Thoughts on Media Industries, Ownership, and Control

1. Why 'critical'?
Hardy (2014) states that: “The term ‘critical’ is usefully broad and encompassing, but it also has
distinctive historical roots in communication research. It alludes to the academic practices and
values of critique in intellectual enquiry – questioning, interrogating and challenging the
adequacy of explanations of phenomena.” Being critical is therefore an instrument to be able to
understand media in a full context allowing producers and consumers alike to be knowledgeable
about it.
2. What kinds of questions are asked in 'political economy' analyses?
Since political economy refers to a tradition of economic thinking that addressed the production,
distribution, and consumption of resources used t sustain existence (Hardy 2014), questions
regarding those topics tend to be asked in its analyses. Other questions presented by Hardy
(2014) are Whose voices and concerns get to be heard? How are people, ideas, and values
represented in media discourses – and what is it that affects how this occurs? What is the quality
of information, ideas, and imagery available through media, and to whom is it available?
3. How does critical political economy (CPE) distinguish itself from various ‘mainstream’
approaches?
CPE sheds light on a more in-depth analysis of media compared to mainstream ones.
 
“To understand any specific media form requires addressing ‘how it is produced and distributed
in a given society and how it is situated concerning the dominant social structure” (Kellner 2009
as cited in Hardy 2014). “In particular, CPE asks a question that distinguishes it from various
‘mainstream’ approaches that either ignore, support or accept prevailing social relations: what
contribution do the media make in reinforcing or undermining political and social inequality?”
(McChesney 2003 as cited in Hardy 2014)
 
4. Why is an analysis of capitalism central to the analysis of political economy?
Capitalism has its history that can lead to answers in the context of political economy analysis.
 
The political economy of culture needs to be situated within an overall analysis of capitalism
with ‘a political economy of mass communication taking its subsidiary place within that wider
framework as the analysis of an important, but historically specific mode of the wider process of
cultural production and reproduction’ (Garnham 1979 as cited in Hardy 2014)
5. What are the criticisms and limitations of 'classical Marxism' in political economy
research?
 
It is accused of reductionism and economism, reducing the complexity of forces shaping cultural
expression and communication to an underlying economic explanation derived from the
dominant forces and relations of production. (Hardy 2014)
Resources:
Hardy, Jonathan. 2014. Critical Political Economy of the Media: An Introduction. New York:
Routledge.

A Forum on Narrative
Answer the following question:
What are some other questions on narrative do you suppose analysts should also consider when
analyzing a media text? Why do you say so?
Other questions that should be considered under the context of analyzing media would be (1) For
who these narratives? (3) How is this narrative angled to cater to that audience? and (3) whose
perceptions are emphasized in this narrative? These questions are other perceptions in analyzing
media texts that involve narratives. Most of the time, narratives are analyzed in their traditional
ways of general structures of a narrative. These questions will add up on the contextual field of a
narrative, especially that through the years, different kinds of narratives, who are not considered
as dominant narratives, are starting to sprout from all over the world. Asking who is the target of
the narrative will give more meaning and in-depth value to the narrative. At the same time,
knowing how it is catered to the audience will open more explanations regarding the narrative.
The emphasis on perception will also give analysts the clue on the real importance of the
narrative and its actual value on why does it exist. 

A Forum on Encoding/Decoding of Media Texts

Answer the following question:
How do the three ways of decoding -- dominated, negotiated, and oppositional – differ from
each other? You may provide an example of a media text to explain/illustrate your answer.
The dominant preferred position of also called the hegemonic position is where both encoder and
decoder completely agree with each other. They are both in the same boat wherein the decoder
fully accepts the decoder’s message without any oppositional debate. The negotiated position is
where the decoder only agrees with the encoder in a broader sense, needing adaptations and
modifications with the message. Lastly, the oppositional response is where the decoder
understands the encoder but entirely disagrees, thus, opposing the message and deeming it
unacceptable.
One example to illustrate these ideas is the debate on abortion. Since the Philippines is
dominated by catholic beliefs and most Filipinos adhere to biblical instructions, our law is
therefore affected by these religious beliefs. Abortion is illegal and therefore the message that is
mostly encoded is that people should be against abortion. Filipinos who agree with this are under
the “pro-life” movement, agreeing with the encoded message that abortion is not good. This is an
example of a dominant/hegemonic response. Some are pro-abortion only if those who are going
to abort their unborn child are victims of rape and abuse. Those who do not fall under those
categories must not be allowed to undergo an abortion. This is an example of a negotiated
response. Lastly, some are “pro-choice” who are opposed to the encoded message and they want
to legalize abortion.

Reflection
Recount an event or personal experience that has to do with the following concepts. Share it with
your classmates.
Reflection on Stereotyping
As an Ilokano from the “baba” (Ilokano from the plains), there is a lot of stereotyping against
Ilokanos from “ngato” (Ilokanos from the mountains). Most of it is stemmed from the superiority
complex of those from the plains. I remember hearing old people using slurs against those from
the mountains. They are also stereotyping them as uneducated and uncivilized just because they
live in the “mountains.” Through the years, the stereotypes faded little by little but there are still
instances that people use them for insulting others. The improvement though, is that people
usually reprimand those who still crack those kinds of old-fashioned jokes.  

Thoughts on Datafication
Read the resource material below:
Gregg, M & Nafus, D. (2017). “Data.” In L. Oulette & J. Gray, (Eds.), Keywords for media
studies. (pp. 86-91). New York University Press.
After reading the material, answer the following questions:
1. What role does power play in the contemporary phenomenon of datafication?

