Media & Money: Crash Course Media Literacy #5

Summary

This Crash Course Media Literacy episode delves into the financial aspects of media production, highlighting how money influences the creation and content of media. It discusses the decision-making process behind film production, the role of purpose and focus in media, and the impact of representation on consumer perception. The video also touches on how stereotypes are perpetuated due to financial incentives and the historical dominance of certain groups in media creation. It concludes by emphasizing the importance of understanding who creates media, their motivations, and the implications for diverse representation.

Takeaways

• 🎬 The media industry is a significant money-making business, influencing the production and content of various media forms.
• 💭 Media is created with specific purposes, such as entertainment, information, or persuasion, which guide the creation process and impact the audience.
• 👀 The decision-making process in media production involves numerous factors, including idea generation, scriptwriting, casting, and financial considerations.
• 💸 Financial aspects play a crucial role in media production, as it often requires substantial investment, which can lead to a focus on profitability over creative risks.
• 🎞️ Movies and other media are not just for entertainment; they can also tackle important social issues and spark cultural conversations.
• 🔍 The focus of media content is a deliberate choice that can include or exclude certain topics, influencing public perception and understanding.
• 🌐 Media representation is a choice that shapes how different groups are perceived, and stereotypical depictions can reinforce societal biases.
• 🔁 The cycle of media creation is often dominated by those with financial resources, which can limit diverse voices and perpetuate existing power structures.
• 💭 Critical theorists argue that homogenous mass media can lead to passive consumption and the creation of artificial needs, driven by profit motives.
• 📱 Social media has the potential to disrupt traditional media by amplifying diverse voices and challenging conventional media practices.

Q & A

What was the box office revenue of Finding Dory in 2016?

Finding Dory made 486 million dollars in 2016.

How much advance money did Barack and Michelle Obama receive for their books?

Barack and Michelle Obama received 65 million dollars in advance for their newest books.

What was Beyonce's reported income in 2017?

Beyonce made 105 million dollars in 2017.

Why is understanding the business side of media important for media literacy?

Understanding the business of media is key to the full media literacy picture because it helps to understand how and why media is produced, which includes the financial motivations and impacts behind the creation of various forms of media.

What are some of the decisions a movie director might face when creating a film?

A movie director might face decisions such as choosing between an original film, a remake, or a sequel, deciding who will write the script, selecting a studio to work with, casting, set design or location scouting, hiring a CGI company, and managing the film's schedule.

How does the purpose of a piece of media, like a movie, influence its creation and impact?

The purpose of a piece of media, such as to entertain, inform, or persuade, influences its creation by guiding the content and style. It also impacts how the audience perceives and interacts with the media, as different purposes can lead to different interpretations and reactions.

What is the role of 'focus' in media creation and how can it sometimes be manipulative?

Focus in media creation refers to the topic or subject chosen for inclusion, which also implies what is excluded. It can be manipulative when certain aspects are deliberately left out to shape a particular narrative or perception, such as an advertisement focusing only on the positive taste of a soda without mentioning its sugar content or health implications.

How does media representation affect our understanding of different groups of people?

Media representation can significantly impact our understanding of different groups of people by shaping their portrayal and influencing public perception. Stereotypes and underrepresentation can lead to misconceptions and biases, while accurate and diverse representation can promote understanding and acceptance.

Why do media creators sometimes rely on stereotypes in their work?

Media creators sometimes rely on stereotypes because they are familiar and easily understood by audiences, which can save time and resources. Additionally, using familiar stereotypes can appeal to a broader audience without alienating conservative viewers, potentially leading to higher viewership and revenue.

What is the cycle that prevents diverse voices from creating media and how does it perpetuate?

The cycle that prevents diverse voices from creating media is one where media creation is mostly done by those who already have money, and they tend to invest in projects that they believe will make more money, often choosing people with proven track records in media that makes money. This cycle perpetuates by keeping cultural power and media creation opportunities within a limited group, reinforcing existing stereotypes and ideologies.

How have critical theorists like Theodor Adorno and Max Horkheimer viewed the impact of mass media on society?

Critical theorists Theodor Adorno and Max Horkheimer viewed mass media as dangerous because they believed it created a homogenous culture that lulled consumers into passive contentment and manufactured needs that could only be satisfied by consuming more products.

What role has social media played in challenging traditional media creation and representation?

Social media has played a significant role in challenging traditional media by lifting up diverse voices and highlighting negative or non-existent representations in mass media. It has also provided a platform for social media campaigns that bring attention to these issues, although mega media players still tend to dominate the scene.

