fudan dec 09 cultural theory of media

thomas a. bauer fudan soj dec 2009

Cultural Theory of Media: overcoming the structuralist perspective

Cultural Theory of Media: overcoming the structuralist perspective

Thomas A. Bauer, Dr. Univ. Prof.

Department of Communication

Faculty of Social Sciences

University Vienna / Austria

www.thomasbauer.at

Thomas A. Bauer, Dr. Univ. Prof.

Department of Communication

Faculty of Social Sciences

University Vienna / Austria

www.thomasbauer.at

Fudan University School of Journalism Shanghai Dec. 2007


MEDIA CULTURE – THE MEANINGFUL ENVIRONMENT FOR MEDIA SOCIETY

MEDIA CULTURE – THE MEANINGFUL ENVIRONMENT FOR MEDIA SOCIETY

In a media- and knowledge society context

understanding the reality needs

understanding media

In a media- and knowledge society context

understanding the reality needs

understanding media


THEORETICAL APPROACHES UNDERSTANDING MEDIATHEORETICAL APPROACHES UNDERSTANDING MEDIA

MEDIA COMMUNICATION IDEA

THEORY INTERPRETATION PRACTICE

ANALYSIS

MEDIA (COMMUNICATION) REALITY

MEDIA COMMUNICATION IDEA

THEORY INTERPRETATION PRACTICE

ANALYSIS

MEDIA (COMMUNICATION) REALITY

Normative critical approach Critical-

emancipativeapproach

Analytical approach

Pragmatic approach


UNDERSTANDING MEDIA

SOCIAL- & CULTURAL SCIENCE ISKOWLEDGE BUILDING BETWEEN SENSE AND EXPERIENCE

UNDERSTANDING MEDIA


normative-hermeneutical approach: Interprets the use of media as means and agency of cognitive, affective and active participation in public discourse and in societal conversation in order to get connected and synchronized with different and professionally based interpretations of events and decisions that are publicly supposed to be meaningful for personal and public management of life

normative-hermeneutical approach: Interprets the use of media as means and agency of cognitive, affective and active participation in public discourse and in societal conversation in order to get connected and synchronized with different and professionally based interpretations of events and decisions that are publicly supposed to be meaningful for personal and public management of life


UNDERSTANDING MEDIASOCIAL- & CULTURAL SCIENCE IS

KOWLEDGE BUILDING BETWEEN SENSE AND EXPERIENCE

UNDERSTANDING MEDIASOCIAL- & CULTURAL SCIENCE IS

KOWLEDGE BUILDING BETWEEN SENSE AND EXPERIENCE

critical- emancipative approach: reflects the use of media as an open source space of taking

and giving contributions to the generalized interpretation of experience in order to multiply your and other’s view of world - thus becoming your own actor in constructing the reality

critical- emancipative approach: reflects the use of media as an open source space of taking

and giving contributions to the generalized interpretation of experience in order to multiply your and other’s view of world - thus becoming your own actor in constructing the reality


UNDERSTANDING MEDIA


UNDERSTANDING MEDIA


empirical- analytical approach:Analyses the use media observing the relation of action and structures as a source of experience, of inspiration, of setting agenda and as a generalized frame of reference for public knowledge in order to get connected to the generalization of behaviour

empirical- analytical approach:Analyses the use media observing the relation of action and structures as a source of experience, of inspiration, of setting agenda and as a generalized frame of reference for public knowledge in order to get connected to the generalization of behaviour


UNDERSTANDING MEDIA


UNDERSTANDING MEDIA


pragmatic approach:Analyses Media in the interest of getting out how to use it as a resource of information and what is publicly supposed to be news in order to gain a preferred position within the social structures of competition for (active or passive) public attention (market)

pragmatic approach:Analyses Media in the interest of getting out how to use it as a resource of information and what is publicly supposed to be news in order to gain a preferred position within the social structures of competition for (active or passive) public attention (market)


UNDERSTANDING MEDIA


UNDERSTANDING MEDIA


Cultural approach: turn from structural / functional analysis to Cultural Studies Use Media as reflector of people’sendeavour in styling their life accordingto traditions, narrations, stories, histories– in order to get connected to narrations,discourses, trends, myths andconversational measures.

Cultural approach: turn from structural / functional analysis to Cultural Studies Use Media as reflector of people’sendeavour in styling their life accordingto traditions, narrations, stories, histories– in order to get connected to narrations,discourses, trends, myths andconversational measures.


