Youth Culture British and American Media assumptions Conforming Ageing gracefully Catalogue of trends Fashion change
Reading Audiences: Young people and the media
David Buckingham (1996): Moving Images - Understanding Children's Emotional Reactions to Television. Manchester: Manchester University Press
Liebes, T. (2005): Viewing and Reviewing the Audience: Fashions in Communication Research, in James Curran and Michael Gurevitch (eds) Mass Media and Society, London: Arnold
Newspapers reflect media roles in society.
• Newspapers play on readers desires.
• They also have genuine concerns about readers lifestyle.
Subcultures in society are shaped by the media messages.
Britain has always been at the forefront of changes in music, fashion and media consumption.
America is more restricted within the industries control, and have utilised minority cultural groups to represent new music, lifestyle in all forms of media presentation.
Fashions highlighted by Liebes
• Media audiences watch television and this can have an impact on
their thoughts. However the older injecting media model has been rejected. He used Ellis to exemplify the new dominant paradigms audience has developed new ways of juggling media texts; films, music since the shift from postmodern to modern; an American example of society and the media’s control. This was influenced German schools of thought plus of psychological research into the concious
The Ethnographic research
• The audiences were characterised as either citizen’s (crowds) or consumers.
Theibes calls the radio listeners the lonely crowd. He drew this from American research that revealed how effective this medium was at making good consumers out of people. The televisual image however is more effective at getting people to respond to new media devices, like buying the personal walkmans but the audio effect is what actually gets citizens dancing therefore as Ellis highlights the participation of media consumers is thus less dominant in the control of what they buy and consume but more importantly what they desire and need.
How media advertising proved effective.
Public relations the new name for propaganda started in New York. During the fifties a campaign was effectively made to capture female consumers to smoke by using various mediums and utilising the support of a group (the suffragette movement) to show females do smoke even though at that time it was not politically correct for women to smoke.
Buckingham traces how these affects are done.
Young people have anxieties and the media use this. By using psychology and sociology the mass media refine ads and shows. How the targeted audience react has been debated. The media stimulate but don’t have the final say. The youthful citizens since 60’s have been exsposed to this dominant control of the media. (p6-8)
Education of middle classes
Plato highlighted moral training builds good character, however irrespective of good parenting assuming the youth to be feeble minded or too immature to resist is wrong. That is one reason why media effects can not possibly be overwhelming to the recipient. However the sub-conciousness is inately rebellious.
Questions. Things to consider What is youth? Youth is an age thing. Youth is learning about control.
What do the kids want? Teens and young workers. Entertainment at it's best. Knowing what they all like.
What options are available? Media corporation. Less manufacturers. Reputation with the kids.
Guaranteeing business? Being flexible. Constant supervision Good communication.