COMS 324 Midterm Notes PDF

Week 2 Discourse analysis as a mode of inquiry 1. Marianne Jørgensen & Louise Phillips – “The Field of Discourse Analysis” Core Argument:​ ​ Discourse analysis is not a singular method but an interdisciplinary approach to studying language as a form of social practice. Jørgensen and Philli...

Week 2 Discourse analysis as a mode of inquiry 1. Marianne Jørgensen & Louise Phillips – “The Field of Discourse Analysis” Core Argument:​ ​ Discourse analysis is not a singular method but an interdisciplinary approach to studying language as a form of social practice. Jørgensen and Phillips argue that discourse shapes our understanding of reality and influences social structures, identities, and power relations. They emphasize that discourse is both structured and structuring—it both reflects and constructs the world. Key Ideas: ​ Discourse analysis is rooted in multiple traditions, including linguistics, sociology, and cultural studies. ​ There is no single "correct" method of discourse analysis; different theoretical approaches (e.g., Foucauldian discourse analysis, Critical Discourse Analysis, Laclau & Mouffe’s discourse theory) offer distinct perspectives. ​ Discourse does not just describe reality; it actively creates and maintains social power and ideologies. ​ Meaning is never fixed; it is contingent and shaped by historical and social contexts. Summary Paragraph:​ ​ Jørgensen and Phillips introduce discourse analysis as an interdisciplinary approach that examines how language constructs meaning and social reality. They highlight that discourse is not just about words but about power—language is used to define knowledge, shape identities, and reinforce or challenge social structures. The authors review different traditions within discourse analysis, emphasizing that meaning is always socially and historically contingent. Through their discussion, they argue that discourse is both structured and structuring, meaning it both reflects and shapes societal norms, ideologies, and identities. Key Quotes: 1.​ “Language is not a neutral medium that reflects reality, but rather a social practice that constitutes reality.” 2.​ “Discourses create frameworks of meaning that shape how we understand and engage with the world.” 3.​ “There is no objective reality outside of discourse; all meaning is constructed through social interaction.” 2. David Machin – “Introduction” & “Visual Grammar and the Meaning of Metaphorical Associations” Core Argument:​ ​ Machin argues that visual communication, like linguistic discourse, follows structured patterns that shape meaning. He introduces multimodal analysis, which examines how images, colors, typography, and spatial arrangement communicate messages. Using visual grammar, Machin explains that elements such as framing, salience, and metaphorical associations influence how we interpret images, often reinforcing power structures and ideologies. Key Ideas: ​ Visual communication is not random; it follows structured conventions that influence perception. ​ Images, colors, and typography work as a visual grammar, shaping meaning through placement, emphasis, and framing. ​ Metaphorical associations in images (light vs. dark, high vs. low placement) create ideological meaning. ​ Like discourse, visual design is a site of power—it can reinforce dominant narratives or challenge them. Summary Paragraph:​ ​ Machin introduces multimodal analysis as a method for studying how visual elements contribute to meaning, just as language does in discourse analysis. He explains that images are structured through visual grammar, where elements like color, framing, and metaphorical associations shape our interpretations. For example, positioning a person at the center of an image or using specific colors can imply power, importance, or emotion. Machin argues that visual design is not neutral; it encodes ideology and power relations, much like written or spoken language. His analysis highlights the need to critically examine how media, advertisements, and political imagery use visual strategies to shape public perception. Key Quotes: 1.​ “Images, like words, have a grammar—a structured way of conveying meaning.” 2.​ “Visual communication is not just decorative; it is ideological.” 3.​ “The placement and framing of elements in an image influence how we interpret power, identity, and relationships.” Week 3- Soundscapes and critical listening 1. Marc Weidenbaum – “The ‘Soundscape’ Heard ’Round the World” Core Argument and Key Ideas: Marc Weidenbaum discusses the origin and significance of the term "soundscape," crediting Canadian composer R. Murray Schafer for its popularization. He explores how the concept has influenced our understanding of environmental sounds and the importance of listening to the world around us. In this article, Weidenbaum delves into the history of the term "soundscape," introduced by R. Murray Schafer, and its impact on how we perceive and engage with our auditory environment. He highlights Schafer's role in promoting active listening and awareness of the sounds that constitute our daily lives, emphasizing the cultural and ecological significance of soundscapes. Key Quotes: 1.