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Contents

Introduction IX Part I Texts 1 How the Media Communicate 3 Media forms and conventions 4 Different mediums, different conventions: The X-Files 5 Suggestions for further work 11 2 Reading Media Images 13 Mise-en-scène analysis13 Semiotic analysis 19 The problems with textual analysis 27 Suggestions for further work 28 3 Ideology 29 What is ideology? 29 Althusser 31 Hegemony 33 Suggestions for further work 38 4 Representation 39 Representation: a definition 39 Stereotypes 40 Content analysis 44 A hegemonic approach 47 Images of youth 49 Suggestions for further work 56 5 Genre 57 Genre: a definition 57 Genre and production 58 Genre and film 60 Genre study and film criticism 61 Genre and television 62 The television western 62 Genre and ideology 63 Suggestions for further work 65 6 Narrative 66 Narrative models: some definitions 67 Conventions of narrative across media forms 68 Why is narrative important to the media industry? 69 Structuralism and narrative theory 71 The impact of structuralism on film studies 77 The problems with structuralist narrative models 78 Suggestions for further work 79 7 Intertextuality 80 Definitions 80 Postmodernism and intertextuality 81 Intertextuality and advertising 83 Intertextuality, politics and popular music 84 Intertextuality and film genre 85 Suggestions for further work 87 Part II Institutions 8 Approaches to Media Institutions 91 What is a media institution? 91 Critical approaches to media institutions 94 Media institutions in the context of globalization 103 Suggestions for further work 106 9 Public Service Broadcasting and the Market 107 The development of broadcasting in Britain 107 Information as a commodity not a service 119 Deregulation and consumer choice 120 The future: responses to change 121 Suggestions for further work 122 10 Media Professionalism and Codes of Practice 123 The professional: definitions 123 Occupational ideologies 125 Professional practice and newsroom studies 126 Professionalism and political conflict 129 Suggestions for further work 131 11 Independent Media 132 What is an independent? 132 Media structures 133 British television 135 Community radio 136 Independent cinema exhibition 138 Independent film distribution in the UK 140 Undercurrents 141 Suggestions for further work 143 Part III Audiences 12 Conceptualizing and Measuring Media Audiences 147 Conceiving the audience: television schedules 147 Measuring media audiences 151 Suggestions for further work 155 13 The Effects of the Media on Audience Groups 156 What are the aims of effects research? 156 The historical development of the effects tradition 157 The limitations of effects research 160 An early challenge to the effects tradition: uses and gratifications 161 The dominance of effects research in the 1990s 163 Suggestions for further work 167 14 Contexts of Media Consumption 168 The developmental context of the cultural studies approach 169 The cultural studies challenge to the power of the text 171 The cultural studies turn to 'lived' contexts of consumption 174 The power relations of media reception and technology 178 Cultural studies and consumption 181 Suggestions for further work 183 15 Minority Audiences and the Media 184 What do we mean by minority? 184 Black women as cultural readers 185 Sexual minorities and the media 187 Star images and gay men 189 Fans and fan culture 191 Suggestions for further work 193 16 New Technologies and Media Audiences 194 Technology and society 194 The development of colour cinema 196 Media technology and the individual 199 Suggestions for further work 202 17 Media Consumption and Social Status 203 Theories of consumption and social distinction 204 Television: a case study of a 'vulgar' medium 207 Media technologies, taste and social status 209 Suggestions for further work 214 18 Public Participation in the 1990s 215 The increase in audience participation in the 1990s 215 The ideological implications of 'talk' for audiences 219 Suggestions for further work 225 Epilogue: Research Methods in Media Studies 227 What do we mean by research? 227 Researching for assignments 228 Establishing objectives 228 Selecting relevant material 231 Using libraries 233 Writing up 235 Conclusion 239 Bibliography 242 Index 251

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