Re: The mediatization of society – This article brought full circle everything we’ve learned about in this course. One of the main points was to illustrate how media affects and permeates everything we do culturally and as a society. The media (and discussions of various aspects of the media) are ubiquitous. That is what Dr. Rodgers’ Tumblr page is trying to show us – that an article from The New York Times, The Guardian or The Atlantic and an article from TMZ, Jezebel and Yahoo! Shine can all discuss the media, and these media outlets run the gamut in terms of their perceived “credibility,” journalistic training, content, et cetera. On the first day of class, Dr. Rodgers said his goal for us as students was to learn to become “aware” of the media. Much of this awareness is contingent upon our knowledge of and ability to see just how connected the media is to everything we do, consume, see, hear, listen to, purchase — the list goes on and on. It is through this awareness that we can then apply a critical lens with which to subsequently critique and analyze the media.
The article goes on to discuss how mediatization influences political processes, which I found interesting. Politicians are keenly aware of how powerful the media can be and thus use it to their advantage when running a political campaign. Perhaps one of the most effective use of media (social media sites) in a political campaign is Barack Obama in the 2008 election. According to Politico, Obama is “master at limiting, shaping and manipulating media coverage of himself and his White House.” It is through these “manipulations” that a political figure it constructed and his image is iterated to the public.
I was particularly interested in the article’s discussion of consumerism. “Jansson (2002) takes his starting point in the general mediatization of contemporary culture, which he describes as “the process through which mediated cultural products have gained importance as cultural referents and hence contribute to the development and maintenance of cultural communities” (p. 108). In what ways do you think that mediatization has influenced your consumerism/purchases? For me, I think advertising has framed certain brand names and products as salient and desirable and it definitely has an influence on me. I know as someone studying the field of media, I should be impervious to catchy advertisements, but I fully admit that I am far from that. The truth is that certain products have been presented as necessary or “cool” (which reminds me of the Merchants of Cool article we read earlier in the semester). Trends influence our purchasing power and the impetus of it all is mass media – which dictates what is “in” and what is “out.” One of the advertising professors here told me that “aspirational images” are what sells products – so for example, in order to most effectively market a new type of fitness shoe, it would be best to show a couple exercising together to get fit.
Re: Ch 20 – This chapter discussed the future of the news industry. I found it the discussion about the decline of news media and how people confuse that with journalism (p. 366). It, again, goes back to something we learned early on in the semester – that journalism and media are not the same thing, or as the books say, “not synonymous.” (Dr. Rodgers says there are no synonyms anyway). Regardless, I agree. Just because print media is declining, it doesn’t mean journalism is too. Journalism is “an activity” (p. 366). It’s akin to saying that writing/reading is going downhill because people aren’t purchasing hard copies of books anymore. The advent of reading devices like Kindles, Nooks and iPads doesn’t make reading any less of a hobby for people. What do you think is the future of media? Where do we go from here? I think that the future is full of possibility. We shouldn’t view the field of communications in a state of decline because as we learned early on in this class, communications is like the “water”, and thus cannot be divorced as it is one of the most mundane and commonplace of human interactions. It is the basis for society in many ways. We will just have to be adaptable to accept the new platforms by which media will be disseminated.
-What do you think is the future of media? Where do we go from here?