According to Gregg & Nafus (2017), Data play a major role in orchestrating contemporary
power relations through the collecting capacities of knowledge-generating machines. They also
emphasized how data are collected to produce actionable insights – knowledge that prompts a
response, even if that response is further reflection. This descript allows us to see that power play
in the phenomenon of datafication is evident in the power that specific people (those who have
the upper hand) have over others based on the amount of data they can garner from other people.
Take, for instance, the algorithm when we order things in online shops like Shopee. I ordered a
headset last month and ever since I have been getting headset ads on Facebook and are seeing
YouTube ads relating to headsets before I watch videos. This shows the power the big companies
of social media sites have the power over their users because they can garner data through online
processes, taking it to their advantage.
 
 2. Explain the notion of 'data sweat' (Gregg, 2015). What insights does this metaphor provide?

It describes an emission of meaningful information depending on context— weather, anxiety

level, proximity to others, social engagement. It is also a form of information flow that toys with
our ideas of control and agency since sweat responds to different social and cultural cues. (Gregg
and Nafus 2017) This means that like sweating, people who communicate are also releasing
sweat-like emissions which are information with meanings dependent on different contexts as a
response to social and cultural cues.
 
 3. Explain the contrasting arguments about the relationship between audiences and data. On one
hand, it sees the user’s involvement with data as “accommodation, a cohabitation, a shared
breath, a mutual dwelling” (Gregg and Nafus, 2017) and on the other hand, on as exploitative,
manipulative, and manifesting the decline of human agency. What is the difference between
everyday media engagement and critical media literacy?

Data and audience interacting together as accommodation, a cohabitation, a shared breath, a

mutual dwelling” (Gregg and Nafus, 2017) show the good side of datafication and the
advantages that people get from this. On the other hand, it can be exploitative, manipulative, and
manifesting the decline of human agency at times when the massive power play is contextualized
in the picture. Like mentioned earlier, bug companies have the upper hand over their consumer,
collecting private data, and thus the disadvantageous effect of datafication.
Everyday media engagement is merely consuming media with no proper reception and in-depth
analysis. it is what people do unconsciously, mainly going with the flow of engaging with media.
Critical media literacy on the other hand involves rational and logical reasoning in engaging
media. It is a more in-depth type of consuming media while critically viewing it. Scrolling
through Facebook can be an everyday media engagement while reading and researching
Facebook posts, connecting it with research articles, and analyzing it falls under critical media
literacy.

Thoughts on Spectacle
Answer the following questions:
1. Why do some people consider spectacle as “the most glaring superficial manifestation”
of mass media? Why do they say that a spectacle perpetuates fetishism of commodities,
reification, and alienation?
The spectacle is “the most glaring superficial manifestation” of mass media because since it
draws the attention of the masses, it creates a circus-like form of entertainment wherein people
are focused on the presented lights and entertaining acts in a “circus” taking their attention away
from other things. Because spectacle has this power to attend to the attention of the masses to the
point of monopolizing their attention, it is deemed as the fetishism of commodities, reification,
and alienation.
2. Despite criticisms of the idea of the spectacle, how does the media industry benefit from
it?
The media industry thrives from the attention of its audience. So, despite the criticisms, they are
still using it to their advantage because it “sells.” The media industry, after all, is a world of
production that is stemmed from audience reception.
Becoming a Responsible Digital Citizen
Draft your very own five-point credo/manifesto that details your commitment towards becoming
a steward of responsible digital citizenship.
This assignment is worth 50 points.
1. KNOWLEDGE IS POWER. Never settle with minimum knowledge especially if the
topic concerns serious issues that can affect me and a lot of people. Being uninformed in
the world of the internet is like entering a world with monsters without a weapon to use.
2. UPHOLD ETHICS. Despite it being online, I will still uphold my ethical beliefs and
prioritize my moral values, like what I have been doing offline. Real people are also on
the internet and thus, I should also treat them how I’m supposed to treat them when I
meet them face-to-face.
3. KEEP EVERYTHING IN THE MINIMUM RANGE. The internet is a vast platform
and therefore, I cannot be always aware of the different sides that coincide within it. With
this, I will make everything I do on the internet the bare minimum, especially for my
safety.
4. TOUCH SOME GRASS. The internet world is not everything. It can be a hobby or a
past time but try to integrate one’s self in the real world more.
5. ALWAYS VIEW THE INTERNET AS A DOUBLE-EDGED SWORD. It may be
advantageous and beneficial in many circumstances but it has its downsides and
disadvantages so be vigilant.
Thoughts on Public Sphere and Virality

1. How do you think does media contribute to the “decay of the rational-critical discourse”
and the decline of the public sphere? You may refer to recent events in Philippine society
to support your argument.
The media capitalizes on what is going to sell. These are the things on popular and mainstream
trends and thus, affect the public sphere, contributing to the decay of the rational-critical
discourse. Media tend to sensationalize things that do not encourage rational-critical discourse.
This takes away the sense of legitimate discourses among the audience. For example, people will
flock to articles regarding Barbie Forteza and Jak Roberto’s date out instead of articles with
important issues because it is “funny.” When GMA first posted about them; people dissed the
network for reporting such unnecessary things. However, nowadays, GMA capitalized on that
“meme.” They post about them frequently and people are now unironically attached to them as
influencers.
2. How does virality affect information dissemination in this day and age? You may refer to
recent events in Philippine society to support your argument.
Nowadays, just because it is viral, then it must be true. This can be related to an argumentation
fallacy called argumentum ad populum or appeal to popularity wherein people support a position
because it appeals to a large number of audiences. One example of this is how the faces of
activists get posted on social media and are deemed as “terrorists.” This is a blatant case of red-
tagging but because many are sharing and reacting to it (most are paid trolls), people will,
unfortunately, believe it.