​ "If you’ve ever used the word 'soundscape,' you owe a small debt to the late Canadian composer R. Murray Schafer." 2.​ "Schafer’s work encourages us to pay attention to the sounds that surround us, fostering a deeper connection to our environment." 2. Emmanuel Vaughan-Lee – Interview with David G. Haskell, “Listening and the Crisis of Inattention” Core Argument and Key Ideas: In this interview, Emmanuel Vaughan-Lee and David G. Haskell discuss the themes of Haskell's book, "Sounds Wild and Broken," focusing on the evolution of sound and the current threats to sonic diversity. They emphasize the importance of deep listening as a means to reconnect with the natural world and address the modern crisis of inattention. Summary: Vaughan-Lee and Haskell explore the rich tapestry of Earth's sounds, tracing their evolutionary history and highlighting the interconnectedness of all sonic phenomena. They discuss how human-induced changes are leading to a loss of sonic diversity and argue that cultivating attentive listening practices can serve as a moral and ecological imperative to preserve the planet's acoustic heritage. Key Quotes: 1.​ "Birds really were the gateway drug, as it were, to deeper listening." 2.​ "Deep experiences of beauty can serve as a moral guide for the future." 3. Barry Blesser and Linda-Ruth Salter – “Introduction to Aural Architecture” and “Concluding Comments” from Spaces Speak, Are You Listening? Core Argument and Key Ideas: Blesser and Salter introduce the concept of aural architecture, examining how physical spaces influence sound perception and how auditory spatial awareness affects human experience. They argue that understanding aural architecture is crucial for designing spaces that enhance social interactions and cultural experiences. Summary: In the selected chapters, the authors explore the multifaceted relationship between sound and space, coining the term "aural architecture" to describe how environments shape auditory experiences. They discuss the cultural, social, and psychological dimensions of aural architecture, emphasizing its impact on human behavior and the importance of integrating auditory considerations into architectural design. Key Quotes: 1.​ "Aural architecture refers to the properties of a space that can be experienced by listening." 2.​ "The experience of space is inherently multisensory, but the auditory component is often overlooked." 4. Andra McCartney – “Soundwalking: Creating Moving Environmental Sound Narratives” Core Argument and Key Ideas: Andra McCartney advocates for "soundwalking" as a practice of engaging with and interpreting environmental sounds through guided walks. She posits that soundwalking fosters a deeper connection to place and community, transforming passive hearing into active listening and narrative creation. Summary: McCartney's work delves into the methodology and significance of soundwalking, where participants traverse environments with a focus on listening to the soundscapes around them. She discusses how this practice can reveal the acoustic ecology of a place, uncover social and cultural narratives, and enhance participants' sensory awareness and appreciation of their surroundings. Key Quotes: 1.​ "Soundwalking is a way of exploring the sonic environment in a focused and reflective manner." 2.​ "Through soundwalking, we can engage with the acoustic ecology of our communities, uncovering stories and connections embedded in sound." 5. Film: Deep Listening: The Story of Pauline Oliveros (Dir. Daniel Weintraub, 2022) Core Argument and Key Ideas: The film chronicles the life and work of composer Pauline Oliveros, highlighting her philosophy of "Deep Listening," which encourages heightened awareness of sound, silence, and the act of listening itself. It showcases how her innovative practices have influenced contemporary music and sound art. Summary: This documentary explores Pauline Oliveros's pioneering contributions to music and sound art, focusing on her development of Deep Listening—a meditative practice that cultivates profound auditory awareness. Through interviews, archival footage, and performances, the film illustrates how Oliveros's work challenges conventional perceptions of music and promotes a more inclusive and immersive approach to sound. Key Quotes: 1.​ "Deep Listening is listening in every possible way to everything possible to hear, no matter what you are doing." 2.