Why study the media? Introduction Moral panics around media studies Why study the media? Media Literacy Vocationalism and media studies Some facts and figures
Moral panics around media studies Media studies has been the repeated subject of attacks in the media (ironically) 2 key arguments made Academic standards Employability Cary Bazalgette: Why media studies is worthwhile. The problem is: We study things regarded as trash culture Media Studies blurs boundary btw. education and industry/business
Academic values Media studies linked (by critics) to a supposed decline in cultural standards generally Related concern about loss of cultural traditions (e.g. English high culture) Matched by more specific anxieties about the decline of longer established subjects (e.g. English) And linked to decline of academic standards (A levels) These = a defensive reaction Often an elitist attack on popular culture From people concerned about their own subject areas
Employability Criticisms: courses too theoretical and don t include proper media training (i.e. Training to work in industry) universities make exaggerated claims about employment prospects staff lack industry experience
Employability In part, another defensive reaction part of a trend of middle managers concerned about graduates (e.g. it s the same with concerns about business degrees) These 2 criticisms are contradictory And [...] Media Studies has never promised employability Facts and Stats do not bear out the employability critique
Why study the Media Roger Silverstone Why Study the Media? (Sage, 1999) We live in a media-dominated society Every issue in the world we understand because of the media (i.e. politics) the media are central to our experience of the world People therefore need to understand how the media works to ensure a democratic society Those who study the media have a responsibility to pass on what they know
Media literacy W James Potter Media Literacy (Sage, 2008) Like Silverstone constant exposure to media messages influences the way we think about the world and about ourselves Media has layers of meaning (we have to read below the surface) We need ways of analysing of the media in order to understand how it influences us.
Media literacy Potter says, we are media literate when: We know who owns and controls the media How and why the media have developed over time Why genres keep being repeated (e.g. the reasons for the dominance of reality TV) The effect of the media on you the audience (i.e. audience theory? Media literacy allows us not just to know about the world but understand it If media literacy is important so, therefore, is media studies.
Vocationalism and media studies Media Studies is an applied rather than a vocational degree Practical and intellectual skills. It teaches theoretical skills that can be applied to working in the media industry Angela McRobbie (In the Culture Society): has talked about feminist media studies = teaches new ideas = creates more innovative, creative and therefore more employable graduates
How organisations can use the media This can be related to the idea of news values. Organisations need to know the following to link into the media s notion of news values: How to feed information (e.g. statistics) (narrative) Who to send it to (proximity) When to send it (frequency) Link it to existing news stories (continuity) Publicity stunts (visual imperatives) This can apply to campaigning groups, charities, big business, government etc. And that is the value of studying the media understanding what it is saying to us and then working with the media in our future lives.
Some arguments, facts and figures Critical media skills can be applied in all sorts of jobs. E.g. Semiotics: web design, publicity, company reports Understanding media institutions/ news values : knowing who to target information to and how to target it is essential for e.g. press releases, publicity and advertising, charity appeals, political campaigns Competition is fierce but media sectors rapidly expanding e.g. independent TV production; internet news
Arguments, facts and figures 2 Goldsmith s (Univ. of London) Research 78% of grads in media or media-related companies 53% working in an area they discovered at university 2/3 agreed that theory informed their practice Others used media for personal interest 70+ % find job in 6 months (other courses = around 50%) 7 th most employable degree subject