Learning:
To understand how the evolving media environment has led to divisions and culture wars in our society.
Media Concepts:
Audience, Representation, Industry, Language
The Big Debate:
Social media has led to a fragmented audience and conflicting representations of the world.
Key vocabulary:
Tribalism, culture wars, polarisation, democracy, prosumer, cognitive surplus, influencer, the two-step-flow model, participatory media
Media Theorists:
Postman, McLuhan, Gauntlett, Shirky & Jenkins
Exam Questions:
“‘Digital technology has had a significant impact on the representation of public and private lives.’ To what extent do you agree with this statement?”
Definitions & BIG IDEAS
Tribalism, also know as Fandom
- To be part of something, to belong, to have a community is a human need that has been programmed into our genres (nature) and culture (nurture).
- With the introduction of converged technology and globalisation, a new kind of ‘tribalism’ has been born. A fandom (Jenkins), of ideas and influences and polarised ideologies.
A definition:
An online tribe is a virtual community formed around shared interests, values, or goals, where members connect and interact through online platforms. These communities transcend geographical boundaries, uniting individuals from diverse backgrounds within a digital space.
Task 2
Watch this video and answer the questions on this document (TBC).
Task 3 (Pair and Share)
Explain your understanding of, ‘A Culture War.’
In small groups consider the following questions, nominate a scribe to make notes.
Alternatively this could be done on a shared document / slideshow.
Consider the following questions…
- What do you mean by ‘culture?’
- Where is this ‘war’ taking place?
- Who or what are the different sides in this ‘war?’
- What weapons do they use to attack each other?
- What are they fighting for?
- Who or what is getting hurt in this war?
Task 4: Explore a current case study
In pairs read through the articles below. Take one each.
Class Discussion
- Discuss the ways in which this is an example of a “culture war.”
- How would Shirky say that participatory media and cognitive surplus has driven this social problem.
- What would David Gauntlett say about how media can shape and define our identities?
- Can this be described as a sort of tribalism?
- In what ways can we heal this division in our society?
Note
Note: We understand that this is a difficult debate and there are strong feelings and views on both sides. We don’t have time during the lesson, but if you would like to learn more about gender theory and the difference between sex and gender, watch this video featuring Judith Butler.
Task 5: Plenary
Discuss how we might use this case study to answer the following question
- ‘Given the dominance of global media, there are now few opportunities for local voices to be expressed.’ How far do you agree with this statement? [30]