Media Texts and Society's Values
Texts are products of the societies and cultures that create them. Media texts are always produced within particular artistic, industrial, cultural and social contexts: these contexts both shape and are shaped by the text. From the representations contained in a text, we can see some of the social values and discourses that helped shape the text and were held dear by the society that produced it. Social values do not remain constant, but continually evolve.
Texts are products of the societies and cultures that create them. Media texts are always produced within particular artistic, industrial, cultural and social contexts: these contexts both shape and are shaped by the text. From the representations contained in a text, we can see some of the social values and discourses that helped shape the text and were held dear by the society that produced it. Social values do not remain constant, but continually evolve.
What is a social value?
A social value is 'unwritten law' by which a culture lives. It is an attitude a society has towards a certain discourse at the certain time. For example, in Australia in 2014 the discourse surrounding marriage equality and the right of LGBT (lesbian gay bisexual transgender) people to get married has changed from where it was even 5 to-10 years ago. A 'traditional' view of marriage holds that LGBT people cannot become legally married; an 'emerging' value is that this 'traditional' value needs to change.
What is a discourse?
A discourse is an ongoing 'discussion' between individuals, society and the media about a given social, political, economic or cultural concept. Discourses exist on virtually all topics that matter to society: liberty, freedom of the press, treatment of refugees, the environment, justice, authority, equality etc. are all discourses that society engages in. A discourse is an abstract concept.
A discourse is an ongoing 'discussion' between individuals, society and the media about a given social, political, economic or cultural concept. Discourses exist on virtually all topics that matter to society: liberty, freedom of the press, treatment of refugees, the environment, justice, authority, equality etc. are all discourses that society engages in. A discourse is an abstract concept.
Try and identify the attitudes to technology that exist in the societies that created the texts below. How might these contribute or reflect society's discourse on technology and its place in society?
District 9 (2009)
A film produced in South Africa and directed by the South African Neil Blomkamp (Elysium). The story begins in an alternate 1982, when an alien spaceship comes to Johannesberg, South Africa. Rather than the aliens coming as warlike invaders, they come as helpless, starving refugees. These aliens are disparagingly called 'prawns'. Twenty eight years later, the refugee camp in which they have been placed has degenrated into a slum called District 9, and a corporation called Multi-National United (MNU) is contracted to evict the 'prawns'. A civilian bureaucrat, Wikus Van Der Merwe takes charge of the eviction with the support of MNU's private 'security' forces (Heinemann Media 2011)
A film produced in South Africa and directed by the South African Neil Blomkamp (Elysium). The story begins in an alternate 1982, when an alien spaceship comes to Johannesberg, South Africa. Rather than the aliens coming as warlike invaders, they come as helpless, starving refugees. These aliens are disparagingly called 'prawns'. Twenty eight years later, the refugee camp in which they have been placed has degenrated into a slum called District 9, and a corporation called Multi-National United (MNU) is contracted to evict the 'prawns'. A civilian bureaucrat, Wikus Van Der Merwe takes charge of the eviction with the support of MNU's private 'security' forces (Heinemann Media 2011)