Althusser’s notion of ISA’s (Ideological State Apparatus)

5 Filters that help to Manufacture Consent

• Media concentration / Conglomerates / Globalisation (in terms of media ownership) – or media institution is a company that owns numerous companies 
• Vertical Integration : is when a business expands by acquiring another company that operates before or after them in the supply chain.
• Horizontal Integration: is when a business grows by acquiring a similar company in their industry at the same point of the supply chain.
• Gatekeepers: someone who is exerting power
• Regulation / Deregulation
• Free market vs Monopolies & Mergers: a monopoly refers to when a company and its product offering dominate a sector of indusrty, get it from bank and government
• Neo-liberalism and the Alt-Right:
• Surveillance / Privacy / Security / GDPR

David Hesmondhalgh

• British sociologist.
• His research focusses on the media and cultural industries, critical approaches to media in the digital age, and the sociology of music.
• The distinctive organisational form of the cultural industries has considerable implications for the conditions under which symbolic creativity is carried out’

rupert murdoch

Murdoch’s media empire includes Fox News, Fox Sports, the Fox Network, The Wall Street Journal, and HarperCollins. In March 2019, Murdoch sold the majority of 21st Century Fox’s entertainment assets to the Walt Disney Company for $71.3 billion.

1. Pastiche- an artistic work in a style that imitates that of another work, artist, or period.
2. Parody- is a work or performance that imitates another work or performance with ridicule or irony
3. Bricolage- something constructed or created from a diverse range of things.
4. Intertextuality- the relationship between texts, especially literary ones.
5. Metanarrative- a narrative about narratives of historical meaning, experience, or knowledge, which offers a society legitimation through the anticipated completion of a (as yet unrealized) master idea.
6. Hyperreality-  is an inability of consciousness to distinguish reality from a simulation of reality, especially in technologically advanced postmodern societies.
7. Simulacrum – an image or representation of someone or something.
8. Conumerist Society- A consumerist society is one in which people devote a great deal of time, energy, resources and thought to “consuming”. 
9. Fragmentary Identities-
10. Implosion- a sudden failure or collapse of an organization or system.
11. cultural appropriation-  is the adoption of an element or elements of one culture by members of another culture. 
12. Reflexivity- Reflexivity generally refers to the examination of one’s own beliefs, judgments and practices 

Postmodernism

• Postmodernism can be understood as a philosophy that is characterised by concepts such as RE-IMAGINING, PASTICHE, PARODY, COPY, BRICOLAGE.
• Intertextuality: surface signs, gestures & play: huker notes, two points are frequently made about music videos: ‘their preoccupation with visual style, and associated with this, their status as key exemplars of ‘postmodern’ texts.’ 
• If it the priority is play, then the emphasis is on the surface, in other words, if the main focus is the idea of just connecting one product to another, then the focus is superficial, shallow, lacking depth, so ‘in a postmodern world, surfaces and style become the most important defining features of the mass media and popular culture‘
• the focus on FRAGMENTATION OF IDENTITY is characterised and linked to an increase of consumption and the proliferation of new forms of digital technologies. In effect, another key characteristic of postmodernism is the development of fragmented, alienated individuals living (precariously) in fragmented societies.
• Putting it very simply, the transition from substance to style is linked to a transition from production to consumption.
• The loss of a metanarrative: This links to Jean-Francois Lyotard’s proposition that postmodernism holds an ‘incredulity towards meta-narratives‘ those overarching ideas, attitudes, values and beliefs that have held us together in a shared belief, For example, the belief in religion, science, capitalism, communism, revolution, war, peace and so on.
•  the French intellectual Jean Baudrillard would describe as IMPLOSION which gives rise to what he terms SIMULACRA. The idea that although the media has always been seen as a representation of reality – a simulation, from Baudrillard’s perspective of implosion, it is has become more than a representation or simulation and it has become SIMULACRUM not just a representation of the real, but the real itself, a grand narrative that is ‘truth‘ in its own right: an understanding of uncertain/certainty that Baudrillard terms the HYPERREAL.
•  a hyperreality– Another way to understand this approach is to reflect on the emergence of, often off-shore, leisure and theme parks which are ‘highly commercialised, with many simulated environments more ‘real’ than the original from which they are copied’

• this is a topic that concerns IDENTITY and REPRESENTATION.
•  Empire and Colonialism.
•  Edward Said – ‘the privileged role of culture in the modern imperial experience’  + ‘an economic system like a nation or a religion, lives not by bread alone, but by beliefs, visions, daydreams as well, and these may be no less vital to it for being erroneous’
• POSTCOLONIALISM operates a series of signs maintaining the European-Atlantic power over the Orient by creating ‘an accepted grid for filtering through the Orient into Western consciousness‘.
• THE ORIENT AS THE ‘OTHER –  Jacques Lacan
• Louis Althusser – ISA’s( Ideological state apparatus) & the notion of ‘Interpellation’ – we are socially constructed
• the ruling ideology, which is the ideology of ‘the ruling class’
• Frantz Fanon – ‘mechanics of colonialism and its effects of those it ensnared‘
• Antonio Gramsci – Hegemony
• Gramsci suggests that power relations can be understood as a hegemonic struggle through culture.
• Paul Gilroy –  Double Consciousness
• As Barry notes the stress on ‘cross-cultural’ interactions is indeed a characteristic of postcolonial criticism.