UNDERSTANDING MEDIAThe Cultural Studies Thesis


Communication & Culture – two sides of one coin

Communication defines the development of culture Communication is the context of action, through which connections

of meaning get created and exchanged Culture is the connection of giving meaning to action (also to the

use of media as a way of appropriation of reality Culture is the societal basis for content and form of communication

Communication & Culture – two sides of one coin

Communication defines the development of culture Communication is the context of action, through which connections

of meaning get created and exchanged Culture is the connection of giving meaning to action (also to the

use of media as a way of appropriation of reality Culture is the societal basis for content and form of communication




The media discourse mediates the every-day-discourse and milieu-discourses: there is no media-free existence of any discourse

All meanings and significations we are using origin from institutions of valuating the experiences – media mediate them in media discourse

Discourses are not individual creations, but socially produced. In order to understand actual connections we re-take already learned (culturally established) discourses

The question is not, what is the media impact is on discourses, the question is, how discourse rules effect the use of media

The media discourse mediates the every-day-discourse and milieu-discourses: there is no media-free existence of any discourse

All meanings and significations we are using origin from institutions of valuating the experiences – media mediate them in media discourse

Discourses are not individual creations, but socially produced. In order to understand actual connections we re-take already learned (culturally established) discourses

The question is not, what is the media impact is on discourses, the question is, how discourse rules effect the use of media


MEDIA UNDER THEORETICAL CONSIDERATION MEDIA UNDER THEORETICAL CONSIDERATION

steps of complexity of conceptualizing media

MEDIA UNDER THEORETICAL CONSIDERATION MEDIA UNDER THEORETICAL CONSIDERATION

steps of complexity of conceptualizing media

AGENCY OF SOCIAL PRACTICE

SYMBOLICALLY MEDIATED INTERACTION

MEDIA ENVIRONMENT

MEDIA ORGANISATION

MEDIA PROGRAMME

TECHNICAL INFRASTRUKTURE

HIGH

GRADEof

Complexity

LOW


Media - Identity : How to save/develop the authenticity of real self under conditionsof mediated relation?

Media - Ecology : How to save/preserve the „nature“ of interpersonal communicationbefore technical alienation?

Media Competence: How to use media as an agency of realizing individuality underconditions of a media organized society?

Media Culture: How does the everyday usage of media effect the culture of sociability?

Media Learning: What attitudes are we able to develop, in order to create an societal learning process out of it (media competence)?

Media - Identity : How to save/develop the authenticity of real self under conditionsof mediated relation?

Media - Ecology : How to save/preserve the „nature“ of interpersonal communicationbefore technical alienation?

Media Competence: How to use media as an agency of realizing individuality underconditions of a media organized society?

Media Culture: How does the everyday usage of media effect the culture of sociability?

Media Learning: What attitudes are we able to develop, in order to create an societal learning process out of it (media competence)?

CULTURAL PERSEPCTIVES OF MEDIALITY


UNDERSTANDING MEDIA COMPETENCECompetence Models in general

UNDERSTANDING MEDIA COMPETENCECompetence Models in general

Competence - a normative term: is directed to social agreements of social and individual values

Competence - a critical term: is directed to distinguish between systems demands and Lebenswelt-consciousness

Competence – a pragmatic term: is directed to the possibility of learning and of development.

Competence - a normative term: is directed to social agreements of social and individual values

Competence - a critical term: is directed to distinguish between systems demands and Lebenswelt-consciousness

Competence – a pragmatic term: is directed to the possibility of learning and of development.


UNDERSTANDING COMPETENCEwhere does the imagination come from?

UNDERSTANDING COMPETENCEwhere does the imagination come from?

Competence is not a natural quality, but is a category of the cultural interpretation of human attitude in relation to the natural, cultural, social, technical and symbolic environment. It says that mankind is able and capable to organize its position in relation to the environment in a cultural manner - thus forming personality and individuality in order to become an identifiable part of it.- cultural-anthropological interpretation- psychological interpretation- educational interpretation

Competence is not a natural quality, but is a category of the cultural interpretation of human attitude in relation to the natural, cultural, social, technical and symbolic environment. It says that mankind is able and capable to organize its position in relation to the environment in a cultural manner - thus forming personality and individuality in order to become an identifiable part of it.- cultural-anthropological interpretation- psychological interpretation- educational interpretation

lecture fudan uni thomas a. bauer

UNDERSTANDING COMPETENCEwhere does the imagination come from?UNDERSTANDING COMPETENCEwhere does the imagination come from?

Anthropological interpretation The Competence term represents an anthropological

interpretation of risks and chances of surviving by means that are only given to mankind: making decision by free will and by reflection - using means of intelligence, notion, cognition and consciousness. Within that tradition competence is a dimension of human performance of life that has to be supposed to be anyone’s own. Competence values in that frame above all others is: advantage privilege

Anthropological interpretation The Competence term represents an anthropological

interpretation of risks and chances of surviving by means that are only given to mankind: making decision by free will and by reflection - using means of intelligence, notion, cognition and consciousness. Within that tradition competence is a dimension of human performance of life that has to be supposed to be anyone’s own. Competence values in that frame above all others is: advantage privilege



Psychological interpretation:

Competence of personal life depends to certain extent from different pre-conditions of socialisation: family structure, personality structure, culture of relationship. Media Competence is not a special competence, but more the reflection of understanding one’s personal life styling under socio-cultural frame conditions: The social climate.