​ "To listen is to be continually awakened." Week 4 The Environment” vs. “Environments”Unpacking the Nature/ Social-Culture binary Maria Kaika – “Visions of Modernization” & “The Urbanization of Nature” (City of Flows, 2005) Core Argument: Kaika critiques how modernity has reshaped our relationship with nature, arguing that urbanization and modernization have led to the commodification and control of natural resources. She discusses how cities externalize nature—making it both invisible and instrumental—while relying on large-scale infrastructure projects to manage it. Key Ideas: ​ The Illusion of Modernization: Cities are designed to hide natural processes, making infrastructure (e.g., water systems, electricity grids) invisible to users. ​ Nature as a Commodity: Urban development transforms nature into a controlled, consumable product. ​ Environmental Paradoxes: Modernization is driven by resource consumption, yet it claims to "tame" nature. Summary: Kaika examines how urbanization is deeply tied to modernity’s approach to controlling and externalizing nature. She argues that cities create an illusion of independence from natural systems by making infrastructures like water supply and electricity invisible. However, this disconnect leads to environmental contradictions, while urban areas depend on natural resources, they also distance themselves from the very ecosystems that sustain them. Kaika critiques how modern cities commodify nature, turning it into something to be managed rather than respected. Key Quotes: 1.​ “Modernity’s success lies in the ability to make its infrastructure invisible.” 2.​ “Nature is not conquered in urban environments, but rather commodified, managed, and selectively included.” 3.​ “The city is not an autonomous entity but a system dependent on a vast, externalized network of natural flows.” Catherine Ward Thompson – “Places to be Wild in Nature” (Urban Wildscapes, 2012) Core Argument: Ward Thompson advocates for the preservation of wild urban spaces, arguing that these areas provide psychological, social, and ecological benefits. She challenges the traditional view that urban environments must be fully controlled, emphasizing the importance of unstructured, natural spaces in cities. Key Ideas: ​ Wild Urban Spaces: The importance of leaving parts of the city untamed for people to engage with nature. ​ Health & Well-Being: Exposure to natural environments improves mental health, reduces stress, and fosters creativity. ​ Social & Cultural Value: Wild spaces can be sites for community interaction and cultural engagement, not just “empty” or “wasted” land. Summary: Thompson argues that modern urban planning often neglects the benefits of wild, unmanaged green spaces. She highlights how urban wildscapes provide essential health benefits, offering residents a space for relaxation, exploration, and play. Instead of seeing these areas as abandoned or underdeveloped, she frames them as crucial for psychological well-being, social cohesion, and even biodiversity. Thompson ultimately calls for a shift in urban planning to recognize the ecological and cultural importance of these wild spaces. Key Quotes: 1.​ “In an age of increasing urbanization, wild spaces offer a necessary counterbalance to the structured environment.” 2.​ “The freedom to explore untamed environments fosters creativity, resilience, and well-being.”  3.​ “Wild urban spaces are not voids; they are vital sites of interaction, imagination, and renewal.” Film: Manufactured Landscapes (Dir. Jennifer Baichwal, 2007) Core Argument: The film explores the environmental and social consequences of industrialization and mass consumption, particularly through the lens of photographer Edward Burtynsky’s work. It challenges viewers to consider the hidden costs of globalization, resource extraction, and urban expansion. Key Ideas: ​ Human Impact on Landscapes: Large-scale industrial activities drastically reshape the environment. ​ Globalization & Consumption: Modern consumer culture is built on resource exploitation and environmental degradation. ​ The Aestheticization of Destruction: Burtynsky’s photography captures the paradox of beauty in environmental destruction. Summary: Manufactured Landscapes follows Edward Burtynsky’s photographic documentation of industrial sites, from massive factories to landscapes scarred by resource extraction. The film presents long, meditative shots that emphasize the scale of human impact on the environment, inviting viewers to reflect on the hidden consequences of mass production. Through striking visuals, it forces the audience to reconsider how industrialization, globalization, and consumption shape the world’s landscapes, often in ways that remain unseen by those benefiting from these industries. Key Quotes: 1.​ “We come to see nature as a raw material, to be processed into commodities for consumption.” 2.​ “The landscapes we create through industry reflect our values, choices, and economic priorities.” 3.