The Media Apparatus and Content I

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The Media Apparatus and Content I

• Urban Industrial Society,
• Popular Culture and Everyday Life

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Urban Industrial Society, Popular Culture
Everyday Life Lecture Outline

• Culture and the everyday
• relationship between urban industrial apparatus
  and everyday
• popular culture
• content as interpellation
• media programming
• Gottlieb and Spigel the ideal viewer.

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Culture and the everyday

• While considering our previous definitions of
  culture as practices and ideas based on
  established values and beliefs, we can now think
  of culture as an apparatus of activities and
  obligations structured around and by the modern
  industrial work week
• daily life versus everyday life.

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Daily life

• is uncertain
• is unpredictable
• is contingent
• is dangerous.

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Everyday life

• is redundant
• is periodic
• is routine, regulated and regular
• is alienating.

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Everyday Life and the Urban Industrial Apparatus

• regulation of time
• work day
• work week
• regulation of behaviour
• regulation of thinking.

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Popular culture can be considered in terms of

• its various definitions
• its value
• the role of the culture industries
• reception and use theories
• active versus passive audiences.

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Content as Interpellation

• the process whereby an individual of a group of
  individuals are addressed according to specific
  criteria which are intended to elicit a
  particular response or behaviour on the part of
  the hailed subject
• content and form as distinct modes of
  interpellation.

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Media Programming

• follows the industrial clock
• relationship to work day
• relationship to work week
• redundancy of programming
• and of everyday life
• narrative sameness
• character redundancy
• affirmative closure.

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Gottlieb and Spigel the ideal viewer

• Gottlieb content patterns are programmed in
  anticipation of gender roles and audience size,
  i.e., the ideal conception of everyday life

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Gottlieb and Spigel the ideal viewer

• Spigel daytime programming is designed in
  anticipation of the ideal viewer.

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Exercises for the next lecture Look for
structuring features of the everyday in your own
lives, i.e., analyze your days in terms of
everyday practices - look at your routines,
etc. Find some examples of ideal types
as these are represented in the media.
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