FAVz089 Author and Brand: Cultural Discourses

Filozofická fakulta
jaro 2021
Rozsah
2/0/0. 5 kr. Ukončení: zk.
Vyučující
Dr. Leora Hadas (přednášející)
Mgr. Martin Kos (pomocník)
Mgr. Daniel Krátký (pomocník)
Garance
Mgr. Šárka Jelínek Gmiterková, Ph.D.
Ústav filmu a audiovizuální kultury – Filozofická fakulta
Dodavatelské pracoviště: Ústav filmu a audiovizuální kultury – Filozofická fakulta
Rozvrh
Po 10. 5. 10:00–11:40 C34, Út 11. 5. 10:00–11:40 C34, St 12. 5. 10:00–11:40 C34, 14:00–15:40 C34, Pá 14. 5. 12:00–13:40 C34, 14:00–15:40 C34
Předpoklady
There are none.
Omezení zápisu do předmětu
Předmět je nabízen i studentům mimo mateřské obory.
Předmět si smí zapsat nejvýše 50 stud.
Momentální stav registrace a zápisu: zapsáno: 5/50, pouze zareg.: 0/50, pouze zareg. s předností (mateřské obory): 0/50
Mateřské obory/plány
předmět má 18 mateřských oborů, zobrazit
Cíle předmětu
Authorship is a concept deeply rooted one in contemporary culture. Since the introduction of the auteur to English-speaking media studies by Andrew Sarris (1962), this idea locating the author as the genius within the text has become omnipresent in media research and criticism. Yet a different strand of scholarship, emerging from media industry studies, invites us to consider authorship as a value creation strategy, constructed through paratexts, led by industrial marketing efforts that create a “commerce of auteurism” (Corrigan, 1991) This lecture series will introduce and follow this strand to consider, historicize, and dismantle the concept of the author, challenging auteurism as an ideology to consider the author as a brand within the machine of promotion in the media industries. Through examples from historical and contemporary Hollywood, film, television, and new media storytelling, we will go in-depth into cultural discourses of creativity and creative work. We will examine how the media industries understand their own work – and the ideas communicated to audiences about this work. Through this we will explore how cultural discourses shape material realities of cultural production: how the idea of the genius shaped intellectual property laws; how the emergence of the television showrunner became a legal argument during the 2008/9 Hollywood writers’ strike; and the through line between authorship, personal branding, and the difficult life of the YouTube star.
Výstupy z učení
By the end of this course, you should be able to:
(1) Understand and use the concept of a cultural discourse,
(2) Know the history of creativity and authorship as cultural discourses; (3) analyse the role of creativity and authorship discourses in the media industries;
(4) Understand the concept and role of paratexts and promotional surround in contemporary Hollywood;
(5) Critically read promotional and PR materials and analyse strategies of value creation.
Osnova
  • Session 1: Creativity: a cultural history
  • Session 2: Production culture(s) and industry studies
  • Session 3: The commerce of auteurism
  • Session 4: The evolution of television: authorship and art
  • Session 5: Toward contemporary author brands
  • Session 6: Creative work and brands in contemporary culture: a criticism.
Literatura
    povinná literatura
  • Marwick, Alice E. (2013) “Self-branding: The (safe for work) self” in: Status Update : Celebrity, Publicity, and Branding in the Social Media Age. Yale University Press, pp. 163-204.
  • Bourdieu, Pierre (1985). “The market of symbolic goods”, Poetics, 14(1-2), 13-44
  • Mann, Denise (2009). “It’s not TV, it’s brand management TV” in: V. Mayer, M. J. Banks and J. T. Caldwell, eds. Production Studies: Cultural Studies of Media Industries. New York: Routledge, pp. 99–114.
  • Gray, Jonathan (2010). “Bonus materials: Digital auras and authors” in: Show Sold Separately: Promos, Spoilers, and Other Media Paratexts. New York: New York University Press, pp.81-116.
  • CALDWELL, John Thornton. Production culture : industrial reflexivity and critical practice in film and television. Durham: Duke University Press, 2008, x, 451. ISBN 9780822341116. info
Výukové metody
This module consists of six lectures, all of them live and online on MS Teams platform.
Students are required to read all the items from the reading list. All of the required materials will be provided.
SCHEDULE:
Lecture 1: Monday May 10th, 10:00 - 11:50
Lecture 2: Tuesday May 11th, 10:00 - 11:50
Lecture 3: Wednesday May 12th, 10:00 - 11:50
Lecture 4: Wednesday May 12th, 14:00 - 15:50
Lecture 5: Friday May 14th, 12:00 - 13:50
Lecture 6: Friday May 14th, 14:00 - 15:50.
Metody hodnocení
Apart from the compulsory attendance students will have to pass two test. First test is a preliminary one and it will take place just before the start of the first lecture. With two questions, the test will check the knowledge of the required items from the reading list for the first three lesson. The other test is final, consisting of three questions testing both students' acquaintance with the reading list as well as their knowledge and skills gained throughout the course itself. Ten points maximum can be gathered from both of the test; five points are the necessary minimum in order to pass the course successfully.
Vyučovací jazyk
Angličtina
Informace učitele
Dr. Leora Hadas is an Assistant Professor in Culture, Film and Media at University of Nottingham. Her main interests are in the subject of value creation and negotiation, from both an industry and audience studies perspectives. In her recently published book “Authorship as Promotional Discourse in the Screen Industries: Selling Genius” she examines media authorship as branding and the paratextual construction of author figures as celebrities and cultural legitimators in mainstream media including franchise blockbusters, broadcast television, and triple-A video games. Leora also co-led the Value of Spreadable Television Content research project, examining the purposes and challenges of British broadcasters’ use of short-form content on social media.
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