​ “These are not just images of destruction; they are records of human activity on an unprecedented scale. Week 5 Decoding environments of consumption Judith Williamson – “Meaning and Ideology” & “A Currency of Signs” (Decoding Advertisements) Core Argument: Williamson argues that advertisements function as ideological systems that construct meaning and reinforce dominant cultural values. She explores how ads work as a "currency of signs," where objects gain meaning through their associations rather than intrinsic qualities. Key Ideas: ​ Advertisements as ideological tools – Ads do not just sell products; they sell values, beliefs, and identities. ​ Sign systems and meaning construction – Ads use semiotic systems to link products to cultural myths and ideologies. ​ Interpellation – Borrowing from Althusser, she argues that ads "hail" viewers, positioning them within ideological structures. One-Paragraph Summary: Williamson's analysis of advertising reveals that ads function as ideological mechanisms that shape consumer desires and social norms. She explains how products acquire meaning through their associations rather than their material reality, drawing from semiotics to show how advertising constructs identity and reinforces power structures. Ads create a symbolic system where commodities stand in for abstract concepts like love, success, or rebellion. By decoding these messages, we can uncover the ideological frameworks that sustain consumer culture. Key Quotes:  1.​ “Advertisements translate statements from the language of objects to the language of people, and in so doing they create meanings that serve ideological ends.” 2.​ “We are not just ‘free’ to buy a particular brand of car; we are ‘free’ to enter into a structure that offers us pre-formed meanings.” 3.​ “Objects themselves mean nothing; their meaning is a product of social and ideological systems.” Naomi Klein – “New Branded World” (No Logo) Core Argument: Klein critiques the rise of corporate branding and its impact on culture, labor, and consumer autonomy. She argues that brands have moved beyond selling products to selling lifestyles, ideologies, and even personal identities. Key Ideas: ​ Shift from products to branding – Companies now focus on branding over manufacturing, outsourcing production to exploit cheap labor. ​ Corporate power and cultural takeover – Brands infiltrate public spaces, education, and activism, shaping societal norms. ​ Anti-brand resistance – Activists and grassroots movements challenge corporate hegemony through culture jamming and protests. One-Paragraph Summary: Klein's No Logo examines the evolution of corporate branding, arguing that brands have become dominant cultural forces that extend beyond commerce into identity formation and public spaces. She details how corporations prioritize image over substance, outsourcing production while maintaining a monopoly over meaning-making. By highlighting labor exploitation, corporate censorship, and grassroots resistance, Klein demonstrates the growing tension between corporate branding and consumer autonomy. Her work serves as a critique of globalization and neoliberal capitalism. Key Quotes: 1.​ “Brands are no longer just products; they are ideas, attitudes, and, most importantly, experiences.” 2.​ “Corporations have become cultural gatekeepers, dictating what is acceptable and what is not.” 3.​ “The choice between Coke and Pepsi is not a real choice at all—it is the illusion of choice under capitalism.” Dan Hancox – “No Logo at 20: Have We Lost the Battle Against the Total Branding of Our Lives?” (The Guardian, 2019) Core Argument: Hancox revisits Klein’s No Logo two decades later, assessing whether anti-brand activism has been successful or whether corporate branding has only intensified. He argues that while there have been victories against corporate overreach, branding has become even more pervasive, particularly with social media and personal branding culture. Key Ideas: ​ Branding has adapted – Corporations now engage in activism (“woke-washing”) to co-opt resistance movements. ​ Social media and personal branding – Individuals are now encouraged to brand themselves, making resistance more complicated. ​ Consumer activism vs. systemic change – While ethical consumption has grown, structural corporate power remains intact. One-Paragraph Summary: Hancox reflects on the legacy of No Logo, questioning whether the fight against corporate branding has been effective. While Klein’s critiques sparked anti-brand activism and ethical consumer movements, branding has evolved to absorb and commodify resistance. Social media has blurred the line between corporate and personal branding, making branding more inescapable than ever. He acknowledges that while there have been meaningful shifts, corporations have largely adapted, continuing to exert control over culture and consumer behavior. Key Quotes: 1.​ “The landscape of branding has changed, but its grip on our lives is stronger than ever.” 2.​ “The corporate world has become adept at co-opting the language of activism for profit.” 3.