Outlines

00:00

💸 The Financial Impact of Media Production

This paragraph delves into the economics of media, highlighting the significant financial figures behind popular media products. It emphasizes that media is not just a form of communication but also a lucrative industry. The paragraph introduces the concept of media literacy in the context of understanding the business behind media production. It uses the analogy of being a movie director to illustrate the complex decisions and financial considerations involved in creating media content. The narrative explores how the purpose and focus of media can influence its creation and the subsequent impact on consumers, stressing the importance of recognizing the monetary motivations behind media production.

05:03

🌈 Challenging Stereotypes in Media Representation

The second paragraph scrutinizes the representation of minority groups in media, particularly focusing on the portrayal of gay men. It points out the prevalence of stereotypes and the tendency for media creators to rely on familiar tropes, which can perpetuate misconceptions and limit diverse representation. The paragraph discusses the historical and ongoing issue of stereotyping and its reinforcement through media, which can lead to a skewed understanding of different cultures and identities. It also touches on the role of money in influencing who gets to create media and the perpetuation of certain stereotypes, as well as the potential for social media to disrupt traditional media creation cycles and promote diverse voices.

10:06

🎬 Behind the Scenes of Media Creation and Its Financial Dynamics

The final paragraph of the script provides a behind-the-scenes look at the media industry, emphasizing the role of money in shaping media content. It discusses how the cost of media production often leads to a cycle where those with financial resources have greater control over what is created and how it is produced. The paragraph mentions critical theorists' views on the dangers of a homogenous media landscape and the impact of mass-produced culture on consumer behavior. It also acknowledges the role of social media in challenging traditional media norms and the ongoing dominance of large media corporations. The paragraph concludes with a call to action for viewers to critically engage with media and understand its creation processes.

Keywords

💡Media Literacy

Media literacy refers to the ability to access, analyze, evaluate, create, and act using all forms of communication. In the context of the video, media literacy is crucial for understanding how media is produced and its impact on society. The video emphasizes the importance of knowing 'why' and 'how' media is created, which is key to being fully media literate.

💡Monetization

Monetization in the media context refers to the process of generating revenue from media content. The video discusses how the financial aspect influences what media is produced, with examples like the high earnings of 'Finding Dory' and the advance payments to the Obamas for their books, illustrating the significant money involved in media production.

💡Representation

Representation in media refers to how different groups of people are depicted. The video points out that media representation is a choice made by creators and can often perpetuate stereotypes, such as the 'gay BFF' trope. This concept is central to understanding how media can shape societal perceptions and attitudes towards various social groups.

💡Stereotypes

Stereotypes are oversimplified and generalized ideas about a group of people. The video discusses how media often relies on stereotypes for convenience and financial gain, which can lead to a lack of diverse and accurate portrayals of different communities. This reliance on stereotypes is highlighted as a problem that affects how minority groups are perceived.

💡Cultural Power

Cultural power refers to the influence certain groups have over the creation and dissemination of cultural content. The video explains that media creation is often dominated by those with financial resources, which can lead to a concentration of cultural power in the hands of a few, limiting diverse voices and perspectives.

💡Purpose of Media

The purpose of media encompasses the intentions behind its creation, such as to entertain, inform, or persuade. The video uses examples like advertisements and films to illustrate how understanding the purpose of a piece of media can help in deciphering its impact on the audience.

💡Focus

Focus in media creation pertains to the subject or theme chosen for a piece of content. The video explains that the focus can determine what is included or excluded in a media piece, which can be a deliberate choice to emphasize or downplay certain aspects, as seen in the example of a soda advertisement omitting health concerns.

💡Ideology

Ideology in media refers to the set of political or social beliefs that influence the content and messages conveyed. The video mentions how cultural theorist Stuart Hall discussed the spread of racist ideologies through media, indicating that media does not operate as a unified entity but can still perpetuate certain ideologies.

💡Diverse Voices

Diverse voices in media refer to the inclusion of a wide range of perspectives and experiences in content creation. The video argues that the financial barriers to media creation can limit the diversity of voices, which is crucial for a more inclusive and representative media landscape.

💡Social Media

Social media is highlighted in the video as a tool that can challenge traditional media by amplifying diverse voices and raising awareness about representation issues. It is portrayed as a platform that can counteract the dominance of mega media players and promote more equitable representation.

💡Mass Media

Mass media refers to the large-scale dissemination of information through media channels to a broad audience. The video discusses how mass media is often controlled by a few entities with significant financial resources, leading to a homogenization of content and a lack of diverse perspectives.

Highlights

Finding Dory made 486 million dollars in 2016.

Barack and Michelle Obama received 65 million dollars in advance for their books.

Beyonce made 105 million dollars in 2017.

Media is a collection of massive, money-making industries.