Competence of personal life depends to certain extent from different pre-conditions of socialisation: family structure, personality structure, culture of relationship. Media Competence is not a special competence, but more the reflection of understanding one’s personal life styling under socio-cultural frame conditions: The social climate.


Understanding Competencewhere does the imagination come from?

Understanding Competencewhere does the imagination come from?


Values of Competence within psychological interpretation are: authenticity, open mindedness, distinctiveness, reflexivity, critical distance against yourself and critical closeness o others

Development of competence needs a socio-hygienic climate – in individual but also in societal dimensions. Non-hygienic climates lead to strategies of simulation and compensative inscenation of performing one’s own life or the life of the society/community/organization.


Values of Competence within psychological interpretation are: authenticity, open mindedness, distinctiveness, reflexivity, critical distance against yourself and critical closeness o others

Development of competence needs a socio-hygienic climate – in individual but also in societal dimensions. Non-hygienic climates lead to strategies of simulation and compensative inscenation of performing one’s own life or the life of the society/community/organization.



Educational interpretation:

Competence always has been a goal for education and pedagogy insofar educational and learning programs aims to bring young people to the state of ability, capacity and responsibility in all socially relevant fields of behaviour. Education works theoretically and practically in the direction of an idealtypical assumption of an individual and tries to challenge the learning capacity of individuals according to a system of socialisation.

Educational interpretation:

Competence always has been a goal for education and pedagogy insofar educational and learning programs aims to bring young people to the state of ability, capacity and responsibility in all socially relevant fields of behaviour. Education works theoretically and practically in the direction of an idealtypical assumption of an individual and tries to challenge the learning capacity of individuals according to a system of socialisation.


UNDERSTANDING COMPETENCEproblems behind these

interpretations

UNDERSTANDING COMPETENCEproblems behind these

interpretations

Models of identity are not sacrosanct and could change (cf: J.Habermas)

Models of social order are constructions and could be deconstructed (cf: M. Foucault)

Models of education of intelligence are often focused on cognitive capacities (cf: J. Piaget)

Models of socialisation are often too mechanistic: To compensate the dilemmata of the society on shoulders of individuals of the upcoming generation might be a cynical way to demand competence from youngsters within a social environment with weak competence culture.

Models of identity are not sacrosanct and could change (cf: J.Habermas)

Models of social order are constructions and could be deconstructed (cf: M. Foucault)

Models of education of intelligence are often focused on cognitive capacities (cf: J. Piaget)

Models of socialisation are often too mechanistic: To compensate the dilemmata of the society on shoulders of individuals of the upcoming generation might be a cynical way to demand competence from youngsters within a social environment with weak competence culture.


UN DERSTANDING COMPETENCEMEDIA COMPETENCE AS A CULTURAL CAPITAL

UN DERSTANDING COMPETENCEMEDIA COMPETENCE AS A CULTURAL CAPITAL

The Media environment is a complex environment: technical, cultural, political, social, behavioural and economic

structures are mixed and organized to a system for its own quality.

Living with and in media environment challenges skills of distinction, of differentiation and of decision of individuals insofar the media system represents and mediates other environments: public spheres, politics, education, art, religion and church-life, scenes of diverse communities, fiction, faction, entertainment, conversation, discourse and discussion, advertisement and models of personal life styling.

The Media environment is a complex environment: technical, cultural, political, social, behavioural and economic

structures are mixed and organized to a system for its own quality.

Living with and in media environment challenges skills of distinction, of differentiation and of decision of individuals insofar the media system represents and mediates other environments: public spheres, politics, education, art, religion and church-life, scenes of diverse communities, fiction, faction, entertainment, conversation, discourse and discussion, advertisement and models of personal life styling.


UNDERSTANDING COMPETENCEMEDIA COMPETENCE IS INDIVIDUAL GOOD

UNDERSTANDING COMPETENCEMEDIA COMPETENCE IS INDIVIDUAL GOOD

The term of competence includes aspects:

Ability (to know what operations and how to do them in case of – skills)

Capacity (to have the cognitive, affective and active means and preparedness: skills)

Responsibility (to be conscious of what it means for oneself and/or for others: consequences and possible effects

Morality (to be aware of the implicated values when making personal decisions)

In media knowledge, media participation and media usage

The term of competence includes aspects:

Ability (to know what operations and how to do them in case of – skills)

Capacity (to have the cognitive, affective and active means and preparedness: skills)

Responsibility (to be conscious of what it means for oneself and/or for others: consequences and possible effects

Morality (to be aware of the implicated values when making personal decisions)

In media knowledge, media participation and media usage

fudan dec 09 cultural theory of media

Education

use media

media culture

media society

media learning

analyses media

experiences media

media impact

media identity