Introduction
Introductory lesson frames popular culture as a form of social glue. We’ll cover the cultural model of mass communication and the “big mac theory” of mass media effects, which distinguishes between low & high cultural productions. Introductory lecture also covers course policy, explains iClickers and polling, social media platforms and webinars, and the mode of assessment.
Media Effects
Lesson reviews a collection of theories about the effects of mass media on individuals and societies, ranging from arguments about the minimal effects of media consumption to moral panics. Considers how pop culture makes us smarter via the concept of “televisual intelligence.” Explains qualitative and quantitative market research methods.
Advertising
Survey of classic and contemporary advertising strategies and conventions of campaigns online, in print, outdoors, on phones and television, including the bandwagon effect, the celebrity shill, and the plain folks pitch. Discussion of marketers using sex, fear, humour and other emotional appeals. Considers trends in permission marketing, branding, consumer activism, social shopping. Looks at advergaming, product placement, event sponsorship, brand ambassadors, appverts, gameverts, and the use of QR codes and SMS campaigns.
Public Relations
Investigation into the importance of earned media and word of mouth buzz. A lesson on framing the message through cross-platform communication strategies. Discussion of spin control, manufacturing the news, pseudo-events, constructing credibility, and viral campaigns. Considers trends in social media marketing, branding, and user-generated content. Includes case studies of brand backlash and crisis communication strategies.
Magazines
From trade magazines to tabloids, this lecture concerns the power of periodicals in shaping public opinion and the cultural imaginary. Considers history of men’s and women’s titles, mainstream and niche magazines, and the rise of paparazzi photojournalism. Tracks the migration of lifestyle magazines online and into television programming. Includes case studies of digital magazines and print publications that are using social and mobile technologies to link offline and online engagements.
Books
Reviews the historical and contemporary role of book clubs in shaping literacy. Looks at blockbuster YA series including Harry Potter, Gossip Girl, and Twilight. Investigates the popularity of book trailers. Considers the impact of of online retailers like Amazon.com and Chapters.ca, the proliferation of digital reading trends and gadgets like Kindles and Kobos, ePublishing, self-publishing, eBooks and iBooks on book-selling, publication, reading, and sharing. Includes focus on the convergence of books and social gaming, and books as mobile apps.
Television
Introduction to television studies, reviews syndication, franchises, audience ratings. Historical perspective on game shows, the migration of episodic series programs (think soap opera) from daytime to primetime, and reality TV trends. Traces shift from network era to fragmentation of audience across niche cable channels. Looks at technologies for TV time-shifting and placeshifting and the resulting impact on event programming. Covers how the web is changing TV production, promotion, distribution, and consumption, including on-demand programming, torrents, YouTube, Netflix and livestreaming.
Music
Considers how we use, buy, and identify with popular music. Reviews concepts including taste cultures, music videos and trendsetting, music and moral panic, and music canons. Discussion of mobile music trends, music sharing, the role of MySpace in promoting indie music, the importance of Napster and iTunes to the mainstreaming of digital music formats, and the effects of Walmart, Amazon.com and big-box retailers as well as YouTube on music trends, cultures, and sales.
Movies
Introduction to film criticism reviews basic elements of film production including use of sound, production design, cinematography and auteurship. Considers history of the Production Code and its impact on 1940s film noir. Details birth of the blockbuster in 70s. Summary of New Hollywood Cinema with emphasis on digital animation in film. Considers comic book adaptations on film and 3D film trends.
Digital Culture
Lecture looks at impact of information and communication technologies on culture, including concepts of connectivity, collaboration, and user generated media. Reviews trends in e-commerce, gaming, social networking, mobile communication, and consumer adoption of mobile and social technologies and services. Considers reputation management online, impact of web on personal and professional relationships, online activism and political organizing, and privacy issues.
News & Journalism
Historical and contemporary review of print and broadcast news media, including yellow journalism, the press as fourth estate, objectivity in reportage, muckraking, investigative journalism, photojournalism, and citizen journalism. Distinguishes network from niche newscasts. Covers impact of digitalization and the social web on news ad revenue and circulation, including the use of paywalls. Includes a look at trends in news sharing and news aggregators from Google to Facebook and Twitter.