​ “In a world where even resistance is marketable, what does true rebellion look like?” Connections Between Authors David Machin’s ideas about visual grammar and Judith Williamson’s discussion of ideology in advertisements are closely connected through their shared emphasis on how meaning is constructed through symbols, structures, and associations rather than intrinsic properties. Both argue that media (especially advertisements) operates through systems of representation that shape how we perceive reality. Key Connections: Semiotics and Meaning Construction: Machin, in Introduction to Multimodal Analysis, explains that visual grammar functions like language—using composition, color, and framing to communicate messages implicitly. Similarly, Williamson argues that advertisements use sign systems to attach ideological meaning to products, making them more than just commodities. Connection: Both authors emphasize that meaning is not inherent in images or objects but is socially and culturally constructed through visual cues. Ideology in Representation: Williamson discusses how ideology operates in ads, arguing that brands sell identities and values, not just objects. Machin also highlights how visual structures encode ideological messages, shaping consumer perception through strategic use of imagery. Connection: Both authors reveal that media does not just reflect reality—it constructs and reinforces dominant ideologies through visual design and associations. Interpellation and Audience Positioning: Machin explains how composition and framing guide viewers to interpret images in a specific way. Williamson draws on Althusser’s concept of interpellation, showing how ads “hail” audiences, positioning them within ideological narratives. Connection: Both argue that visual elements actively position viewers, making them participants in ideological frameworks rather than neutral observers. Example of Connection in Advertising: ​ A luxury car ad might use Machin’s visual grammar principles—sleek lines, golden lighting, a powerful angle—to communicate wealth and success. ​ At the same time, Williamson’s ideological critique would show that the ad doesn’t just sell a car—it sells status, power, and elitism as desirable values. Conclusion: Machin and Williamson complement each other in explaining how advertisements visually construct ideology. While Machin provides the technical tools to analyze how images communicate meaning, Williamson unpacks the ideological effects of those meanings, showing how they reinforce consumer identities and cultural norms. How Does Discourse Analysis Help Us Understand Consumer Culture? Discourse analysis, as discussed by Jørgensen & Phillips, provides a framework for understanding consumer culture by examining how language, media, and advertisements shape societal beliefs and behaviors. When connected with Naomi Klein’s critique of branding and Judith Williamson’s semiotic analysis of advertising, discourse analysis helps us see how consumer culture is not just about products but about ideological structures that shape identity, power, and meaning. Key Connections Between Discourse Analysis, Advertising, and Branding: 1. Discourse Constructs Consumer Identities ​ Jørgensen & Phillips explain that discourse is not just communication but a system of meaning that shapes how we understand the world. ​ Consumer culture depends on the construction of identities through branding and advertising (Williamson). ​ Klein argues that corporations now sell lifestyles and values rather than products, reinforcing consumer-based identities through discourse. Example: The discourse of “self-care” has been co-opted by brands, where products (skincare, wellness apps) are marketed as necessities for self-improvement, shaping how we see personal well-being. 2. Advertisements as Ideological Discourse ​ Williamson shows that advertising works as a sign system, where products acquire symbolic meaning (e.g., perfume = romance, sneakers = rebellion). ​ Jørgensen & Phillips highlight how discourse functions to normalize ideologies, making consumer culture seem “natural” rather than constructed. ​ Klein critiques how branding extends corporate power into everyday life, where even resistance (anti-brand movements) can be commodified. Example: Nike’s "Just Do It" campaign uses discourse that equates sportswear with empowerment, reinforcing the ideology that success is about individual effort rather than structural conditions (e.g., economic privilege). 3. Power and Resistance in Consumer Culture ​ Jørgensen & Phillips discuss how discourse can both reinforce and challenge power structures. ​ Klein highlights resistance to branding (culture jamming, ethical consumerism) but also warns that corporations adapt by incorporating anti-brand messages into their own discourse (e.g., woke-washing). ​ Williamson’s analysis of how advertisements position consumers helps explain why branding is so powerful—it shapes desires and ideologies at a subconscious level. Example: When brands like Pepsi use social justice imagery (e.g., the Kendall Jenner ad), they appropriate resistance discourse to sell products, showing how corporate power absorbs counter-discourses. Conclusion: Why Discourse Analysis is Essential for Understanding Consumer Culture Discourse analysis reveals that consumer culture is not just about buying things—it’s about the meanings, identities, and ideologies that shape consumption. Jørgensen & Phillips provide the theoretical tools to analyze how branding and advertising operate as discursive systems, while Williamson and Klein apply these insights to show how consumer culture is both ideological and deeply embedded in social power structures.