Within your breakout room, describe your interpretation of the quote from Curtin’s and Amaya's essays. Assign someone in your room to discuss the interpretation when we rejoin the full class session.

Page numbers are from Laurie Ouellette, ed. The Media Studies Reader (New York: Routledge, 2013).

Curtin

Michael Curtin, “On Edge: Culture Industries in the Neo-Network Era”

Room 1

“The high network era was in large in part a product of explicit government policy that began during television’s infancy, the late 1940s and early 1950s when major corporations in the entertainment and electronics industries wrestled among themselves for control of broadcast licenses and struggled over the technical standards that would guide equipment manufacture“ (276).

Room 2

“[In the 1970s and 1980s], faced with increasing competition and falling rates of productivity, major corporations began to reorganize their operations so as to become more flexible in manufacturing and more responsive to local markets” (278).

Room 3

“Nevertheless, [Time Warner] has strategically positioned itself to reap the benefits of creative work carried out in a variety of contexts: large-scale, highly integrated enterprises (Time Magazine), boutique production operations (TV sitcoms), and seemingly autonomous niche venues (Death Row Records). Note that each operation targets a different market: the middle-class, college-educated reader; the mass television audience; and the trendy, urban youth culture” (281).


Amaya

Hector Amaya, “Citizenship, Diversity, Law and Ugly Betty

Room 4

“This lack of representation in media work is worrisome, not only because it represents the exclusion of Latinas/os from the enormous wealth that media industries generate, but, as importantly, because it has laid the basis for culturally normalizing Latino disenfranchisement” (590).

Room 5

Ugly Bettyhas succeeded in circulating in the public sphere partly because it exemplifies a type of media ethics and positive corporate civic behavior hegemonic at a time when the notion of diversity is linked to new profit opportunities… This is a perfect example of corporate liberalism, under which diversity becomes morphed from a term rooted in the racial and sexual struggles of the civil rights movement, to an ethnocentric term that is valued because of the benefits it can provide to the majority who identify with our current racial patriarchy” (592).

Room 6

“Because today more advertisers believe in the strength of the Hispanic market, television, which typically has been inhospitable to Latinas/os, may see a gradual change. If discourse around Ugly Bettyis any indication, these changes will be defined partly in terms of diversity. But this is not the diversity of the civil rights era, but a social and economic tactic aimed at attracting new profits, new markets, and securing success for mainstream media in a Latinized future” (594).