Understanding the business of media is key to full media literacy.

Media creation involves numerous decisions influenced by money and personal experiences.

Media is created for various purposes like entertainment, information, or persuasion.

The purpose of a piece of work can help understand its impact.

Representation in media is a choice that affects how we perceive different groups.

Stereotypical media representation can reinforce false beliefs about minority groups.

Media creation requires money, often leading to a cycle that favors those who already have it.

The media industry can perpetuate stereotypes and ideologies due to financial motivations.

Social media has helped diversify voices and challenge traditional media creation.

Each media production choice, though seemingly small, contributes to the overall media landscape.

It's important to understand who creates media, how, and why, as it shapes our daily consumption.

Next episode will focus on advertisers and their role in media creation.

Transcripts

Did you know Finding Dory made 486 million dollars in 2016?

Or that Barack and Michelle Obama received 65 million dollars in advance of writing their newest books?

Or that Beyonce made 105 million dollars in 2017?

Those are the big bucks, people.

Sure, media is a form of communication and the foundation of our shared culture.

But it’s more than a collection of songs and books and movies and newspapers.

It’s also a lot of money.

The media is a big collection of massive, money-making industries.

That means most of the media you digest was made by specific people with specific paychecks.

And that money has a specific impact.

Understanding how and why media is produced, the business of it all, is key to the full media literacy picture.

If last episode was about your mind on media, today is all about your media on money.

[Theme Music]

Pretend for a second you’re a superstar movie director with a string of award-winning hits.

Hollywood anxiously awaits your next film, but you’re feeling the pressure.

First you’ve got to land on idea – should it be an original film? A remake? A sequel? About what?

Who’s gonna write it? You? That woman with the funny webseries you love? A studio hack paid by the word?

Speaking of studios, who are you going to work with?

Will they have a say in what you make, and how it’s written? Or who’s in it?

Then you’ve got to shoot the thing.

Find the perfect cast, build all the sets or find locations, pay the CGI company, hire a costume designer, make sure the schedule runs on time.

And then it’s not even over! Hopefully a distributor will pick it up.

Who will see it? How will it be advertised?

Will your cast end up on every late night show to promote it?

That’s a lot of questions to answer.

So instead of making decisions, you’re sitting on your couch eating cereal and watching Scandal reruns pretending your problems don’t exist.

But you’re not a big-shot Hollywood director.

(Well if you are – hit me up in the DMs.)

Anyway: have you ever thought about how much goes into a movie before it gets to your screen?

Or before a video game gets to the store or a newspaper onto your doorstep?

Media is made.

Every bit of it is constructed by someone, or groups of someones.

Each step of the way they’ve made choices, too, about what to create and how to create it.

And they’ve made those decisions based on life experiences, preferences and money – who has it, and how they can make more of it.

But those choices affect you, the consumer.

First, let’s focus on why media is created.

Its purpose, like to entertain, inform or persuade.

The reason a piece of work is created can be really helpful in understanding its impact.

An advertisement’s purpose is to convince the viewer to buy a product.

You see an ad for soda, you know the company created and paid for it in hopes that you will buy their soda.

Great, that’s an easy one.

What about movies?

You might say they’re made for entertainment, duh. They’re for fun.

And yes, movies are made to make money and entertain.

But if that was their only purpose, a lot more movies would just be remakes of Titanic, the greatest and most entertaining film of all time.

Some movies are made to bring up important topics and encourage cultural conversations.

On the outside, Pixar’s Inside Out looks like a film made to bring families together through entertainment.

But if you’ve seen Inside Out you know it’s really a film designed to make you cry while contemplating the complexity of human emotion,

and how we’re all so different and yet the same.

Or think about the film “Get Out.”

On one level, it’s a horror movie about a man whose girlfriend’s family wants to kill him.

But along the way, the film unpacks issues of contemporary racism and how horrifying the modern world can be to black men.

Every piece of media has many purposes, and they each impact how the work is made from day one.

If purpose is the “why” of media creation,” the “what” is focus.

Focus is the topic or subject, what we’re including (and at the same time excluding) when we create.

Sometimes deciding what to focus on is the name of the game – like when a newspaper can only fit so many stories on the front page.

They’re deciding what news is the most important.

But sometimes focus can be a bit more...manipulative.

Like that soda ad you saw earlier; it didn’t mention how much sugar each bottle contains or how it will affect your health.

It just wants you to think about that crisp, refreshing taste.

Or a government report that touts how many jobs were created last month, but conveniently leaves out that most of those jobs were low-paying, temporary ones.

The thing is, the purpose and focus of media can affect how you think about other people, especially when they’re not like you.

