Hoorcollege 7 – 01-11-2017
Chapter 12 – continued
Agenda setting theory priming. It doesn’t change the way we think, but it changes our
“agenda” / the things we think about. Changes our perception of the world, what is
happening.
Priming: Movie example: you watch a new movie with your own opinion. If you read a
review before, your opinion is influenced.
Framing: second level agenda setting. Use a perspective to talk about the topic money,
economic, nature perspectives.
Standardization of routines:
Economical reasons: cheaper with routine efficiency
Technical reasons: infrastructure is difficult routines can make it easier to develop
infrastructure
Culture reasons: certain standards are becoming genres. Routines shows that you are
a professional in journalism. Vb. Mensen op twitter doen dat niet, en zijn dus ook
geen professionals.
Alternative models for decision-making:
1. Assembly line: simple model, focus on efficiency of process, develop certain routines
for efficiency people get better in their job, cheaper, know what to expect.
2. Craft and entrepreneurship: focus on the fact that everything you make, reflects
something of yourself. You want to show your identity through your crafted product.
Different from 1, because so many different outcomes. Each product is different
craft.
3. Convention and formula: similar to 1, but different perspective. Normative
perspective. The norm exists to what is a good product (convention). This is good,
and that is not. Culture is key.
4. Audience image and conflict: related to 3, more viewed from the perspective of the
audience. Conventions are followed. You have a certain idea about the “product” and
it must meet your conventions, otherwise audience is not happy. Conflicts must be
vermijden.
5. Product image: has to do with other people that make products. Reaction of other
“producers” is important. Perspective is on people that make the products.
, Chapter 13 – Media content: Issues, Concepts and Methods of Analysis.
Why study content?
Describing media output
Comparing media output
Content as reflection of society
Content as catalyst for change (effects)
Evaluating performance has to do with goals.
Challenging assumptions about media bias hostile media phenomenon: people
believe that the media is against them.
Audience analysis (who is the addressed or inscribed reader) content analysis to
learn what audience we have.
Textual analysis about cultural texts (information that groups share).
Rating, categorizing what is the best movie etc.
Driving forces behind CA (content analysis):
Science
Political parties
Lobby organization
Representatives of groups
Economy
Demand for content analysis comes from fear of effects early studies reflected concerns
about social problems with which media were linked (crime, violence, sex in popular
entertainment, the use of media as propaganda, performance of media in respect of racial or
other kinds of prejudice).
Meaning in media texts is most important according to McQuail focus on content analysis
of media texts.
Demand for content analysis comes from fear of effects: people were afraid of media putting
ideas in their heads. media is negative.
Media were seen as a means of propaganda (slides).
We have widened our horizons the most interesting aspects of media content are
often the many more or less concealed and uncertain meanings within the media
text.
There is a distinction between message and meaning. Meaning is multiple and often
ambiguous, not self-evident and not fixed. Different people, different meanings.
Chapter 12 – continued
Agenda setting theory priming. It doesn’t change the way we think, but it changes our
“agenda” / the things we think about. Changes our perception of the world, what is
happening.
Priming: Movie example: you watch a new movie with your own opinion. If you read a
review before, your opinion is influenced.
Framing: second level agenda setting. Use a perspective to talk about the topic money,
economic, nature perspectives.
Standardization of routines:
Economical reasons: cheaper with routine efficiency
Technical reasons: infrastructure is difficult routines can make it easier to develop
infrastructure
Culture reasons: certain standards are becoming genres. Routines shows that you are
a professional in journalism. Vb. Mensen op twitter doen dat niet, en zijn dus ook
geen professionals.
Alternative models for decision-making:
1. Assembly line: simple model, focus on efficiency of process, develop certain routines
for efficiency people get better in their job, cheaper, know what to expect.
2. Craft and entrepreneurship: focus on the fact that everything you make, reflects
something of yourself. You want to show your identity through your crafted product.
Different from 1, because so many different outcomes. Each product is different
craft.
3. Convention and formula: similar to 1, but different perspective. Normative
perspective. The norm exists to what is a good product (convention). This is good,
and that is not. Culture is key.
4. Audience image and conflict: related to 3, more viewed from the perspective of the
audience. Conventions are followed. You have a certain idea about the “product” and
it must meet your conventions, otherwise audience is not happy. Conflicts must be
vermijden.
5. Product image: has to do with other people that make products. Reaction of other
“producers” is important. Perspective is on people that make the products.
, Chapter 13 – Media content: Issues, Concepts and Methods of Analysis.
Why study content?
Describing media output
Comparing media output
Content as reflection of society
Content as catalyst for change (effects)
Evaluating performance has to do with goals.
Challenging assumptions about media bias hostile media phenomenon: people
believe that the media is against them.
Audience analysis (who is the addressed or inscribed reader) content analysis to
learn what audience we have.
Textual analysis about cultural texts (information that groups share).
Rating, categorizing what is the best movie etc.
Driving forces behind CA (content analysis):
Science
Political parties
Lobby organization
Representatives of groups
Economy
Demand for content analysis comes from fear of effects early studies reflected concerns
about social problems with which media were linked (crime, violence, sex in popular
entertainment, the use of media as propaganda, performance of media in respect of racial or
other kinds of prejudice).
Meaning in media texts is most important according to McQuail focus on content analysis
of media texts.
Demand for content analysis comes from fear of effects: people were afraid of media putting
ideas in their heads. media is negative.
Media were seen as a means of propaganda (slides).
We have widened our horizons the most interesting aspects of media content are
often the many more or less concealed and uncertain meanings within the media
text.
There is a distinction between message and meaning. Meaning is multiple and often
ambiguous, not self-evident and not fixed. Different people, different meanings.
