Certeau links “strategies” with institutions and structures of power who are the “producers”, while individuals are “consumers” acting in environments defined by strategies by using “tactics”. In the influential chapter “Walking in the City”, Certeau asserts that “the city” is generated by the strategies of governments, corporations, and other institutional bodies who produce things like maps that describe the city as a unified whole.

Certeau uses the vantage from the World Trade Center in New York to illustrate the idea of a panoptic, unified view. By contrast, the walker at street level moves in ways that are tactical and never fully determined by the plans of organizing bodies, taking shortcuts in spite of the strategic grid of the streets. This concretely illustrates Certeau’s argument that everyday life works by a process of poaching on the territory of others, using the rules and products that already exist in culture in a way that is influenced, but never wholly determined, by those rules and products.

Source

Unpacking the institution:

Institutions must be enduring, regulate and stricture activities, are collectivist, develop working practices, employees and people associated are expected to share the values, public is aware of the status

Two instititions
The ABC (Australian Broadcast Corporation) is a good example because it has been around for a very long time. Its funded primarily though government taxing and do not show advertisements online or on TV. They are careful to protect their brand images because they insist they deliver reliable news which is unbiased.

Facebook is a container which fociuses primarily a social media. Its image youthful although they value all members of society. They regulate though user feedback. Facebook now has a social conglomerate after buying Whatsapp and Instagram. It generates money though advertising and shares data information with business clients to predict social trends

Audience theories date back to the early 20th century. in the 70’s there was a shift towards the idea that the audience is active, and not passive. The patriachy was interested in these theories to understand how to advertise properly.

Broadcast paradigm: the effect tv has on the nation, it orginingally wasnt there for advertisint. The culture industry that comes out of the 40’s 50’s, german jewish and saw what what happening in cinema, nazi brainwashing. Saw the American system and thought it was just as bad. The media was focused on keeeping the masses controlled

Post-broadcast paradigm: understands audiences are more complex and it is about recognising teh ragmentation of the audience. its about consumers. its about a different category of consumption. Individual choice

We have only lived in a post-broadcast world

Establishments who are interested in these thories: government, advertisers, communication occupationists, prodution houses, social scientist/psychologists, cultural theories/ media scholars. They use semiotic analyses

key debates

• means of production is cheaper,
• distribution and consumption (internet)
• no longer do places do one soul area of production
• convergence of telco companies and television
• aesthetic sensililities, the emergence of true tv narratives

Audience practices is the main one

• The living room is now brocken
• What are audiences doing now

Media effects thoery

• Anxiety of tvs power
• audeicnes is passive/ manipulated brainwashed
• lab experiments, focus groups, playground

When doing student research, like for the upcoming group assignments, we are covered by a fair dealing claus ‘educational purposes’. Although this covers us from copyright infringement, it may not hold up in law. So even when using fair dealings as an offence its better to be safe than sorry and get approval.

Its ok to use copyright works for assignments but internal passwords should be used. Its alright to use copyrighted photos in scrapbooks or on posters but if they are going public it is not ok.

Things that the court will look if you are taken to court.
The purpose and character or the work; is it mocking someone or made for unsociable reasons.
The amount borrowed from a work and its substantiality in relation to the whole video
The effect on the marketplace. if your video gets more money than the original or destablizes the copyright holder
The potential to license the material you used off the original e.g If there was no reply in the copyright holders email

Parody and satire can be used as a defence, but it could also defame someones name.
substantially similar 10% or 30% rule
adaptions / modifications – licence / contracted rights

Documentary Filmmakers’ Statement of Best Practices in Fair Use

Copyright is automatic and what you create is what you own. Copyright it doesn’t protect an idea, it protects a creation

e.g. you cant copyright the Pen, but you can copyright a pen design.

Its usually a good idea to mark your work with a statement. So if you’ve made a script and are giving it to people, make it obvious that the script is yours. So a heading thats says something like “The information in this document is confidential and must not be used or without first obtaining [name] written consent”

What are the different elements contained in copyright?

Exclusive rights: Sets out economic rights for your work e.g If someone can use if for commercial purposes
Original works: Are artistic, literary, dramatic works
Subject matter other than works: sound recording, cinematographic works, Tv, published editions
Exceptions: employer ownership, contract/licence, assignment of rights – youtube is given a non exclusive right

Moral rights: applies to all copyright works referencing – treatment of work
Integrity: – honour and reputation
Right of attribution: Its the creators right to be attributed to their creation. Offending this right by not attributing can lead to lawsuite
Right of false attribution: Self explanatory, if a work is falsely attributed to another person

Duration of copyright – Copyright lasts the life of the author plus 70 years. Different countries have differing terms. there are certain factors that influence duration of copyright aswell.

Even if the work is unpublished it is still under copyright. If it is published anonymously or under a pseudonym it is still under copyright

Exceptions: public – fair dealing, Education, Libraries/archives, Cultural institutions/museums
Infringement:  Rights of ownership. It is an infringement to use a substantial part of a work (quality rather than quantity) without permission e.g uploading Avengers to youtube. If the Moral rights of the copyright holder are challenge they can sue