理论和媒体专业Theory.ppt

Theory the Media Professional Stephen Hill Objectives Does the proliferation of web 2.0 user generated content and affordable creative technologies pose a threat to the integrity of the media professional? LINK TO THEORY (MARXISM): Does the deregulation of the ‘means of production (Karl Marx, 1848) pose a threat to the integrity of the media professional? AIM: To explore the ways that academic media theory can help the media professional understand the interactive potential of the audience in a digital age. To explore how three classic theories of audience might help answer the question: Overview Forms and Conventions Audience Institution Representation Three Theories of Audience Roland Barthes – Death of the Author (1967) Dick Hebdige – Subculture (1979) Chris Anderson – The Long Tail (2006) Does the proliferation of web 2.0 and affordable creative technologies pose a threat to the integrity of the media professional? How academic media theory can help the professional understand the interactive potential of the audience in a digital age. Five Institutional Models 1. Music Video Production (Foundation Degree Popular Music) 2. Multi-media Journalism (BA Hons Journalism and Communication) 3. Advertising and Marketing (BA Hons Marketing and Communication) 4. Television Production (BA Hons Media Production) 5. Computer Animation (BA Hons Computer Animation) The Media Theory Timeline Forms and Conventions Audience Institution Representation 1900 1950 2000 Roland Barthes Death of the Author (1967) Dick Hebdige Subculture: The Meaning of Style (1979) Chris Anderson The Long Tail (2006) . . . Roland Barthes, Death of the Author (1967) Forms and Conventions Audience Institution Representation Contemporary Relevance: Web 2.0 user generated content is blurring distinction between producers and consumers. Influence on: Stuar