Kulturstudien (Subject) / Guiding Questions VL 7-10 (Lesson)

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• Describe the concepts of ‘race‘ and ‘ethnicity‘. race = alleged biological and physical characteristics  ethnicity = collective consciousness = language, history, religion, traditions, homeland 
• Provide examples of historical and contemporary representations of race/ethnicity in the media. stereotypes= reducing the identity of people to a set of group characteristics historical examples = white mans burden contemporary = eg
• What are the goals of Whiteness Studies? 1980s necessary because whiteness = taken for granted goals - explore construction of whiteness, fighting racism
• What is a subculture? diffuse networks shared identity shared distinctive meanings resistance
• How is fandom explored in Cultural Studies? fandom is beautiful - textual poachers fans are mainstream fans and social hierarchy fans and modernity
• What is the ideology of consumerism? above subsistence consumerism people express their individuality and sense of style by assembling goods
• What are representational strategies of advertising? components: rhetoric, theatre, visual design appealing to audience, existing meanings in new contexts
• Introduce and discuss various perspectives on consumption in Cultural Studies. Karl Marx: value, commodity fetishism Bourdieu: Habitus, cultural capital Adorno/Horkheimer: culture as commodity
• What is a medium? material bearer of sign system
• How did media cultures develop in the past? oral culture: relied on memory/spread of information writing and print telegraphy broadcast culture internet
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• Introduce the three main fields of media research and provide examples. texts: story, formal aspects, stylistic aspects industry: producers of text, target group, intention audience: reception of text, decoding

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