Let’s head into the Thought Bubble to wrestle with that a bit.

Media texts have the power to impact your understanding of things like race, ethnicity, gender, age, disability, or sexual orientation.

The way they deal with and present these topics is called representation.

Like everything else, the way different people and places are represented in media is always a choice.

And since the mass media is disproportionately run and created by straight white men, that means the representations of everyone else can skew toward stereotype.

Think about a pretty common TV trope, the “gay BFF” stereotype.

There’s Kurt and Blaine from Glee.

Cameron from Modern Family, Justin from Ugly Betty.

Or, throwback, Jack McFarlan from Will & Grace and Stanford from Sex and the City.

What do they all have in common?

Well, as I mentioned, they’re gay men.

They’re all the BFF to a major female character.

Also, they’re all fashion-conscious, they all love theater.

Most of them have really broad personalities, too.

Weird how they’re all so...similar.

Media representation of gay men has historically skewed toward these stereotypical depictions, where only one type of gay man is found on-screen.

Our brains love familiar things since they’re easier to understand.

So why invest in shows written by and about complex gay men or women, or LGBTQ people of color, when you could save time and money by lazily using stereotypes instead?

Plus, as a familiar stereotype, this representation can be used in mainstream media without ruffling too many conservative feathers.

That means more viewers and more money.

This is a big problem for diverse cultures that have trouble understanding each other.

When minority groups are frequently stereotyped in the media, people may start to believe the associated stereotype is even more true.

They reinforce themselves.

Paying attention to how different groups and people are represented in the media is critical.

Each representation is a choice made by the creator, sometimes because of money, and they can be used to positively or negatively impact how we think.

Thanks, Thought Bubble!

Of course, every production choice isn’t part of a grand scheme to sell more pop music or prevent more women of color from directing films.

The media is a nebulous group of individuals all doing particular jobs.

But there are people and systems at work within the business of media that help block or perpetuate certain stereotypes and ideologies.

For instance, cultural theorist Stuart Hall wrote about how racist ideologies are spread through the media.

He said, “It would be wrong and misleading to see the media as uniformly and conspiratorially harnessed to a single, racist conception of the world.”

The idea of “the media” monolith doesn’t exist.

If it’s not some grand conspiracy, how do stereotypes and ideologies like these persist?

That’s right, it’s money again.

Who has it, and where they want to spend it.

If you’ve ever posted on Tumblr or doodled in a notebook, you were probably able to do that for free.

But somewhere along the way, someone had to pay for your internet access and phone or a notebook and pen.

Maybe you paid for it, or your parents did.

But without that money, you couldn’t have even doodled.

All types of media creation require some kind of money.

The big, fancy, mass media kind, like publishing a newspaper or making a movie, requires a lot.

And not everyone has the money to create media.

When you don’t have the money to create media, sometimes you can get other people to pay for you to create it.

Like a patron or an investor.

But because media creation costs money, and not everyone has money, it’s most often done by people who already have it.

And those who have it often want to spend it on people and things they already know will make more money.

How do they decide who to give it to?

They consider who has experience making media that makes money.

And usually that’s people who have already had the money to make media to make money.

It’s a cycle that prevents different voices from creating different kinds of media, keeping cultural power in the hands of a few.

Critical theorists Theodor Adorno and Max Horkheimer believed that this closely held, homogenous mass media was dangerous.

“Culture today is infecting everything with sameness” they wrote...in 1944.

They thought that mass-produced popular culture created for profit lulled consumers into passive contentment.

No matter your situation, you’d be happy as a clam if you could access the easy entertainment of pop culture.

At the same time, it manufactured needs in the audience – like I need to see this movie, I need that brand of shampoo to be happy –

that could only be solved by buying more stuff.

In many ways, social media has helped break this cycle by lifting up diverse voices and challenging the ways media is traditionally made.

Social media campaigns have even thrown the spotlight on negative or non-existent representations in mass media.

But the mega media players still tend to dominate the scene.

That’s not to say every creative decision is based solely on money.

Plenty of decisions are made for practical reasons, or by people just doing mundane jobs.

Each one may not seem like a big deal, but when strung together they create all the media we absorb.

We spend most of our day with media, so it’s crucial we understand what is created by who, how, and for what reason.

It’s almost as important as constantly reminding each other that media is created.

It didn’t just appear out of nowhere; humans did that.

And humans do some weird stuff, especially for money.

Next time on Crash Course Media Literacy we’re talking about people who do it all for that cold hard cash: advertisers.

But until then, I’m Jay Smooth. I’ll see you next time.

Crash Course Media Literacy is filmed in the Dr. Cheryl C. Kinney Studio in Missoula, MT.

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