Вы находитесь на странице: 1из 24

Technology determinism

QUICK REVIEW!!!

Technological determinism: technology alone has the power to change the society.
Technology is central in transforming society

tHREE WAYS TO EVALUATE MEDIA?


QUICK REVIEW!!!

How to evaluate media?


1\ dystopian view = medium is bad or was good but its ge?ng worse. (The right way to say)
argues that a medium is:
passive & addicAve
ExploitaAve & formulaic
Rather than new, innovaAve and challenging
consumerist
adverAsing get to promote their product.
Thus: directly harmful to individuals and ytsociety
eg. clips that are ten years old
criAcs say it is:
totalizing: is it all bad?
nostalgic?: The things are good are those come from their childhood
eliAst: It is eliAst criAcism of elite taste and judges
dismissive of how consumpAon can be acAve
instead, we must consider the:
disAncAons being made between good and bad
tastes marginalized in trying to protect people from bad media


2\ utopian view = medium is good or was bad but its ge?ng beLer.
eg. TV
utopians believe
Theres something for everyone
you can choose to turn it o
but not only you can turn something o, they argue that it can eect posiAve change
publicize corrupAon / injusAce
act as an informaAonal and educaAonal force
to bring people together and start a conversaAon, and change lives
criAcs say it is:
it is totalizing
employs the myth of progress
the more you watch something, the beLer it is
ignores producAon hierarchies
it is an act of choosing
is there really something for everyone?
producAon companies favor over . Some group of people are not targeted by adverAsers.

3\ mirror view = medium reects reality or reects the interests of the audience
just give the audience what they want
argues that a medium reects society and its interests
media reects major social changes.
criAcs say it ignores
selecAve process of producAon
agenda-se?ng funcAon of media
possibility that audiences might disagree or interpret it dierently.
? How would dystopian argue this

READING

Fun Fact Quiz!!!

dO YOU RECOGNIZE THIS ADS? WHERE DID YOU SEE IT?

Fun Fact Quiz!!!

dO YOU RECOGNIZE THIS ADS? WHERE DID YOU SEE IT?

what is your interest


In groups with one laptop per group,
log onto Gmail or Facebook for each group member,
and idenAfy the banner ads.
Do these represent you and your interests accurately?

IDENTIFY ADS STRATEGY









Famous person tesAmonial


Plain folks pitch
Snob appeal
AssociaAon appeal
Bandwagon eect
The hidden fear appeal.
IrrataAon adverAsing.
Shock ads

BRAND has a color


hLp://brandseenapp.com/

BRAND has a voice


hLp://blog.hubspot.com/markeAng/brand-slogan-quiz

Idea share

challenge

create a LOGO AND SLOGAN FOR ms10.

NEXT class:
DO YOUR READING

Вам также может понравиться