- Look at relationship between media and its audience
- What do children already know
- Must understand media as the interaction of 4 things
- Technologies,
- Economies
- Texts
- Audiences
- Two views of children and media
- childhood as we know it is dying or disappearing and the media is to blame VS.
- Media is a force of liberation, creating a new electronic generation, that is more open, democratic and socially aware.
- Destroying; Neil Postman book The disappearance of childhood. Argues, previous, before tv's, the written word was the major media, to access it children had to apprentice in school and learn to read, today tv grants them access to information quicker, especially adult life, and so they want adult privelages and to behave like adults. But he makes some assumptions. Tehnological determinist. Postman says school is the last bastion of print media, keep out other forms of media to save print. Wants to return to a time when kids new there place
- Don Tapscott; Growing up Digital; the lines between childhood and adults are blurring, media is to blame, just like postman says, but the disagreement, is that don sees it as a liberation and empowerment for the youth. Don looks at two distinct media, TV VS. Internt. Sees kids as naturally wise and having a thirst for knowledge which media technology can satisy. Argues adults should try to catch up with the children. Beleives media can solve social problems.
- Tv-passive-dumbs down users-broadcasta a singular view of the world-television isolates. The values of the tv generation are conservative, inflexable, centralized, and hierarchical.
- Internet-active-raises intelligence-democratic and interactive-builds communities. The net generation is hungry for expression, descovery and their own self development, they are saavy, self reliant, analytical, creative, inquisitive, accept diversity, socially conscious, and globally orientated.
How Childhoods are differnet Today
- Shift away from extended family to nuclear and non traditional
- More likely confined to homes
- More Schooling
- less employment means more reliance on parents
- having sex earleor
- drugs more prevalant
- kids have gained power as citizens and consumers
- Children are bein empowered at the same time they are being denied the opportunity to exercise control
Technologies
- How are technological changes related to both economic development and to changes in the behaviour of audiences.
- Proliferation-tv media has been growing over the years.
- Convergence-between infromation and communication technologies, tv meets internet
- Access-things like video camcorders, cameras, means of media production are becoming cheaper, leading to more producers
- Polarizaton between tech rich and tech poor
Economies
- Growing privatization
- Fields like politics sports and health care have been invaded by commercial forces
- The market is dominated by a small number of multinational companies, and global brands provide an international language or common culture.
- Tv shows of past rarely were marketed toward kids, this is changing
- Children today might have more in common with other children than with their parents
Texts
- Intertextuality-text are constantly referring to and drawing upon other texts, homage, parody, raiding existing cultural resources
- New media, interactive, the reader is no longer passive
- Disney has blurred the lines between media and merchendizing, The kids can now watch the latest disney movie, catch the spin off tv episodes on the disney channel, meet the characters at the theme park, visit the disney store at your local mall and get videos, t shirts, and posters, you can collect free toys in cereal boxes and fast food restuarants, you can buy the animated story book, and play the computer game, visit the website, etc.
- What MARSHA KINDER calls trans-media intertestuality, driven by profit.
Audiences
- Are audiences more empowered by new media or more open to manipulation
- There are more choices but they are fake choices-ever increasing opportunities to watch the same thing.
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