Working with affect in te corporate university在企业大学影响工作.docVIP

Working with affect in the corporate university Melissa Gregg The INSIGHT Project Team would like to invite all staff to attend a presentation on the development of [the university’s] brand values, new visual identity and plans for our brand launch and rollout in 2009. Presentations of all the latest developments and material will be held at various locations in December… Email to all staff, 2008 Over recent decades, scholars have experimented with a range of methodologies to describe the emotional and affective investments involved in everyday media consumption. From studies that highlight the role of popular culture in ‘making it through the day’ (Grossberg 1997: 115) to accounts of fan cultures that develop around particular television shows or book characters (e.g. Tulloch Jenkins 1995; Penley 1997; Saxey 2001), researchers have sought to explain what is meaningful and pleasurable about favoured texts and objects – the ‘mattering maps’ (Grossberg 1992) that guide people’s media and cultural preferences. In these situations, academics have occupied an ambiguous role given that, as Henry Jenkins (1992) has perhaps most forcefully demonstrated, scholars are often also fans of the media products they seek to study. Subsequent generations of critics have shown that researchers blur the line between expert and fan in studies of media texts and their accompanying subcultures (e.g. Hills 2002; Jenkins et al. 2003). This is not to say that their work cannot be considered authoritative as a result. Rather, it is this partial perspective that allows insight into a cultural phenomenon (Morris Frow 1993). In this way, one of the foundational premises of cultural studies approaches to media and popular culture has been to recognise that the distinction between scholar and fan is often secondary in understanding how something works. Cultural studies insists that the judgment of the scholar is itself affected by the culture of which he or she is part. By admitting this from t