Week 6 lecture 1 - aesthetic approach gatekeeping institutionalism genres PDF

Preview

Summary

aesthetic approach gatekeeping
institutionalism
genres ...

Description

Week 6 lecture 1 Aesthetic approach Gatekeeping • It can be intuitive • It's a subjective judgment • One with good taste • "Only the gatekeeper has the good taste" • Will develop personas of management o Guru mentality: "ask this person cause they can only tell" • They're not reflecting their own taste • Reflects what they imagine what the audience will like • They can understand the audiences tastes/wants and base good judgments • Example: sitcoms with the cast of 9 14 years they have on Disney Channel; the gatekeepers are not the same age as them; but they have a sense what tweens like Institutionalism: • Sociology Define: theory of actions , especially economical action and also political action; the focus is not efficiency, but on conformity and legitimacy the fundamental goal is legitimacy and you get it thru conformity • Uncertainty (impossible to meet the goal) and goal ambiguity(when its not clear on what you have to be doing, b/c there are multiple things you're trying to do at once): o Superstar distribution • Example: public schools; in advance how much kids are going to learn (uncertainty), but have goal ambiguity b/c they have to have to please the teachers union and board, educating students; push back b/c it only focuses on what is on the test not what's outside of the test • UNC & GA: It's very hard to say what you should be doing at any given time • Argues: people just throw their hands up b/c its not worth trying to do the right thing, so do what is the typical thing to do, nobody could criticize you • Actors conform to scripts • Media: characterizes by mass UN AND GA o Figuring out if you want to sell more CDs or concert tickets • Old bands who had big hits back in the day and people don't want to their new songs Genres: • There's never a good song, there's a good song per genre • Human inventions • Reggaetón: first popular song that hit radio in 2004 o It didn't obey the genre conventions o Had a mixture of pop, dance, Latin, Jamaican o First some DJs played it: Florida and NY • Large Puerto Rican population o Then spread to large Mexican population states o Then to less Mexican population states • Direct responds: applause, bullying, o Conventional imitation: Slow at booing, standing ovation • Dolby & Dolby: network TV pilots those that drew parallel to recent hits were much likely to get picked up; o successful pitch is here's a TV that is relative to another successful hit TV show o "Home Improvement": genre: comedy/half-hour

•

Fads: finds what works for someone and imitate it

Research: Lazarsfeld: pioneered focus groups, surveys • Focused on radio, do collabs with aka Stanton (psychologist) • Little Annie technique • They worked on CBS (radio company) • They would get a bunch of ppl together in a room and play a piece of media content (radio shows) • Each person had a dial (right = like left = dislike) this was called dial testing/audience testing • Had a machine that would keep track of which choice each person made • Important in comedy • Used in radio = radio stations are deciding which pop songs they should use • You're measuring the audiences reactions to the art, using that to guide your decisions...