Johanna Blakley, Norman Lear Center, 30 March 2010

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Johanna Blakley, Norman Lear Center, 30 March 2010

Contents

Readings

Declare yourself

  • Norman, Lyn Lear purchased an original broadside print of the Declaration of Independence

Hollywood Health & Society

  • Largest in-house project
  • Middleman for health professionals and tv/film industry people
  • Goal: ensure accuracy of health information in fictional programming
  • Diplomatic, industry not required to participate
  • Exemplar: Bold and the Beautiful HIV storyline
    • Highly popular show worldwide
    • Other examples: Baywatch, House
  • Often offer support with 800 numbers

Global projects

  • Aspiration
  • Struggle to maintain support throughout the Bush administration

Grand avenue intervenion

  • Opening up the process of planning, designing the new Grand Ave park downtown
  • One of the members of the Lear advisory eventually got hired

Barcelona Media Research Center

  • Affiliated with Yahoo Research (Europe)
  • Massive data sets
  • Exploring hypotheses to test regarding social media activities
  • Relationship between "old" and "social" media

The Attention Economy

  • Attention as "future currency"
  • Without attention, money is "so far down the line"

Politics and entertainment preferences

Nationwide survey data, Zogby, concluding August 2008

  • Labels are chosen according to responses
    • "Conservative", largest
    • "Liberal", next largest
    • "Moderate", ~24%
      • Many liberals self-identify as "moderate" or "independent" but their responses group them with liberal
    • Had to remove "Libertarians" because they were a small group causing considerable noise: Tea Party?
    • Side survey, data given to Cato Institute
      • Survey instrument used here did not appropriately address Libertarians
  • Some overlap but surprisingly distinct
    • House, rock'n'roll, football crosses nearly every demographic sector
  • 84% said that there were some political messages in entertainment
    • More conservative : more they believed that entertainment contained political content
    • 65% reported that they learn about political issues from fictional TV shows
  • 74% reported taking "some action" based on fictional programming
    • Lowest income people (Af-Ams, youth, women) most likely to act
  • 63% of Americans reported "sometimes" enjoying entertainment that does not reflect their values
    • 26% of Conservatives say they "never" enjoy entertainment that does not reflect their values
  • Pop music survey needs more qualitative research
    • Least popular among Conservative respondents was "world music"
    • Conservatives tended to not enjoy any foreign entertainment at all
    • "Classical" music did well in contrast to its place in the market
    • "Country" is least popular among Liberals
  • Moderate group loved video games
    • Much more willing to report seeking entertainment content, info online
  • Moderates report disinterest in blogs
    • Liberals tended to read blogs, Conservatives less interested
  • Moderates tended to be female, less educated, lower income, more likely to be divorced
    • Reporting "i don't know" politics
    • Less likely to be registered to vote
    • Under-represented, disenfranchised
  • Contrast with Nielsen survey

Tea Party?

  • Conflict within the Tea Party
  • Angry, disenfranchised = not exactly "Moderate"
  • Some socially conservative, some traditional libertarian

Lear courses

  • COMM300
  • Johanna lectures in other courses

Lear opportunities

  • Internships
  • PhD students get involved in different ways
    • Last year, survey of int'l students at USC w student from Master's program
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