By Diana Crane
The word `production of tradition' is anxious with how the organisations during which tradition is produced and disseminated impact the character of tradition itself. but there's no transparent consensus on what's intended through this word. Crane, in reviewing and synthesizing present learn, offers a scientific and available method of this advanced subject.
She examines the difficulty on either renowned and elite degrees. The reader is hence allowed to determine how the idea of `production' adjustments looking on the scale of the viewers and the constitution of the actual cultural undefined.
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Additional resources for The Production of Culture: Media and the Urban Arts
Example text
The power and resources of these organizations meant that popular culture began to have the impact and importance, if not the prestige, that had been attached to culture produced in organizations controlled by elites. The fact that television's profits are derived from advertising has meant that, like advertising, television producers have come to define their audiences in terms of lifestyles rather than in terms of social class. This, in turn, generated greater diversity in programming, in keep ing with the variety of tastes both within and across social classes.
The shows and their exceptionally faithful viewers collectively remembered events going back for a decade or more. On the other hand, the shows presented an image of cohesive suburban communities that did not correspond to reality but probably satisfied viewers' long ings to be a part of such social networks. The new younger audience was embedded in entirely different environments of work and education. Less loyal to the shows, they sought excitement and sexual titillation. Within a few years, some soap operas were completely transformed to fit the needs of this new audience, including younger characters, more modern, up scale sets, and exotic, new locations, far from the previous small town and suburban settings.
Fiske (1989) states that "the reader is an active maker of meanings from the text, not a passive recipient of already constructed ones" (p. 260). Alternatively, Snow (1983, pp. " According to Snow, we view our lives in terms of the ways the media present reality, although he does not argue that the media express a dominant ideology. However, the extent to which members of the public are influenced by the media varies in terms of their level of education: moreeducated people are better able to select the information they need and to evaluate the content.