• feminism closely linked to sexism
• feminism is operating at an institutional level and a individual level.
• looking at not just how sexual difference was represented but who was in the positions of power to represent sexual difference.

 Laura Mulvey

• ‘Visual Pleasure and Narrative Cinema‘.
• “In a world ordered by sexual imbalance, pleasure in looking has been split between active/male passive/female.”
• fetishism =The way in which parts of the female body are presented as something to be ‘looked at’ and therefore ‘objectified‘ and ‘sexualised‘ – ‘close-ups of legs . . . or a face‘, of lips, hips, bums, tums, thighs, legs and breasts, etc. etc) which are exaggerated through cinematic conventions of ‘scale’, ‘size’, ‘focus’.
• scopophilia = pleasure in looking
• vouyerism = sexual pleasure in looking
• controlling and subjective gaze  = male gaze
• Mulvey draws on the work of Jacques Lacan

Jacques Lacan

• mirror stage = child development and the mirroring process that occurs between audience and screen – ‘a complex process of likeness and difference

• Third way feminism can be characterized by a rebellion against mums
• The third-wave sees women’s lives as intersectional, demonstrating a pluralism towards race, ethnicity, class, religion, gender and nationality when discussing feminism.
• Raunch culture is the sexualised performance of women in the media that can play into male stereotypes of women as highly sexually available, where its performers believe they are powerful owners of their own sexuality –Hendry & Stephenson

Narratives are about time and space, they are usually linear and sequential.

Narratives are structured around a theme

narrative theory is based around structure can be broken down into a story and a plot.

todorov- tripartite narrative structure(world in equilibrium)

enticing incident – climax – resolution

claude levi strauss – binary oppositions

vladimir propp – stock characters

seymour chatman – satellites and kernals(main part of story)

1. COLONIALISM 

the policy or practice of acquiring full or partial political control over another country, occupying it with settlers, and exploiting it economically.

1. POST COLONIALISM 

Post-colonialism is an academic discipline featuring methods of intellectual discourse that analyze, explain, and respond to the cultural legacies of colonialism and of imperialism, to the human consequences of controlling a country and establishing settlers for the economic exploitation of the native people  

1. DIASPORA 

the dispersion or spread of any people from their original homeland. 

1. BAME 

BAME is a term long used in the UK to refer to black, Asian and minority ethnic people. Its origin derives from “political blackness”, an idea that various ethnic groups united behind to fight against discrimination in the 1970s. 

1. DOUBLE CONSCIOUSNESS (GILROY) 

Double consciousness is a term describing the internal conflict experienced by subordinated groups in an oppressive society. 

1. CULTURAL ABSOLUTISM / RACIAL ESSENTIALISM 

cultural absolutism is the idea that psychological phenomena, such as intelligence and honesty, do not differ from culture to culture 

1. CULTURAL SYNCRETISM 

Cultural syncretism is when distinct aspects of different cultures blend together to make something new and unique. 

1. ORIENTALISM (SAID) 

“Orientalism” is a way of seeing that imagines, emphasizes, exaggerates and distorts differences of Arab peoples and cultures as compared to that of Europe and the U.S. It often involves seeing Arab culture as exotic, backward, uncivilized, and at times dangerous. 

1. APPROPRIATION 

Appropriation in art is the use of pre-existing objects or images with little or no transformation applied to them 

1. CULTURAL HEGEMONY 

Cultural hegemony refers to domination or rule maintained through ideological or cultural means. It is usually achieved through social institutions, which allow those in power to strongly influence the values, norms, ideas, expectations, worldview, and behavior of the rest of society. 

1. THE PUBLIC SPHERE (HABERMAS) 

The public sphere is an area in social life where individuals can come together to freely discuss and identify societal problems, and through that discussion influence political action

 1.THE ROLE OF PUBLIC SERVICE BROADCASTING IN TERMS OF FAIR REPRESENTATION OF MINORITY GROUPS / INTERESTS 

a key issue that is facing PSB (Public Service Broadcasting) is the representation of ethnic minorities as one of the functions of PSB is to reflect the reality of multi-ethnic and multicultural republics. 

Theorist	What does it mean (in your own words)	How does it apply to the advert (in your own words)
Equilibrium	A condition in which all influences acting cancel each other, so that a static or balanced situation result.	Well it’s the narrative of the story, so before they haven’t got glammed up and as soon as they bring the mascara in it changes there look to be “better”
Binary Opposition	A binary opposition is a pair of related terms or concepts that are opposite in meaning.	The product is mainly associated for women, but they have put manny in this to show that men are obliged to using the product.
Character Types	Characters are essential to a good story, and it is the main characters that have the greatest effect on the plot or are the most affected by the events of the story. The different types of characters include protagonists, antagonists, dynamic, static, round, flat, and stock.	The hero is manny and Sheila as they are the main characters and use the mascara when it arrives to get “bossed up”.