships as the basis for all interpretation. If you agree that the economic position determines all else, OK. If you think there are other, perhaps more important relationships, what would you say there are?

3. What is the function of discourse analysis? (1e p. 241- ; 2e 301- )

4. Very briefly explain each aspect of sociocultural analysis (1e p. 245-  ; 2e 399- ) (aspects are roles, stereotypes, values, sex/gender, race/ethnicity, social class).

5 Read the sample essay, “The Naturalization of Beer in Cheers.” (1e p. 261; 2e p. 412). But before you do, if you are familiar with the show “Cheers,” ask yourself, “what was Cheers about?”  After reading this, what would the author thinks “Cheers” is about?  What do you think “Cheers” is about now?  (That is, do you agree or disagree with the author?).